2SLBTBQIA+ Welcoming

Discover the people and places helping make Thunder Bay a welcoming destination for all. From local food and craft beer to sailing adventures and berry farms, this itinerary celebrates community, connection, and Pride.

Thunder Bay’s Got Heart

...and its 2SLGBTQIA+ friendly businesses prove it. From saunas and sailing tours to craft beer and berry fields, these local spots make everyone feel at home while celebrating community and connection.

Cheers to Community

Start in the Waterfront District at Lakehead Beer Co., where the taproom’s relaxed vibe and fresh brews set the tone for a welcoming visit. Next door, Tomlin Subdivision serves up Detroit-style pizza, fried chicken, and crisp salads. “We’re proud to be a community hub,” says manager Aaron Goerzen. “That only works if every person feels seen, safe, and celebrated here.”

All Aboard with Sail Superior

Down by the water, Sail Superior offers everything from sunset wine sails to high-speed zodiac adventures. “We welcome people as people, no labels, no assumptions,” says owner Greg Heroux. “Everyone deserves to feel safe, respected, and able to enjoy life as their best self.”

A Tradition of Warmth

A short drive north, Kangas Sauna brings a Finnish tradition to life with private saunas, hearty home cooking, and famous pancakes. “People are people,” says owner Calley Onchulenko. “Everyone deserves to feel comfortable and cared for. Kindness and connection come first.”

Inclusive History at Fort William Historical Park

Over on the city’s south side, Fort William Historical Park continues to build connections through its dedication to inclusion. “Fort William Historical Park values diversity and has earned Rainbow Registered accreditation through the Ontario Queer Chamber of Commerce” says general manager Patrick Morash.

Love Grows at Belluz Farms

Further south, Belluz Farms has been growing fresh produce for generations. Visitors can pick their own berries at the farm or shop the family’s Superior Seasons Market inside Goods & Co. “Being LGBTQIA+ friendly simply means we love our fellow human beings,” says owner Jodi Belluz. “Love is love—and love always wins.”

All In for Love

Each summer, Thunder Pride brings the community together for a month of joyful celebration, featuring the Pride Parade, Rainbow Collective, Two-Spirit Pride Powwow, and Drag Queen Paint Night. In 2025, Loud Women Collective threw a free Queer Prom (17+), a joy-filled celebration of community, self-expression and pride.

Tourism Thunder Bay is Rainbow Registered!

What Does it Mean to be Rainbow Registered?

Rainbow Registered is a national accreditation for 2SLGBTQI+ friendly businesses and organizations. When you see a Rainbow Registered symbol, you know the business or organization meets a stringent set of standards to ensure that 2SLGBTQI+ customers feel more welcomed and accepted.

Visit the Rainbow Registered website

Register for the 2SLGBTQIA+ Business Directory

• Are you a 2SLGBTQIA+ owned business?

• Do you have a 2SLGBTQIA+ staff and are an ally?

• Are you a business owner and are 2SLGBTQIA+ welcoming? 

Tell everyone that your business is 2SLGBTQIA+ friendly and your customers will feel welcomed and accepted.

Register your 2SLGBTQIA+ welcoming business

Resources and 2SLGBTQIA+ Communities

Thunder Pride

Thunder Pride is a 2SLGBTQIA+ Community that supports all people of Thunder Bay and Northwestern Ontario  to grow into an inclusive and diverse community.

Following the launch of a planning committee in 2010, the first event was done in 2011. For the first two years it consisted solely of a community festival, with a parade added to the event calendar for the first time in 2013. It was only the second pride festival ever launched in the Northern Ontario region, following Sudbury Pride in 1997.

​The organizing committee of Thunder Pride is made up of a wide spectrum of Thunder Bay residents including educators, entrepreneurs, union leaders, ministers, artists and film makers, community service workers and others from all walks of life. We come come together to support friends, family, colleagues and neighbors within our city and region.

As we progress into this year of planning, we are incorporated and continue to be excited at the number of people who are asking how they can get involved – each one of them eager to help to move this community forward.​

Rainbow Collective

Launched in 2021, by dedicated and visionary leaders, Rainbow Collective of Thunder Bay is growing into an impactful Gender and Sexual Diversity Social Movement. We emphasize transparency in everything we do, setting bold goals and pursuing a clear strategy that seeks to move the needle. We are constantly growing and adapting to the changes of society, and invite you to learn more about how you can make an impact.

 2SLGBTQI+ Research –Domestic, U.S., and International Markets –Partner Report

A Ontario-wide study conducted by Context Research Group, in partnership with 21 tourism and community organizations, surveyed 3,488 travellers from Canada, the United States, the United Kingdom, Germany, and Mexico to better understand the travel preferences of 2SLGBTQI+ visitors.

The research found that safety, inclusion, and authenticity play a major role in destination choice, with Ontario widely viewed as a welcoming and inclusive place to visit.

It also highlighted opportunities for regional tourism growth, particularly through Pride-related travel and diverse experiences ranging from urban and culinary attractions to cultural and nature-based adventures.

These insights will help tourism organizations create more inclusive visitor experiences and make informed marketing and destination development decisions.

Read more

Read the Accessible version

2SLGBTQIA+ Product Strategy & Plan

Executive Summary:

Diversity and Inclusion as a best practice is a value that many organizations uphold and foster. This is certainly the case with Superior Country and Tourism Thunder Bay. This project goes beyond the ethical approach of inclusion and looks at 2SLGBTQ+ tourism as a business case.

Both Superior Country and Tourism Thunder Bay have prioritized 2SLGBTQ+ tourism development, having already undertaken some related activities including digital acquisition and training. This strategic plan for Superior Country and Tourism Thunder Bay provides 2SLGBTQ+ research, a detailed SWOT analysis, tactical approaches, a time-lined action plan and recommendations to take 2SLGBTQ+ tourism in this region of Northern Ontario to the next level.

Pat Forrest, President of Forrest Consulting took the lead role on this project. Pat also served as the lead on a 2SLGBTQ+ tourism product development, marketing and training project for Destination Northern Ontario (DNO) which began with the tourism regions in RTO 13 and, over time, also incorporated five other Regional Tourism Organizations in the province. The project was guided by an industry-based steering committee and has just completed its second phase of development. The Canadian Queer Chamber of Commerce (formerly the Canadian Gay Lesbian Chamber of Commerce) was a key partner on this DNO initiative and was also very supportive and helpful with information for this project for Superior Country and Tourism Thunder Bay. Valuable insights and connections provided by the CGLCC assisted in researching and developing the plan.

Forrest Consulting was supported by the team at STEM Consulting for this project. Working with the client project leads, the entire team reviewed existing resources and determined what market-specific information was needed to create the plan. Both consulting firms have extensive experience in tourism and have both worked on 2SLGBTQ+ market development initiatives previously.

The development approach for the strategic plan encompassed extensive research. A targeted survey was conducted, and the results provided candid responses in relation to destination perception and detailed commentary and suggestions that provided the foundation for some of the tangible action steps cited in the plan. In addition to the survey, there was extensive desk research, interviews and two focus groups. The first focus group was designed to get input on the research conducted as it related to the 2SLGBTQ+ market and the second focus group was comprised on tourism industry leaders and sought their perspective on the feedback, markets, and potential action steps.

Read the full report

Read the Accessible Version

Tips to Successfully Welcome 2SLGBTQIA+ Guests to your Business/Community

Read the full booklet

Read the Accessible Version

Destination Assessment and Audit Program - Recommendation Report Thunder Bay Tourism

Overview

Canada’s 2SLGBTQI+ Chamber of Commerce (CGLCC) fosters economic growth by supporting and nurturing 2SLGBTQI+ businesses, entrepreneurs, students, and allies, and by helping Canada’s corporate world connect with the 2SLGBTQI+ business community. A leader in supplier diversity, CGLCC is the certifying body in Canada for 2SLGBTQI+ businesses. In addition, CGLCC operates the Rainbow Registered 2SLGBTQI+ safe space accreditation program for Canadian businesses committed to providing a safe and inclusive experience for the community.

This project is funded by the Government of Canada through the Federal Economic Development Agency for Northern Ontario (FedNor), Destination Northern Ontario (DNO) and regional tourism organizations - Tourism Thunder Bay, Tourism Timmins, Tourism North Bay, and Greater Sudbury. This project funds key initiatives essential for advancing 2SLGBTQI+ inclusive tourism in Northern Ontario. Specifically, it supports activities such as destination audits to assess travel market readiness and inclusion workshops aimed at enhancing education and capacity building within the tourism industry. Additionally, the project offers Rainbow Registered accreditation to businesses demonstrating inclusive policies and practices, ensuring they meet established industry standards.

Summary

Diversity is a key pillar for Tourism Thunder Bay, but there is an opportunity to be even more proactive in your inclusivity efforts with 2SLGBTQI+ travellers. You have the tourism product, history of engagement with the 2SLGBTQI+ community, and the willingness to do the work, which are important first steps towards long-term success.

We believe it is critical that Tourism Thunder Bay lead this initiative, but you will also have to work closely with other tourism partners who are directly involved in the business development and marketing of the city, while also leaning on the appropriate 2SLGBTQI+ community members to guarantee its authenticity.

Ensure you have 2SLGBTQI+ champions and the necessary members for your diverse working group, then build your 2SLGBTQI+ tourism strategy into your long-term strategic plan, presenting updates and adjustments internally and externally at least once a year, or as needed. In this plan, priority should be placed on formalizing a strategy and action plan as it relates to 2SLGBTQI+ efforts (as compared to an ad hoc or reactive approach), including partnerships, allocation of workload, diversity and inclusion training, and ensuring these efforts are built out across your organization. Leading by example and presenting a business case to tourism partners and the business community will be key to their buy-in and participation which will be critical to your sustained success with this market.

While Tourism Thunder Bay and its city partners make progress internally, you should continue strengthening and nurturing your relationships with the 2SLGBTQI+ community, especially those representing diverse culture communities and those who you are less familiar with. Then, leverage those relationships to forge new partnerships; increase 2SLGBTQI+ inclusivity and attendance at non-2SLGBTQI+ festivals and events; create 2SLGBTQI+ marketable experiences; develop additional digital assets and expand on creating 2SLGBTQI+ content on your website.

See what opportunities are available through Destination Canada, DO, Destination Northern Ontario and Superior Country to showcase your efforts on their platforms, and possibly to include 2SLGBTQI+ media as part of mainstream FAMs, or on an exclusive 2SLGBTQI+ FAM highlighting the overall city. This will be key to consistently and proactively telling the story of an inclusive and welcoming Thunder Bay which can be overlooked by 2SLGBTQI+ travellers. Thunder Bay has everything it needs to welcome 2SLGBTQI+ visitors, from your local community to the natural wonders,
culinary offerings, cultural experiences and more.

Foreseeable challenges could include a smaller budget and limited human resources at Tourism Thunder Bay, as well as staffing issues at local hospitality and tourism businesses. Events, festivals, and the business community will also be strapped for resources and may have trouble committing the time and resources required to be more inclusive.

Critical mass will be key in ensuring the business community feels comfortable standing up for diversity, that the general public understands and agrees with its importance, and that the local 2SLGBTQI+ community is comfortable lending their voice, time, and energy.

While Tourism Thunder Bay will face some challenges with this effort, you’re already far ahead of most other Canadian destinations in your 2SLGBTQI+ market efforts. We believe the presented opportunity has potential to bring the city together to take a greater stand on inclusion. Through a concerted and collective effort, progress will be made and the local 2SLGBTQI+ community will hopefully feel empowered to take on further leadership roles as part of Thunder Bay’s tourism strategy.

Please note: This full report is a tool/resource for Tourism Thunder Bay only and will not be publicly shared.