The Muskoka Tourism Marketing Agency (MTMA) announced that they have permanently closed the Highway 11 Visitor Centre. The agency says that each year the Visitor Centre had seen a steady decline in the number of visitors and requests for information, with a 75% decline in visitation since 2015. This significant decline is due to several factors including the growth of smartphones and internet access to assist with GPS navigation and increased pre-planning prior to arrival in Muskoka.

With the closure of the Visitor Centre, MTMA says it will reallocate the saving towards innovative marketing tactics to key markets to attract more visitors to the region as well as supporting local Chambers of Commerce.

The agency will enter a lease agreement with the Muskoka Airport in early 2023 for a small office space for the organization that will be used exclusively for administrative purposes.