Discover how to build a thriving online community with effective social-media strategies. Learn to craft a measurable content plan, boost engagement, grow your reach, and create trust with your audience. This session covers branding basics, the power of hooks, and content inspiration, equipping you to manage and grow your community with clarity and purpose. Perfect for those ready to get serious about social media, and looking to elevate their online presence while connecting meaningfully with their ideal audience.

What happens when your content suddenly takes off — for better or worse? 
Every once in a while, something unexpected hits the internet just right, and suddenly a small business, attraction, or destination is flooded with new customers, orders, and opportunities. In this session, you'll hear from operators who've experienced that exact whirlwind. We'll explore the highs, lows, and unexpected lessons of going viral in the digital age.
This panel is all about real stories, practical takeaways, and a few laughs along the way. You’ll leave inspired by how these businesses turned surprise success into long-term growth - and maybe pick up a few tips in case your next post is the one that blows up.

Unlock the power of tourism research to make smarter business decisions. This 1-hour session will show operators and tourism professionals how to access, interpret, and apply tourism visitor data to drive growth, enhance visitor experiences, and inform strategic planning.

Join us for an engaging conversation on where the Municipal Accommodation Tax (MAT) stands across Ontario and how communities are leveraging these funds to strengthen their tourism economies. This session will explore how destinations are using MAT revenue to drive tourism growth - from developing new experiences and events to enhancing infrastructure, marketing, and workforce capacity.

Discover how artificial intelligence is transforming the tourism industry with practical, easy-to-implement tools and examples from real tourism Businesses. This interactive session goes beyond theory with AI demonstrations showing how to: - Build a social Media content plan in Minutes - Conduct competitive analysis - Create chatbots for client service - Streamline staff onboarding - Design personalized day-trip itineraries - Generate quick AI videos and digital clones. This session is ideal for tourism operators ready to save time, boost creativity, and stay ahead of the curve in a changing digital landscape.

What started with an $80 printer and a love for road trips has evolved into one of Canada’s most unique travel brands. In this session, Jessica Off, founder of Guess Where Trips, shares the creative thinking, scrappy experimentation, and bold decisions that helped her turn a simple idea into a multi-million-dollar company. From designing mystery travel experiences to scaling across North America, Jessica offers an honest look at what it means to build — and constantly reinvent — a business in unconventional ways. Expect tangible takeaways on creativity, adaptability, and trusting your instincts as a founder.