Navigating Change: Strengthening Northern Ontario’s Tourism Amid Trade Challenges

by Sara Currier | February 27, 2025

A message from the Executive Director

While we always recognize the possibility of challenges, I’m sure no one expected them to arise so soon after the global pandemic. However, the evolving trade situation with the USA presents opportunities for growth, adaptation, and innovation, with economic impacts that could drive positive change on both sides of the border and beyond.

Currently, it might appear for our sector that the opportunities outweigh the challenges.

Nonetheless, we are concerned that visitor or resident sentiment might sour, or that an economic downturn could lead to a decrease in travel. We will continue to monitor the situation through ongoing research into source markets as well as here at home. Tariffs will also have an impact on the costs of goods and services to our sector as supply chains are stressed or even interrupted.

On the positive side, we see opportunities in local and domestic markets as more Canadians choose to holiday at home. Similarly favourable exchange rates should encourage travel from international markets, including the USA which represents 85% of our region’s international spending. 

At Destination Northern Ontario, we are taking proactive steps to support our tourism sector. We have resurrected our Northern working group so that our partners can share information and collaborate on any potential mitigation strategies. Our Board of Directors will meet regularly until the situation is resolved. We are also preparing a playbook for the sector that we will maintain and share digitally. Specifically, we are looking at how we can support Northern Ontario’s tourism sector, communicate impacts promptly, undertake research and support activities in our four mandated areas of concern, product development, investment attraction, workforce development, and industry training as well as marketing. Plans are underway to offer market diversification and service excellence training very shortly. Incremental marketing in all our source markets will not only enable our region to take full advantage of strategic opportunities but also position our region for longer-term sector growth. Tourism awareness strategies will ensure that we continue to be a welcoming destination of choice for all visitors.

We are optimistic that a successful resolution will strengthen the mutually beneficial trade relationship between our two countries. No matter the outcome, we remain committed to working together to support and champion Northern Ontario’s vibrant and growing tourism sector.