Welcome, Housekeeping & Opening Remarks 
Andrew Siegwart, Tourism Industry Association of Ontario

The Current Pulse 
William Schatten, Context Research Group 
CRG will share fresh insights on the state of tourism in Ontario, offering a comprehensive “State of the Union” on the sector and what it signals for the months ahead. The session will also highlight key insights related to the upcoming FIFA event, including anticipated visitation and provincial impact, and conclude with a live demonstration of new interactive dashboards available through the Destination Ontario Insights Portal.

The Future of Tourism is in Your Hands: The Aurora AI Advantage
Maureen Riley, Destination Canada 

As global competition intensifies, Destination Canada has launched Aurora AI to provide Canadian tourism businesses a sharper competitive edge and a clearer line-of-sight on ever shifting market opportunities, and risks. 

Aurora AI is turning Canada’s national data assets into practical, easy-to-use intelligence systems so that operators can quickly test new marketing ideas, better understand which travellers are most likely to buy what products, and, to shape value propositions that will drive conversion. 

Functioning as your businesses business and marketing development co-pilot, the Traveller Twin simulates real audience segments, allowing marketers to test and refine campaigns before spending a dollar, helping every tourism business to grow by reducing guesswork while further expanding Canada’s reach to the world. 

Restaurants Canada
Tracy MacGregor, Restaurants Cananda 
Sara Hamdy, Restaurants Cananda 
Restaurants Canada will be sharing high level insights of the Restaurant Industry in their State of the Industry update.

Websites After Search: Measuring Destination Value in the Age of AI 
Michael Jacobs, CEO, The New Business | Whereabouts 

An innovative solution to understanding how often each of the major AI engines are scraping our tourism websites for information. Identifying what platform, pages viewed, search indexing, answer generation and/or training data collection.

Seize the Moment
Michael Crockatt, President & CEO, Ottawa Tourism
Val Hamilton, Executive Director, Muskoka Tourism 

Current Landscape Shifts & Opportunities
Lauchlan Rogers, CMO, Destination Ontario 

Articulate the changing patterns, declining web traffic, increasing AI search and the implication Implications for marketing overall, DMOs, conversion, content development, etc. 

The AI Advantage: How AI Is Changing Tourism 
Cody Chomiak, Travel Manitoba 

How can your marketing team use AI both ethically and ethically achieve their desired outcomes. Participants can explore how to “market to bots” just as they do to their travellers.  Learn practical strategies to optimize content, enhance visibility, and align AI-driven marketing with responsible values. 

TOF2026 attendees - Register now at RCSHOW.COM with
your complimentary promo code*

New venue. Bigger footprint. Future-ready experience. 
RC Show 2026 is moving to the International Centre in Mississauga, Ontario. 

Seismic shifts are reshaping foodservice and hospitality—are we ready to look beyond the past and seize the future? 
 
RC Show 2026’s theme, Into the Beyond, encourages us to shed outdated practices, embrace an era of reinvention, and future-ready our businesses for a new world. 
 
This isn’t adaptation—it’s transformation. Smart, breakthrough ideas, accessible innovations and purpose-driven technologies free us to refocus on the true art of hospitality—the timeless techniques, heartfelt connections, and unforgettable experiences that feed our passion. 
 
Journey Into the Beyond at RC Show to explore the solutions you need to turn today’s challenges into tomorrow’s triumphs and reaffirm hospitality as the heartbeat of culture, community, and our national economy. 

*Redeemable for Complimentary Multi-Day Show Passes only.
not valid for industry supplier

TOF2026 attendees will receive their discount code post-registration!