Andrew Siegwart, President of the Tourism Industry Association of Ontario is interviewed by Samuel Miele and discussed the development of a five-year tourism strategy to address regional needs and economic conditions. The strategy includes forming strategic working groups and an alignment council to prioritize initiatives and measure success. Andrew emphasized the importance of diversifying tourism investments, including infrastructure and capital incentives, to attract both domestic and international visitors. He also highlighted the need for skills training and workforce development to address the current labor shortage. The conversation also touched on the impact of reduced international student numbers and the need for a balanced approach to tourism marketing and infrastructure investment.

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Dr. Chris Gibbs from Toronto Metropolitan University joins Andrew to explore the critical challenges facing tourism talent development. Drawing from his extensive experience, Gibbs discusses the evolving expectations of students, who are increasingly motivated by financial stability and career growth opportunities.

The conversation covers the shifting dynamics of workforce recruitment, highlighting the need for employers to adapt to a new generation of workers who prioritize work-life balance and clear career pathways. Gibbs emphasizes the importance of work-integrated learning, introducing the Jumpstart initiative as an innovative approach to early student recruitment and engagement.

Against the backdrop of funding challenges in post-secondary education and declining international student enrollment, Gibbs advocates for reimagining tourism education. He suggests focusing on core skills like service, leadership, and sustainability, while telling compelling stories that attract talent to the industry's diverse and dynamic career opportunities.

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Our guest is Kelly Higginson who provides an in-depth look at Canada’s restaurant industry, revealing the sector’s complex challenges and innovative solutions. Drawing from her extensive experience, Higginson discusses the ongoing struggles with rising input costs, workforce shortages, and the impact of economic pressures on restaurants nationwide.

The conversation explores critical issues like immigration cuts, the importance of culinary training programs, and the potential of technology to support operators. Kelly highlights the “Food is Food” campaign, which demonstrated how policy changes like the GST holiday could create jobs and stimulate economic growth.

Emphasizing the restaurant industry’s role as a cultural and economic driver, she underscores the sector’s resilience. From addressing misconceptions about skilled labor to advocating for supportive policies, Higginson paints a nuanced picture of an industry adapting to unprecedented challenges while remaining essential to Canada’s social and economic fabric.

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Andrew Siegwart is joined by Claire Green from Tourism Burlington to explore the city's innovative approach to destination development. Green shares how Burlington has merged its economic development and tourism departments into a single organization, creating a unified strategy for growth. The discussion highlights the city's new destination stewardship plan, which focuses on marketing, product development, and community engagement.

Green explains how Burlington is positioning itself as more than just a pass-through city, showcasing its unique blend of waterfront, nature, and urban experiences. The conversation delves into the city's rebranding efforts, which aim to attract both visitors and investors by telling a compelling story about Burlington's character and potential.

Andrew and Claire review the importance of collaborative planning, understanding audience synergies, and creating a dynamic brand that resonates with both residents and visitors. The episode offers a blueprint for mid-sized communities looking to reimagine their tourism and economic development strategies.

More about Claire:

Claire Green is the Director of Destination Development and Marketing at Burlington Economic Development and Tourism, the official economic development and destination management organization for the City of Burlington. In this role, Claire is responsible for implementing the city’s destination stewardship plan and delivering the marketing and communications objectives of the organization, ensuring Burlington is strategically positioned to attract both tourism and investment.

A strategic and collaborative leader, Claire is recognized for her ability to translate complex ideas into clear, compelling strategies that inspire action. She is a skilled communicator who excels in building partnerships, engaging stakeholders, and leading high-performing teams to deliver innovative, award-winning results.

Since joining the organization in 2013, Claire has led several transformative initiatives, including the design and launch of TechPlace, Burlington’s innovation centre providing space, resources, and programming to technology start-ups and entrepreneurs.

Claire holds a Master of Arts in Cultural Analysis and Social Theory and an Honours Bachelor of Arts in Communication Studies from Wilfrid Laurier University, as well as a Business Marketing Diploma from Georgian College. In addition to being recognized as one of Business Link Media Group’s 40 Under 40, Claire has led award-winning initiatives that have received national and international recognition from the International Economic Development Council (IEDC) and the Economic Development Council of Canada (EDAC).

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In this special live episode, join Ontario tourism leaders Brad Kozak, Trevor Norris and Libby Warden at a live panel moderated by Abdullah el Safadi of Air Canada, where they discuss the evolving landscape of tourism in the province. Key themes include the importance of authentic experiences over technology-driven tourism, the value of storytelling and community connection, and the need for clear communication with visitors. The panel highlights the role of younger professionals in sparking innovation and encourages organizations to invest in mentorship and align with their values. Collaboration is emphasized as a path to industry growth, with stories of partnerships and trust-building. The episode offers advice for new entrants—network, seek supportive organizations, and prioritize values—and for industry veterans: stay open to new ideas. The discussion wraps with panelists’ dream travel destinations, exemplifying lifelong curiosity and passion for tourism.

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In this two-part episode, Andrew Siegwart celebrates two 2025 Tourism Champions of the Year: Brad Kozak and Trevor Norris, who are transforming Ontario's tourism landscape through innovative approaches.

Brad Kozak reveals how his golf tourism platform connects over 50 golf courses and 25 accommodation partners across nine tourism regions, creating a seamless booking and marketing experience. By prioritizing customer needs and leveraging technology, he's revolutionized golf travel in Ontario.

Trevor Norris shares his regenerative tourism strategy for the Bay of Quinte region, focusing on community-driven experiences that empower local entrepreneurs and storytellers. His approach goes beyond traditional tourism, creating meaningful connections between travelers and local communities while supporting sustainable economic development.

Both champions demonstrate how tourism can be a powerful force for economic growth, community engagement, and positive change. They highlight the importance of collaboration, innovation, and putting customer experience at the forefront of destination development. And both offer insights into adapting to market changes, addressing climate challenges, and creating authentic, memorable travel experiences that benefit both visitors and local communities.

Book Now! There is space still available to join us at the Ontario Tourism Summit.

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Andrew Siegwart leads a powerful discussion on public safety in Ontario's tourism industry. Joined by Deputy Chief Nick Milanovic, Robert Serpe, and Sumeeta Kohli, the conversation delves into critical issues like human trafficking, active shooter preparedness, and community protection.

The panel explores the evolving landscape of public safety, emphasizing the importance of proactive measures over reactive responses. They discuss how technology, diverse communities, and changing communication channels impact safety strategies. A key focus is human trafficking, with experts highlighting the vulnerability of international students and the need for industry-wide awareness and training.

The discussion underscores the collaborative approach required to combat safety challenges, stressing that public safety is a shared responsibility. From law enforcement to tourism operators, everyone has a role in creating safer destinations. The episode concludes with a call to action, encouraging individuals to stay aware, speak up, and be part of the solution.

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Andrew Siegwart is joined by Indigenous tourism leaders Kevin Eshkawkogan (Indigenous Tourism Ontario), Henry Tso (Indigenous Tourism British Columbia), and Robert Bernard (Nova Scotia Indigenous Enterprise Network) to discuss the transformative impact of Indigenous tourism in Canada.

Kevin, Henry and Robert share their personal journeys into the industry and reflect on how Indigenous tourism fosters reconciliation, cultural revitalization, and local prosperity. The conversation highlights the importance of authenticity, community-driven approaches, and the need for collaboration across regions. The episode also introduces the Indigenous Coalition of Tourism Champions, a new initiative aimed at uniting provincial organizations to amplify Indigenous voices and support grassroots development. Listeners gain insight into innovative programs, such as cultural authenticity designations and frontline training, and receive recommendations for unique Indigenous tourism experiences from coast to coast. The episode emphasizes the value of storytelling, partnership, and building a more inclusive and meaningful tourism landscape in Canada.

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