2025 tourism may face a 'roller coaster' of challenges

THUNDER BAY – Local tourism manager Paul Pepe says this year's local tourism industry will experience a period of volatility due to tariffs imposed by U.S. President Donald Trump and retaliatory tariffs taken by Canadian Prime Minister Justin Trudeau.

Pepe noted that because of the U.S. tariffs on Canadian goods, many Canadians have chosen to cancel trips to the U.S. and instead seek new domestic travel experiences; at the same time, some American tourists, unhappy with Trump's tariff policy, have begun actively looking for ways to support Canada. In response, Pepe said: "Over the past 20 to 25 years, our industry has become accustomed to dealing with sudden changes, and now we are facing another transformation."

At the unveiling of the latest Thunder Bay Experience guide, Pepe emphasized that while tariffs may increase costs for food and beverage businesses that rely on U.S. supplies, and export businesses may suffer, there are opportunities in the tourism sector. "Many Canadians are choosing to stay in the country for their vacations this year, and American tourists, with the exchange rate advantage and alignment with Canadian values, still find Canada highly attractive."

To that end, Thunder Bay is launching multiple tourism promotion campaigns in the U.S. Midwest and across the country, and using digital channels to quickly adjust promotional strategies. At the same time, Pepe revealed that the city will increase investment in attracting conferences and sporting events, and use financial incentives such as hotel taxes to attract more events to Thunder Bay, thereby easing potential inflationary pressures over the next year or two.

In response to this situation, Thunder Bay Mayor Ken Boshcoff said that despite tensions and uncertainty on both sides of the border, Canadian pride is also rising, and he himself cannot help but feel some concern, but he believes that strong friendships with the northern U.S. states remain. "We always welcome American tourists, because this not only strengthens our friendship but also helps stabilize relations between the two sides."

This year, Thunder Bay plans to print 60,000 copies of the Thunder Bay Experience guide, the same number as in 2024, and expects to provide 20,000 digital downloads. Pepe added that the guide is not only a promotional tool for tourists, but is also being used to attract potential employers, including mining companies and healthcare institutions. The cover of the guide was designed by local artist Vik Wilen.

Source:  https://www.tbnewswatch.com/local-news/possible-wild-ride-for-tourism-in-2025-10333070