On May 13, 2026, tourism operators, community partners, destination leaders, and industry champions gathered at Grandview Golf Club in Huntsville for the Big Applause Awards 2026 — a morning focused on celebrating the people who create exceptional visitor experiences across the Explorers’ Edge region.

The event recognized outstanding tourism professionals who supported the fall 2025 and winter 2026 shoulder seasons with care, professionalism, adaptability, and leadership. It also brought the industry together for timely conversations about AI, digital discovery, geofencing, visitor data, and the future of tourism growth in the great Canadian wilderness just north of Toronto.

Event at a Glance

The Big Applause Awards 2026 combined recognition, learning, and real-time industry feedback.

• 39 active tourism industry participants
• 25 interactive polls
• Presentations from Destination Ontario and Central Counties Tourism
• Feedback to help shape future Explorers’ Edge programming

Celebrating Tourism Excellence

This year’s awards recognized the people behind the visitor experience — those who show up during challenging shoulder seasons and help tourism thrive year-round.

Top Honourees

Norah Fountain
Executive Director, Muskoka Lakes Chamber of Commerce
Recognized for exceptional leadership, dedication, community impact, and her role in supporting Muskoka Oktoberfest and major regional events.

April Denman
Executive Director, Parry Sound Downtown Business Association
Recognized for creativity, dedication, and community leadership, including her work transforming a short-notice community celebration into a vibrant downtown street party.

Runner-Ups

Michael Dorbyk, Bracebridge Hall
Emily Brown, Bracebridge Chamber of Commerce / Bracebridge Visitor Centre
Stefan Ottenbrite, Muskoka411
Jacki MacPherson, Away We Go Trips

Each runner-up was recognized for their contribution to hospitality, community connection, visitor service, tourism promotion, and regional experience development.

Honourable Mentions

Explorers’ Edge also recognized Nancy MacMillian, Jane Spencer, Tim Bryant, Haley Predum, Ted Hudson, Brian Monstross, Daniel Taylor, and Ryder Lynch for their dedication, care, and commitment to the visitor experience.

What We Heard

Attendees responded positively to this year’s simplified award format. 67% said the streamlined single-category approach made nominations easier and clearer, while only 4% preferred returning to multiple categories.

Ideas for future recognition included:

• Volunteer recognition
• Youth and student recognition
• Community event recognition
• Back-of-house and frontline staff
• Community connectors and tourism champions

When asked to describe the people who make tourism work during the fall and winter shoulder seasons, attendees used words such as:

Resilient. Passionate. Dedicated. Welcoming. Adaptable. Creative. Committed.

Key Presentation Takeaways

Navigating Change in Tourism Discovery

Lauchlan Rogers, Chief Marketing Officer at Destination Ontario, explored how generative AI is changing the way travelers search, plan, and choose destinations.

Key takeaways included:

• AI-powered search is becoming part of mainstream travel discovery.
• A decline in website traffic does not automatically mean a decline in influence.
• Destinations need to be findable, current, and human.
• Clear, structured website content will help businesses show up in AI-powered search.
• Partnership is essential in this new digital environment.

Attendees identified website/content audit guidance and an AI search readiness checklist as the most useful next supports.

Cell for Success: Geofencing to Grow Your Destination

Tom Guerquin, Research and Development Manager at Central Counties Tourism, showed how geofencing and visitor mobility data can help destinations better understand who is visiting, where they come from, when they arrive, and how they behave.

Following the session:

• 52% said assumptions about visitors may not always be accurate.
• 48% said better data is needed before making decisions.
• 43% said data can help with marketing and partnerships.
• 29% said data can support funding and investment cases.

What Businesses Want Next

Polling showed that tourism businesses want practical intelligence they can use to make better decisions about:

• Off-season traffic
• Visitor origin markets
• Visitor demographics and profiles
• Marketing and promotions
• Staffing and hours of operation
• Packaging and itinerary development
• Funding and investment cases

Next Steps for Explorers’ Edge

Based on event feedback, several possible priorities emerged:

1. Launch a volunteer award category.
2. Develop an AI and search readiness program.
3. Share more geofencing and visitor data with partners.
4. Restore youth or student recognition.
5. Grow the event with more networking, promotion, and community participation.
6. Continue short, timely industry updates through a weekly “Tuesday Tip” format.

Thank You

Thank you to everyone who attended, nominated, participated, presented, and helped make the Big Applause Awards 2026 a meaningful celebration of tourism leadership across the Explorers’ Edge region.

Most importantly, thank you to the tourism workers, operators, community builders, visitor centre teams, event organizers, volunteers, business owners, and frontline staff who continue to create exceptional visitor experiences, especially during the seasons when it matters most.

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This year’s event, “Creating Safe Spaces: Inclusivity, Workforce, and Belonging in Tourism,” will feature Seth Compton, founder of OUTLoud North Bay, as a special guest speaker. The evening will also include regional voices from Almaguin Pride Network, Northridge Inn & Resort, and Explorers’ Edge, weaving together perspectives from community advocacy, business leadership, workforce development, and destination building.

As tourism operators prepare for another busy travel season, Explorers’ Edge is highlighting the importance of welcoming and inclusive environments not only for visitors, but also for the students, youth, seasonal workers, frontline teams, and staff who help tourism communities thrive.

“Students, youth, and staff are the backbone of our travel and tourism seasons,” said James Murphy, CEO of Explorers’ Edge. “If we want strong businesses, strong communities, and strong visitor experiences, we need to understand what a truly welcoming work environment looks and feels like. This conversation is about more than good intentions. It is about practical action, workforce development, and creating places where people feel safe, respected, and supported.”

Seth Compton founded OUTLoud North Bay as a safe and supportive space for 2SLGBTQ+ youth and has become a leading voice in Northern Ontario on inclusion, belonging, and community-based support.

“Creating safe spaces is not just about putting a sign in the window,” said Seth Compton, founder of OUTLoud North Bay. “It is about what people experience when they walk through the door. It is about how young people are supported, how staff are treated, and how communities show up for one another. Tourism and hospitality businesses have a powerful role to play in helping people feel seen and valued.”

The event will also connect to broader Pride and inclusion work happening across the region, including Almaguin Pride Network’s growing community presence and local leadership in creating more visible and welcoming spaces.

“Pride work in smaller and rural communities is deeply important because visibility can change lives,” said Tara, representing Almaguin Pride Network. “When businesses, organizations, and community leaders take part in these conversations, it sends a clear message that everyone belongs here. Diva Dialogues is an opportunity to keep building that momentum together.”

For tourism operators, the conversation is also a business and workforce imperative. Creating a culture of belonging can help businesses attract and retain staff, support young workers, and ensure that both employees and visitors feel safe and welcome.

“At Northridge Inn & Resort, hospitality begins with how people feel,” said Kate Hood, General Manager of Northridge Inn & Resort. “Our industry depends on people, our teams, our guests, and our communities. Building inclusive workplaces is part of building a stronger tourism sector, and these conversations help operators think about what that looks like in practical, meaningful ways.”

Diva Dialogues is part of Explorers’ Edge’s ongoing work to support inclusive destination development across the region. Explorers’ Edge has also been advancing its own Rainbow Registry process and supporting broader conversations around 2SLGBTQ+ inclusion, safe spaces, and community leadership in tourism.

The evening will include a keynote-style conversation with Seth Compton, reflections on safe spaces and workforce development, and a panel discussion exploring how businesses and communities can take meaningful steps toward more inclusive and welcoming environments.

Event Details

What: Diva Dialogues: Creating Safe Spaces — Inclusivity, Workforce, and Belonging in Tourism
When: Wednesday, May 27, 2026
Time: 6:00 PM to 8:00 PM
Where: Cedar Canoe Books, 72 Main Street East, Huntsville, Ontario
Hosted by: Explorers’ Edge

Tourism operators, business owners, staff teams, community partners, allies, and residents are encouraged to attend.

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Explorers’ Edge will celebrate the people behind exceptional visitor experiences at the 2026 Big Applause Awards Breakfast, taking place May 13, 2026 at Grandview Golf Club.

The Big Applause Awards recognize tourism professionals across the Explorers’ Edge region who demonstrate outstanding service, leadership, professionalism, community spirit, and care — particularly through the important fall and winter seasons. The awards shine a spotlight on the individuals who help make visitor experiences across the great Canadian wilderness just north of Toronto truly memorable.

“Exceptional visitor experiences are created by people who make this place better,” said James Murphy, CEO of Explorers’ Edge. “The Big Applause Awards are about recognizing the tourism professionals who show up every day with patience, pride, and care for their guests, their communities, and the broader visitor economy. This year’s event is also an opportunity to look ahead, with attendees invited to use their cell phones to participate in the morning and provide input that will help inform how we continue to support tourism across the region.”

This year’s top finalists have now been selected:

• Norah Fountain – recognized for long-standing tourism leadership, visitor support, destination marketing, chamber growth, and strengthening Muskoka Lakes as a year-round destination.
• Michael Dorbyk – recognized for welcoming hospitality, inclusive community space, live event programming, local business support, and memorable guest experiences.
• Stefan Ottenbrite – recognized for regional tourism promotion, shoulder-season events, the Bala Cranberry Festival, event amplification, and tourism advocacy.
• Jacki McPherson – recognized for resilience, entrepreneurship, community generosity, local collaboration, and visitor experiences rooted in Muskoka’s stories and history.
• April Denman – recognized for initiative, community-building, downtown leadership, impactful events, and local pride.
• Emily Brown – recognized for visitor services, Muskoka Oktoberfest, shoulder-season programming, event promotion, social media, and tailored visitor recommendations.

The top honouree will be announced live during the May 13 breakfast event at Grandview Golf Club.

In addition to the awards celebration, attendees will hear from two tourism leaders on timely topics shaping the future of destination development, visitor research, and digital discovery.

Lauchlan Rogers, Chief Marketing Officer at Destination Ontario, will deliver the featured presentation, “Navigating Change in Tourism Discovery: A Strategic Update from Destination Ontario.” The session will explore how generative AI is changing the way travellers find their next destination, how AI-powered search is compressing the path from curiosity to booking, and what it now means for tourism businesses and destinations to be visible online.

Tom Guerquin, Research & Development Manager at Central Counties Tourism, will present “Cell for Success: Geofencing to Grow Your Destination.” Guerquin will help demystify geofencing technology and explain how visitor data can support stronger tourism strategy by helping communities better understand who is visiting, where they are coming from, and how they move through a destination.

Attendees are asked to bring their cell phones and be prepared to participate throughout the morning by providing input and feedback as part of the session.

The Big Applause Awards Breakfast takes place May 13, 2026 at Grandview. Event details are available at:
https://explorersedge.ca/events/big-applause-awards-may-13-2026/

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• Marketing Campaign Under $50,000
• Tourism Marketing Partnership Award

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Reflecting on a remarkable 2024, Muskoka Tourism celebrated several key accomplishments:

• Over 105 million impressions—doubling the impact from 2023
• 3 million website sessions, up by 43% (24% growth in international)
• A community of 113,000+ social media followers, an 8.4% growth
• Welcomed 34 newmembers to Muskoka Tourism, a growth of 9%
• $500,000+ in marketing activity (including 19 partnerships),marking a 15x growth over 2019

“None of this success would be possible without the collaborative efforts of our dedicated industry partners, the District of Muskoka and the six municipalities that believe in the overarching Muskoka brand,” said Val Hamilton, Executive Director of Muskoka Tourism. “The trust and collaboration empower us to take bold steps forward as we continue to set new benchmarks in destination marketing.”

The 2025 Annual Plan sets ambitious goals to amplify Muskoka’s appeal across domestic and international markets, including the United States, United Kingdom, Germany and France. With increased marketing investments and collaborative campaigns planned alongside strategic partners, Muskoka Tourism is positioned for even greater success in 2025.

Highlights of the 2025 Annual Plan include:

• Achieving the greatest marketing impact in Muskoka’s historywith $552,020 in activity planned
• Collaborating with the newly formed Tourism in Muskoka Committeeto create and promote new tourism offerings
• Creating and deploying impactful seasonal campaigns,targeting key audiences through a diverse and innovative media strategy
• Showcasing Muskoka at premier industry events,including Rendez-vous Canada and the Travel Media Association of Canada Conference
• Launching new pay-to-play programsto provide more opportunities for operators

Muskoka Tourism recently shared the new winter campaign, “Fire Up Your Winter in Muskoka,” showcasing that the region doesn’t hibernate in the winter, it thrives with exciting festivals, world-class events and unique activities that inspire visitation.

With its unwavering commitment to marketing Muskoka to potential travellers and fostering strong collaboration, Muskoka Tourism is growing recognition as a leading Destination Marketing Organization while expanding awareness of Muskoka as a world-class destination.

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As part of its strategy to help the regional tourism industry recover, Regional Tourism Organization 12 (RTO12) will now target hyperlocal, domestic and international visitors using its successful “Great Canadian Wilderness just north of Toronto” (GCW) brand, said James Murphy, executive director.

Previously used solely to attract international visitors (who are less acquainted with sub-regional area identification), research conducted by RTO12 over the course of the pandemic determined that the GCW brand also resonates with target audiences in the Greater Toronto and Golden Horseshoe areas, which are recognized as the biggest source markets for the region.

“Despite the substantial and ongoing challenges facing the Canadian tourism industry because of the pandemic, this four-season destination known for its wilderness offering remained popular with travelers and, notably, even saw an increase in new visitors seeking a rural escape,” said Murphy.

“We hope the repositioned branding will quickly give people an idea of what this region offers, and also relay its proximity to Canada’s biggest urban centre for a bearing. We also hope to streamline our social content marketing under one consumer brand, for greater efficiency.”

Murphy added that RTO12 will also use the GCW brand to promote respect and reverence for the natural landscape that is the region’s main draw, to mitigate negative-impact or environmentally harmful travel.

“If we are going to promote the wilderness, we also have to help protect it, and encourage travelers to do the same,” said Murphy.

The long-standing brand of “Explorers’ Edge” will now act as a consumer-facing brand for the destination development organization, said Murphy.

“Not everyone is familiar with what an RTO is,” he said, “but after more than a decade of working to develop the tourism sector across the region, people recognize Explorers’ Edge more and more, as well as what we do.  We hope this switch will further help us communicate our programs to the broader community, as part of our overall regenerative strategy.”

For travel information, visit GreatCanadianWilderness.com

For administrative information, visit RTO12.ca

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