A regional stay, an Indigenous-led experience or a Canadian holiday outside the summer peak could give travel advisers a stronger sales story while delivering benefits to the communities their clients visit.
That is the opportunity Greg McCallum wants advisers to explore at the Together for Impact Virtual Summit on Thursday November 5.
The Part Owner and Sales and Marketing Director of Entire Travel Group is a member of Destination Canada Australia’s Strategic Advisory Group, which is hosting the 90-minute live online event with support from Destination Canada Australia.
For Greg, the value lies in ideas advisers can put to work straight away.
“Advisers will gain product inspiration, storytelling techniques and real-world examples from industry leaders that can help them grow their Canada sales,” he says.
Built around the theme ‘From Promise to Purpose to Practice’, the summit will bring Australian travel professionals together with Canadian voices and industry leaders to explore how tourism can deliver positive outcomes for travellers, businesses and destinations.
Sessions will cover Indigenous tourism experiences, regional journeys and winter and shoulder season travel, connecting responsible tourism with practical itinerary planning.
“For travel advisers, it means moving beyond talking about responsible tourism and actually incorporating it into the itineraries they create,” Greg says.
“This could mean including Indigenous tourism experiences, encouraging regional stays and promoting travel outside peak periods.”
The Strategic Advisory Group brings together senior Australian travel industry figures to help shape a more resilient and sustainable future for Canadian tourism. Greg’s contribution has focused on growing visitation while encouraging travellers to explore different regions and seasons.
He sees considerable potential in broadening clients’ perceptions of what a Canadian holiday can offer.
“Regional destinations, Indigenous tourism experiences and shoulder-season travel offer compelling alternatives that many clients are not aware of,” he says.
“These experiences often provide a different pace and a deeper connection.”
For advisers, that opens the door to distinctive itineraries, repeat visitation and higher-value bookings.
Greg’s recent visit to Manitoba provided a personal example of how this approach can work. There, Indigenous-led experiences connected visitors with cultural stories and activities while supporting local employment and economic opportunities.
“A regenerative approach to tourism is about leaving a destination better for having been visited,” he explains.
“Rather than simply minimising impact, it focuses on creating positive outcomes for communities, cultures and the environment.”
Turning that idea into a booking starts with helping clients picture their holiday.
“Most travellers don’t book a holiday because it’s regenerative or responsible, they book because it promises unique and memorable experiences,” McCallum says.
“When clients can clearly picture the experience and the emotional connection they’ll have, responsible travel becomes an added benefit rather than the main selling point, making it far more likely to convert into a booking.”
The summit will also remind attendees of the value in signing the Destination Canada Partnership Pledge, a commitment to supporting tourism that benefits travellers, communities and destinations.
Greg says the pledge encourages businesses to consider how they market, sell and develop Canadian experiences. It also gives industry partners a framework for shared goals and a network working towards tourism’s long-term future.
Alongside the live sessions, summit attendees will receive access to an exclusive on-demand content library, practical resources for client conversations and planning, and stories they can revisit for sales inspiration.
Eligible live attendees will also have the chance to earn a place on a Canadian famil in 2027, with terms and conditions applying.
The Together for Impact Virtual Summit takes place on
Thursday 5 November 2026 at 10am AEST (11am in Sydney and Melbourne).
REGISTER NOW
