Let's Talk Northern Ontario Tourism

This episode was originally published on the "Destination: Northern Ontario" podcast on May 5, 2026.

If you're an employer in the North's tourism sector, you know how hard it can be to find workers. The good news is that you don't have to tackle this challenge alone. There are organizations that want to help you hire, train, and retain good employees.

For this episode, we've assembled a panel of three leaders from three of those organizations to talk about the state of the tourism workforce in Northern Ontario. The panel includes Laurie Marcil of Nature and Outdoor Tourism Ontario, Chantal Makela of Spark Employment, and Karen Peacock of Tourism Excellence North.

We cover the common challenges everyone is facing, what tourism workers are looking for, and the creative ways some employers are stepping up. By the end of this episode, you'll be equipped to step up your recruitment efforts too.

00:00 Introduction

01:43 Current challenges faced by Northern Ontario tourism operators

09:23 Creative approaches employers using to tackle these challenges

16:18 What are workers looking for in an employer today?

19:03 What operators can do to be more attractive to workers

23:00 Trends tourism operators should be paying attention to

24:40 Resources for training and hiring

32:19 One thing operators could do differently this year to improve their workforce situation

35:15 Wrap-up & closing remarks

Learn more

• Tourism Excellence North (TEN) website: tourismexcellencenorth.ca
• Nature and Outdoor Tourism Ontario (NOTO) website: noto.ca
• Spark Employment Services website: sudburyemployment.ca

About the Destination: Northern Ontario podcast

This is a series for tourism business operators in rugged and beautiful Northern Ontario. Whether you're just starting out, or you've got years under your belt, this podcast will make sure you're well equipped for the journey. If you’re not an operator yet, but plan to buy a tourism business in the north, then check out Season 1 for case studies and expert guidance.

Learn more about tourism investment opportunities in Northern Ontario at invest.destination northernontario.ca. Follow DNO on Twitter/X, Facebook, Instagram, or LinkedIn.

The podcast is hosted by Michelle Samson and produced by Storied Places Media.

About the Let's Talk Northern Ontario Tourism podcast

Let's Talk Northern Ontario Tourism is a podcast for tourism operators and industry stakeholders featuring experts who understand what it means to run a tourism business or organization here in Northern Ontario. Through casual conversations, you’ll learn about cutting edge topics like AI marketing, Cruise Ship Tourism, and trends that are shaking up the industry. Plus, you can tune in while driving or doing chores.

For even more insights that’ll help you grow your business, organization, or community, connect with Tourism Excellence North, which is part of Destination Northern Ontario:

• Website - tourismexcellencenorth.ca
• Facebook - facebook.com/DestinationNorthernOntario
• Instagram - instagram.com/destinationnorthernontario
• LinkedIn - linkedin.com/company/destinationnorthernontario

Let's Talk Northern Ontario Tourism is an initiative of Tourism Excellence North and is recorded on the traditional territories of the Anishinaabek and the Mushkegowuk.

In this episode of Let's Talk Northern Ontario Tourism, host Karen Peacock sits down with Lawrence Foster, an instructor with Sault College’s Adventure Recreation and Parks program. They discuss the kinds of people registering for the program, what these in-demand graduates want from employers, and Lawrence’s advice for recruiting during a workforce shortage. Lawrence also shares why the producer of the hit show Mantracker called him up and gave him a job.

• 01:05 Meet Lawrence Foster: From Law Student to Mantracker to çInstructor
• 06:26 Inside the Adventure Recreation and Parks Program
• 09:10 Student Backgrounds
• 15:08 Tourism Career Opportunities
• 18:47 Advice For Owners That Are Succession Planning
• 21:10 Opportunities Students Are Looking For
• 23:46 What Students Want From Employers
• 25:22 Awareness of Government and Non Profit Jobs in Tourism
• 28:11 Recruitment Advice For Business Owners and Managers
• 32:01 Customer Service Training
• 35:52 Filling Education Gaps With Volunteer Experience

About Sault College and the Adventure Recreation and Parks Program

• Sault College website - saultcollege.ca
• Adventure Recreation and Parks Technician program - https://www.saultcollege.ca/programs/school-natural-environment/adventure-recreation-and-parks-technician
• Contact Lawrence: [email protected]

About the podcast

Let's Talk Northern Ontario Tourism is a podcast for tourism operators and industry stakeholders featuring experts who understand what it means to run a tourism business or organization here in Northern Ontario. Through casual conversations, you’ll learn about cutting edge topics like AI marketing, Cruise Ship Tourism, and trends that are shaking up the industry. Plus, you can tune in  while driving or doing chores.

For even more  insights that’ll help you grow your business, organization, or community, connect with Tourism Excellence North, which is part of Destination Northern Ontario:

• Website - tourismexcellencenorth.ca
• Facebook - facebook.com/DestinationNorthernOntario
• Instagram - instagram.com/destinationnorthernontario
• LinkedIn - linkedin.com/company/destinationnorthernontario

If you like podcasts, DNO has another one called Destination: Northern Ontario. Season 1 is for people thinking about buying a tourism business, and Season 2 has helpful advice for new tourism operators. 

 Let's Talk Northern Ontario Tourism is an initiative of Tourism Excellence North and is recorded on the traditional territories of the Anishinaabek and the Mushkegowuk. It is hosted by Karen Peacock and produced by Storied Places Media with support from Erica Richard, Naza Obasi, and Gillian McCullough.

In this episode of Let's Talk Northern Ontario Tourism, host Karen Peacock sits down with Heather Gropp, Community Development Officer for the Township of Sioux Narrows-Nestor Falls. They discuss how this small Northern Ontario community with a population of just 727 residents makes the most of its resources to keep tourism flourishing. Heather shares the municipality’s strategies, target markets, and how it’s working to overcome major challenges. The conversation also touches on how Heather helped get the interprovincial Heart of Canada Touring Route across the finish line, and why she loves working on the government side of tourism development. 

• 01:10 Introduction to Heather Gropp and Sioux Narrows-Nestor Falls
• 06:27 The Community’s Challenges
• 11:25 Collaborations and Partnerships
• 15:01 Tourism Strategies and Target Markets
• 21:41 Municipal Accommodations Tax Debate 
• 24:44 The Long Road to Develop the Heart of Canada Touring Route
• 29:26 Labor Market and Housing Issues
• 33:19 Working in Tourism and Community Economic Development
• 36:12 Final Thoughts and Next Episode Preview

About the Township of Sioux Narrows-Nestor Falls

• Sioux Narrows-Nestor Falls website - snnf.ca
• Facebook - facebook.com/pages/Township-of-Sioux-Narrows-Nestor-Falls/256114277740141
• Instagram - instagram.com/townshipofsnnf
• Pinterest - pinterest.com/townshipofSNNF
• X - twitter.com/townshipofsnnf

About the podcast

Let's Talk Northern Ontario Tourism is a podcast for tourism operators and industry stakeholders featuring experts who understand what it means to run a tourism business or organization here in Northern Ontario. Through casual conversations, you’ll learn about cutting edge topics like AI marketing, Cruise Ship Tourism, and trends that are shaking up the industry. Plus, you can tune in  while driving or doing chores.

For even more  insights that’ll help you grow your business, organization, or community, connect with Tourism Excellence North, which is part of Destination Northern Ontario:

• Website - tourismexcellencenorth.ca
• Facebook - facebook.com/DestinationNorthernOntario
• Instagram - instagram.com/destinationnorthernontario
• LinkedIn - linkedin.com/company/destinationnorthernontario

If you like podcasts, DNO has another one called Destination: Northern Ontario. Season 1 is for people thinking about buying a tourism business, and Season 2 has helpful advice for new tourism operators. 

 Let's Talk Northern Ontario Tourism is an initiative of Tourism Excellence North and is recorded on the traditional territories of the Anishinaabek and the Mushkegowuk. It is hosted by Karen Peacock and produced by Storied Places Media with support from Erica Richard, Naza Obasi, and Gillian McCullough.

In this episode of Let's Talk Northern Ontario Tourism, host Karen Peacock sits down with Dave Valente, President of the Blacksheep Mountain Bike Club in Thunder Bay. He makes a case for why he thinks cycle tourism is a growing trend, what travelling cyclists are doing, and what amenities they’re looking for. Dave also shares the challenges bike clubs face and what tourism organizations and government funding agencies could do to help them attract more visitors.

• 00:59 Meet Dave Valente and the Blacksheep Mountain Bike Club
• 03:55 Programming and Events at Blacksheep Mountain Bike Club
• 09:15 Membership and Fees
• 11:23 Cycle Tourism Growth, Appeal, and Needs
• 13:55 Challenges and Best Practices in Cycling Tourism
• 15:08 Emergency Planning
• 17:23 Importance of Amenities and Facilities for Cycle Tourism
• 20:14 Challenges of Operating a Mountain Bike Club
• 22:06 Funding and Grants
• 25:23 Events: Opportunities and Spinoffs
• 27:59 Final Thoughts and Volunteer Opportunities
• 30:05 Next Episode Preview

About the Blacksheep Mountain Bike Club

• Blacksheep Mountain Bike Club website - blacksheepmtb.com
• Facebook - facebook.com/BlackSheepMTB
• Instagram - instagram.com/officialblacksheepmtb

About the podcast

Let's Talk Northern Ontario Tourism is a podcast for tourism operators and industry stakeholders featuring experts who understand what it means to run a tourism business or organization here in Northern Ontario. Through casual conversations, you’ll learn about cutting edge topics like AI marketing, Cruise Ship Tourism, and trends that are shaking up the industry. Plus, you can tune in  while driving or doing chores.

For even more  insights that’ll help you grow your business, organization, or community, connect with Tourism Excellence North, which is part of Destination Northern Ontario:

• Website - tourismexcellencenorth.ca
• Facebook - facebook.com/DestinationNorthernOntario
• Instagram - instagram.com/destinationnorthernontario
• LinkedIn - linkedin.com/company/destinationnorthernontario

If you like podcasts, DNO has another one called Destination: Northern Ontario. Season 1 is for people thinking about buying a tourism business, and Season 2 has helpful advice for new tourism operators. 

 Let's Talk Northern Ontario Tourism is an initiative of Tourism Excellence North and is recorded on the traditional territories of the Anishinaabek and the Mushkegowuk. It is hosted by Karen Peacock and produced by Storied Places Media with support from Erica Richard, Naza Obasi, and Gillian McCullough.

In this episode of Let's Talk Northern Ontario Tourism, host Karen Peacock sits down with Carol Greenwood, VP of Operations and Partnerships at the Tourism Industry Association of Ontario (TIAO). They start with a discussion on TIAO's advocacy role and the key issues it’s raising with the provincial and federal governments before diving into its work to advance sustainable tourism across Ontario. Carol answers the questions of why TIAO became GreenStep certified, what that means for day-to-day operations, and why Northern Ontario tourism organizations and businesses should seriously consider getting certified too. 

• 01:25 Meet Carol Greenwood
• 05:03 How TIAO Serves as the Voice of Ontario’s Tourism Sector
• 08:36 Key Issues the Sector is Facing
• 14:48 A Primer on Sustainable Tourism
• 17:14 TIAO's Role in Advancing Sustainable Tourism
• 22:03 Why TIAO Became GreenStep Certified and What it Means
• 29:20 Why Organizations and Businesses Should Care About Sustainable Tourism
• 31:50 Measuring and Improving Sustainability Performance Over Time
• 33:11 The GreenStep Certification Process and Benefits
• 36:17 Advice for Organizations and Businesses Interested in GreenStep Certification

About the Tourism Industry Association of Ontario (TIAO) and GreenStep

• TIAO website - tiaontario.ca
• TIAO’s GreenStep webpage - tiaontario.ca/cpages/sustainabletourism2030
• GreenStep’s Sustainable Tourism 2030 Pledge page - sustainabletourism2030.com/pledge
• IMPACT Sustainability Travel & Tourism Regional Event (May 5-6, 2025) webpage - tiaontario.ca/events/impact-sustainability-travel-tourism-ontario-a-regional-event-2
• Facebook - facebook.com/TIAONTARIO
• Instagram - instagram.com/tiaogram
• LinkedIn - ca.linkedin.com/company/tiaontario
• X - x.com/TIAOtweets

About the podcast

Let's Talk Northern Ontario Tourism is a podcast for tourism operators and industry stakeholders featuring experts who understand what it means to run a tourism business or organization here in Northern Ontario. Through casual conversations, you’ll learn about cutting edge topics like AI marketing, Cruise Ship Tourism, and trends that are shaking up the industry. Plus, you can tune in  while driving or doing chores.

For even more  insights that’ll help you grow your business, organization, or community, connect with Tourism Excellence North, which is part of Destination Northern Ontario:

• Website - tourismexcellencenorth.ca
• Facebook - facebook.com/DestinationNorthernOntario
• Instagram - instagram.com/destinationnorthernontario
• LinkedIn - linkedin.com/company/destinationnorthernontario

If you like podcasts, DNO has another one called Destination: Northern Ontario. Season 1 is for people thinking about buying a tourism business, and Season 2 has helpful advice for new tourism operators. 

 Let's Talk Northern Ontario Tourism is an initiative of Tourism Excellence North and is recorded on the traditional territories of the Anishinaabek and the Mushkegowuk. It is hosted by Karen Peacock and produced by Storied Places Media with support from Erica Richard, Naza Obasi, and Gillian McCullough.

In this episode of Let's Talk Northern Ontario Tourism, host Karen Peacock sits down with Paul Pepe, the Manager of Tourism Thunder Bay, to talk about Lake Superior’s growing cruise industry, which contributed $4.3 million to Thunder Bay’s economy and brought nearly 7,000 passengers and crew to the city. Paul unpacks what Thunder Bay did to become a coveted ‘turnaround’ port, what cruise passengers are looking for, and how businesses, artists, and communities can get a piece of this pie. 

• 01:23 Paul Pepe's Journey in Tourism
• 02:54 History of Cruise Ships in Thunder Bay
• 07:25 Economic Impact of Cruising
• 09:31 Promoting Thunder Bay as a Cruise Destination
• 13:21 The Role of Cruise Media
• 15:21 Cross-Border Partnerships
• 17:26 The Allure of Great Lakes Cruising
• 20:34 Connecting Local Operators with Cruise Lines
• 26:22 Popular Attractions and Shore Excursions
• 28:15 Opportunities For Communities
• 34:47 Challenges of Engaging With the Cruise Industry
• 39:45 Thunder Bay’s 2025-26 Cruise Seasons
• 41:31 Environmental Sustainability and Community Engagement

About Tourism Thunder Bay 

• Tourism Thunder Bay website - visitthunderbay.com/en/index.aspx
• Cruise Port Thunder Bay webpage - visitthunderbay.com/en/plan-your-trip/cruise-port-thunder-bay.aspx
• Facebook - facebook.com/VisitThunderBay
• Instagram - instagram.com/visitthunderbay
• LinkedIn - ca.linkedin.com/company/tourismthunderbay
• Paul Pepe Contact Info - visitthunderbay.com/en/about-us/contact-us.aspx#Manager-Tourism-Thunder-Bay

Other Resources

• Great Lakes Cruise Association website - greatlakescruiseassociation.com

About the podcast

Let's Talk Northern Ontario Tourism is a podcast for tourism operators and industry stakeholders featuring experts who understand what it means to run a tourism business or organization here in Northern Ontario. Through casual conversations, you’ll learn about cutting edge topics like AI marketing, Cruise Ship Tourism, and trends that are shaking up the industry. Plus, you can tune in  while driving or doing chores.

For even more  insights that’ll help you grow your business, organization, or community, connect with Tourism Excellence North, which is part of Destination Northern Ontario:

• Website - tourismexcellencenorth.ca
• Facebook - facebook.com/DestinationNorthernOntario
• Instagram - instagram.com/destinationnorthernontario
• LinkedIn - linkedin.com/company/destinationnorthernontario

If you like podcasts, DNO has another one called Destination: Northern Ontario. Season 1 is for people thinking about buying a tourism business, and Season 2 has helpful advice for new tourism operators. 

 Let's Talk Northern Ontario Tourism is an initiative of Tourism Excellence North and is recorded on the traditional territories of the Anishinaabek and the Mushkegowuk. It is hosted by Karen Peacock and produced by Storied Places Media with support from Erica Richard, Naza Obasi, and Gillian McCullough.

In this episode of Let's Talk Northern Ontario Tourism, host Karen Peacock sits down with Justin Lafontaine, co-founder of the Tourism Innovation Lab. This incubator for tourism businesses runs the very successful "Spark" Program, which awards grants and mentorships to early stage tourism businesses through Dragon’s Den style pitch competitions. In this conversation, Justin shares how the program works, what finalists and winners gain from participating, success stories from Northern Ontario, and the emerging trends he’s seeing among the program’s applicants.

• 01:29 Meet Justin Lafontaine
• 03:57 The Birth of the Spark Program and Tourism Innovation Lab
• 07:45 What the Tourism Innovation Lab Does
• 08:44 Previous Spark Programs in Northern Ontario and Beyond
• 13:52 Benefits of Seed Funding
• 17:32 Benefits of Mentorship for Mentees and Mentors
• 24:58 Trends Among Early Stage Tourism Entrepreneurs
• 31:28 Spark Program Success Stories
• 35:33 Challenges Faced By Tourism Innovators, Entrepreneurs, and Mentors
• 41:33 Future of the Tourism Innovation Lab
• 43:07 What Justin Loves About Working in Tourism
• 46:14 Next Episode Preview

About the Tourism Innovation Lab 

• Tourism Innovation Lab website - tourisminnovation.ca
• Facebook - facebook.com/TourismInnovationCanada
• Instagram - instagram.com/tourisminnovationcanada
• X - twitter.com/TourInnovation
• LinkedIn - linkedin.com/company/77690429
• YouTube - youtube.com/@tourisminnovationlab 
• Contact - [email protected]

About the podcast

Let's Talk Northern Ontario Tourism is a podcast for tourism operators and industry stakeholders featuring experts who understand what it means to run a tourism business or organization here in Northern Ontario. Through casual conversations, you’ll learn about cutting edge topics like AI marketing, Cruise Ship Tourism, and trends that are shaking up the industry. Plus, you can tune in  while driving or doing chores.

For even more  insights that’ll help you grow your business, organization, or community, connect with Tourism Excellence North, which is part of Destination Northern Ontario:

• Website - tourismexcellencenorth.ca
• Facebook - facebook.com/DestinationNorthernOntario
• Instagram - instagram.com/destinationnorthernontario
• LinkedIn - linkedin.com/company/destinationnorthernontario

If you like podcasts, DNO has another one called Destination: Northern Ontario. Season 1 is for people thinking about buying a tourism business, and Season 2 has helpful advice for new tourism operators. 

 Let's Talk Northern Ontario Tourism is an initiative of Tourism Excellence North and is recorded on the traditional territories of the Anishinaabek and the Mushkegowuk. It is hosted by Karen Peacock and produced by Storied Places Media with support from Erica Richard, Naza Obasi, and Gillian McCullough.

In this episode of Let's Talk Northern Ontario Tourism, host Karen Peacock sits down with Meredith Armstrong, the Director of Economic Development for the City of Greater Sudbury. Meredith highlights how tourism is integral to Sudbury's economy, from attracting talent to attracting TV and film productions. The conversation covers the impact of the Municipal Accommodation Tax, the success of the Rural and Northern Immigration Pilot Program, and Sudbury's resilience and growth amid geopolitical challenges.

• 01:13 Meredith’s Background in Tourism, Economic, and Workforce Development
• 03:51 Sudbury's Economic Outlook Amid Geopolitical Challenges
• 06:54 Tourism Excellence North (and Other) Resources For Tourism Businesses
• 10:02 How the Municipal Accommodation Tax Funds Tourism Infrastructure
• 14:04 Sudbury's Diverse Tourism Economy
• 18:57 Trends and Opportunities in Sudbury's Tourism
• 20:54 Sudbury's Growing Film Industry
• 23:21 COVID-19 Impact and Recovery in Sudbury
• 24:11 Tourism Trends and Challenges
• 25:53 Rural and Northern Immigration Pilot
• 31:00 Francophone Community and Immigration
• 33:15 Talent Attraction Opportunities and Challenges
• 38:53 What Meredith Loves About Working in Tourism
• 41:01 Meredith’s Most Memorable Visitor Experience
• 44:51 Next Episode Preview

About the City of Greater Sudbury 

• Invest Sudbury website - investsudbury.ca
• Discover Sudbury website - discoversudbury.ca
• Move to Sudbury website - movetosudbury.ca
• City of Greater Sudbury municipal website - greatersudbury.ca
• Discover Sudbury on X - x.com/sudburytourism
• Discover Sudbury on Facebook - facebook.com/SudburyTourism
• Discover Sudbury on Instagram - instagram.com/sudburytourism
• Resourceful City of LinkedIn - linkedin.com/company/11432947/admin/page-posts/published
• Invest Sudbury on X - x.com/resourcefulcity

About the podcast

Let's Talk Northern Ontario Tourism is a podcast for tourism operators and industry stakeholders featuring experts who understand what it means to run a tourism business or organization here in Northern Ontario. Through casual conversations, you’ll learn about cutting edge topics like AI marketing, Cruise Ship Tourism, and trends that are shaking up the industry. Plus, you can tune in  while driving or doing chores.

For even more  insights that’ll help you grow your business, organization, or community, connect with Tourism Excellence North, which is part of Destination Northern Ontario:

• Website - tourismexcellencenorth.ca
• Facebook - facebook.com/DestinationNorthernOntario
• Instagram - instagram.com/destinationnorthernontario
• LinkedIn - linkedin.com/company/destinationnorthernontario

If you like podcasts, DNO has another one called Destination: Northern Ontario. Season 1 is for people thinking about buying a tourism business, and Season 2 has helpful advice for new tourism operators. 

 Let's Talk Northern Ontario Tourism is an initiative of Tourism Excellence North and is recorded on the traditional territories of the Anishinaabek and the Mushkegowuk. It is hosted by Karen Peacock and produced by Storied Places Media with support from Erica Richard, Naza Obasi, and Gillian McCullough.

In this episode of Let's Talk Northern Ontario Tourism, host Karen Peacock sits down with digital marketing and AI strategist Emily Bailey. They cover the basics of digital marketing and artificial intelligence before going deeper on the costs, risks, and opportunities of each. Emily offers practical advice about how Northern Ontario businesses and organizations can use AI to save time and improve customer engagement without losing sight of the importance of human interaction. If you think AI is out of reach, Emily says it's never too late to learn new skills and provides lots of resources to help you take advantage of its benefits.

• 01:11 Emily's Background in Digital Marketing and AI
• 03:48 High-Level Overview of Digital Marketing
• 07:15 Cost of Implementing Digital Marketing
• 10:40 Understanding Data Analytics
• 13:55 Introduction to Artificial Intelligence
• 15:54 AI Tools and How to Use Them in Tourism
• 20:40 Things to Watch Out For When Using AI
• 26:07 Who’s Using AI in Tourism, and How Are They Using It?
• 31:49 Risks and Ethical Considerations of AI
• 39:44 Training and Resources for AI
• 41:28 Final Thoughts and Conclusion
• 42:41 Next Episode Preview

Featured Resources and Courses

• Free AI usage policy template - compasscontent.ca/ai-usage-policy
• Google AI: cloudskillsboost.google/course_templates/554
• Linkedin AI courses - linkedin.com/learning/generative-ai-for-business-leaders/generative-ai-for-business-leaders?u=56982905
• Georgian College Micro-credential: Artificial Intelligence Essentials -  georgiancollege.ca/academics/courses/artificial-intelligence-essentials-tech-0653
• Humber College Micro-credential: Introduction to Artificial Intelligence for Digital Marketing & Communications - mediaarts.humber.ca/future-students/explore/continuous-professional-learning/courses/artificial-intelligence-for-digital-marketing-and-communications.html
• Emily’s Custom AI Training - https://www.compasscontent.ca/ai-training

About Emily Baillie 

• Compass Content Marketing website - compasscontent.ca
• LinkedIn - ca.linkedin.com/in/emilybaillie
• Instagram - instagram.com/emilybailliesocial
• Threads - threads.net/@emilybailliesocial
• Twitter/X - x.com/emilybaillie

About the podcast

Let's Talk Northern Ontario Tourism is a podcast for tourism operators and industry stakeholders featuring experts who understand what it means to run a tourism business or organization here in Northern Ontario. Through casual conversations, you’ll learn about cutting edge topics like AI marketing, Cruise Ship Tourism, and trends that are shaking up the industry. Plus, you can tune in  while driving or doing chores.

For even more  insights that’ll help you grow your business, organization, or community, connect with Tourism Excellence North, which is part of Destination Northern Ontario:

• Website - tourismexcellencenorth.ca
• Facebook - facebook.com/DestinationNorthernOntario
• Instagram - instagram.com/destinationnorthernontario
• LinkedIn - linkedin.com/company/destinationnorthernontario

If you like podcasts, DNO has another one called Destination: Northern Ontario. Season 1 is for people thinking about buying a tourism business, and Season 2 has helpful advice for new tourism operators. 

 Let's Talk Northern Ontario Tourism is an initiative of Tourism Excellence North and is recorded on the traditional territories of the Anishinaabek and the Mushkegowuk. It is hosted by Karen Peacock and produced by Storied Places Media with support from Erica Richard, Naza Obasi, and Gillian McCullough.

In this episode of Let's Talk Northern Ontario Tourism, host Karen Peacock sits down with Chris Hughes, a TEN training specialist and master experience crafter with B.C. Hughes. They talk about what experiential travel is, the necessity of investing in product and experience development, and Chris's five-step process for creating unforgettable tourism experiences. They also explore recent travel trends, the importance of collaboration, and the challenges and opportunities in the tourism sector, including workforce development and pricing strategies.

• 01:25 Chris Hughes' Journey in Tourism
• 05:36 Defining Product and Experiential Travel
• 10:51 Trends in Experiential Travel Post-COVID
• 14:25 How Communities Can Support Experiential Tourism
• 17:05 Five Steps to Building a Successful Travel Experience
• 20:55 Pricing and Costing For Experiences
• 24:46 Importance of Storytelling
• 27:11 Chris’ Most Memorable Travel Experience
• 29:03 Common Challenges in Developing Experiences
• 32:24 Upcoming Best Practice Mission to Collingwood
• 39:58 Workforce Development Challenges and Strategies
• 42:04 Next Episode Preview

Join Us on the Best Practices Mission to Collingwood

• Best Practices Mission webpage - https://tourismexcellencenorth.ca/best-practices-mission-building-quality-destination-strategic-renovations-enhance-your 

About Chris Hughes and BC Hughes

• BC Hughes website - bchughes.ca
• LinkedIn - linkedin.com/company/bc-hughes
• Instagram - instagram.com/bchughestourism
• Facebook - facebook.com/bchughesconsulting

About the Podcast

Let's Talk Northern Ontario Tourism is a podcast for tourism operators and industry stakeholders featuring experts who understand what it means to run a tourism business or organization here in Northern Ontario. Through casual conversations, you’ll learn about cutting edge topics like AI marketing, Cruise Ship Tourism, and trends that are shaking up the industry. Plus, you can tune in  while driving or doing chores.

For even more  insights that’ll help you grow your business, organization, or community, connect with Tourism Excellence North, which is part of Destination Northern Ontario:

• Website - tourismexcellencenorth.ca
• Facebook - facebook.com/DestinationNorthernOntario
• Instagram - instagram.com/destinationnorthernontario
• LinkedIn - linkedin.com/company/destinationnorthernontario

If you like podcasts, DNO has another one called Destination: Northern Ontario. Season 1 is for people thinking about buying a tourism business, and Season 2 has helpful advice for new tourism operators. 

 Let's Talk Northern Ontario Tourism is an initiative of Tourism Excellence North and is recorded on the traditional territories of the Anishinaabek and the Mushkegowuk. It is hosted by Karen Peacock and produced by Storied Places Media with support from Erica Richard, Naza Obasi, and Gillian McCullough.