Reimagining Ontario tourism: RTO9 Summit sparks innovation.

By LAURIE WEIR

Have you ever wondered how blending sustainable Indigenous traditions with AI technology could transform tourism? The recent RTO9 Tourism Summit in South Eastern Ontario provided a compelling glimpse into this exciting future, featuring insightful presentations on AI, rich cultural heritage, and innovative travel experiences!

This two-day summit held at the Double Tree Hilton in Kingston on Sept. 12 and 13 captivated attendees with a dynamic event, blending cultural richness, technological innovation, adventurous experiences, insightful initiatives, and some good eats from local makers. The event showcased a range of inspiring speakers and forward-thinking strategies, setting the stage for a new era in tourism growth.

IMMERSIVE INDIGENOUS PERSPECTIVES

David Maracle, a renowned artist and musician from Tyendinaga, kicked off the summit both days with a soulful presentation. His performance on the native love flute and various drums and shakers offered a deep dive into cultural heritage, bridging the past with the future of tourism. Known as Tehanenia’kwè (Cutter of the Stone), Maracle’s work includes stunning stone sculptures and award-winning music that reflects Haudenosaunee teachings, with pieces held by figures such as Nelson Mandela and the Emperor of Japan.

AI AND TOURISM: A GLIMPSE INTO THE FUTURE

The summit explored the role of artificial intelligence in revolutionizing tourism. Cris Urroz, co-founder of the branding studio Urroz in Cornwall, highlighted AI’s potential to streamline content creation and enhance personal experiences. Urroz emphasized responsible AI use, encouraging attendees to start small and personalize their approach to harness AI’s full potential.

Cathy Kirkpatrick from CMK Consulting and Alphabet Creative further expanded on AI’s impact, offering practical tips for using technology in trip planning. As a seasoned tourism marketing professional, Cathy showcased how AI tools can transform travel experiences, making them more tailored and efficient.

GLOBAL TRENDS AND LOCAL OPPORTUNITIES

Oliver Martin from Skift Inc. provided a global perspective on tourism trends, including the rise of luxury travel and solo adventures. Martin advised local tourism partners to invest in unique experiences, predicting that such investments would attract both attention and revenue. His insights, backed by over 20 years of experience, underscored the importance of aligning local offerings with global trends.

NAVIGATING FUNDING AND COLLABORATION

A panel moderated by Katherine Hobbs featured Louis Bedard from the Ministry of Tourism, Culture, and Gaming, Liam Karry, and Teresa Bressan-Lambert, who delved into the intricacies of securing funding and fostering collaborations. 

Louis encouraged operators to seek advice from ministry advisors, Single Thread’s artistic director, Liam Karry, and Vankleek Hill Vinyard owner Teresa Bressan-Lambert shared their experiences in the arts and vineyard sectors, highlighting the value of community and artistic ventures.

PANEL DISCUSSION: INNOVATIVE EXPERIENTIAL TOURISM

The summit also spotlighted creative approaches to experiential tourism. Karina Belanger from the SDG Jail, Kelly Bergeron from Poptronic VR, and Cynthia Peters from Maison Maitland shared innovative ideas like yoga in historical settings and virtual reality experiences. Their contributions illustrated how thinking outside the box can create memorable and unique tourist attractions.

MARKETING TRENDS AND NETWORKING

Chantal Sweeting from Destination Ontario wrapped up the summit’s first day with a focus on marketing trends and visitor engagement. She emphasized the importance of a robust online presence, effective SEO strategies, and the use of AI tools to attract and retain visitors.

MEET THE MAKERS

The makers on this day included:   

Ridgeway Confections: Delightful sweets that brought a touch of indulgence to the event, known for their creative and high-quality confections.

23 & Co.: Artisanal baked cookies that captivated attendees with their unique flavours and top-notch ingredients.

Cheesecakery Bakery: Renowned for their delectable cheesecakes, they added a deliciously sweet element to the summit.

The Hive and Hearthstone; Offers a range of honey and beeswax products, known for their dedication to quality and community.

Cocoa Bistro: Featuring rich, handcrafted chocolates that were a hit among visitors.

Café Joyeux – Joyful Coffee: Transforming your coffee moments at home.

Flint and Maple: Showcasing their handmade products, blending traditional techniques with modern flair.

DAY TWO – SEPT. 13

GREEN STEP SOLUTIONS

Angela Negay, president and CEO of GreenStep Solutions is a sustainability expert with over 20 years of experience in project management, business development, marketing, and public relations. She has worked across the U.S. and Canada, collaborating with businesses, utilities, and governments on engineering, energy efficiency, environmental, and sustainability projects. Her insights underscored the critical need for businesses to adopt sustainable practices to preserve the planet, aligning with the summit’s focus on integrating sustainability into tourism.

PANEL DISCUSSION – SOURCING LOCAL

A panel discussion featured producers who provide local food and operators who serve it to visitors. Moderated by Eleanor Cook from Prince Edward County, was joined by guests Will Arnaud of Otter Creek Kitchen, Tammara Maher of Collective Joy Farm and Andrew Davies of No. 9 Gardens. Each spoke of the importance of growing and sourcing locally grown food and a good place to start is at farmers’ markets. Will shared that being a member of the national food certification program, Feast-On goes a long way incredibility, as it recognizes businesses that are committed to sourcing Ontario-grown food and drink. Agri-tourism is another great way to help secure sustainability as it teaches others about farming and offers programs and activities for visitors.

TOURISM INDUSTRY ASSOCIATION OF ONTARIO

Andrew Siegwart and Carol Greenwood spoke about the work the Tourism Industry Association of Ontario (TIAO) has been doing on the provincial level to advance Sustainable Tourism practices.

Carol’s background is in leadership, consulting, training, and project management. In Ontario’s tourism industry, Carol has forged key relationships to strengthen collaboration and support TIAO’s advocacy efforts.

Andrew spoke about how other provinces are out-marketing Ontario for tourism dollars, and that this province has to compete better. The strategy for growth should be updated to clearly articulate what Ontario needs.

Attention to climate change is needed as it’s impacting the way food tastes. Two examples: fires are affecting this area with smoke, which is in turn settling in the soil; and our winters are milder now which reduces the production of ice wine. More outdoor, or nature-based tourism is where the market is headed.

PANEL DISCUSSION – RETROFITTING YOUR BUSINESS

A panel discussion on retrofitting businesses took place after lunch, with operators from across the region who have taken on several initiatives to retrofit their businesses and offer sustainable alternatives on their properties. Guests heard from Bellen Tong of Miss Bao Restaurant and Cocktail Bar, who shared her ideas on waste management as she has a 98.5 percent diversion rate on waste. She also grows her microgreens.

Norah Rogers, owner of the Waring House in Prince Edward County, is a retired family physician with 42 years of service. She too was a panelist. She promotes tourism as a tool for sustainability, life-skills training, job education, mental health, and inclusive employment opportunities, especially for youth, new Canadians, and diverse communities. Aaron Markel was the third panellist. He is a dynamic entrepreneur leading ventures like Hammond Hill and Broken Stick Brewing Company. With a global upbringing and a background in construction and design, he founded AIM Project Management, known for its innovative and sustainable approach. Aaron’s businesses reflect his ethical values and commitment to quality. He is also deeply philanthropic, focusing on community support and relationship-building alongside his professional work.

CLEAN MARINE PROGRAM

The Ontario-developed Clean Marine Eco-Rating program is an environmental program that allows marine businesses to follow best environmental practices to reduce and prevent water, air and land pollution associated with recreational boating activities in Ontario. Rick Layzell, CEO Boating Ontario Association, said most marinas in the RTO9 jurisdiction are certified. The Ontario Clean Marine Eco-Rating Program helps marine businesses adopt best environmental practices to reduce pollution from recreational boating. Since 1995, over 300 businesses have joined, making it the world’s top environmental program for marinas and boat dealers. Participants undergo a 220-point assessment, earning ratings from Bronze to Diamond Elite, with re-assessments every four years. Eco-Rated Marinas display the Clean Marine flag, ensuring boaters that they meet the highest environmental standards.

VIA RAIL GREEN INITIATIVES

VIA Rail’s Andrea Fernandes, business development manager, and Francois Granda, senior advisor in sustainability, spoke about Via Rail’s initiatives they have to provide more sustainable travel options for visitors to, and across, the region and province. VIA Rail’s sustainability plan, part of its commitment to the UN Global Compact, aims to reduce its environmental impact and enhance governance and social responsibility. By 2025, the company targets significant goals such as reducing greenhouse gas emissions by 30 per cent by 2030, implementing zero-waste trains in the Québec City-Windsor corridor, providing sustainability training for all employees, aligning community investments with the plan, and integrating responsible sourcing policy with suppliers. This initiative contributes to Canada’s broader sustainability goals and supports the UN’s Sustainable Development Goals. Visit VIA Rail Media Center or Electric and Hybrid Rail for more information.

MEET MORE MAKERS

Makers on this day included:

Moose Munchies Candy Co.: Known for innovative candy creations, is always nut-free with vegan options.

Cocoa Bistro: Offers rich, artisanal chocolates that delight attendees.

Mohawk Soda: Provides refreshing, locally crafted beverages with an Indigenous flair.

Mrs. McGarrigle’s: Features gourmet preserves and condiments.

Garden Path Homemade Soap – Showcasing handcrafted soaps with natural ingredients.

Fauxmagerie Zengarry – Presenting delicious vegan cheeses.

Harlowe Green – Known for their eco-friendly products and refillery options.

The makers who participated in the two-day event complemented the local flavour that highlighted the region’s vibrant craft and food scene.

A NEW ERA FOR TOURISM

The RTO 9 Tourism Summit demonstrated that South Eastern Ontario is ready to elevate its tourism landscape by integrating cultural insights, technological advancements, and collaborative efforts.