Tourism North Bay launched a humorous new advertisement on May 16, 2026 [1], claiming the city has "absolutely nothing" to attract summer travelers.

The campaign represents a strategic shift in how the northern Ontario city markets itself. By using irony to spark curiosity, officials hope to build confidence in the region's appeal and highlight its natural assets to a wider audience.

The video serves as a tongue-in-cheek pitch for the summer lifestyle in northern Ontario, according to CTV News. After the initial claim that the city lacks attractions, the advertisement pivots to showcase the region's beaches, expansive skies, and crystal-clear waters.

Tanya Bédard, the marketing director for Tourism North Bay, said, "This campaign is about confidence."

Officials noted that the project was built using local talent to ensure an authentic representation of the community. A spokesperson for Tourism North Bay said the goal was to take a light-hearted approach that makes people smile before revealing what the city actually offers.

The timing of the release is intended to capture the interest of travelers planning their 2026 summer vacations. By contrasting a self-deprecating joke with high-quality visuals of the landscape, the city aims to differentiate itself from traditional tourism marketing, which often relies on superlatives and exhaustive lists of amenities.

North Bay is positioning its natural environment as its primary draw. The focus on "nothing" is designed to suggest a getaway from the noise and congestion of urban centers, emphasizing a slower pace of life defined by the outdoors.

“"This campaign is about confidence."”

This marketing strategy reflects a growing trend in 'anti-tourism' or reverse-psychology advertising, where destinations lean into perceived shortcomings to appear more authentic. By framing the absence of urban clutter as a feature rather than a flaw, North Bay is attempting to pivot its brand toward the 'slow travel' movement, targeting tourists who prioritize nature and tranquility over commercial attractions.