A marketing and tourism industry strategist with 25 years of leadership with blue chip organizations including Destination Canada. For almost a decade, Greg was the Chief Strategy and Marketing Officer and became the organizations Chief Executive Officer in 2013. During that time, Greg and team developed Canada’s tourism brand bringing it from 12th position worldwide to number one in five years and recognition of Canada as the most recommended destination in the world to visit.
Under Greg’s leadership, Destination Canada was recognized as Canada’s Marketer of the Year by Canada’s Marketing Magazine and Greg recognized as one of Canada’s top five marketers by Canada’s Strategy Magazine.
Greg is currently a Partner with tourism strategy consultancy, Twenty31 where he advises destinations around the world on how to achieve competitive advantage through leverage of disruptive forces whether they are technologies or traveller behaviour. His clients include the countries of Jordan, Guam, Palau, Dubai, and destinations across Canada.
Greg holds an MBA from the ASU Thunderbird School of International Management in Arizona and a degree in Economics from the University of Victoria. He is a frequent contributor to tourism media and thought leadership. Greg is a Fellow of the Royal Canadian Geographic Society.