TOURISM THUNDER BAY - A snapshot of achievements in 2025

33 campaigns undertaken

13 partners involved/engaged in campaigns


Website:
260,321 unique visitors
537,587 page views

69,338 visitors registered at the Terry Fox and Pagoda Information Centres
60.83% First Time Visitors
Average party size – 2.5
Passing through – 38.6%
Local – 32%
Hotel – 14.4%
Camping – 6.6%

Visiting friends or relatives (VFR) – 14.4%

TRANSPORTATION: 
Car 89.42% 20,258 
Air 4.30% 974 
RV 4.06% 920 
Motorcycle 1.21% 273 
Bus / Motorcoach 
0.37% 84** 
U-Haul 0.19% 43 
Bicycle 0.13% 29 
Transport (Other) 0.10% 22 
Cruise Ship 0.08% 17 ** 
Hitchhiking 0.05% 12 

REASON FOR TRAVEL:
Attractions: 79.90% 
Leisure 66.00% 
Shopping 16.95% 
Visiting Friends & Family 15.87% 
Work / Business 13.72% 


Quebec – 4.58%
Visitors from USA – 8.96% 
Visitors from other countries – 2.12%
BC – 5.45%
Manitoba – 6.95%
Alberta – 7.11%
Ontario - 42.24%
Ontario Regional NWO 32.06%

Visitors from Canada 88.92%


Sports Tourism 2025

VISITOR DAYS – 34,750

Thunder Bay hosted 23 significant events in 2025:
3 – International | 4 – National 
5 – Provincial | 11 – Regional 

TOP THREE EVENTS:
• Scotties Tournament of Hearts
• XCM National Mountain Bike Championships
• Thunder Bay Chill International Invitational 


The 23 events attracted 9,615 visitors resulting in 5,011 room nights generating an estimated $6.9 million in economic impact.


TOTAL TOURISM VIDEO VIEWS 242,854

Media Relations and Earned Media Value

TMAC & GO MEDIA CONFERENCES 
• 38 meetings 

EARNED MEDIA VALUE
• 21 Media Hosted, and 3 podcast
• Blog/content created: over 101
• Photos/videos received: 1528 from travel media, 621 from local influencers/photographers
• 9 tourism Partnerships


FILM
• Films produced: 4
• Meetings with Producers: 8


OTHER
• Crowdriff:
Access Requested: 15
Photos requested: 561
Photos downloaded: 1245
• 25 stories


Cruise Ships
$3.2 million in cruise ship economic impact
4,850 PASSENGERS


TRAVEL TRADE CONNECTIONS
ABA – 21 
OMCA – 42 
RVC – 39 

Funding Recipients for 2025
71PROJECT APPROVALS
15 PRODUCT DEVELOPMENT PROJECTS
56 EVENTS
$1.8M+ IN COMMITTED FUNDS
$3.2M* LEVERAGED IN THE COMMUNITY
$19.7M IN EVENT ECONOMIC IMPACT 
$1M+ IN PROJECT GDP
$20M+ COMBINED CONTRIBUTION TO THUNDER BAY’S ECONOMY

*based on all projects fully funded

Industry Performance
2025 ACCOMMODATION SECTOR PERFORMANCE 
• Occupancy Percentage 71.9% up 5.4% from 2024
• Average Daily Rate $202.60 up 6.7% from 2024
Source – CBRE National Market Report


TOUR APP 
• 77,244 sessions

Social Media
9,908,464 social media page reach 
38,115 Facebook/Instagram sponsored content click-throughs
3,605,752 social media post reach
243,250 engagements