Greg Girard

"It is the time of the year for conferences, tradeshows, and round tables! I look at the agendas and speaker lineups for many of them. I have a question. Why do provincial and federal tourism associations bring in the same speakers every year from big companies and corporations? Odd, since according to Innovation, Science and Economic Development Canada, small businesses account for over 98 percent of all businesses in the country.

Canada’s tourism sector generates over $100 billion in annual economic activity and supports more than 1.7 million jobs. Small and medium sized businesses make up the vast majority of tourism operators in this country. Yet, their successes and challenges are never front and centre on stage?

In many regions, especially rural and small town Canada, tourism is one of the few scalable economic drivers available. So why do our stages so often feature the same corporate voices discussing urban issues? I get it, large brands matter. National data matters. They pay big membership fees. But innovation rarely comes from repeating the same case studies year after year. Excitement comes with innovation. Excitement in new ideas keeps people from nodding off during presentations.

Innovation comes from founders testing new booking models. From rural operators building experiential packages that increase length of stay. From Indigenous entrepreneurs redefining authentic travel. From destination marketers experimenting with AI discoverability and community led storytelling.

If tourism GDP is growing by single-digit percentages while costs for operators rise in double digits, we need more than recycled slide decks. We need fresh thinking. We need voices that are actually moving the needle in their communities.

In tourism, they are the product. They are the experience. They are the economic impact in small communities under 20,000 people.
So where are the innovators and out-of-the-box thinkers on the main stage? Is it because they do not follow the company line? Is it because they tried and it did not work? Is it because the associations do not want anyone poking holes in their theories? Why, why, why?

If we want a stronger, more resilient visitor economy, our conferences and associations need to reflect the full spectrum of leadership in this country.
Tourism will not evolve by listening to the same voices. It will evolve when we create space for new ones.

If we keep recycling the same voices, we cannot expect different results for Canada’s tourism economy." - Greg Girard, Co-Bro Founder of EH Canada Marketing Group