Thursday, January 29, 2026 – Today, Tourism Thunder Bay officially released the 2026 Thunder Bay Experience Guide, Tourism’s official visitor guide for travel to Thunder Bay. The launch was celebrated with tourism partners at the Thunder Bay Art Gallery.

Digital and print versions of the Experience Guide continue to serve as one of the local tourism sector’s primary marketing and wayfinding tools, with nearly 60,000 copies distributed globally. The release of the 2026 Experience Guide represents a major organizational accomplishment and directly supports Section 6.4 of CEDC’s Strategic Plan, strengthening the guide’s role as a key visitor wayfinding and trip-planning tool. This year’s guide highlights Thunder Bay as a premier inclusive travel destination, welcoming leisure, corporate, and sport visitors from around the world with memorable experiences.

“Our Experience Guide is something both tourists and residents can keep and use as a handy reference guide year-round!” said Mayor Ken Boshcoff.

For the 2026 edition, Tourism Thunder Bay, in collaboration with creative agency The New Business, commissioned a local artist to create the cover inspired by the theme “On the land, on the water, on the plate.” Local artist Chelsea Virginia brings this vision to life through a vibrant and joyful illustration that celebrates the spirit of Thunder Bay.

Chelsea Virginia is a Scandinavian-Ukrainian artist born and raised on the shores of Lake Superior and now living on the shores of Lake Ontario. Known for her colourful, folksy, whimsical style, her artwork is infused with warmth, movement, and storytelling. The cover design and illustrations featured in the 2026 Experience Guide serve as Chelsea’s love letter to her hometown of Thunder Bay (#TbayLove), highlighting some of the city’s most beloved landmarks, activities, food, and wildlife. She can be followed on social media at @chelsvcreates.

“We are officially kicking off the 2026 edition to celebrate our tourism industry with our advertising partners and to showcase the incredible talent of local artist Chelsea Virginia,” said Paul Pepe, Manager of Tourism Thunder Bay. “Her artwork beautifully captures our community’s connection to the natural environment and the experiences that make Thunder Bay such a special place to visit.”

The cover art reflects the dynamic rhythm of Thunder Bay’s four distinct seasons, from spring blooms and summer lake life to the rich colours of fall and the magic of winter landscapes. Playful and expressive, the artwork highlights the region’s natural beauty and the wide range of seasonal activities available year-round.

“Even in this age of digital tools, many visitors and recruiters continue to value the tactile nature of a print guide, and advertisers agree,” continued Pepe. “This year’s guide also reflects the strong support of our local business community, thanks to the excellent advertising recruitment and sales efforts of Generator Advertising and Strategy. The integration of QR codes throughout the book allows visitors to seamlessly connect to our website for deeper exploration of accommodations, attractions, events, and culinary experiences.

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The 2026 Thunder Bay Experience Guide is available in print at the Terry Fox Visitor Centre, local hotels, the airport, and visitor centres throughout Ontario, Manitoba, and Minnesota. The digital edition can be accessed online at visitthunderbay.com.