When hidden patterns become clear insights
The City of Thunder Bay knew Prince Arthur’s Landing was popular during festival season, but much of that understanding was based on assumptions. What ActiveXchange’s Movement Data revealed was eye-opening: nearly 80,000 visits during the 2024 summer festival period, with visitors spending an average of 31.7 minutes onsite and traveling over 45km to get there.
Events that once just “felt busy” suddenly had measurable impact. Canada Day was quantified at nearly 13,000 visits, while weekly Wednesday concerts consistently drew 2,700-3,000 attendees. These insights transformed anecdotal impressions into reliable evidence for event logistics, planning and future investment.
The ripple effect of data-driven insights
Tourism Thunder Bay saw how the City was using data intelligence to improve planning, demonstrate community impact and strengthen business cases for seasonal activations.
The clarity of these insights – showing exactly who was attending, how long they stayed and how far they travelled – gave Tourism Thunder Bay the confidence to adopt the same approach. By joining the ActiveXchange network, Tourism Thunder Bay is now using movement data to better understand visitor origins, engagement patterns and the wider impact of tourism across the city for a variety of sites, including gardens, festival areas, stadiums and more.
Each maintains its own focus, but together they demonstrate how connected intelligence can deliver value across different parts of municipal operations.
Conclusion
Thunder Bay is proving that when data intelligence is applied across operations, its value multiplies. The City’s success in measuring event impact showed what’s possible when decisions are backed by evidence. Tourism Thunder Bay saw those results and chose to harness the same insights for its own priorities.
This is the strength of a connected network built on data integrity, where each success story inspires the next and where municipalities and organizations can unlock new opportunities by working from a shared foundation of trusted intelligence.
Is your community ready to follow Thunder Bay’s lead?
Get in touch with our team.
