Explorers' Edge Regional Tourism Summit

The 2025 Regional Tourism Summit will take place on October 16, 2025, at the Parry Sound KOA Campground under the theme “Rooted in the Outdoors: Growing Rural Tourism Together.” The event will convene campground operators, rural tourism businesses, municipal representatives, destination organizations, and community stakeholders to discuss strategies and innovations that support the continued growth of the regional visitor economy.

The agenda is designed to balance strategic discussion with practical application. Sessions will examine how emerging technologies and changing consumer expectations are influencing tourism development, while also highlighting the unique role of campgrounds and natural assets in strengthening rural destinations.

Key program elements include:

• AI and the Travel Economy
• Visual Storytelling
• The Campground Advantage
• Technology and Outdoor Experiences
• Nature as Market-Ready Experience

The summit will also provide structured networking opportunities to encourage collaboration among participants and strengthen regional partnerships. Overall, the program reflects a forward-looking approach that connects tourism product development with broader regional economic and community goals.

Agenda

9:30 am – 10:00 am | Arrival & Welcome Coffee at the Campground

· Networking among operators, municipal reps, DMOs, RTO, and community stakeholders.
· Informal outdoor welcome around the KOA lodge/firepit area.

10:00 am – 10:20 am | Opening Remarks

· James Murphy, CEO, Explorers’ Edge (RTO12) – Sarah North Harris, Vice Chair and Camping in Ontario
· Welcome from host operator Tristen, KOA Parry Sound.
· Setting the stage: “Why camping is core to rural Ontario’s tourism economy.”

Morning Sessions

10:20 am – 11:05 am | Keynote Presentation
“Beyond SEO: Winning Online in the AI Travel Era”
Peter Coish, President Kuration Inc.

Artificial intelligence is rapidly transforming how travelers discover destinations, make bookings, and engage with operators online. In this keynote, Peter Coish will share practical strategies to help rural tourism businesses stay competitive in an increasingly AI-driven landscape. Participants will leave with actionable insights on adapting their digital presence, leveraging new tools, and addressing common challenges operators face as the travel economy evolves.

· How AI is reshaping travel discovery, booking, and visitor engagement.
· Actionable steps for rural operators to remain competitive.
· Q&A to explore operator challenges with AI tools.

11:05 am – 11:50 am |Presentation
“Developing Visual Content to Support Product and Experiences”
Scott Adams, President, Birchbark Media

Compelling visual content is one of the most powerful tools for inspiring travel and showcasing the uniqueness of rural destinations. In this session, Scott Adams, President of Birchbark Media, will share strategies for creating photography and video that not only highlight tourism products and experiences but also tell authentic stories that connect with audiences. Participants will learn how to use visual storytelling to differentiate their offerings, build stronger brand presence, and ultimately drive visitor engagement.

Attendees will gain insight into:

· The role of compelling visual content in attracting visitors and inspiring travel decisions
· Strategies for capturing photography and video that showcase rural tourism experiences
· Leveraging storytelling and digital platforms to connect with audiences and drive bookings
· Practical tips for aligning visual content with brand identity and destination character

11:50 am – 12:00 pm | Coffee & Stretch Break
Buns on the Bay

“Years ago, my summertime Saturdays started with a 10km run to a local bakery for Chelsea buns. I so loved the taste of those delicious treats and how they brought my family together at our cottage table. Over time I perfected my own recipe and during the pandemic when the world was searching for joy, it struck me that Chelsea buns could be one small answer to make things happy again. With my good friend Kim, we returned to my recipe and began selling buns and delivering them by boat. We love seeing people smile as we offer our unique and delicious food experience that adds to the beauty of Georgian Bay.” - Margot McGimpsey, Owner Buns on the Bay

Midday

12:00 pm – 12:30 pm | Panel Discussion
“The Campground Advantage: Experiences that Drive Rural Economies”
Moderator: James Murphy

Panelists:
o Tristen, Owner – KOA Parry Sound
o Kim Yeaman, Owner – Brennan’s Hill Camping & Cabins
o Alexandra Anderson, Executive Director - Camping in Ontario

· Focus: Product development at campgrounds (programming, nature-based activities, seasonal events), and the ripple effect on nearby towns, attractions, and businesses.

12:30 pm – 1:30 pm | Networking Lunch

· Picnic-style, outdoors if weather permits.
· Informal networking to encourage operator-to-operator connections.

Bubba Shady’s BBQ
Get ready for real smoke, real flavour, and real BBQ hospitality at Bubba Shady’s Barbeque, nestled in the heart of cottage country in Pointe au Baril. We’re bringing bold, Texas-inspired barbeque to Northern Ontario with slow-smoked brisket, juicy pulled pork, tender ribs, and more—all cooked low and slow over wood-fired pits. Whether you’re a local or just passing through Highway 69, swing by for mouthwatering meats, hearty sides, and a relaxed, down-home vibe. Dine in, take out, or grab a meal to enjoy at the lake—this is barbeque worth the drive. Follow the smoke. Taste the difference. BBQ is alive in the 705.

Afternoon Sessions

1:30 pm – 2:15 pm | Presentation
“Technology & the Outdoor Experience”
Sarah North-Harris, Director of Education, Camping in Ontario

The way people plan and experience outdoor getaways is changing. As younger generations, who grew up with technology, increasingly seek outdoor experiences and the work environment expands, outdoor hospitality providers face a unique challenge: how to seamlessly integrate technology while still offering a chance to disconnect.

Join Sarah North-Harris as she explores the new wave of outdoor guests, their behaviours, and their expectations for a tech-enabled experience. You'll learn how to maximize the use of technology to advance your business and improve your bottom line, all while helping your guests reconnect with nature.

Attendees will gain insight into:

· Shifting guest demographics and behaviours
· Evolving expectations for tech and nature balance
· Practical strategies for integrating technology
· Opportunities to boost revenue and efficiency
· Industry trends to future-proof outdoor hospitality

2:15 pm – 2:45 pm | Presentation
From Stargazing to Storytelling: Turning Nature into Market-Ready Experiences
Courtney Metcalf, Economic Development Officer & Stephane Picard, Owner/CEO Cliff Valley Astronomy

With the return of Ontario Northland on the horizon, rural destinations have an unprecedented opportunity to reimagine how visitors experience their natural and cultural assets. In this session, Courtney Metcalf will explore how communities can mobilize around shared strengths, in this case dark skies, to transform them into market-ready, bookable products. By building authentic experiences that increase revenue, communities can position themselves to fully capitalize on the renewed accessibility that passenger rail will bring.

Attendees will gain insight into:

· Opportunities created by the return of Ontario Northland passenger rail
· Mobilizing communities around shared strengths (e.g., dark skies)
· Turning natural and cultural assets into market-ready, bookable products
· Building authentic experiences that drive new revenue streams
· Positioning communities to fully capitalize on renewed visitor accessibility

2:45 pm – 3:00 pm | Closing Remarks & Next Steps

James Murphy & Explorers’ Edge team.
Invitation to continue networking and exploring KOA Parry Sound facilities.

FOR MORE EVENT DETAILS CLICK HERE.