The Ontario Cultural Attractions Fund (OCAF) is a funding program created by the Government of Ontario in 1999 to stimulate cultural tourism, strengthen the financial capacity of cultural organizations and support job creation. Operating as an arms-length fund, OCAF provides upfront working capital to Ontario-based not-for-profit arts, heritage and cultural organizations, municipalities and Indigenous communities to help them develop, promote and present major events designed to attract new visitors.
Role of OCAF in the cultural funding ecosystem
OCAF focuses on time-limited projects that are distinct from an organization’s regular programming, such as first-time festivals, special exhibitions, anniversary seasons or significant expansions of existing events. The fund’s investments take the form of partially repayable loans directed primarily toward marketing and promotional costs, including advertising, PR campaigns, digital outreach, website or app development, branding and creative production of marketing materials.
Funding approach and investment model
Applications are assessed through a structured two-stage process. Stage 1 screens basic project eligibility, anticipated markets and alignment with OCAF’s aims. Organizations that meet the criteria are invited to submit a Stage 2 business case that includes a detailed marketing plan, attendance and revenue projections, and an analysis of community benefits. OCAF’s board reviews Stage 2 files, drawing on economic analysis and measurable results to inform investment decisions.
All successful applicants sign a legal agreement that includes a repayment obligation. Repayment is calculated as a percentage of gross earned revenue, with caps that vary according to the size of the organization’s operating budget and whether the project is in Northern or smaller communities. This repayable model allows the fund to be replenished and to support future projects across Ontario.
Target applicants and project eligibility
Eligible applicants include incorporated Ontario-based not-for-profit or charitable arts, heritage and cultural organizations, municipalities and municipal agencies, and First Nations, Métis and Inuit communities. Projects must be major initiatives, run for a fixed period, represent the largest new programming initiative in the applicant’s annual plan, and include a marketing strategy aimed at attracting non-local audiences. Revenue benchmarks encourage projects that can generate substantial earned income and private-sector support, with added flexibility for free or low-admission events.
Impact and reach across Ontario
Since 1999, OCAF has committed more than $80 million to hundreds of projects in over 100 communities, supporting more than 1,000 events, festivals and exhibitions. OCAF-funded initiatives have attracted tens of millions of visitors and generated hundreds of millions of dollars in earned revenue for participating organizations. The fund has a strong track record in rural and Northern Ontario, where it has approved significant investment leading to notable attendance growth and economic benefits.
Publics served and typical expenses covered
OCAF primarily serves professional cultural organizations that have the capacity to deliver large-scale events. Its support is intentionally focused on marketing-related expenses, from media buys and PR campaigns to digital tools and brand development. While in-house staffing costs are not eligible, contracted marketing and communications services can be included in project budgets. Through this targeted support, OCAF helps organizations broaden their audiences, reach tourists and improve their long-term earned revenue potential.
