Tourism might not be the first thing you associate with tech—but it should be.

In this episode, we talk with Ashley Lansink from Explore Waterloo Region about the unexpected connection between tourism and tech and why both are critical for economic development in our community.

Ashley walks us through how the team markets Waterloo Region to leisure travellers, sport organizers, and business event planners alike. We also explore how tourism boosts talent attraction and community pride, and how founders can get support when planning conferences, tournaments, or team events.

Listen is as we discuss:

• The power of “curious combinations” in Waterloo Region’s new brand

• Hosting the Call of Duty League Championships (yes, at The Aud!)

• Why a vibrant visitor economy helps attract top talent

• Bringing major events like esports and Ontario Games to town

Stay curious!

01:03 – What is Explore Waterloo Region and what does it do?

01:47 – Hosting the Call of Duty League Championships at The Aud

02:48 – Kitchener on the global stage with record-breaking esports viewership

03:28 – Upcoming events: National Dodgeball Championships, judo, and more

04:10 – Tourism for locals: changing the narrative of "I live here"

05:00 – Marketing leisure, group, sport, and business tourism differently

06:23 – Canoeing the Grand, St. Jacobs charm, and city–rural duality

07:44 – Agritourism and authentic experiences as regional differentiators

08:54 – New brand: Stay Curious—and how it came together

09:31 – Building a brand that spans cities, townships, and industries

11:17 – What changed: brand personality, tone, consistency across business lines

12:57 – Balancing sport, leisure, and business personas in the new brand

13:26 – How whimsy and ambition work together in brand storytelling

14:47 – Events that attract talent: Call of Duty, Ontario Games, tech conferences

16:18 – Why Waterloo Region is the perfect place for tech conferences

18:04 – The advantage of working with Explore WR: access to venues, speakers, logistics

20:29 – Sustainability in events and hosting carbon-neutral conferences

21:06 – Want to bring a sporting event? Start with Explore WR

22:03 – Hidden gem facilities: Schlegel Park (aka “the multiplex”)

23:02 – Oktoberfest and the magic of holiday events

24:39 – The Mistletoe Trail, St. Jacobs Sparkles, and Sip and Shop

25:25 – Family-friendly Oktoberfest experiences + ghost walks

26:31 – Farmtoberfest makes its debut

27:30 – Wrapping up: why tourism and tech go hand in hand