For Immediate Release
Whitby, ON (March 16, 2026) – Tourism professionals from across the region gathered in Whitby on Monday, March 2, 2026, for the 10th annual Tourism Symposium, hosted by Central Counties Tourism and co-presented by Durham Tourism and and Whitby Tourism at the Royal Ashburn Golf Club. The sold-out event welcomed 200 attendees for a day of insights, collaboration, and industry learning under the theme “Local to Limitless.”
Celebrating a decade of bringing the tourism sector together, the symposium highlighted the growing momentum of tourism across the region and explored how communities can leverage their unique local strengths to create compelling visitor experiences. Through expert speakers, panel discussions, and breakout sessions, the program demonstrated how local advantage—from culture and culinary to film tourism and digital marketing—can spark limitless tourism potential.
“As the Tourism Symposium enters its second decade, it remains a catalyst for collaboration and innovation across York, Durham, and Headwaters,” said Chuck Thibeault, Executive Director of Central Counties Tourism. “The results are tangible—$3.7 billion in visitor spending in 2025 across our region. This year’s Local to Limitless theme highlighted how local strengths and partnerships continue to drive new opportunities for tourism growth.”
The day opened with remarks from Mayor Elizabeth Roy of the Town of Whitby, who welcomed delegates and highlighted Whitby’s strategic priorities, recent accomplishments, and the wave of new businesses contributing to the town’s vibrant tourism economy.
Co-presenting sponsors Durham Tourism and Whitby Tourism also addressed attendees, sharing insights into regional initiatives designed to attract visitors and strengthen local tourism experiences.
“Durham Region is buzzing with momentum. Coming off a strong year of tourism growth in 2025, our communities continue to attract visitors who are looking for authentic, memorable experiences. From vibrant downtowns to stunning natural spaces, Durham Region delivers the kind of diversity and energy that keeps people coming back – and inspires new visitors to explore everything our region has to offer.” said Lauren Nucciarone, Manager, Marketing and Tourism, Durham Tourism (Region of Durham).
“It was a pleasure to welcome tourism leaders and partners to Whitby for the Central Counties Tourism Symposium and to share the best of our community, including the beautiful, first-class setting at Royal Ashburn Golf Club. Coming together to connect, collaborate, and be inspired by engaging guest speakers made the experience truly meaningful.” said Sophia Sousa, Culture & Tourism Coordinator, Strategic Initiatives, Whitby Tourism (Town of Whitby).
Throughout the day, speakers and panelists shared expertise on topics ranging from destination marketing and placemaking to culinary and film tourism. The morning featured a panel discussion titled “Growing Local Gems into Must-Visit Experiences,” highlighting strategies for transforming local assets into standout tourism experiences.
The symposium’s keynote presentation, “Engage to Earn – Where Authentic Connections Drive Real Tourism,” was delivered by Adam Rodricks, Canada’s Top Social Media Strategist, and National Director of Digital Advocacy & Executive Affairs at KPMG Canada, offering attendees practical strategies for building meaningful digital engagement that converts into visitation.
In the afternoon, participants joined concurrent breakout sessions exploring partnership marketing with Destination Ontario, placemaking and place economics, and geofencing technology for destination growth. Panels later in the day spotlighted culinary tourism development and the rising impact of film
tourism, with industry experts from across the Durham region discussing how destinations can transform
filming locations into visitor attractions.
The day concluded with a Happy Hour Social presented by Slabtown Cider Co., where attendees enjoyed complimentary tastings alongside Little Beasts Brewing Co. and Archibald’s Estate Winery, offering a chance to continue conversations and celebrate local flavours.
Additional highlights from the day included:
- Durham Tourism’s preview of its FIFA World Cup 26™ Visitor Attraction Campaign, which will target international visitors and Toronto residents, highlighting the urban excitement and country charm that Durham Region offers for travellers looking to explore between matches or locals looking to escape the hustle of the city during the international tournament.
- Whitby Tourism celebrated its 2026 Festivals and Events Ontario “Best New Festival or Event” award (under $100,000) for the Home Sweet Home festival, which drew more than 40,000 visitors to downtown Whitby in its inaugural July 2025 event, and it is set to return this summer. The Town also announced the launch of the Whitby Brewery Passport to highlight its growing craft beverage scene.
- Celebrating its 10th year, the symposium featured over 15 locally sourced prizes, including food, drink and merchandise from local producers, concert tickets, advertising packages, a Whitby stay-and-spa getaway, and museum and attraction experiences – generously donated by regional tourism partners.
Central Counties Tourism extends its gratitude to all attendees, speakers, and sponsors, including Durham Tourism and Whitby Tourism (Co-presenting Sponsors), Destination Pickering (Platinum Sponsor), Regional Municipality of York and Tourism Vaughan (Gold Sponsors), and all of our Silver Sponsors – Town of Ajax, Township of Brock, Visit Caledon, Durham College Corporate Training Services – Advertise with DC and The Centre for Craft Beverage Innovation, Experience King, Destination Markham, Love Orangeville, Tudor Pines Bed & Breakfast, and Discover Uxbridge. Their support made this symposium possible and reaffirmed the collective commitment to advancing tourism in the region.
We look forward to bringing the 2027 Tourism Symposium to Pickering with Destination Pickering as the Presenting Sponsor.
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About Durham Tourism
As part of the Region of Durham’s Economic Development and Tourism Division, Durham Tourism works closely with local partners, businesses, and stakeholders to strengthen the visitor economy, support industry growth, and showcase the unique stories that define the region. Through strategic marketing, destination development, and collaborative initiatives, Durham Tourism is dedicated to inspiring travel, enhancing the visitor experience, and driving economic impact across the region.
Learn more at DurhamTourism.ca.
About Whitby Tourism
The The Whitby Tourism Development Corporation is the official destination development and tourism marketing organization for the Town of Whitby. Its mission is to promote Whitby as a vibrant and welcoming destination by showcasing the Town’s unique attractions, developing innovative tourism experiences and services, supporting the growth of the local tourism industry, and fostering meaningful collaboration with key stakeholders. The Corporation oversees the Host in Whitby Grant Program.
About Central Counties Tourism
Central Counties Tourism (CCT) was established as a regional tourism organization in 2010 under the framework developed by the Ontario Ministry of Tourism, Culture and Sport. Its mandate is to help stakeholders build their capacity which, in turn, grows visitation and vibrant communities throughout the York, Durham, and Headwaters regions. CCT is funded by the Ontario Government and managed as a not-for-profit organization by a voluntary tourism industry board. CCT’s mission is to develop, support and promote tourism within the region.
Media Contact:
Chuck Thibeault,
Executive Director
Central Counties Tourism
cthibeault@centralcounties.ca
