In 2011, when Ontario, Canada established tourism regions in order to spur the provincial tourism economy, most of those new regions invested in creating and promoting new brands. Regional Tourism Organization Four Inc.(‘RTO4′) went the opposite direction. First, the organization chose a name that couldn’t be more obscure and second, committed to a process of critically assessing all its initiatives based on a strict model of goal – strategy – measurement.
The regional tourism board focuses on helping the destinations in their region to become highly effective in their marketing approach through product development and differentiation.
Today the team works with operators in their region to market their businesses more efficiently through a combination of digital tools and strategies that have a proven ROI.
This is RTO4 – a destination with a highly relevant approach to modern destination marketing.
In this keynote, CEO, David Peacock, shared the history of how RTO4 became a tourism development incubator and their vision for a new approach to destination marketing that is suitable for the connected and distributed economy.