To monitor and evaluate the success of the Plan, the City has established a comprehensive framework of Key Performance Indicators (KPIs) and Performance Indicators (PIs).
KPIs are top-level indicators that align with growth goals of population and tax base growth and provide tangible benchmarks to track progress, while PIs serve as early signals to determine if the efforts being put forth are advancing desired outcomes in terms of increasing economic activity, generating more development activity, and enhancing quality of life for residents.
Key Performance Indicators
| Target | 2021 Census | 2026 Census | Status | Source |
|---|---|---|---|---|
| ↑ 1% annually | 108,843 | - | ↔ | Statistics Canada |
| Target | 2025 | 2026 | Status | Source |
|---|---|---|---|---|
| ↑ 3% annually | $13,053,818,921 | - | ↔ | Municipal Property Assessment Corporation |
| Target | All 2025 Residential (incl. Multi-Residential) | All 2025 Commercial (incl. Office Buildings and Shopping Centres) | All 2025 Industrial (incl. Large Industrial) | Source |
|---|---|---|---|---|
| Improving | $9,892,062,406 (84% of total) |
$1,774,053,590 (15% of total) |
$105,226,234 (1% of total) |
Municipal Property Assessment Corporation |
Reaching these targets will not happen overnight; growth takes time and the Smart Growth Action Plan is designed to build momentum gradually.
The early years of the the Plan will be used to establish baselines and put tools in place, with expectations of achieving these targets in seven to eight years.
Development Performance Indicators
Business Starts (2025)
Desired Trend ↑
1,279 ↑
# in 2024 - 1,223
*Source - Statistics Canada
Economic Performance Indicators
Number of People Employed (2021)
Desired Trend ↑
53,350 ↑
# in 2016 - 50,215
*Source - Statistics Canada
Labour Force Participation Rate (April 2026)
Desired Trend ↑
65.2% ↑
# in April 2025 - 60.1%
*Source - Statistics Canada
Unemployment Rate
(April 2026)
Desired Trend ↓
5.5% ↑
# in April 2025 - 4.3%
*Source - Statistics Canada
Business Confidence Index
(2025)
Desired Trend ↑
100.8 ↔
*Source - Thunder Bay Ventures; Lakehead University; Thunder Bay Chamber of Commerce; Thunder Bay Economic Development Commission
Tourism Centre Visits
(2025)
Desired Trend ↑
69,338 ↑
# in 2024 - 38,119
*Source - Thunder Bay Community Economic Development Commission
Hotel Occupancy Night Stays
Desired Trend ↑
71.9% ↑
# in 2024 - 66.4%
*Source - Ontario Ministry of Tourism, Culture and Gaming
Total Number of Air Passengers
(2025)
Desired Trend ↑
777,000 ↔
*Source - Thunder Bay Airport
Quality of Life Performance Indicators
Newcomer Welcome Centre Clients Served (Jan-Apr 2026)
Desired Trend ↑
1,308 ↔
*Source - Thunder Bay Multicultural Centre
Infrastructure Gap
(2023)
Desired Trend ↓
$30,600,000 ↔
*Source - City of Thunder Bay
Public Transit Rider Satisfaction (2025)
Desired Trend ↑
52% ↔
*Source - City of Thunder Bay
Public Transit On-Time Performance (2025)
Desired Trend ↑
81.6% ↔
*Source - City of Thunder Bay
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