Explorers’ Edge funded by the Ministry of Tourism, Culture and Gaming, the Regenerative Travel Agency a division of the organization introduces two inaugural small-group, day-long packages designed to connect visitors more deeply with the people, places, and stories that make Muskoka unique.

The first experiences include:

• Culture, Cranberries & Culinary Excellence – A full-day experience featuring a guided visit to Bethune Memorial House National Historic Site, an exclusive lunch at Muskoka Bay Resort, and entry to the Bala Cranberry Festival, complemented by artisan chocolate from Cacao Boys Muskoka. https://thegreatcanadianwilderness.com/exclusive-muskoka-cultural-and-culinary-tour/
• Heroes, History, Heritage & A True Taste of Muskoka – A fully guided day showcasing Muskoka’s rich history through visits to the Muskoka Steamships & Discovery Centre and Bethune Memorial House, concluding with a culinary experience at The Oar and Sawdust City Brewing Company. https://thegreatcanadianwilderness.com/muskoka-stories-flavours-and-history/

Each package is limited to 10 guests per day, emphasizing connection, authenticity, and sustainable travel practices that align with the principles of regenerative tourism.

Quote from James Murphy, CEO, Explorers’ Edge: “This launch represents a major evolution in how we drive tourism in Ontario’s rural regions. By moving into direct travel packaging, we’re not only generating revenue and creating measurable economic benefits for our operators, but also ensuring that those benefits are dispersed more equitably across communities. Every booking contributes to the regeneration of our destination via re-investing profits back into the community whether is be socially, culturally, and environmentally – reinvesting in the very places that makes Muskoka and the greater Explorers’ Edge region so remarkable.”

From Darren Smith President & CEO, Lake of Bays Brewing Company | Sawdust City Brewing Co | Merit Brewing “Explorer’s Edge is taking a big step into the future with the launch of our new regenerative travel agency. Once again, EE is leading a new approach to regional tourism development, in which we move beyond promotion and into actively building the kinds of experiences today’s travellers are looking for.”

“For over a century, Muskoka’s waterways have connected people to our region’s stories and spirit. Partnering with Explorers’ Edge brings that legacy forward, creating experiences that celebrate our heritage while supporting the communities that make it thrive.”  John Miller, President, Muskoka Steamships & Discovery Centre

“The Explorers’ Edge Regenerative Travel Agency initiative is a vital step forward for regional tourism, as it not only highlights the unique cultural and culinary offerings of Muskoka but also directly empowers local businesses and promotes environmental stewardship. We are thrilled to be part of a program that encourages visitors to experience our beautiful region in a way that truly gives back to the community and preserves our natural heritage for generations to come.” Robbie Irvine, Owner / Operator The Oar restaurant.

Driving Economic and Environmental Benefit

Inbound travel packaging allows Explorers’ Edge to directly influence visitor flows, extending stays and diversifying visitation beyond traditional hotspots. This model reinvests in rural communities and supports small businesses, guides, and operators while delivering defined, measurable outcomes that align with both provincial and national tourism strategies.

“Regenerative tourism isn’t just about minimizing impact, it’s about creating net-positive outcomes,” added Murphy. “Through partnerships, community engagement, and innovative packaging, we’re helping rural tourism thrive in a more balanced, resilient, and inclusive way.”

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The luncheon, scheduled for Wednesday, October 22 from 11:45 a.m. to 2:00 p.m., will feature keynote presentations, a lively panel discussion, and a performance celebrating diversity and inclusion in tourism. Attendees will gain practical insights into welcoming 2SLGBTQI+ travellers and creating more inclusive business environments that strengthen both community culture and bottom lines.

Confirmed speakers include:

• Andrew Siegwart, CEO of the Tourism Industry Association of Ontario (TIAO), delivering opening remarks on inclusivity in Ontario’s tourism strategy.
• James Murphy, CEO of Explorers’ Edge, and Ellen Selby, Economic Development Coordinator for the Town of Gravenhurst, presenting on traveller demographics, market growth potential, and case studies from across Canada.
• A panel of operators and performers who have authentically engaged with 2SLGBTQI+ travellers, including representation from local businesses and events.  They include Michelle Emson, Muskoka Queer Film Festival / Theatre Muskoka, Enya Dreams – Drag Artist & Producer, Aria Reddy – Drag Artist & Bala Bay Inn Event Coordinator and David Clemmer – Innkeeper at the Northridge Inn & Resort

“As a region that prides itself on being welcoming, it’s essential that we equip our operators with the knowledge and tools to authentically engage one of the fastest-growing travel markets in Canada,” said James Murphy, CEO of Explorers’ Edge. “This event is about showing how inclusivity drives both social and economic impact in rural tourism.”

The Town of Gravenhurst, recognized as the Gateway to Muskoka, is proud to co-present the luncheon. “One of our key strategic pillars is creating and supporting a welcoming, inclusive and safe community for all.  Opportunities like this continue to bring together important community stakeholders to share ideas and learn more about various travel markets and the important impact of tourism for our Community.” said Amy Taylor, Manager of Economic Development, Town of Gravenhurst.

“Ontario’s new tourism strategy makes clear that inclusivity is not just a value, it’s a growth driver.  Welcoming 2SLGBTQI+ travelers strengthens our communities, expands our markets, and ensures tourism delivers lasting benefits across the province.  I’m proud to join Explorers’ Edge, the Town of Gravenhurst, and our partners to showcase how embracing diversity in tourism is key to unlocking new opportunities and building a stronger, more resilient visitor economy in Ontario.” Said Andrew Siegwart, President and CEO, Tourism Industry Association of Ontario.

To further support inclusivity, the program will offer 30 complimentary Rainbow Registered spots—Canada’s national accreditation for 2SLGBTQI+ inclusivity in tourism—available to participating businesses.

Event Details https://explorersedge.ca/events/diva-dialogues-unlocking-inclusive-growth-in-tourism/

• Date: Wednesday, October 22, 2025
• Time: 11:45 a.m.–2:00 p.m.
• Location: Sawdust City Brewery, Gravenhurst, ON
• Tickets: $15 per person, available through Eventbrite https://www.eventbrite.com/e/diva-dialogues-unlocking-inclusive-growth-in-tourism-tickets-1680035995889

The event is presented in collaboration with the Town of Gravenhurst, FedNor, Destination Northern Ontario, Tourism Industry Association of Ontario (TIAO), the Canadian LGBT+ Chamber of Commerce (CGLCC), Pride Muskoka, and other regional partners.

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Tickets are $50 (inclusive) and capacity is limited.

Hosted in the forest at KOA Parry Sound, the Summit brings campground operators, rural businesses, municipalities, and community partners together for a day of learning and connection—covering everything from AI and digital storytelling to the “campground advantage,” dark-sky experiences, and tech in outdoor hospitality.

As part of the on-site experience, attendees will enjoy local flavour from Buns on the Bay (coffee break treats) and a picnic-style lunch by Bubba Shady’s BBQ, underscoring the Summit’s commitment to working with local restaurateurs.

A Shared Vision for Rural Outdoors Tourism

“Rural Ontario’s greatest tourism asset is its outdoors,” said James Murphy, CEO of Explorers’ Edge. “This summit brings operators, communities, and innovators together to design experiences rooted in nature. When we lead with what makes us unique, authentic landscapes and the people who care for them, we grow an economy that benefits visitors and residents alike.”

At Parry Sound KOA, nature sets the stage, the focus on guest experience brings it to life. Tristan Berry, Co-Owner of Parry Sound KOA & Board Director with Explorers’ Edge, shared: “It’s not just camping—it’s what happens around the fire and throughout the campground, surrounded by towering pines and star-filled skies. We engage guests with daily activities, & camp focused events; bringing families together with easy, joyful traditions grounded in the outdoors.  That’s the KOA rhythm: show up, breathe in the fresh air, join in, and make a forever memory. Hosting the Summit here is our chance to share how consistent, low-barrier programming—woven into nature and repeated night after night—can turn a simple stay into a memory worthy of remembrance. From the forested trails to the firepit, we combine moments in nature with a level of service & amenity. Turning stays into stories & guests into ambassadors.”

Campgrounds deliver more than places to sleep, they deliver moments that stick. “They sit at the intersection of nature and hospitality,” added Sarah North-Harris, Vice Chair of Explorers’ Edge & Director of Education with Camping In Ontario. “With storytelling, thoughtful programming, and smart use of technology, we can amplify outdoor experiences and drive growth across rural Ontario.”

Summit Highlights

• Keynote: Beyond SEO: Winning Online in the AI Travel Era — Peter Coish, Kuration Inc.
• Sessions & Panel: Visual storytelling for product growth; Technology & the Outdoor Experience; The Campground Advantage panel on programming, nature-based activities, seasonal events, and local economic ripple effects.
• On-Site Experience: Outdoor networking by the lodge/firepit and an optional pre-event campfire social the night before. 

Dress: Camping Business Casual. Where to stay: Cabins, yurts, RV and tent sites are available at KOA Parry Sound (mention “Explorers’ Edge Summit”; space is limited).

Notes: Event details, program, ticketing, and local restaurateur partners are confirmed on the official event page; https://explorersedge.ca/events/2025-regional-tourism-summit/

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22 regional employees are recipients of the third annual awards, which were created by the organization to honour employee excellence in the regional tourism sector. Unique among industry recognition programs, nominations are submitted by co-workers, who wish to honour their colleagues for a job well done.

“These awards are truly heart-warming, not just because they honour the exceptional people who do such important work in all areas of the tourism and hospitality sector, but also because their efforts are recognized by the person standing next to them in the trenches,” said Jame Murphy, CEO of Explorers’ Edge.

“Each person who nominates a co-worker has to submit a few words about the nominee, and the thoughtful acknowledgement that comes with every nomination really speaks volumes about how important team members are to each other.”

At this year’s luncheon, Explorers’ Edge will present its own award of appreciation to a long-time supporter of the company, Gravenhurst resident John Cooper. Called the “Pillar of Support Award”, Murphy says the staff wanted to do something to show their appreciation for Cooper’s unwavering championing of the organization’s programs for close to a decade.

“John Cooper is no stranger to those who know him as a business icon and as a tireless volunteer for so many organizations across Muskoka,” said Murphy. “For Explorers’ Edge staff, we are always so appreciative of him taking the time to learn all he can about our organization, to attend as many events as possible, and to follow it all up with positive feedback afterwards. He is our biggest champion, and we are very grateful for his support.”

The event is open to community members who’d like to join the celebration of tourism employee excellence across Algonquin Park, the Almaguin Highlands, Loring-Restoule, Muskoka, west Parry Sound district and South Algonquin. Explorers’ Edge staff will also share highlights of the upcoming fiscal year’s destination development plan.

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CEO James Murphy will provide a Year-In-Review update for the previous fiscal period (April 1, 2022 to March 31, 2023) and give additional updates on current programs pertaining to the company’s innovative Regenerative Tourism Strategy.

Senior staff will also present details of the “Workforce Infrastructure Strategy” (WIS), which encapsulates the long-term approach to filling critical labour shortages in the regional tourism industry, and potentially additional sectors as well. The WIS focuses on three main priorities: training, housing and incentivization.

Employee Excellence to Be Recognized

Winners of the 2nd Annual Big Applause Awards (now open for nominations) will also be honoured at the event. Intended to recognize employee excellence across the region, the awards allow workers to nominate co-workers in 6 main categories. Guests/Patrons can also nominate an exceptional staff member who made their stay unforgettable with ‘above and beyond’ customer service.

Winners will receive $100 Cdn to spend at local accommodations and experience providers, and will be treated to a celebratory luncheon after the Summit. (Click here to review the Big Applause Awards categories and guidelines.)

2023 Summit Details

Date: Wednesday, September 20

Place: Muskoka Discovery Centre, Gravenhurst, Ontario

Attendees will receive free admission for September 20 only to the new “Muskoka Story: Microcosm of Canada” expansion, including the “Misko-Aki: Confluence of Cultures” Indigenous exhibit.

Agenda

8:45am: Doors Open
9:15am: Opening Remarks, Chair Hilary Chambers from Pine Grove Resort in Port Loring
9:30am: Year-In-Review, CEO James Murphy
10:15am: Break
10:30am: Workforce / Catalyst Housing Projects Updates, Kate Monk
11:15am: The Big Applause Awards Presentation, Luke Preston & Hilary Chambers
11:45am: Closing Remarks

12:00pm: RTO12 AGM

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The Explorers’ Edge Board of Directors is pleased to announced the appointment of James Murphy to the newly-established position of Chief Executive Officer (CEO), announced Chair Hilary Chambers today.

The CEO position has been created at Explorers’ Edge to align with and further the objectives of the organization’s Regenerative Tourism Strategy (RTS) that was approved by the Board of Directors in Fiscal 2021-2022, and which will continue to be executed in the current contract year, as well as into the future.

The CEO position will continue to oversee the administrative, business development and operational requirements of the organization, thus far fulfilled by the Executive Director position, but will also be responsible for adherence to changes to the Ontario Non-For-Profit Corporations Act (ONCA) that were made in October 2021.

Additionally, as identified in the RTS, the CEO will now be responsible for introducing and building significant revenue generation programs, including public and private investment, in order to ensure the sustainability of the organization and the success of its critical regenerative and workforce projects to benefit regional tourism stakeholders and our local communities.

“James has served both the Board and the regional industry faithfully and exceptionally since he joined RTO12 in 2011,” said Chambers, “and through his leadership this organization has developed into a benchmark destination development organization in Canada, with strategies and programs second-to-none.”

James Murphy assumes his role of CEO effective immediately.

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In an industry that was one of the hardest hit during the pandemic, the Big Applause Awards were created to honour tourism and hospitality workers from more than 800 businesses who continually put forth an incredible effort, despite the challenges faced, said James Murphy, executive director of Explorers’ Edge.

“It’s been a hard couple of years, and what really kept our industry hanging on and moving forward were the loyal employees who contributed in so many ways: from keeping a smile on their faces while they worked overtime; to coming up with innovative solutions to pandemic-induced problems; to pitching in whenever and wherever it was needed,” Murphy said. “It’s time for us to thank them and to recognize how important they are to the success and sustainability of our tourism economy.”

Adam Morrison, President & CEO of the Ontario Tourism Education Centre (OTEC), who is a member of the Nominations Review Committee for the awards, agrees.

“Our frontline tourism and hospitality employees are the people who make guests welcome, and they are the backbone that gives our industry resilience in the face of adversity,” said Morrison. “OTEC is honoured to be a part of the inaugural Big Applause Awards as we recognize current staff and future leaders from across this iconic region.”

Brody Purser, Director of Human Resources at Deerhurst Resort in Huntsville, the largest hospitality employer in the region, also agrees that the Big Applause Awards are a welcome initiative to celebrate the sector’s workforce.

“It’s always a good thing to honour and recognize your current employees to help lift their spirits and bring joy to their day,” he noted, “and these awards a great way for people in our industry to do so.”

Nominations are open in six categories, allowing employers, co-workers and guests/patrons to nominate tourism and hospitality workers who have done an outstanding job, whatever their roles within a company that considers tourism a significant part of its revenue. These include:

• The Employer Applause Award
• The Fellow Worker Applause Award
• The Guest/Patron Applause Award
• The Exceptional Communications Award
• The Above & Beyond Customer Service Award
• The Innovative Problem-Solving Award

Additional awards will be handed out to regional high school students who make outstanding contributions to their tourism or hospitality classes, added Murphy.

“Nominations are coming in, and reading the kind words people write to recognize employees in our region is very emotional and heartwarming,” said Murphy. “The Big Applause Awards are for celebrating our tourism industry, and the strength and passion of everyone who works in it.”

All nominees and winners will be honoured at the Explorers’ Edge Regional Tourism Summit. Each category winner will receive a $200 voucher to spend at local tourism businesses, and will attend a celebratory luncheon at the JW Marriott The Rosseau Muskoka Resort & Spa later in the summer.

The deadline to submit a nomination to show your support for regional tourism employees is June 9 at noon. 

For more information, visit RTO12.ca or email info@explorersedge.ca.

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