Andrew Siegwart is joined by Claire Green from Tourism Burlington to explore the city's innovative approach to destination development. Green shares how Burlington has merged its economic development and tourism departments into a single organization, creating a unified strategy for growth. The discussion highlights the city's new destination stewardship plan, which focuses on marketing, product development, and community engagement.

Green explains how Burlington is positioning itself as more than just a pass-through city, showcasing its unique blend of waterfront, nature, and urban experiences. The conversation delves into the city's rebranding efforts, which aim to attract both visitors and investors by telling a compelling story about Burlington's character and potential.

Andrew and Claire review the importance of collaborative planning, understanding audience synergies, and creating a dynamic brand that resonates with both residents and visitors. The episode offers a blueprint for mid-sized communities looking to reimagine their tourism and economic development strategies.

More about Claire:

Claire Green is the Director of Destination Development and Marketing at Burlington Economic Development and Tourism, the official economic development and destination management organization for the City of Burlington. In this role, Claire is responsible for implementing the city’s destination stewardship plan and delivering the marketing and communications objectives of the organization, ensuring Burlington is strategically positioned to attract both tourism and investment.

A strategic and collaborative leader, Claire is recognized for her ability to translate complex ideas into clear, compelling strategies that inspire action. She is a skilled communicator who excels in building partnerships, engaging stakeholders, and leading high-performing teams to deliver innovative, award-winning results.

Since joining the organization in 2013, Claire has led several transformative initiatives, including the design and launch of TechPlace, Burlington’s innovation centre providing space, resources, and programming to technology start-ups and entrepreneurs.

Claire holds a Master of Arts in Cultural Analysis and Social Theory and an Honours Bachelor of Arts in Communication Studies from Wilfrid Laurier University, as well as a Business Marketing Diploma from Georgian College. In addition to being recognized as one of Business Link Media Group’s 40 Under 40, Claire has led award-winning initiatives that have received national and international recognition from the International Economic Development Council (IEDC) and the Economic Development Council of Canada (EDAC).

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Ontario Travel & Tourism Monthly

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