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Sustainable Tourism Specialist
From 2015 to 2023, William Hogg was Account Manager, Travel Trade, International & Emerging Markets for Destination Sherbrooke. During that time, William developed innovative tools to attract receptives, agencies and tour operators to Sherbrooke and the heart of Quebec’s Eastern Townships. A veteran of the OMCA Marketplace, William is a known and trusted collaborator for the Ontario group travel industry.
Starting in 2021, William shifted gears towards the sustainable tourism file. After becoming a certified sustainable tourism professional by the Global Sustainable Tourism Council (GSTC) in 2021, he implemented Destination Sherbrooke’s first sustainable tourism policy and action plan in 2022. Added as one of the five core strategic pillars of the organization in 2023, William and his team went on to achieve destination certification by GreenStep Solutions Inc., the only Canadian-based company offering this service. In doing so, Destination Sherbrooke became the first destination in Quebec, 11th destination and 3rd city in Canada to be certified by an organization with criteria recognized by the GSTC.
In June of 2023, William and his team also achieved the status of “Rainbow Registered” for his organization, which is a rigorous certification process evaluating diversity, equity and inclusion within companies and organizations in Canada offered by Canada’s 2SLGBTQI+ Chamber of Commerce. Destination Sherbrooke thus became the first Destination Management Organization (DMO) in Quebec to receive this distinction.
William’s presentation will overview the sustainable tourism journey that his former organization went through, the importance of sustainable tourism training and certification, opportunities for operators and sellers to stand out through sustainable tourism, regional/sectoral collaboration models and concrete examples how to apply sustainability in any organization. William is proud to announce that in January of 2024, he will be starting a new position as Business Development Executive with GreenStep Solutions.