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Let the fun begin!

I am incredibly excited to be working with Orillia & Lake Country Tourism on the first of what will hopefully be a series of digital self-guided tours in this area.   Our first tour will capitalize on the popularity of one of the local railway lines that has been converted into a multi-use trail. The Uhthoff Trail is […]

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General

Let’s Rebuild Tourism Better

For me and many others, spring symbolizes renewal, rebirth and new growth. The melting snow and milder rains enhance this imagery by washing away the remnants of winter. Don’t get me wrong; I love winter, and, this year, I was initially sad to see it go. But once I had a taste of warmer temperatures and fewer layers, I was ready to transition.  Unfortunately, the melting snow and rains also tend to […]

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Self-guided Tours and Tourism Recovery

This week, Destination Canada released its Revisiting Tourism: Canada’s Visitor Economy One Year into the Global Pandemic. The report paints a bleak picture of the state of tourism for 2021 and beyond. With an anticipated drop of 35% compared with 2019’s $67.9 billion total Canadian tourism demand, the report  portends “the state of the visitor economy is more dire than the impacts following 9/11, […]

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Tips and Tools

Tips for Creating Engaging Content

The third stop in our tours development tour is all about content development.   Recently, I had the pleasure of participating in a workshop called Experience Development 101 for Agri-Tourism hosted by Tourism Simcoe County and facilitated by Kim Clarke, Tourism Experience Development Specialist with Regional Tourism Organization 7 (Bruce, Grey, Simcoe).  The workshop highlighted the growing importance and value of experiential tourism opportunities […]

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General Tips and Tools

Your story begins and ends with your visitors’ stories

I think it was the spring of 1993, maybe 1994. I was attending a conference on research methods for communicators in Ottawa, and one of the presenters confused the hell out of most of us with his introduction of this thing called the World Wide Web. I was still getting my head around how I could possibly use up all of […]

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General Tips and Tools

What are your goals and objectives? The first stop on your tour

In my years of communications consulting, it was very common for organizations to want to jump into designing a campaign or initiative without first checking in about how the campaign was going to further their strategic goals and priorities. Completely understandable. The creative aspects – brainstorming about the messaging and how to reach the audience – are (for most people, including me) way more fun […]

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General Research

The power of storytelling

Like most people, for as far back as I can remember, I have loved stories. I loved reading them, hearing about them, seeing them on film or TV, even reliving them with my own, imaginary-world twist. (My siblings – who shall remain nameless to protect my reputation – have way too many embarrassing ‘stories’ about my great adventures […]

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Research Uncategorized

Nimble, pivot and silver linings…

A study by Statistics Canada in October suggests that the economic impact of COVID-19 on the tourism industry could reach over $37 billion and result in a loss of over 400,000 jobs.