Destination Canada’s Playbook for Investment-Ready Tourism
In this episode of Forward Motion, Andrew Siegwart sits down with Johanna Griggs to explore the growing connection between tourism, economic development, and investment attraction.
Drawing from her experience across municipal, provincial, and national tourism development, Johanna shares how tourism has evolved far beyond traditional marketing into a powerful tool for community regeneration, infrastructure growth, talent attraction, and long-term economic competitiveness.
The conversation explores how Destination Canada is creating more space for destination management and investment readiness, helping position Canada as a leading global tourism investment opportunity. Johanna discusses the importance of building strong local ecosystems, fostering public support, leveraging tourism data, and aligning tourism with broader economic development priorities.
Andrew and Johanna also discuss Ontario’s unique strengths, including gateway access, cultural diversity, strong domestic travel demand, and collaborative tourism networks. Together, they unpack what communities can do to become more investment-ready, why tourism is increasingly viewed as a resilient high-growth sector, and how tourism can support nation-building, business attraction, and Canada’s broader economic goals.
From hotel investment and workforce challenges to global investment forums and regenerative tourism development, this episode offers valuable insights for tourism leaders, municipalities, DMOs, and economic development professionals looking to better understand tourism’s evolving role in shaping Canada’s future.
Key Topics Discussed
- The evolution of tourism from destination marketing to destination management
- Why tourism investment differs from traditional economic development sectors
- Building investment-ready tourism destinations
- The importance of tourism data, partnerships, and workforce planning
- Destination Canada’s tourism investment initiatives and global outreach
- Ontario’s competitive advantages in tourism investment
- Tourism’s role in nation-building and economic resilience
- The future of DMOs and destination stewardship
- Leveraging tourism to support broader economic and infrastructure development
Forward Motion thanks its partners for their support of this show:
Ontario Travel & Tourism Monthly
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