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Greg Klassen
Principal, Twenty31
Greg is Principal of Twenty31 and is a travel and tourism industry strategist with 20+ years of leadership experience with blue chip organizations, including Canada’s national destination marketing agency, the Canadian Tourism Commission (CTC), AT&T and TELUS.
While serving as the President & CEO and Senior Vice President, Marketing Strategy and Communications, Greg led the enhancement of Canada’s Future Brand ranking from 12th to 1st position, positioning Canada as the most recommended 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 segmentation model to understand the underlying needs of global 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 Canada’s top marketers by Strategy Magazine.
Greg has actively participated and presented at major industry forums including ATTA, DMAI, PATA, TIAC, UNWTO and WTTC. Greg is an Associate Faculty Member at the School of Tourism and Hospitality Management, Royal Roads University. Greg holds a MBA from the prestigious Thunderbird School of Global Management in Arizona and an undergraduate degree in Economics from the University of Victoria.
“In 2031, the world will welcome its two billionth international traveller. Many will be seeking the dream of the ever-expanding middle class—a life less ordinary through international travel. But this wanderlust will not be equally and sustainably distributed around the world. There will be winners and losers.”
- Twenty31