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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 Gay Lesbian Chamber of Commerce (CGLCC) 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.
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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 public shared.
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