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

Key insights include a decline in Ontarians' enthusiasm for US travel, driven by political concerns and cost-of-living challenges. Conversely, European travelers 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. Shatten and Mazanik conclude by sharing their personal off-the-beaten-path travel recommendations, emphasizing the rich experiences Ontario offers.

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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