Victoria Clarke: Reimagining Tourism in Mississauga

Victoria Clarke emphasizes the importance of seizing opportunities and being adaptable. She joined Visit Mississauga during the pandemic, seeing it as a chance to build a new destination marketing organization from scratch. Her approach focuses on innovative, bold marketing strategies that challenge traditional tourism boundaries.

Key initiatives include events like the Jackalope Festival and APIC, which aim to showcase Mississauga's diverse, multicultural identity and attract global attention. She highlights the city's hidden gems, particularly its rich culinary scene, which represents 126 countries through local restaurants and markets.

Clarke is actively involved in national and international tourism organizations, believing in the power of collaboration and continuous learning. Her advice to emerging leaders is to be genuine, volunteer, and dream big. She stresses the importance of building a strong network of mentors and colleagues.

Her leadership philosophy centers on being open to learning, taking risks, and creating opportunities that benefit both the tourism industry and local communities. Victoria sees tourism as a powerful tool for cultural understanding and economic development.

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