Thunder Bay Tourism expecting more visitors in 2026
Thunder Bay manager of tourism Paul Pepe says new attractions and funding have the city anticipating a busier season than ever.
Pepe noted the opening of the Hyatt House hotel, the Kisselgoff Motorcycle Museum, and the Rock Room rock climbing gym will improve interest in the city this year.
“Last year, what we saw was more Canadians exploring Canada,” Pepe said. “That trend is certainly going to continue in 2026.”
Pepe called Thunder Bay the nation’s “premiere outdoor city” at the unveiling of the official 2026 Thunder Bay Visitor Guide.
He admits that tourism from the U.S. was down last year, but the city will use inclusive messaging to draw those visitors back.
“We really focused on inclusivity in our U.S. messaging this year,” he said. “(We’re) letting our American neighbours know that all are welcome here and continue to be welcome here.”
“For the challenges the (tourism) industry does face, the positive stories outweigh them immensely. That’s something to communicate, something to celebrate, and it’s something that more visitors are finding us for.”
Pepe also mentioned the European market as a growth opportunity for this year and beyond.
Local artist Chelsea Virginia designed the cover art for the visitor’s guide. Her folksy and whimsical style shows in the cover, which features trademarks like a persian, the Terry Fox monument, and the Sleeping Giant.
“Thunder Bay is home. It will always be home. It has shaped my identity so immensely,” Virginia said. “My initial angle (for the cover) was what things bring me personal joy.”
“And I was trying to think, how can I pack the most into a cover as possible? So that’s sort of why I went with the square design so I could get every tiny thing in there.”
