IMPACT Speakers

Greg Klassen

2024 Impact Speaker Greg Klassen


Senior Director. Skift Advisory

A marketing and tourism industry strategist with 25 years of leadership with blue chip organizations including former CMO and interim CEO of Destination Canada.

Greg is currently a Senior Director with tourism strategy consultancy, Skift Advisory where he counsels destinations and operators around the world on how to achieve competitive advantage through leverage and mitigation of disruptive forces—whether they are technologies, traveller behaviour, environmental or cultural impacts of tourism or global pandemics.

His clients include destinations around the world including South Africa, Ras Al Khaimah, Rwanda, Jordan, Palau, Egypt as well as destinations across Canada.

Greg holds an MBA from the Arizona State University—Thunderbird School of International Management and a degree in Economics from the University of Victoria. He is a frequent contributor to tourism media and thought leadership. Greg is a Fellow of the Royal Canadian Geographic Society and on the National Marine Sanctuary System business advisory council in the US.

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Destination Greater Victoria is honoured to be based on the traditional territory of the Lekwungen-speaking peoples of the Songhees Nation and the Esquimalt Nation, whose historical relationships with the land continue to this day.