Home » TOURISM NEWS » Thunder Bay’s Tourism Set for a Big Comeback
on January 31, 2026
Thunder Bay, Ontario is gearing up for an exciting tourism season in 2026, navigating challenges like a slower U. S. market and global uncertainties.
The tourism outlook for Thunder Bay looks brighter than ever in 2026, even after a slight decline in U. S. travel last year. Paul Pepe, manager of Tourism Thunder Bay, is hopeful about the city’s tourism future, highlighting the city’s flexibility and innovative marketing approaches.
U. S. Market Issues and New Strategies
Last year saw a 10% decrease in U. S. tourism-a trend that Tourism Thunder Bay had predicted early on-but the city adjusted swiftly. “We shifted gears and targeted inclusivity,” said Pepe, stressing their focus on digital video content to showcase the city’s inviting atmosphere to travelers from the U. S. Midwest. Thunder Bay’s message is clear: diversity is embraced, and everyone is welcome to experience the city’s rich culture and stunning nature.
While the U. S. market may still be slow in 2026, Pepe highlighted the importance of building partnerships and enhancing the city’s online presence. With marketing collaborations centered around engaging content, Thunder Bay is preparing itself to welcome all visitors with an inclusive approach to tourism.
Rise in Canadian Travel
Although international travel faced hurdles, there was significant growth among Canadian travelers as more locals chose to explore their own country. “2025 was the year Canadians got out and explored Canada, and we anticipate this trend continuing,” Pepe shared. As domestic tourism flourishes, Thunder Bay aims to become a top choice for Canadians looking for adventure or relaxation without venturing abroad.
Pepe also mentioned that Canadian tourists are increasingly drawn to local attractions like Thunder Bay that offer unique experiences combining outdoor activities with cultural exploration. With growing interest from Canadians, the city’s tourism sector stands ready to benefit from this trend.
European Travelers Show Increasing Interest
Pepe expressed optimism regarding growth in overseas markets, particularly Europe. European tourists have always been fond of Canada due to its vast landscapes, natural beauty, and outdoor opportunities. In fact, Europe has emerged as an important source of growth for Thunder Bay’s tourism sector.
<p“Europeans love Canada’s natural beauty,” Pepe noted adding they expect more Europeans will come here seeking adventures or embarking on classic Canadian road trips.”Thunder Bay seeks to establish itself as a prime destination for Europeans wanting an authentic wilderness experience within Canada's beautiful outdoors.” With Canada’s global tourism brand gaining strength , Thunder Bay intends to leverage its distinctive features to draw European visitors in 2026.
The Growing Demand for Travel Experiences
Pepe observed an interesting shift in consumer behavior: more people are prioritizing travel experiences over material goods. This trend has led Tourism Thunder Bay to pivot its marketing strategy , focusing on stories that resonate with audiences who value meaningful travel experiences.
“ We’re seeing more people put more value on travel experiences than on material things ,” Pepe noted. This cultural shift is expected to fuel the city’s tourism in upcoming years , as travelers seek destinations offering genuine experiences rather than just typical tourist spots.
2026 Outlook : Anticipating a Strong Year Ahead
Despite economic uncertainties and possible obstacles ahead , Pepe feels confident that Thunder Bay will enjoy a robust tourist season in 2026. With booming domestic interest , new international engagement , and an inclusive marketing strategy, the city appears set for increased visitation.
“ We anticipate a very strong year in visitation based on these trends ,” Pepe stated. The city’s tourism officials are relying on their capacity to adapt while meeting expectations from both local and international travelers. From scenic outdoor adventures through cultural celebrations , Thunder bay offers much-ready attract visitors near far away !
Conclusion : The Resilience of Thunder Bay’s Tourism Sector
Despite facing challenges stemming from a softer US market along with economic concerns, Tunder bay prepares itself toward achieving record breaking levels within its tourist industry during upcoming seasons! Their resilience combined alongside strategic marketing emphasizing inclusivity together witb emphasizing local travels & expanding overseas outreach promise great potential outcomes! As Canadiands continue exploring closer destinations combined alongside increasing number Europenas eager experience Canada’s natural wonders-Thunder bay positions itself firmly amongst premier North American getaway locales!
The Toronto bays’ tourisim industry reads fo rthe big waves ahead-Expect surge visitations forthcoming thanks tto diverse offerings which gain international recognition!![]()
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