Greg Klassen

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Partner, Twenty31 Consulting


A travel and tourism industry strategist with 20+ 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 at the CTC, 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. For his efforts, Greg was recognised as one of the tourism industry’s top marketers.