See Key Takeaways, Idea Cloud and Summary courtesy of Snapsight here: https://www.snapsight.com/live-channel/752ca1f9-fe66-4245-b823-199da408a601/e1be71ca-a1cb-4f34-8ecd-1d9e0efd487e/attendee?tab=takeaways
Summary
In the latest #DESIGNtoCHANGE podcast, host Ruud Janssen (https://www.linkedin.com/in/ruudwjanssen) engaged Trevor Lui, President of Highbell Hospitality Group and Chair of Destination Toronto's Board (https://www.linkedin.com/in/trevor-lui-773aa69/ ) , in a dynamic discussion about innovative event management and destination marketing. Trevor shared insights from a recent 7,000-person event in Toronto, where he logged an impressive 80,000 steps over three days, orchestrating the service of 33,000 food portions.
The conversation highlighted Destination Toronto's bold "100% campaign," showcasing the city's unparalleled diversity. With 26.5 million annual visitors and a population speaking over 200 languages, Toronto's multicultural fabric is central to its appeal. Trevor emphasized the importance of exploring beyond downtown, citing Scarborough's empanada shops as examples of authentic experiences that resonate with visitors. (see also https://www.destinationtoronto.com)
Trevor introduced Destination Toronto's innovative free membership model, designed to integrate a wider range of businesses into the city's tourism ecosystem. This approach aims to involve smaller enterprises, from corner cafes to local galleries, in shaping visitors' experiences. Drawing parallels, Trevor recounted his own explorations in Las Vegas, venturing beyond familiar conference venues like Mandalay Bay and the Venetian to discover hidden gems in Clark County, such as the vibrant Broad Acres flea market.
Looking ahead to the 2026 FIFA World Cup, co-hosted by Canada, USA, and Mexico, Trevor stressed the need for collaboration to celebrate cultural diversity despite potential geopolitical challenges. He sees this event as an opportunity to showcase North America's unity and hospitality on a global stage.
Throughout the discussion, Trevor highlighted the value of the Event Canvas tool in strategic planning, demonstrating how it can be applied to create more impactful and memorable experiences. His insights from both Highbell Hospitality Group and Destination Toronto underscored the importance of flexibility, creativity, and inclusivity in modern event management and destination marketing.
In conclusion, this #DESIGNtoCHANGE session offered a compelling vision for the future of hospitality and event management. Trevor Lui's experiences and strategies, from leveraging Toronto's diversity to exploring hidden gems in global cities, provide a roadmap for creating authentic, engaging experiences in an ever-evolving landscape. By embracing diversity, fostering community engagement, and adapting to changing preferences, event planners and destination marketers can create truly transformative experiences for visitors from around the world.
