New Podcast Episode: Lake Superior's Growing Cruise Industry
by Sara Currier | April 30, 2025
In this episode of Let's Talk Northern Ontario Tourism, host Karen Peacock sits down with Paul Pepe, the Manager of Tourism Thunder Bay, to talk about Lake Superior’s growing cruise industry, which contributed $4.3 million to Thunder Bay’s economy and brought nearly 7,000 passengers and crew to the city. Paul unpacks what Thunder Bay did to become a coveted ‘turnaround’ port, what cruise passengers are looking for, and how businesses, artists, and communities can get a piece of this pie.
Listen to the episode now, or read on for a few highlights.
A Journey Through History
Paul takes us through Thunder Bay's cruise history, starting back in the 1990s when ships docked at an industrial terminal and how that encouraged investment in transforming a former grain terminal on the waterfront into a proper cruise terminal. The industry has seen some ups and downs, but Thunder Bay is playing a long game and in 2024, they welcomed over 6,800 passengers and crew, adding $4.3 million to the economy.
Forging Strategic Partnerships
Paul emphasizes the importance of collaboration and partnership with local businesses, international cruise lines, and other port cities throughout the Great Lakes. These collaborations help create one-of-a-kind itineraries and unforgettable experiences for cruise guests and are crucial to Thunder Bay's cruising success.
Opportunities for Local Businesses
Paul says businesses eager to engage with cruise passengers have a better chance of getting on an itinerary by offering something unique. Cruise lines want to make sure every port is different, and that returning passengers find something new every time. Quality, authenticity, reliability, and flexibility go a long way. Interested businesses can contact Tourism Thunder Bay to get into the database of services and experiences that they pitch to cruise line staff.
Opportunities for Communities
Paul says “the sky’s the limit” for communities. Cruise lines are looking for experiences where passengers can connect with community members and learn about local culture, history, and natural heritage. Paul says a major dock isn’t necessary since cruise ships can anchor offshore and send passengers on a tender. However, the dock needs to meet Transport Canada secure marine standards and ensure safety. A bit of investment in landscaping will ensure a good and lasting impression.
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Next time on the podcast, Karen speaks with Carol Greenwood, the Vice President of Operations & Partnerships for the Tourism Industry Association of Ontario (TIAO) about a program that helps tourism organizations reach their sustainability goals. Follow us on your favourite podcast platform to be notified when the episode drops.