Tourism might not be the first thing you associate with tech—but it should be.
In this episode, we talk with Ashley Lansink from Explore Waterloo Region about the unexpected connection between tourism and tech and why both are critical for economic development in our community.
Ashley walks us through how the team markets Waterloo Region to leisure travellers, sport organizers, and business event planners alike. We also explore how tourism boosts talent attraction and community pride, and how founders can get support when planning conferences, tournaments, or team events.
Listen is as we discuss:
The power of “curious combinations” in Waterloo Region’s new brand
Hosting the Call of Duty League Championships (yes, at The Aud!)
Why a vibrant visitor economy helps attract top talent
Bringing major events like esports and Ontario Games to town
Stay curious!
01:03 – What is Explore Waterloo Region and what does it do?
01:47 – Hosting the Call of Duty League Championships at The Aud
02:48 – Kitchener on the global stage with record-breaking esports viewership
03:28 – Upcoming events: National Dodgeball Championships, judo, and more
04:10 – Tourism for locals: changing the narrative of "I live here"
05:00 – Marketing leisure, group, sport, and business tourism differently
06:23 – Canoeing the Grand, St. Jacobs charm, and city–rural duality
07:44 – Agritourism and authentic experiences as regional differentiators
08:54 – New brand: Stay Curious—and how it came together
09:31 – Building a brand that spans cities, townships, and industries
11:17 – What changed: brand personality, tone, consistency across business lines
12:57 – Balancing sport, leisure, and business personas in the new brand
13:26 – How whimsy and ambition work together in brand storytelling
14:47 – Events that attract talent: Call of Duty, Ontario Games, tech conferences
16:18 – Why Waterloo Region is the perfect place for tech conferences
18:04 – The advantage of working with Explore WR: access to venues, speakers, logistics
20:29 – Sustainability in events and hosting carbon-neutral conferences
21:06 – Want to bring a sporting event? Start with Explore WR
22:03 – Hidden gem facilities: Schlegel Park (aka “the multiplex”)
23:02 – Oktoberfest and the magic of holiday events
24:39 – The Mistletoe Trail, St. Jacobs Sparkles, and Sip and Shop
25:25 – Family-friendly Oktoberfest experiences + ghost walks
26:31 – Farmtoberfest makes its debut
27:30 – Wrapping up: why tourism and tech go hand in hand
