Greg Klassen

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Partner, Twenty31 Consulting


Greg Klassen is a travel and tourism industry strategist with over 25 years of leadership experience and an expert in developing and executing marketing strategies to leverage new technologies. A renowned thought leader on disruption in destination marketing and the links between travel and economic development, some of his past clients include the Canadian Tourism Commission, AT&T; and TELUS. At Twenty31, Greg advises senior leadership teams on destination marketing strategies, brand positioning, and investment opportunities. While serving as its President, CEO, and SeniorVice-President of Marketing Strategy and Communications, he led the destination rebranding of Canada from a 12th place ranking to become the number one country in the world. Greg also created a comprehensive strategy to promote the 2010 Vancouver Winter Olympics, developed the Explorer Quotient traveller psychographics model, and spearheaded the Canadian Signature Experiences product development program.