May 2025
Twenty-five years ago, the designation of Thunder Bay National Marine Sanctuary marked the beginning of a new chapter for Michigan’s Alpena region. What was once a hidden treasure beneath the Great Lakes has since become a thriving tourism destination, drawing visitors from around the world to explore its historic shipwrecks and stunning underwater landscapes.
Sanctuary attractions like the Great Lakes Maritime Heritage Center and Alpena Shipwreck Tours raise awareness about safeguarding Great Lakes maritime history and attract new visitors to the region. Beyond its appeal to divers and history enthusiasts, the sanctuary has played a vital role in boosting the local economy, supporting jobs, and fostering scientific research. A survey of local residents and out of town visitors to these attractions revealed that they spend $9.7 million annually, supporting $11.4 million in economic output across Alcona, Alpena and Presque Isle counties. Now, in collaboration with Viking Expeditions, Thunder Bay National Marine Sanctuary is expanding its reach even further — advancing sanctuary-based research and engaging a new wave of Great Lakes enthusiasts.
A New Chapter in Alpena’s Story
Alpena, Michigan, has come a long way in the past 25 years. When plans for a national marine sanctuary were first introduced, some questioned whether this quiet stretch of Lake Huron could support a destination built around maritime heritage and underwater exploration. But through strong community partnerships, such as with the Alpena Area Convention Visitors Bureau, Alpena Area Chamber of Commerce, and local divers, a shared vision helped the region steadily evolve into a hub for tourism, education, and research.
Alpena and the surrounding communities have since transformed into year-round destinations for history buffs, divers, scientists, and casual travelers alike — invoking a renewed sense of connection to the Great Lakes.
What makes Thunder Bay National Marine Sanctuary unique is its ability to connect people across different walks of life — from charter boat captains to cruise ship passengers, teachers to tourists. Whether diving into a 19th-century shipwreck or exploring the hands-on exhibits at the Great Lakes Maritime Heritage Center, visitors are drawn into a story that’s both deeply local and unmistakably global. Over the past 25 years, the sanctuary has helped foster a culture of stewardship and curiosity, setting the stage for the next wave of exploration and economic vitality on Michigan’s northeastern shoreline.
The Great Lakes Maritime Heritage Center: A Hub for Visitors and Economic Growth
At the heart of Thunder Bay National Marine Sanctuary’s success is the Great Lakes Maritime Heritage Center — a free, family-friendly visitor center that showcases the region’s rich maritime history and offers a gateway to the sanctuary’s underwater treasures. The center draws tens of thousands of people each year to downtown Alpena, contributing to a steady stream of foot traffic for nearby businesses and restaurants.
“The Great Lakes Maritime Heritage Center has become more than a museum — it’s a community gathering space, an educational hub, and a major tourism driver for northeast Michigan,” says Jeff Gray, Thunder Bay National Marine Sanctuary superintendent. “It’s where stories of the Great Lakes come alive, and where people begin their journey into the sanctuary.”
Through interactive exhibits, life-size shipwreck replicas, and rotating events like the Thunder Bay International Film Festival, the center helps connect visitors to the past while generating new opportunities for economic growth. Its presence has sparked investment in downtown Alpena, catalyzed partnerships with local schools and universities, and inspired a new generation of Great Lakes stewards.
Tourism and Local Business: A Thriving Economy on the Shoreline
Since the sanctuary’s designation, local businesses have seen a tangible uptick in tourism-driven revenue. Julie Allen, director of sales for Amerilodge Group and board member of the Alpena Chamber of Commerce, says sanctuary tourism has a ripple effect that extends far beyond city limits.
“The presence of the Thunder Bay National Marine Sanctuary and the surrounding natural attractions significantly bolsters tourism in Alpena and nearby counties, creating a ripple effect that positively impacts the hospitality industry,” says Allen. “We see clients stay as far south as Oscoda and to the east in Otsego County in Gaylord.”
Allen notes that while many guests visit specifically to explore the Great Lakes Maritime Heritage Center or take a glass bottom boat tour, others discover Alpena during work trips — and become repeat visitors. “A lot of guests may be in town for work, but when they come to Alpena they fall in love with the town. This results in them coming back, bringing their families, and experiencing what the area has to offer.”
For Allen, the sanctuary is more than just a tourism draw — it’s a catalyst for long-term growth. “The sanctuary has helped put Alpena on the map,” she says. “It shows a part of Alpena that developers and tourists haven’t seen before, making them want to come and potentially invest in the community.”
Superintendent Gray adds, “The sanctuary isn’t just a place, it’s a powerful asset for long-term economic development.”
Exploring History: How Shipwreck Tourism Boosts the Region
The sanctuary’s over 100 historic shipwrecks have become a beacon for divers from around the globe. Captain Brian Anderson is a longtime Great Lakes dive charter captain and sanctuary partner who has been providing dive charters to some of the most pristine shipwrecks around Presque Isle, The Straits of Mackinac, and Thunder Bay National Marine Sanctuary for over a decade. Anderson says he has witnessed the growing momentum in this region firsthand.
“The interest in shipwreck diving has increased exponentially since the establishment of the sanctuary,” says Anderson. “They do a wonderful job of promoting the wrecks in the area.”
Anderson says he sees a wide range of divers — from recreational to technical — drawn by the sanctuary’s variety. “The sanctuary has shipwrecks suitable for all certification levels. The majority of divers are from the Midwest, but I’ve taken divers from all 50 states, and even from Europe, South Africa, and New Zealand.”
These dive visitors often stay in Alpena for several days, contributing directly to the local economy. “Most of the divers I take out are with me for four to five days,” Anderson says. “That means hotels are getting bookings, restaurants and gas stations are being utilized, along with other local businesses.”
One of Anderson’s favorite dives is the wooden freighter, Florida, which sank in 1897 and now rests at about 200 feet in Presque Isle. “You can still see the V-shaped hole from the collision and read the name ‘Florida’ on the capstan,” he says.
The sanctuary’s mooring buoy program, he adds, has also made a big difference. “We used to have to place and maintain our own moorings, often tied directly to the wrecks. Now the sanctuary places mooring blocks off the wrecks to protect them. The buoys are large, easy to spot, and a tremendous benefit to the dive community.”
Beyond recreation, shipwreck tourism has inspired stronger ties to Great Lakes history and conservation. Interpretive signs, sanctuary maps, and educational programs help visitors understand the importance of protecting maritime heritage while enjoying it firsthand.
A New Era of Exploration: Viking Expeditions and Scientific Partnerships
Thunder Bay National Marine Sanctuary’s reputation as a hub for science and heritage tourism is reaching new heights with the arrival of Viking Expeditions, which offers enriching expeditions to remote and scenic places for curious travelers. The company’s Great Lakes itineraries now include a stop in Alpena, offering guests the chance to explore shipwrecks, tour the Great Lakes Maritime Heritage Center, and engage with NOAA scientists and sanctuary staff.
Together, Viking and the sanctuary are advancing a vision of regenerative tourism — where visitor experiences don’t just avoid harm but actively support the places they explore. For the scientific community, that means more opportunities for collaborative research. For the local economy, it means a boost in visibility and spending from a new class of eco-minded travelers.
Joost Ouendag, vice president of group product development at Viking, says the sanctuary’s infrastructure played a key role in choosing Alpena as a cruise destination. “If it wasn’t for the marine sanctuary and the NOAA facilities, we would never have considered Alpena as a viable stop,” says Ouendag. “So while a lot of the money that flows into Alpena may not be going to NOAA, the entire economic impact can be traced to NOAA’s presence.”
That impact is significant. “If we look at port cost (simply put, the parking fees for the ship), the money we spent on shore excursions, and the money our guests leave in Alpena (the latter is an estimate), it adds up to about $850,000 per year,” says Ouendag. Through strategic partnerships like this, Thunder Bay is helping redefine what coastal tourism can look like in the Great Lakes — blending education, conservation, and economic growth into every itinerary.
A Lasting Legacy for Michigan’s Coastal Communities
As Thunder Bay National Marine Sanctuary celebrates its 25th anniversary, its impact is undeniable. What began as an effort to protect a collection of historic shipwrecks has grown into a dynamic force for economic development, education, tourism, and research. The sanctuary has helped Alpena embrace a new identity as a destination for discovery and innovation on the shores of Lake Huron.
Looking ahead, sanctuary staff and community partners are focused on expanding youth education programs, increasing access to maritime heritage for more people across the region, and continuing to build partnerships that sustain both the environment and the economy.
“We’ve seen what’s possible when people come together to protect something they love,” says Gray. “The sanctuary has brought visibility and vitality to this region in ways we couldn’t have imagined 25 years ago, and its success is a direct reflection of the community of people here in Michigan who care for it.”
With its thriving tourism, deep community roots, and growing global reach, Thunder Bay National Marine Sanctuary is proving that protecting the past can be a powerful investment in the future.
Rachel Plunkett is the content manager and senior writer/editor for NOAA’s Office of National Marine Sanctuaries