October was a busy month for the Ontario’s Highlands Tourism Organization (OHTO)! 

Not only was the Annual General Meeting held in early October, but just a few weeks later the OHTO team, represented by Marketing Director, Luisa Sorrentino, and Digital Communications Specialist, Finn Hogue, set off on an international journey to present at Crowdriff’s SEE 2024 conference in Austin Texas.  

Held between Oct. 28 and 31, 2024, SEE 2024 was a premiere event bringing together Destination Marketing Organizations (DMOs) and tourism experts from across the U.S. and Canada. This dynamic gathering featured a mix of keynote presentations, breakout sessions, and valuable networking opportunities that sparked new ideas and reaffirmed OHTO’s leadership in sustainable tourism and innovative marketing.

“We were really excited to be invited to participate in Crowdriff’s annual conference this year,” said Sorrentino. “We presented to a group of industry peers on how OHTO maximizes User Generated Content (UGC) and leverages it through content marketing on the ComeWander.ca platform.”

OHTO’s presentation, Maximizing Impact: OHTO’s Strategic Use of UGC, Crowdriff, and Short Videos in Destination Marketing, touched on OHTO’s unique approach to sustainable tourism along with its content marketing strategy, innovative integration of UGC, leveraging of Crowdriff for visual storytelling, and how to use short video content as a key engagement tool. 

Finding Inspiration from the Experts

At the conference, Luisa and Finn networked with tourism industry peers ranging from New York to Utah to Nova Scotia to gain new insight into the future of content marketing and UGC in the tourism industry. Presentations at the conference included inspiration from thought leaders from organizations like TikTok, Google, and the Indigenous Tourism Association of Canada (ITAC). 

Luisa and Finn both attended Karan Dang’s keynote on Gen Z behaviour, offering insights into how this digitally native generation connects with brands through authenticity, video content, and sustainability-focused marketing. 

Emerging and continuing trends touched on at the conference included:

  • Video as a Priority: Gen Z consumes and communicates through video, preferring authentic, relatable content over perfection. This is a continuation of a trend OHTO is already leveraging and will continue to do so.
  • Sustainability Matters: While price often trumps sustainability, consumers are increasingly valuing meaningful practices when possible. Luisa noted OHTO is ahead of many other DMOs in creating a culture of responsibility and education around sustainability, particularly through its partnerships with Indigenous tourism operators and its focus on balancing prosperity with preservation. 

Exploring Austin as a Tourist

The conference wasn’t all work. Finn and Luisa explored Austin through a tourism lens, sampling popular local cuisine, visiting top attractions, and using Tourism Austin’s curated visitor guide. These experiences underscored the value of seeing destinations through a tourist’s perspective—something OHTO can continue to implement in Ontario's Highlands.

Emerging Technologies in Destination Marketing

Marketing tourism destinations means constantly adapting to rapidly changing technologies, to save time and keep up to date on industry best practices. SEE 2024 spotlighted some exciting advances in technology, including:

  • CrowdRiff’s Vision: A cutting-edge AI platform for DMOs, announced by CEO Dan Holowack. Vision promises to revolutionize event discovery and content strategy, and Finn and Luisa were among the first to sign up for the waitlist and are looking forward to exploring this powerful platform.
  • AI Tools in Tourism: DMOs are increasingly using AI for content creation, research, and itinerary development. Luisa emphasized that AI, when used strategically, boosts efficiency and unlocks creativity rather than replacing human work.

OHTO’s Takeaways and Future Plans

Finn and Luisa returned from SEE 2024 energized with new strategies and with reaffirmed confidence in OHTO’s direction. Moving into 2025, OHTO is focused on maximizing opportunities and the conference was a catalyst for sparking creative opportunities for collaboration, ideas for implementing evolving technologies, and how to ensure the Ontario’s Highlands’ region remains a top choice for visitation from target markets.

Key takeaways for future growth and innovation include:

  1. Leveraging Local Voices: Expanding partnerships with local historians, freelancers, and creators to develop engaging content.
  2. Doubling Down on Video: Prioritizing short-form video content for platforms like Instagram, focusing on authentic storytelling.
  3. Highlighting Local Favorites: Incorporating more community-driven insights, such as weekly Instagram story callouts to showcase local favorites.
  4. Expanding Sustainability Efforts: Continuing to lead by example, showcasing Ontario’s Highlands as a responsible and inclusive destination. 

Final Thoughts

SEE 2024 was a game-changer for OHTO, offering validation and confirmation of the value we offer to the industry, providing inspiration, tools, and connections to further elevate tourism marketing efforts. 
From embracing AI to reaching new audiences through video and partnerships, OHTO is well-positioned to continue driving innovation while championing sustainability in Ontario’s Highlands.

For more insights or to learn how OHTO can help grow tourism in your area, connect with OHTO by contacting Marketing Director, Luisa Sorrentino, at luisa.sorrentino@ohto.ca or at 613-629-6486 (ext. 202) or book an OHTO Discovery Call. 

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