By
Alex Smith |
Port Baie-Comeau is approaching the 20th anniversary of its first cruise call, a milestone offering more than a historical marker. For Elizabeth Moreau, director of external and destination relations, it represents a moment to reflect on how far the Quebec town has come as a destination.
“September will mark 20 years since we welcomed our first cruise call,” she says. “In the beginning, we had just one ship a year. In 2025, we welcomed 15 calls, 17 are expected this year and 24 are scheduled for 2027.”
Baie-Comeau itself has an unusual history. Founded in 1937 by Colonel Robert R. McCormick, owner of the Chicago Tribune newspaper, the town was built around a paper mill established to secure Canadian black spruce trees for paper production. “We’re not even 100 years old,” says Moreau. “We’re only now seeing the first generation of people who were born and lived their entire lives here. Our history is short, but it’s surprisingly rich.”
That richness informs the destination’s onshore narrative. McCormick’s influence shaped everything from the pavements – which were once heated in the winter – to carefully planned residential districts. Among the more colourful chapters in Baie-Comeau’s history is ice hockey team the Chicago Blackhawks’ 1952 visit to face a hometown side. “They won 14-2,” says Moreau. “And one of our guides was in the arena that night. When our guides tell a story, they have often lived it.”
Structural change has accelerated the port’s strategic evolution. In 2021, Baie-Comeau transitioned from federal ownership to a private, non-profit model. In 2024, it assumed responsibility for cruise destination management from the municipality. “Our vision is to be a community port,” says Moreau. “We invest in projects that benefit residents as much as visitors. We organise events on the pier, and when there isn’t a ship in port, the community can still access and enjoy the space.”
Baie-Comeau’s approach is reflected in the port’s product development. When the town’s museum closed during the pandemic and did not reopen, the port created a new exhibition dedicated to local history. It has also taken stewardship of the Seashell Valley, a glacial shell deposit in the forest once mined for early road construction. Plans are underway to reopen it as a managed visitor site. The port is also working to include the Pessamit, the area’s Innu community, in cruise calls. “Everything we develop is designed to serve the community first,” explains Moreau. “Cruise is helping to support that development.”
Visitors to Baie-Comeau can explore the town on bespoke tours led by local guides who have experienced much of its history (Photo: Port Baie-Comeau)
Community acceptance, she argues, is one of Baie-Comeau’s strongest assets. “Residents genuinely enjoy seeing the ships. They come down to the waterfront, or to local cafes, simply to meet passengers.”
The openness of the local community has translated into participatory initiatives. One recent example involved a local boy recovering from cancer who launched a project to build the world’s longest painted rock snake as a fundraiser. Cruise guests asked to contribute. “We set up a kiosk run by high school students, where visitors could paint a rock, make a donation if they wished, and add it to the installation,” says Moreau. “It created a real connection.”
The project is now awaiting confirmation of a Guinness World Record. “Guests were proud to have been part of something that left a lasting impact,” says Moreau.
Baie-Comeau’s small scale enables operational agility. “We may not offer helicopter sightseeing, but what we do offer is flexibility,” says Moreau. “If a cruise line requests a bespoke tour, a themed lunch, or a distillery tasting onboard at short notice, we can make it happen. Everybody knows everyone else in Baie-Comeau, and that makes a difference.”
The result, she explains, is a carefully curated shore programme. “We can personalise and customise experiences to match exactly what the cruise line is looking for.”
Perhaps the most telling endorsement came from an experienced cruiser from Quebec who had completed 11 voyages worldwide. “She told us she’d initially looked at Baie-Comeau on the itinerary and wondered why the ship was stopping here,” says Moreau. “By the end of the day, she said it was one of the nicest calls she’d experienced.”
For Moreau, that reaction encapsulates the destination’s appeal. “We may not be the most spectacular port on an itinerary, but we deliver a day that feels meaningful. It’s good for the soul.”
Repeat business suggests the model resonates commercially too. “We have strong recurrence,” explains Moreau. “Several lines return four or even eight times per season, year after year. It’s rare for a line to call only once. I’d like to think that if they come so often, it’s because they like it.”
Looking ahead, the ambition is steady, managed growth. “Cruise lines know our name,” says Moreau. “What we want them to understand now is how prepared we are to deliver an engaging and efficient experience.”
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