Hello Members and Partners:
It has been an exceptionally difficult week for many of you. Some operators are facing direct losses or ongoing risks from wildfires, while others are managing poor air quality, guest concerns, and potential cancellations. Please know that we are thinking of you, standing with you, and working closely with our tourism partners to provide meaningful support wherever possible.
I have spent much of this week reaching out to operators in affected areas, and I continue to be deeply moved by the strength, generosity, and resilience they have shown. Some have experienced significant losses, including damage to homes and tourism properties. Even in the face of such hardship, many continue to look ahead with determination and care for their guests, staff, neighbours, and communities. It is a privilege to work alongside such remarkable people.
At the beginning of the week, I felt the limits of what I could do in the face of so much uncertainty. As operators generously shared their experiences, however, it became clearer where practical support was needed. I shared those insights with Destination Northern Ontario, and together we have been working to identify gaps and develop resources for the industry. You have likely seen some of this information in your inbox over the past few days; we have included some of it again in this newsletter and more will follow.
One message I heard repeatedly, particularly from remote operators, was how quickly people came together to support one another. Operators helped ensure guests were evacuated safely, found places to stay, and had access to the assistance they needed. That spirit of collaboration reflects the very best of our industry.
It is also important to recognize the scale of what many communities are facing. We have not seen wildfire activity and conditions of this magnitude across the North at the same time in many years—possibly more than three decades. Many of you have expressed deep gratitude for the firefighters and emergency personnel working on the ground and in the air. Others have shared concerns that the level of support and communication was far less than expected, and in some cases not comparable to what has been available in the past. We understand that the Ministry of Natural Resources, like many sectors, has faced staffing challenges. We have heard your concerns and will be bringing them forward to key Ministers in the coming weeks.
These conversations also raise important questions about how we can work together to better prepare for future extreme weather and wildfire events. What support would be most helpful to operators? Where can government play a stronger role? These are discussions we will continue in the weeks and months ahead, and we encourage operators to share their experiences, concerns, and ideas with us.
In this issue, you will also find an opportunity for all of us to help ensure public perception reflects the reality of Northern Ontario. Some recent posts have suggested that all of Northern Ontario, or even much of Canada, is on fire, which has understandably created concern among visitors with trips booked this summer. We are asking everyone to come together by sharing accurate, reassuring messages that show Northern Ontario remains open for business where it is safe to do so. Please take a moment to read the article and consider participating in these efforts.
As we head into the weekend, I am holding hope for much-needed rain, without lightning, and for the continued safety of everyone affected by these conditions. Please know that we will continue listening, sharing information, and advocating for the support our operators and communities need.
Take good care,
Laurie