Why Tourism Investors Are Looking North
by Sara Currier | May 13, 2026
Northern Ontario’s tourism sector is at a crossroads. There are big challenges to navigate, from global economic uncertainty to seasonal realities. Yet, visitor numbers and spending are up, new builds are rising across the north, and there's real momentum in the sector.
In this episode, Gord Knowles, Destination Northern Ontario's Senior Coordinator of Investment Attraction and Economic Development, shares insights into what's driving investor confidence right now, why tourism businesses need to diversify beyond the US market, and the emerging trends that should be on every tourism business operator’s radar.
Listen now, or read on for a few highlights.
The State of Northern Ontario Tourism Right Now
Northern Ontario is seeing growth in both visitor numbers and tourism spending, though the gains aren't felt equally across the region. Some communities are thriving, while others are still working through the economic fallout from closures in mining, forestry, and other resource industries. Many of the latter are now looking to tourism as a way to diversify.
On the international front, travel from the US remains relatively stable for now, but Canada-US tensions are creating uncertainty that the sector is watching closely. In Northwest Ontario especially, American visitors are a cornerstone of the outfitter economy, which makes the region more exposed to shifts in cross-border sentiment.
It’s a Great Time to Invest in Northern Ontario Tourism
Rising visitor numbers, improving access to capital, and a market that is still less expensive than elsewhere in the country are all driving investor confidence. For investors looking to get in, the lower cost of entry means more room to make improvements and build a sustainable operation. There are also more businesses available than usual, as long-time owners with decades invested in their properties are selling.
At the same time, organizations like Community Futures and Destination Northern Ontario are actively supporting buyers through the process, from securing financing to understanding what a business is actually worth. Gord says now is the opportune time to invest.
Emerging Trends to Watch
Two trends stand out as significant opportunities for tourism operators in Northern Ontario right now: sustainable tourism and Indigenous tourism. Both are still in relatively early stages, but international travelers in particular are actively seeking out what they see as an authentic Canadian experience rooted in nature, quiet, and a genuine connection to place.
Beyond product development, Gord highly recommends reducing over-reliance on the US market. The pandemic exposed just how vulnerable businesses can be when a single market disappears overnight, and that lesson applies now more than ever.
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