Cathy Dobson/Local Journalism Initiative

Tourism Sarnia-Lambton is coming under heavy criticism from Sarnia council with one councillor suggesting the promotional organization has “gone dormant” since the pandemic.

And some councillors, including Councillor Anne Marie Gillis, suggest it may be time to create a new tourism group with Sarnia, Point Edward and possibly St. Clair Township. 

Sarnia does not have its own representative on the Tourism Sarnia-Lambton (TSL) board and that should change, Gillis said.

Others agreed including City/County Councillor Bill Dennis who noted that last year Lambton Shores chose to create their own tourism organization to focus on its own tourism industry, which includes Grand Bend.

Dennis said it may be time for Sarnia to do the same with neighbours such as Point Edward. 

Councillors made their comments after a TSL rep who was expected to speak to council Monday did not show up.

An agreement between the city and TSL expired in 2024 and outlines the tourism body’s responsibility to collect and disperse the four per cent Municipal Accommodation Tax or MAT tax, that is mandatory on all hotel, motel and Airbnb bills.

TSL continues to collect the tax on behalf of Sarnia but a staff report asked if a new agreement should be negotiated or if an alternative should be found.

Council opted to continue with the existing agreement with TSL for one year before making a decision, citing a recent change in leadership.

“I see this as an opportunity for TSL to reset,” said Gillis, urging the group to view it as “a positive, not a negative.”

It may be better for Sarnia to create an “in house” organization to address the MAT tax, said Councillor Brian White.  But he added he too supports a one-year extension to “see how TSL does under new leadership.”