Menu
Home > Impact Sustainability Travel & Tourism > IMPACT Speakers - Greg Klassen
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 organisations, including Canada’s national destination marketing agency, the Canadian Tourism Commission (CTC), AT&T and TELUS.

Picture of Greg Klassen

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.

Back to all speakers

CANADA’S CONFERENCE ON SUSTAINABILITY AND INNOVATION IN TOURISM

JANUARY 20-23, 2019

 

SIGN UP TO RECEIVE UPDATES ABOUT THE CONFERENCE