An image from Friday's slide show

Tourism chairman Randy Nickle announced the city's new brand for attracting visitors. He says it's all about the opportunity to get out on the lake and losing yourself among the 14,000 islands.

"That, in itself, will be a draw for people to spend the money to fly to Winnipeg and drive two and a half hours to Kenora," he said.

While he talked about sailing on the lake as a unique and lucrative niche market, Nickle acknowledged there are many more attractions in the region for visitors.  He also noted the community will have to raise its game, if it wants to be known as a premier destination for North America.

Randy Nickle talks about Kenora's new brand

"The premier part really is about the community upping the ante, investing in their product, delivering that excellent customer service, being open longer hours than we are now," he said.

The city has already made plans to add docking slips and services for boaters, as part of its revitalized downtown.

To see the slide show: