Help Clear Up Public Perceptions

First and foremost, our highest priority, our attention, and our full support remain with the

communities, First Nations, and tourism operators in Northwestern Ontario who are directly impacted by these wildfires. Some of our colleagues have lost lodges, aircraft, and livelihoods.

Nothing in this message is intended to diminish the severity of those losses and we will continue to stand with and support the affected region. At the same time, a second challenge is emerging that is affecting tourism businesses across the rest of Northern Ontario: public perception.

National headlines rarely distinguish between regions. When travellers see reports of “Northern Ontario wildfires” many assume the entire region is impacted and cancel trips to destinations that are hundreds of kilometres from any active fire. The reality is far more nuanced. While some areas are directly affected by wildfire and others are experiencing smoke, the majority of Northern Ontario, a region larger than Texas, is experiencing neither. Treating the entire region as though it is impacted does not improve public safety; it extends the economic consequences of these wildfires to businesses and communities far removed from the affected areas.

It is important that public perception reflects reality on the ground. No one is better positioned to

demonstrate that than the tourism operators, businesses, communities, and organizations that welcome visitors every day.

We are asking you to help by sharing current conditions from your community across your social media

channels.

• Post current photos and videos that accurately reflect conditions, whether that are blue skies, clear lakes, or visitors enjoying fishing, paddling, hiking, riding, or other experiences.
• Clearly identify your location and include the date of your post (for example, “July 16 at [Lake Name]”) so travellers know the information is current.
• Be transparent about conditions. If there is smoke or haze, acknowledge and show it. If

conditions are clear, share that confidently. Credibility is essential.

• Continue posting regularly. A single post will not change perception, but consistent, authentic updates from across the region will help paint an accurate picture.

When responding to guest inquiries or sharing updates about local conditions, we also encourage you to direct travellers to the NorthernOntario.travel wildfire information page. It provides current information on wildfire locations, road and travel conditions, fire restrictions, what is open, and guidance for travelling safely throughout Northern Ontario.

If a guest’s original destination has been impacted, encourage them to reschedule their visit or consider another destination within Northern Ontario rather than cancelling altogether. Many operators across the region remain open and have availability, and every trip that stays in the North continues to support local businesses and communities.

Every accurate and honest update you share is an act of solidarity. It helps protect your business,supports your neighbours, strengthens confidence in Northern Ontario as a destination, and contributes to the economic resilience of the region while affected communities recover. By sharing what is happening where you are, you help travellers see the North as it truly is.