Contributor Profile

Greg Klassen

Job TitlePartner

Company NameTwenty31 Consulting Inc.


A travel and tourism industry strategist with 25+ years of leadership experience with blue chip organisations, including CMO and CEO of Canada’s national tourism organisation, Destination Canada (DC), Greg is an expert in the development and execution of tourism strategies and marketing in the age of tourism disruption. 

At Twenty31, Greg advises destinations and tourism organizations on how to develop their unique competitive advantages. His recent projects include developing a brand position for Foz do Iguaçu, Brazil; developing a national tourism marketing strategy for the Jordan Tourism Board; developing a three-year strategic marketing plan for Ras Al Khaimah, UAE; and working with The Pew Charitable Trusts Ocean Legacy Project to research options for Pacific island destinations to develop sustainable community-based tourism.  

He is a renowned thought leader on disruption in destination marketing and the links between travel and tourism and economic development. He is a frequent keynote speaker at tourism conferences around the world. 

While serving as the President & CEO and Chief Marketing Officer at Destination Canada, Greg led the enhancement of Canada’s Future Brand ranking from 12th to 1st position, positioning Canada as the most recommended experiential destination in the world to visit according to Reputation Institute.

Greg also created a comprehensive strategy to promote the 2010 Vancouver Winter Olympics, developed a unique target market segmentation model to understand the underlying needs of global authentic-seeking travellers through the Explorer Quotient and spearheaded the Canadian Signature Experiences product development program, helping position Canada as a truly experiential destination. For his efforts Greg was recognised as one of the travel and tourism industry’s top marketers by Strategy Magazine and Destination Canada as one of the world’s top tourism marketing organizations.

Greg holds an MBA from the Thunderbird School of Global Management at Arizona State University and an undergraduate degree in Economics from the University of Victoria.  He is a Fellow of the Royal Canadian Geographic Society and a facilitator for the Boao International Tourism Communication Forum in China.

Conference Sessions

  • Utilising Destination Brands to Attract Higher Value Travel Consumers

    Tuesday12:45 - 13:3030 Apr 2019
    Inspiration Theatre 1

    With the on-going disruption in digital technologies, travel consumers around the world are increasingly empowered in the travel path to purchase – able to view...

    • Language: English

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