Andrew Siegwart interviews Mayor Cam Guthrie of Guelph, Ontario, exploring how the city is setting new standards for mid-sized urban centres. Mayor Guthrie shares his personal journey into municipal leadership and highlights Guelph’s reputation as a sustainability leader and economic innovator. The discussion covers the city’s diverse economy, including its strong agri-food and automotive sectors, and the challenges of infrastructure and housing development. Mayor Guthrie explains how Guelph leverages the municipal accommodation tax to boost tourism and support local events, while also investing in both large-scale festivals and grassroots initiatives. The episode delves into Guelph’s commitment to sustainability, climate resilience, and community safety, emphasizing partnerships and innovative approaches to social services. Mayor Guthrie also reflects on the importance of regional collaboration and public engagement, offering insights into the city’s forward-thinking, community-driven approach to growth and well-being.

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Nick Di Donato, President and CEO of Liberty Entertainment Group, joins Andrew Siegwart to reflect on his journey in the hospitality world. From earning Canada's very first Michelin star to putting Toronto on the global culinary map, Nick shares what it takes to stay at the top in an ever-changing industry. He opens up about the challenges of rising costs—especially with increased minimum wage—and how innovation is helping him adapt. We dive into his ambitious new project at the newly opened 55,000-seat Rogers Stadium in Downsview, where modular kitchens and a team of 1,500 locals will bring food service to the next level. Plus, Nick gives us a sneak peek at his plans for the historic Prince Estate in Prince Edward County—and how he hopes to help transform the area into a premier tourism destination.

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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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Andrew Siegwart interviews Kirkland Lake Mayor Stacy Wight and Economic Development Director Dan Laverdure the town's transformative economic strategy. Kirkland Lake, a historic mining community of about 8,500 people, is reimagining its future by diversifying its economy and revitalizing tourism. The municipality is developing a five-year tourism plan that leverages its rich mining heritage, implementing a Municipal Accommodation Tax, and attracting new development through innovative approaches.

Key initiatives include partnering with Keepers of the Circle, an indigenous women-led organization building a modular home factory, and creating a resident attraction campaign. The town is focusing on showcasing its cultural assets, including historical mining sites, the Northern Throttle drag races, and a multicultural center.

Wight and Labrador emphasize the importance of community collaboration, indigenous reconciliation, and targeted support from provincial and federal governments to help smaller communities grow and thrive.

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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.

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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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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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