By Martha Aitkin,
Bruce Peninsula Press
Now that the MS Chi-Cheemaun has returned to her winter berth in Owen Sound, it seems like a perfect time to provide a recap of the summer 2025 tourist season.
The Chi-Cheemaun experienced a successful season, with a 4.52% increase in vehicle traffic and a 0.97% increase in passengers travelling in good spirits compared to the previous year. Unlike previous seasons, which often experienced brief slowdowns in late August and during the fall, travel demand remained steady throughout the summer and into the fall.
Owen Sound Transportation Company Manager of Marketing and Communication, Nahleen Tye, reported, “Travellers’ appreciation for our longstanding service is clear, and our team takes great pride in continuing to deliver exceptional experiences for our patrons”.
As one of the most recognizable ferries in Canada, the MS Chi-Cheemaun continues to be an integral symbol of Georgian Bay and has carried an estimated 10 million passengers, three million vehicles, and completed 24,000 voyages between Tobermory and Manitoulin Island since 1974. The Chi-Cheemaun is an important contributor to the local economy through her enhancement of the tourist industry and support of seasonal agriculture through transportation of livestock, fish, hay and grain.
Tobermory & Northern Bruce Peninsula Chamber of Commerce Co-ordinator, Brian Woelfle, reported that May was a little slow, likely due to cold and dreary weather, but the tourist season “exploded” from there. The four information stations staffed by the Chamber of Commerce team welcomed more than 34,000 visitors – the highest number seen in the past 10 years.
Perusing the visitor log at the Tobermory Community Centre Information Station, one can see that visitors to Tobermory come from far and wide to enjoy the peace and beauty of the area. We are used to seeing lots of visitors from Quebec during their construction holidays. In the summer of 2025, there were significantly more visitors from Quebec throughout the entire season. Those in the business of serving our tourists would not be wasting their time if they found some time this winter to brush up on their French language skills. The number of visitors from the US was also noticeably up this season, including a man from Arizona wearing a hat that said “Canada is NOT for sale” and a Michigan woman in a bright red “elbows up” T-shirt. The number of European visitors was also up in 2025.
Of course, most of our visitors this summer came from the Greater Toronto Area. Wendy Perkes shared a story of redirecting some GTA day trippers who expressed disappointment when they could not get into the Grotto. She told them they could rent snorkelling equipment and access some shipwrecks from the shore by the Grandview Motel. They returned to thank her very enthusiastically for the suggestion, telling her it was “better than Canada’s Wonderland”. Well done, Wendy! And thank you to the Municipality for the ongoing support of the tourist industry by ensuring those information stations are open and staffed by people like Wendy, who like to ensure that our visitors have a good time.
Representatives of the accommodations industry similarly reported a slow start to the season, followed by an “explosion” of visitors and full houses most nights. There appears to have been a slight trend towards longer stays, with more visitors booking for 2 or 3 nights. Similarly, the restaurateurs of the Tobermory area noted a slow start to the season, followed by the usual crowds filling the tables and waiting in lines spilling out the doors and onto the sidewalks as they waited for their chance to enjoy the good food, excellent service and cold drinks on offer.
The tour boat companies operating in and out of Tobermory’s harbours also reported a good season with numbers very similar to previous years. The happiest travellers’ were the ones who booked ahead, wore good walking shoes and arrived with plenty of time to park and make their way to the docks.
The Wednesday morning Tobermory Marketplace, located in the harbour area, enjoyed great success, as did the All Seasons Market. All of the Tobermory retail shops, from Nature’s Gifts on the south side of the harbour, all the way around to the Blue Heron Clothing and Outfitters Shop by the Ferry Dock, enjoyed a successful season. The Tobermory retail industry benefited from the hundreds of shoppers who came into the village by shuttle boats from the 11 different cruise ships that were seen at anchor just off North Point from time to time.
Ethan Meleg, Acting Superintendent of Bruce Peninsula National Park and Fathom Five National Marine Park, reported that the 2025 season was busy, as it usually is, and “everything went smoothly”. The Canada Strong Pass, which offered free admission to Parks Canada sites and a 25% discount on camping fees, encouraged visitors from near and far to come and enjoy the area.
Parks Canada strategies, including parking capacity limits, reservations and education of visitors regarding the appropriate use of the park and wildlife safety, continued to keep crowding under control and ensure safety and long-term sustainability of the natural resources.
The number of visitors who needed to be redirected when parking lots and reservations were full was up approximately 10% over last year. This may be due to people not realizing that the Canada Strong Pass could not be taken advantage of in the absence of a reservation.
Parks Canada staff work diligently to ensure visitors have a pleasant experience by working closely with regional partners such as the Chamber of Commerce, the Municipality of Northern Bruce and Explore the Bruce. For visitors, planning ahead remains key. Parks Canada uses multiple communication platforms to encourage early booking.
With the renewal of the Canada Strong Pass in 2026, the Government of Canada will offer free admission to national historic sites, national parks, and national marine heritage areas operated by Parks Canada. The 25% discount on camping fees will continue to apply. Additionally, parks and sites that remain open during the winter season are offering free admission from December 12, 2025, to January 15, 2026, to help Canadians celebrate the holidays and enjoy time with their loved ones.
