Building a tourism primer in the North.

Tourism has long been viewed by many as an engine of economic growth, creating jobs and spin-off opportunities for many sectors in the hospitality and service industry. In recent years, Canadians across the country and especially in Northern Ontario have felt the negative impact of SARS, the impact of the events of Sept. 11, 2001, Mad Cow Disease, the abolition of the Spring Bear Hunt, the high Canadian dollar, etc. In one form or another, almost everyone is affected by a decline in tourism activity including airlines, taxi companies, hotels and motels, retail stores, gas stations, restaurants, bars, etc.

The region of northwestern Ontario has long relied on the traditional tourism appeal of fishing and hunting. More recently, an increasingly larger number of baby boomers with high disposable incomes are requiring a wider range of experience, and one that is geared more to the whole family. The number of historical/interpretative centres being built across the country is the direct result of such trends and bodes well for centres in the region such as the Fort William Historical Park. As well, the number of events being hosted across the region provides a unique opportunity to create the critical mass we need to properly market ourselves as a year-round world-class tourism destination.

I believe that while major improvements have been made in creating a unified vision for tourism in the region, the winter season, and skiing in particular, needs to be recognized as being able to attract the kind of events that can bring in a large number of visitors. I am glad to see that recent initiatives by The Lake Superior Division Alpine (LSDA), run by an ever-growing number of volunteers, has made some major progress in providing ski racing opportunities to all ages and levels of skiers from Nancy Greene's age to Senior Circuit racers.

The Thunder Bay region has now over 600 active participants (80 carded athletes) in some form of ski racing program ranging from non-competitive fun races at clubs to senior circuit level. With two resorts, Mt. Baldy and Loch Lomond, and four clubs, Norwester Alpine Club, Port Arthur Ski Club, the LSDA Carded Program and the Nesbitt Burns Senior Circuit, there is plenty of alpine racing action to partake in over the ski season. A typical weekend has over 140 local athletes training at the two local resorts. On Thursday nights one will also see over 150 senior racers racing in the Nesbitt Burns Senior Circuit Series.

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The division also provides a development level program tailored for all athletes wishing to compete in National Points and Federation International De Ski (FIS) races. The LSDA team has grown to over 30 team members for this season. The program is designed to allow K1 through junior age athletes, aged 11 to 19, the opportunity to race locally and also attend out-of-town regional races. The team attends races in Thunder Bay, Collingwood, the US Midwest and Quebec. Qualifiers at provincial championships will travel to national championships. Thunder Bay has historically had good representation at national championships.

LSDA is preparing to run an annual Giant Slalom and Slalom FIS race series in Thunder Bay. The race series was planned 5 years ago and now has grown to over 150 participants. The first year saw only 20 participants, but thanks to the support of the greatest volunteers in Canada (evidenced by the Alpine Canada Alpine (ACA) award in 2003) the organization has grown the series to what it is today. This year the series is being run as a CAN-AM series with the USSA (United States Ski Association). They are viewed as local partners across the border.

It is these kinds of partnerships across the border that is having a substantial impact on attracting US Midwest skiers to our local hills. Local youth will benefit from this race series, providing local access to international racing opportunities. Local hotels, restaurants and other businesses will benefit from extra tourism spending. This year the ski division is expecting upwards of 150 racers and 50 coaches and assistants from out of town. Also, every second year a provincial championship comes to Thunder Bay, thanks to the hard work of all the local volunteers. These series bring upwards of 300 to 400 people to Thunder Bay for a week. When we include the number of family members and coaches staying in the area for upwards of one week, the economic impact on the region can be substantial.

It now looks like that what started with a vision and positive attitude is well on its way to attracting more American participation, like it was in the 1980s. The organization is planning to continue on this exciting path of not only providing local skiing opportunities for skiers of all ages, but to play a major role in enhancing travel, tourism and recreation opportunities across the region. They are to be commended for their efforts and supported in their endeavours of helping make this region a great place to live and a world-class tourism destination for all seasons.

Frank Pullia is the Principal of Pullia Accounting & Consulting. He can be reached via e-mail at [e-mail]. A contribution to this article was made by Larry Mayell, past chairman of Lake Superior Division--Alpine and director of Alpine Ontario. For more information on the Lake Superior Division Alpine and other local skiing initiatives, visit www.Lssdalpine.on.ca