Tourism boost

Realizing that no city is an island seems to be paying off for Thunder Bay’s tourism market.

For the past two years the city’s tourism strategy has shifted from just promoting what the Lakehead has to offer. Instead it’s signed on to regional and international partnerships that focus on what the area, and specifically the Great Lakes themselves, can provide.

City tourism manager Paul Pepe uses the Ride Lake Superior campaign as an example. It’s capitalized on the growing motorcycle tourism market, encouraging riders to tour all 2,100 kilometres of the lakeshore. That’s brought weekend riders to the city but also European groups who rent Harley-Davidsons and ride across North America.

“These partnerships are really critical,” Pepe said. “Really trying to make the pie bigger for all of us instead of trying to compete with one another.”

The local tourism market did take a hit when snow stayed well into spring this year but the visitor’s centre at the Terry Fox monument reported a 12 per cent increase in traffic for May and 15 in June. Pepe said that’s encouraging because it shows that while the weather kept people away, the tourists adjusted their plans rather than cancelling them.

“It’s just delayed them,” he said.

Another growing market is the corporate traveler and conventions. July and August are usually a tough time for the market in Thunder Bay. But more and more convention planners are looking north. Even with the increased costs of airfare, Pepe said Thunder Bay is cheaper than the Greater Toronto Area for events. Plus it has nature right outside of the convention`s door to offer.

“We can really offer a very unique alternative,” Pepe said.

The city usually sees about 500,000 to 600,000 visitors each year.