Greg Klassen

Principal

Twenty 31

Principal

A travel and tourism industry strategist with 25+
years of leadership experience with blue chip organisations, including Canada’s national destination marketing agency,
the Canadian Tourism Commission (CTC), AT&T and TELUS, Greg is an expert in the development and execution of marketing strategies leveraging new technologies.

At Twenty31 he advises senior leadership teams on competitive destination marketing strategies, brand positioning and investment opportunities. He is a renowned thought leader on disruption in destination marketing and the links between travel and tourism and economic development.

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. He is a fellow of the Royal Canadian
Geographical Society.