Forward Motion – Details, episodes & analysis

This episode features Andrew Siegwart and Madison Simmons from the Tourism Industry Association of Ontario (TIAO) focused on the recent provincial election and the future of Ontario's tourism industry. Premier Doug Ford secured a third consecutive majority, with the election highlighting economic concerns and trade relations with the US as key priorities.

TIAO launched a pre-election campaign called "Ontario Needs Tourism," generating over 1,200 letters to candidates and emphasizing the sector's economic importance. The conversation explored several critical recommendations for tourism growth, including:

1. Increasing marketing funding by $15 million to compete with other provinces
2. Creating a $20 million fund to support sport and business event bidding
3. Improving transportation infrastructure
4. Addressing workforce challenges, particularly international student work permits
5. Reforming municipal accommodation tax regulations

The discussion also previewed an upcoming Ontario Tourism Strategy developed through consultations with over 1,000 businesses. The strategy's six key priorities include:

• Strategic investment in tourism capacity
• Transportation infrastructure improvements
• Market diversification
• Sustainability initiatives
• Workforce development
• Enhanced collaboration among support organizations

The overarching message emphasized the need for focused, collaborative approaches to drive productivity and economic growth in the tourism sector, particularly in the context of current economic uncertainties.

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Victoria Clarke emphasizes the importance of seizing opportunities and being adaptable. She joined Visit Mississauga during the pandemic, seeing it as a chance to build a new destination marketing organization from scratch. Her approach focuses on innovative, bold marketing strategies that challenge traditional tourism boundaries.

Key initiatives include events like the Jackalope Festival and APIC, which aim to showcase Mississauga's diverse, multicultural identity and attract global attention. She highlights the city's hidden gems, particularly its rich culinary scene, which represents 126 countries through local restaurants and markets.

Clarke is actively involved in national and international tourism organizations, believing in the power of collaboration and continuous learning. Her advice to emerging leaders is to be genuine, volunteer, and dream big. She stresses the importance of building a strong network of mentors and colleagues.

Her leadership philosophy centers on being open to learning, taking risks, and creating opportunities that benefit both the tourism industry and local communities. Victoria sees tourism as a powerful tool for cultural understanding and economic development.

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Welcome to Forward Motion - a show emanating from the offices of the Tourism Industry Association of Ontario.

The Tourism Industry Association of Ontario (TIAO) is recognized by government as the voice of tourism. We advocate the importance of tourism as an economic driver and job creator in order to serve the interests of Ontario's diverse tourism industry and business community. Join the Conversation.

Andrew Siegwart is your host.

At TIAO, we work on behalf of our membership, collectively representing the majority of tourism businesses and employees across the province, to take on pressing policy issues that impact the Ontario tourism industry. TIAO leads the way in government relations on behalf of the Ontario tourism industry, including tourism businesses and operators, destination marketing organizations, regional tourism organizations, and educators. We provide evidenced-based policy recommendations to ensure the provincial government understands and addresses the multifaceted needs of the tourism industry.

TIAO propels the powerful and innovative Ontario tourism industry by connecting tourism leaders, innovators, government, and educators through events and conferences. We are proud to host the largest gathering of tourism leaders, educators, businesses, and government officials in Canada, at our annual Ontario Tourism Summit.

And this... is our podcast.

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Megan Knott, CEO of Tourism Kingston, discusses the dynamic and resilient tourism industry, emphasizing the importance of community partnerships and the global reach of tourism. Kingston's unique brand, influenced by its history, nature, and cultural icons like The Tragically Hip, attracts 3 million visitors annually, contributing over $500 million to the economy. Knott highlights Kingston's diverse offerings, including historical sites, culinary experiences, and cultural events, and stresses the importance of strategic planning, collaboration, and resident engagement. She also addresses the need for investment in tourism infrastructure and the impact of tourism on local economic and community vitality.

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Troy Young, President and CEO of Attractions Ontario, shared his career journey, starting from his early days at Canada's Wonderland and evolving through various roles, including owning a local newspaper and serving on municipal council. He emphasized the importance of seizing opportunities and being introspective. Young discussed the evolving nature of attractions, highlighting trends like personalized experiences, sustainability, and immersive technology. He also stressed the economic impact of attractions, noting their role in driving tourism and the need for better data and advocacy. Young co-founded the Canadian Attractions Network to ensure attractions receive proper support and representation.

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In this episode of Forward Motion, host Andrew Siegwart interviews Darrell Schuurman, CEO of the CGLCC (Canada's 2SLGBTQI+ Chamber of Commerce), exploring his journey from Alberta's tourism industry to leading a national organization supporting queer-owned businesses. Schuurman discusses the challenges facing the LGBTQI+ community amid recent anti-diversity movements in the US and Canada, highlighting the importance of economic inclusion and supplier diversity. The conversation covers the CGLCC's innovative programs like Rainbow Registered and international trade missions, emphasizing Canada's potential as a welcoming destination for queer travelers. Schurrman shares insights on navigating political pressures, maintaining organizational values, and the significant economic potential of the queer travel market, which is estimated at $300 billion globally.

A transcript of this episode is available here.

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Andrew Siegwart speaks with Lauchlan Rogers, Chief Marketing Officer at Destination Ontario, about his journey from academia to leading the province’s tourism marketing strategy. Rogers shares how his early studies in anthropology, human geography, and GIS led him into digital strategy roles and eventually to Destination Ontario, where he advanced from social media advisor to CMO. He reflects on the challenges and innovations during the pandemic, including global content management and recovery planning. The conversation focuses on the creative strategy behind the new “We Stand” campaign, emphasizing themes of provincial pride, wellness travel, sustainability, and the impact of AI on marketing. Rogers highlights the importance of dynamic partnerships, powerful storytelling, and understanding consumer behavior to drive tourism growth across Ontario. Listen for valuable insights for tourism professionals and destination marketers aiming to adapt to evolving travel trends and promote all of Ontario’s experiences.

Forward Motion thanks its partners support of this show:

Destination Ontario

Ontario Travel & Tourism Monthly

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Andrew Siegwart sits down with Ashley Salem, operator of Blue Heron Cruises and co-owner of Sweetwater Bay in Tobermory, Ontario. Ashley shares her deep-rooted connection to the region, having spent summers in the area since childhood and working in tourism since 1999.

Blue Heron Cruises offers glass-bottom boat tours, sunset cruises, and a new diving and snorkeling experience in the Fathom Five National Marine Park. This year, they're launching Blue Heron Adventures, providing tours for various skill levels around the area's 20+ shipwrecks.

Sweetwater Bay, a recent addition to their portfolio, offers six high-end suites on the Bruce Trail, featuring a restaurant, pool, vegetable garden, and lavender maze. The property provides a unique accommodation experience for hikers and nature enthusiasts.

Ashley discusses the evolution of Tobermory's tourism, highlighting the impact of social media, reservation systems, and the area's natural beauty. She emphasizes the importance of sustainable practices, staff training, and creating memorable experiences for visitors.

Andrew and Ashley cover the challenges of managing multiple tourism businesses, recruiting staff, and catering to diverse visitor demographics. Ashley's advice for travellers: make reservations early and explore the Bruce Trail to discover hidden gems.

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Sarah Tyler is the Marketing Manager at Horseshoe Valley Resort. She shares her love for travel from a young age, recalling creating Lego airports, to becoming a marketing professional, highlighting her background in communications and passion for hospitality.

Horseshoe Valley Resort, founded in 1962, has evolved into a four-season destination offering skiing, mountain biking, golf, and live music events. Tyler discusses the resort's strategic approach to guest experiences, focusing on inclusive packages, personalization, and local partnerships. The resort collaborates with nearby businesses like Tree Top Trekking and Beta Nordic Spa to create comprehensive visitor experiences.

Our host Andrew Siegwart ask about marketing innovations, including the use of micro-influencers, segmented email campaigns, and data-driven strategies. Tyler emphasizes the importance of authenticity and meeting guests' diverse needs, particularly for families seeking convenient, multi-activity vacations.

Recent challenges like the ice storm have showcased the resort's community-oriented approach, with Horseshoe Valley providing support and refuge during difficult times. Looking ahead, the resort is seeing strong bookings and remains committed to highlighting local tourism, offering unique experiences, and adapting to changing market trends.

Sarah mentioned the Influencer Partner Program - here is the link for those interested.

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Andrew Siegwart explores the current state of tourism through a conversation with William Schatten and Alex Mazanik from Context Research Group. The researchers dive into traveler sentiments across Ontario, the United States, and Europe, revealing how geopolitical tensions, economic pressures, and changing consumer priorities are reshaping travel decisions.

The duo revealed insights, conducted in partnership with Destination Ontario. including a decline in Ontarians' enthusiasm for US travel, driven by political concerns and cost-of-living challenges. Conversely, European travellers view Canada as an attractive, distinct destination aligned with their values. The discussion highlights the tourism sector's resilience, with operators focusing on sustainable growth, local experiences, and community well-being.

The episode also introduces the Ontario Travel and Tourism Monthly, a new data tool designed to provide real-time insights for tourism businesses. Guests William Schatten and Alex Mazanik ended the show by sharing their personal off-the-beaten-path travel recommendations.

Ontario Travel & Tourism Monthly

https://www.crg.ca/ontario-travel-tourism-monthly

Promo code: TIAO

EU Pulse Study Results

https://www.crg.ca/post/eu-traveller-pulse-survey-results

US Pulse Studies Results (Wave 1 & Wave 2)

https://www.crg.ca/post/us-traveller-pulse-survey-results-wave-2

Ontario Consumer Study Results

https://www.crg.ca/post/ontario-consumer-study-results

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