You can keep updated with the latest speakers and conference announcements by registering your interest here.
Please note, proposed agenda topics and timings may change as we finalise the line-up of speakers.
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09:00
Optional Tours
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09:30
Tour A: Area X.O
Hosted by Invest Ottawa, this is your opportunity to visit and learn about Area XO, a special site which offers an unparalleled ecosystem for entrepreneurs and small businesses. This state-of-the-art test and demonstration facility, strategically located just 12 km from the city centre, stands on a sprawling 1866-acres, occupying the site of a former research farm that is part of the National Capital’s Greenbelt. Operated by Invest Ottawa and bolstered by collaborative efforts from industry, academia, and government, including significant support from the City of Ottawa, Area X.O is more than a facility; it's a catalyst for economic development and technological breakthroughs. The site offers more than 16 km of urban-configured roadways, a smart city zone, and an advanced drone and robotics test facility, providing a realistic backdrop for rigorous technology testing and a seamless transition from controlled trials to real-world applications. Area X.O not only supports the growth of knowledge-based industries but also fosters an ecosystem of collaboration among startups, multi-nationals, and regulatory bodies. This collaborative environment accelerates the path to commercialization, making it an invaluable asset for economic development in the region and beyond.
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09:00
Tour B: Ottawa Sightseeing Bike Tour
Get on a bicycle [or an EBike if you need a power boost….!] and truly experience the beauty and history of the walking and cycle-friendly city of Ottawa. Immerse yourself in nature close to the city, visit the most famous attractions and learn about Ottawa’s urban planning from the experienced guides. This will be a relaxed bike ride at a nice pace with a good mix of breaks to take photos and enjoy the views – it’s a perfect tour for riders of all levels. You will ride along the historic Rideau Canal pathway where you can get a beautiful view of Ottawa’s downtown and hear interesting stories. You will cross a scenic bridge towards the province of Quebec, stop at the Instagram-worthy lookout at the Museum of History, cycle through parks, experience Ottawa's architecture and life in New Edinburgh with stops at and the beautiful Rideau Falls and Iconic Rideau Hall. Cycling through the backroads of the Byward market neighbourhood, you will see more of Ottawa’s landmarks and major attractions, including the National Art Gallery, the famous Ottawa spider, and Notre-Dame Cathedral Basilica, ending at Canada’s Parliament Hill.
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13:15
Welcome
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13:30
Forecasting impacts on place economies across the USA and Canada amid changing policies and politics
With the new administration in the USA making waves, a new Prime Minister in Canada, and a federal election due before October, the economic future of cities and regions across North America is likely to be impacted by national decisions.
This session will focus on:
- Understanding the likely impacts on the sentiment and behavior of international visitors and investors
- Understanding the changing potential for domestic and local tourism
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14:00
Working together in Ottawa: Delivering a purposeful, place-led approach to economic development
Hear how the trade, investment and tourism organisations in Ottawa are formalising their collaborative approach to drive a more cohesive strategy for economic development.
- Creating new channels for investment across key areas of focus, including storytelling and branding, downtown development, and events
- Building on the learnings of practical collaboration
- Partnering with education and cultural organisations
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14:40
Making the economic case for a regional place brand: Mat-Su Valley, Alaska
- Getting past the perceptions that all you’re buying is a logo and a slogan
- Creating the vision for the economic, social, and cultural benefits of a place brand strategy
- Learnings from the process of bringing together diverse places and opinions into a regional place brand
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15:05
Refreshments
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15:35
Round Table Discussions:
Join a small group of delegates for discussion to share learnings, ideas and insights, moderated by our expert partners.
Choose from three topics….
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15:35
What does it take to successfully leverage a core place narrative to deliver across the differing objectives of attracting visitors, meetings, talent, and investment?
- You’re building or have articulated a central place narrative: what are the best practical routes to ensuring that the narrative is used?
- How can you build and leverage buy-in to the narrative throughout all the organisations who could / should be using it to promote your place attractiveness – each with a different audience and objective?
- What works?
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15:35
Place-led place shaping: how do you bring in all the voices who should have a say and still get things done?
- How are destination marketing, economic development, government and business-led organisations collaborating successfully to deliver place shaping projects that create the best impact for place attractiveness?
- Designing places that will engage the community and build place attractiveness for visitors and business is a process that benefits from diverse points of view – how can you ensure the process of community engagement helps rather than hinders successful development.
- What works?
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15:35
Place-led data strategy and KPIs: how can collaboration deliver better data and a better understanding of what is working?
- How are destination marketing, economic development, government and business-led organisations sharing data more effectively to build a better understanding of what’s working in place branding, place development, and place marketing?
- How are places leveraging each team’s strengths – where are the data storytelling champions?
- Drowning in data? How do you ensure that you focus on the right data to measure the impact of your strategy
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16:30
Engaging your community in the challenge to retain and attract talent: Action Greensboro
Action Greensboro’s “Boomerang Greensboro” strategy was recently recognised as a world-leading approach by the City Nation Place Awards jury. Learn how this fits into the city’s joined-up approach to retaining and attracting talent…
- Creating the organisational structure to take the longer-term view on place challenges
- Working with education partners and the private sector to build a joined-up approach to building, attracting and retaining talent
- Engaging the community in identifying and communication with potential returning families
- Overlaying community intelligence with data intelligence to improve targeting of skills
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16:50
Evolving diversity and inclusion approaches in tourism : Cayuga County
At a time when political and social change is impacting on perceptions of DE&I strategies, hear how rooting your approach in your place DNA leads to a clear narrative and a positive impact. Cayuga County is working to honour the legacy of Harriet Tubman and this work is providing a foundation for a more holistic focus on diversity and inclusion in tourism and economic development. What have they learned from the process? How can they demonstrate the positive social and economic impact?
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17:10
International perspective: Building reputation through sustainability
Costa Rica has embedded sustainability into its public policies: reshaping its productive matrix, achieving significant environmental milestones and establishing a global reputation for the nation as a sustainability leader addressing pressing climate challenges. Sustainability remains central to its strategy, shaping its vision for the next decade.
Hear how the country brand has successfully capitalized on this global reputation to attract foreign direct investment, strengthen exports, and position itself as the ecotourism destination – what learnings could there be for the globally ambitious regions and cities of the USA and Canada?
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17:30
Close of Day One
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18:00
Welcome Reception, hosted by Ottawa Tourism
Join us for networking, drinks and canapés in the glorious O’Born Room of the National Arts Centre, just across the road from our conference venue at the Westin Hotel. With floor to ceiling windows, we will enjoy panoramic views of our host city, including iconic landmarks such as the Château Laurier and Parliament Hill.
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08:00
Optional breakfast briefings: book into the session of your choice
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08:00
Placemaking and advancing the development of impactful projects
Join this session to hear how Surrey, BC is diligently working to create a sense of place in its city centre with a development project based on the needs of the market and a clear sense of how the project will be implemented in partnership with the private sector. Successfully delivering a transformative project requires a clear vision, an understanding of the position of the project in the market, an approach to financing and delivering the project, and committed and insightful city leadership – join this breakfast briefing to learn from Surrey’s experience and plans.
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08:00
The value of values
How can communities stay true to who they are while embracing growth? In the business world, companies use their core values to attract and retain talent that aligns with the culture. Why can’t cities and towns do the same? Join this breakfast briefing to learn how one community in the Greater Toronto Area is actively engaging residents to create a values-driven brand – one that clearly defines its identity and positions it for sustainable growth in the future.
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08:50
Welcome to Day Two
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09:00
Opening keynote: How the cultural sector can strive for relevance in our communities to support place-led visions
Hear from the leader of the largest cultural infrastructure project in Canada’s history
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09:25
Leadership panel: Taking a place-led approach to re-energising city attractiveness and quality of life
- Proving the economic case for a place-led, unifying identity
- How a collaborative vision for reinventing city centres can drive more effective investment
- Addressing social challenges as an integral part of economic and tourism development
Panellists will include:
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10:10
Creating the right organisational funding, structure, and collaboration to support destination management: Discover Durham
- Hear how Discover Durham has achieved changes to funding and created a new organisational structure to deliver the destination management plan
- What next for Durham Next: delivering community engagement that is sustainable and actionable
- Learnings from first steps: how can destination management organisations contribute to action to solve social challenges
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10:35
Refreshments
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11:05
Managing and promoting your place brand within regional and place to place collaborations
- When you’re working to create a unique voice and narrative for your place brand, how do you balance this with the opportunity created by place to place and regional marketing collaboration?
- How is Visit Montgomery managing the balancing act in its regional collaboration promoting the Chesapeake and Ohio Canal National Historical Park, and the Meet in Maryland opportunities?
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11:25
Breakout sessions
Choose between breakout sessions to address a broad array of place branding, destination development and marketing, and investment and talent attraction challenges, hosted by our expert partners
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11:30
People, profit, planet: Implementing a triple bottom line approach to place branding
Place branding is more than aesthetics—it's a strategic framework that shapes the economic vitality, social fabric, and environmental resilience of a community. Join this session to understand how a strong brand can drive economic development and tourism, whilst also serving the community equitably and stewarding the built and natural environment responsibly. Learn how…
- True impact isn’t found in just bold marketing campaigns but in the small, intentional choices that reinforce a place’s values
- How, by aligning branding with long-term sustainability, destinations can ensure they remain not only competitive but also liveable, inclusive, and resilient for generations to come
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11:30
Destination Placemaking: Leveraging the Essence of Place & Experiences to Drive Visitation and Economic Development
Today’s savvy aspirational travellers are searching for local, authentic, and unique experiences that connect to the heart, soul, people, and stories of a place.
- Discover how to transform the essence, assets, and attributes of a place into unique, authentic offerings
- Learn how Tourism Richmond and their partners created Authentic Pacific Experiences as a reflection of their community
- Discover how The Columbia Valley crafted a collection of outdoor/ nature-based experiences for visitors
- Uncover how Discover Surrey is developing its unique cultural and nature-based assets into new destination signature experiences
- Transfer the placemaking learnings to your destination’s essence to develop new visitor experiences
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11:30
Five Ways to Maximize Media Coverage for Your Community in the AI Age
Whether through podcasts, text alerts, news aggregators or TikTok, today’s audiences are bombarded with a wealth of news and information. This makes it more challenging than ever for economic development and destination marketing organizations to break through, especially as AI continues to infiltrate and flood the media landscape with content. Join this session to learn strategies to reach and penetrate important news outlets to land highly visible, impactful coverage for your city or place’s assets. You’ll come away from the session prepared with a timely “how to” guide for obtaining valuable earned media coverage that can influence prospects, investors and talent.
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12:10
Ecological Brand Evolution – Reenergising place brands by returning to your authentic roots rather than forcing constant reinvention
The strongest destination brands evolve in harmony with their environment and communities. Join this session to break free from the exhausting cycle of rebrands and instead grow in ways that are natural, intentional, and lasting. "Rooted rebrand work" is a strategy that strengthens an identity instead of erasing it, allowing place brands to grow in ways that feel deeply familiar yet entirely new. Find out…
- How to build a more resilient destination or place brand through recognizing growth cycles, aligning with the macro-environment, and finding sustainable and regenerative impacts that last
- How to develop a branding approach that thrives through evolution rather than constant reinvention just as native plants flourish in balance with their ecosystems
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12:10
Turning spaces into places: Delivering ROI with placemaking strategies in the public realm
Placemaking plays a vital role in revitalizing cities by fostering culture, economic growth, social engagement, and well-being. Join this session to learn from research carried out in collaboration with Toronto Metropolitan University that highlights the measurable ROI of placemaking – how it can boost traffic and sales and strengthen community connections and engagement.
- Learn about the importance of placemaking through the lens of cognitive neuroscience - what design elements we respond to, the ‘why’ behind our emotions and behaviours, and how we can nurture our innate tendencies in the design of places.
- Explore design and planning strategies for transforming downtown areas in both large and small municipalities
- Learn from real-world projects such as City of London (Ontario), Wasaga Beach (Ontario), Uptown Waterloo BIA (Ontario), and City of Richmond (BC) how phased placemaking approaches can attract funding and support municipal objectives such as tourism promotion, accessibility, and community expression.
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12:10
Unlocking Your City’s Potential: A Data-Driven Roadmap to Attract High-Value Investment
City leaders and stakeholders face the critical challenge of enticing the right brands to their region—while ensuring sustainable growth and lasting community benefits. Join this session to understand how real-time mobility data and location intelligence can bring together city agencies and place leaders around a unified investment offer, forming a compelling narrative that appeals to top-tier corporations.
- Discover the key data points that matter most to organizations looking for new market opportunities
- Understand how collaboration drives results, aligning public and private sectors around shared goals and metrics
- Learn from real world case studies featuring cities that have successfully used data-driven insights to secure top-tier corporate partners
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12:45
Lunch
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13:45
How place-led collaboration can deliver on the development of a key economic sector: learning from Kingston’s creative sector focus
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14:15
Breakout Sessions
Choose between breakout sessions to address a broad array of place branding, destination development and marketing, and investment and talent attraction challenges, hosted by expert partners
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14:20
Human-Centered Place Branding: Mobilizing Community Engagement for Sustainable Economic and Social Development
Join this session to analyze how sophisticated narrative frameworks and strategic community activation can foster authentic resident engagement, civic pride, and significant economic investment. From the experience of Middlesex County, New Jersey and from initiatives in Fulton County, Allegheny County, Detroit, Calgary, and the Toledo Region (OH), you’ll learn how to ….
- Construct community-centric narratives informed by stakeholder research
- Implement multi-channel marketing strategies that resonate locally, regionally, and globally
- Manage complex public-private partnerships aimed at economic revitalization
- Effectively mobilize community members as advocates and ambassadors
- Build organizational capacity to deliver the brand's experiential and communicative elements consistently
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14:20
Bridging the Gap: Local Governments & DMOs Partnering for Community Insights
- Join this session to discover how local governments and DMOs can collaborate to better understand resident sentiment and drive engagement in surveys and feedback initiatives. Explore strategies for fostering partnerships that enhance community participation and align tourism efforts with local needs.
- Learn how this collaboration can create a stronger connection between destinations and their residents, fostering mutual benefits and sustainable growth
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14:20
How to Win the Talent War: Fresh Research on How to Attract U.S. & Canadian Workers to Your Destination
Understanding what motivates talent to relocate—and stay—is crucial for economic development. Drawing on the results of the ninth edition of the annual “Talent Wars” report, this data-driven session explores the key factors and tactics that influence migration patterns across the U.S. and Canada. You'll discover:
- The factors that matter most to talent when considering a new place or job
- How place brand influences relocation destinations
- The proven factors that transform new residents into long-term community members
- Real-world success stories of communities winning the competition for skilled workers
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15:00
Session tbc
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15:00
Community Engagement for Effective Destination Stewardship
Effective destination stewardship requires actively engaging with your community to ensure your actions align with local interests and gains. To be successful, constituent engagement must go beyond simple interactions and invitations and deliver meaningful collaboration, ensuring that industry, visitors, and residents all play a role in shaping a destination’s future. Are you ready to turn engagement into empowerment and create a thriving, community-driven future? Join this interactive session to explore how to chart a course for shared prosperity through effective engagement strategies that shift from consultation to co-creation.
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15:00
Routes & Regions: The Power of Collaboration in Place Branding and Marketing
Join this session to explore how to align stakeholders, navigate funding structures, and develop a regional identity or route that resonates with outsiders rather than being constrained by local perceptions.
Drawing on examples ranging from Ireland’s Ancient East to regional initiatives in Northern Kentucky and Hershey Harrisburg, and Resonance’s current work creating new corridors in Canada, attendees will gain insights into key models for structuring regional collaboration and how to build a brand that is inclusive, strategic, and greater than the sum of its parts.
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15:35
Refreshments & networking
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16:00
International perspective: Building legacy planning into your business events strategy to support your place vision
- Focusing on attracting and hosting more sustainable and impactful business events
- Working with your event clients to ensure the events you host support your city’s vision
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16:20
Developing a business events strategy that supports key industry sectors and has a measurable legacy
- Understanding that big is not always best when it comes to business events – working to identify the right opportunities to deliver the greatest impact
- Bringing economic development and destination marketing organization teams together to join all the dots and deliver more successful outcomes
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16:40
Ensuring that sporting and consumer events deliver on their economic promise and build your place reputation
Hear from our panel of place leaders who have hosted and are planning to host major international events – what learnings can they share on their experience which you can apply to your own events strategy?
- Engaging your community to build support and create positive impact
- Leveraging the moment to build positive reputation
- Making connections with the right organisations in your place to build momentum
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17:00
Joint Q&A
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17:10
Key takeaways and close of conference
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17:15
Closing drinks & farewells
Confirm cancellation
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