The Thunder Bay Community Economic Development Commission (CEDC), in partnership with the City of Thunder Bay, is inviting residents to have their say in shaping the future of Thunder Bay’s identity through a community-wide perception survey.
Running from November 9 to December 7, 2026, the survey aims to better understand how people view Thunder Bay, what they value most about the community, where they see opportunities for improvement, and how they believe the city should be represented to audiences beyond the city.
Under the campaign theme “What’s Your Thunder Bay?”, the initiative encourages everyone who lives, works, or learns in Thunder Bay to share their experiences and perspectives.
“Thunder Bay has a unique story to tell, and the people who live, work and build their lives here are at the heart of that story,” said Jamie Taylor, CEO of Thunder Bay CEDC. “As we look toward the future, it’s important that how we promote Thunder Bay reflects the experiences, values and aspirations of our community. This survey is an opportunity for residents to tell us what makes Thunder Bay special, where we can improve and how we can better position our city as a place to live, work, visit and invest.”
The survey is the first step in a broader perception audit that will help inform the development of a future place brand for Thunder Bay. Through community feedback and engagement, the CEDC and City of Thunder Bay aim to build a stronger understanding of the city’s identity and develop a more authentic, consistent approach to telling Thunder Bay’s story.
“Thunder Bay’s growth and prosperity will always be shaped by the people who call this community home. As we continue advancing the Smart Growth Action Plan, it is important that we understand how residents see Thunder Bay today and where they see opportunities for the future,” said Michelle Williams, Manager of Communications & Public Relations for the City of Thunder Bay. “The feedback gathered through this survey will help guide future decisions and ensure the story we share about Thunder Bay is grounded in the experiences and perspectives of our community.”
Throughout November and early December, residents will see the “What’s Your Thunder Bay” campaign across the community through outdoor advertising, digital platforms, and social media.
Feedback gathered through the survey, alongside targeted community, business and tourism focus groups, will help identify common themes, community strengths, and opportunities to guide the next phase of the place branding initiative.
Residents are encouraged to complete the survey before December 7, 2026, and share their perspective on what makes Thunder Bay unique, where they see opportunities for growth and what they hope to see in the community’s future.
Tell us about your Thunder Bay. Take the survey: getinvolvedthunderbay.ca/haveyoursay
