Leading the Way in Destination Sustainability

In our rapidly evolving tourism landscape, RTO3 – Hamilton Halton Brant is championing sustainable and regenerative tourism development across our diverse region, encompassing Hamilton, Halton, Brant, Six Nations of the Grand River Territory, and the Mississaugas of the Credit First Nation. Our commitment to sustainability is driven by four key pillars:

Community Resilience and Economic Growth: We engage stakeholders in creating sustainable visitor experiences while maintaining the socio-economic viability of local tourism businesses. Our strategy promotes year-round tourism that supports sector growth, job creation, and workforce capacity building. By dispersing visitation throughout the year, we avoid over-tourism and promote the retention and expansion of operations and market reach.

Environmental Stewardship: We prioritize protecting and preserving our region’s natural landscapes, ensuring they remain vibrant and accessible for future generations through responsible tourism practices and conservation efforts.

Cultural Heritage: We are dedicated to nurturing meaningful relationships with Indigenous communities, advancing truth and reconciliation through tourism, and enhancing cultural awareness and inclusivity across our destination.

Inclusive Tourism: By championing diversity, equity, inclusion, and accessibility, we ensure our destination welcomes everyone. Our initiatives promote accessibility and inclusion across all aspects of the visitor experience.

Our Destination Sustainability Journey

GreenStep Certification Achievement

In September 2022, RTO3 – Hamilton Halton Brant embarked on a transformative journey by pursuing GreenStep’s Sustainable Tourism Destination certification in partnership with the Tourism Industry Association of Ontario (TIAO). Through a rigorous two-year assessment process, our destination’s performance was evaluated across four key categories: management, social and economic impact, natural and cultural heritage, and environmental stewardship.

Through detailed assessment and verification, RTO3 developed a comprehensive understanding of its destination’s sustainability performance, establishing a baseline Bronze certification in June 2024. This achievement reflects our current sustainability initiatives and provides a foundation for continuous improvement. Read the full announcement here.

“Awarding the Destination Certification for the Hamilton Halton Brant region marks the beginning of an important journey towards improving sustainability for the entire region. The designation lays important groundwork through the creation of an industry-led Destination Sustainability Stakeholder Committee – we look forward to seeing their progress over the coming years through the implementation of a Sustainability Action Plan.” – Angela Nagy, CEO & President, GreenStep

Destination Sustainability Action Plan

“Achieving the GreenStep certification demonstrates our region’s dedication to building a more sustainable and resilient tourism sector,” says Maria Fortunato, Executive Director of RTO3 – Hamilton Halton Brant. “What makes this particularly meaningful is that it represents the beginning of a collaborative journey with our stakeholders across our diverse communities. Together, through our Destination Sustainability Action Plan, we will address crucial environmental, economic, and social aspects of tourism development. Our goal is to ensure that tourism growth benefits our communities, supports local businesses, and protects the unique natural and cultural assets that draw visitors to our region while creating lasting positive impacts for both our visitors and residents.”

The Destination Sustainability Action Plan, completed in spring 2024 and endorsed by the RTO3 – Hamilton Halton Brant Board of Directors in June 2024, emerged through collaborative efforts of our Destination Sustainability Stakeholder Committee (DSSC) under the direction of GreenStep.

The action plan serves as a dynamic working document that outlines strategic actions and benchmarks to guide sustainability efforts across the region. It emphasizes stakeholder-driven initiatives and involves collaboration with our DMOs leadership group to identify roles and responsibilities in implementing sustainability measures. RTO3 is already mobilizing on several items from the action plan and other related initiatives, demonstrating our commitment to advancing regional sustainability goals.

Through ongoing stakeholder engagement and strategic alignment, we will work with Regional DMOs to identify collaborative opportunities and prioritize actions that align with our shared vision for sustainable tourism development in the region.

Destination Sustainability Stakeholder Committee

To drive our region’s sustainability agenda, RTO3 formed the Destination Sustainability Stakeholder Committee (DSSC). This volunteer committee meets regularly to collaborate on sustainability initiatives and align with the GreenStep Sustainable Tourism Framework. Their work involves engaging stakeholders, fostering partnerships, and ensuring that sustainability efforts reflect our region’s unique needs and opportunities. The committee was instrumental in developing the RTO3 Sustainability Action Plan and continues to guide its implementation.

Our committee comprises regional stakeholders who bring diverse expertise and perspectives to our sustainability initiatives:

  • Bev Scott, Manager, Business and Visitor Experience Development, RTO3 Hamilton Halton Brant
  • Jenn Burling, Director of Sustainable Tourism, GreenStep Sustainable Tourism
  • Vannalin Bun, Communications Coordinator, African Lion Safari
  • Jaquie Jamieson, Manager of Tourism & Community Development, Six Nations Tourism
  • Marlaine Koehler, Executive Director, Waterfront Regeneration Trust
  • Sherry Lucia, Tourism Product Development Specialist- Convention Sales, Tourism and Culture, City of Hamilton
  • Ashleigh Montague, Co-Founder, BLK Owned
  • Nancy Rowland, CEO, Royal Botanical Gardens
  • Shaylyn Robertson, Sustainable Tourism Specialist, GreenStep Sustainable Tourism
  • Rebecca Szczepanowski, Climate Change Officer, City of Brantford
  • Colleen Ryan, Associate Director, Marketing, Communications & Customer Experience, John C. Munro Hamilton International Airport
  • Fionnula Wade, Climate Change Coordinator, Hamilton Conservation Authority
  • Maureen Beatty, Executive Assistant, RTO 3 Hamilton Halton Brant
  • Maria Fortunato, Executive Director, RTO 3 Hamilton Halton Brant

Sustainable Tourism Industry Survey

In collaboration with GreenStep and the Destination Sustainability Stakeholder Committee, RTO3 is conducting a comprehensive regional stakeholder survey to understand sustainability challenges and opportunities within our tourism sector. Tourism operators across the Hamilton Halton Brant region are encouraged to participate in this important survey, which remains open until November 29, 2024.

The survey findings will help benchmark current practices, refine Action Plan priorities, and develop tailored training and support programs that align with regional needs. This valuable feedback will guide our next steps in implementing the Action Plan, ensuring our efforts directly address the opportunities and challenges identified within our region.

Tourism operators can access the survey here. Your participation will help shape the future of sustainable tourism in our region.

The survey analysis will be completed in early 2025, with results and recommendations to be shared with regional stakeholders.

Training and Development Initiatives

Industry Development and Education

Through funding from the Federal Economic Development Agency for Southern Ontario (FedDev) Tourism Growth Program, RTO3 – Hamilton Halton Brant is undertaking a comprehensive 16-month initiative to enhance sustainable tourism development and workforce growth. This multi-faceted approach focuses on creating, curating, and delivering relevant content and training to benefit tourism operators, with an emphasis on sustainable tourism practices.

Leading these efforts is Hamid Dwyer, who joined RTO3 in August 2024 as Destination Sustainability Officer. His expertise in environmental sustainability and strategic planning strengthens our ability to deliver impactful programs through 2025.

Our initiatives include:

  • A year-long Sustainable Tourism Learning Series featuring three Industry Exchanges (Fall 2024, Spring 2025, and Fall 2025)
  • The 2025 Southern Ontario Tourism Conference
  • A new comprehensive online sustainable tourism resource library
  • Direct training and coaching program launching Fall 2025, designed to empower operators to innovate and create new sustainable products and experiences

Transformational Travel Design Program

Transformational tourism is redefining the way travellers experience destinations, emphasizing meaningful engagement and personal growth. Rather than simply visiting places, travellers now seek experiences that inspire change and purpose. This shift in traveller expectations offers a valuable opportunity for regional tourism operators to innovate and cater to the evolving needs of today’s conscious traveller.

With the support of the Federal Economic Development Agency for Southern Ontario through funding of the Tourism Growth Program, we are empowering small and medium-sized businesses, through our investment, to develop transformative tourism experiences.

In 2022, we launched the ‘Visitors Welcome’ manual, accelerating our tourism recovery and strengthening the visitor experience in Hamilton Halton Brant. We shared with industry the shift to transformational tourism, dedicating a section to adapting a purpose-led approach to experience development and sustainability.

This year in 2024, we partnered with the Transformational Travel Council to empower qualified tourism operators in developing innovative, sustainable experiences. Under the leadership of Bev Scott, Manager, Business & Visitor Experiences Development, this intensive program launched in late fall 2024, combining in-person training sessions with ongoing support to guide operators in creating purpose-led experiences that align with destination sustainability principles.

The Transformational Travel Design Program initiative was created to establish a foundation for destination stewardship within product development. This program aims to enhance regional tourism, boost economic growth, and promote a sustainable tourism model that resonates with the preferences of contemporary travellers. In line with these objectives, we introduced a 5-week design program in October. This program is curated by industry experts from the Transformational Travel Council and offers a blend of practical field experiences and virtual classroom instruction, facilitating the exchange of innovative ideas and strategies.

Through this program, we are now collaborating with 14 exceptional regional tourism operators who are adopting transformative techniques that position travel as a purposeful practice and encourage travellers to:

  • Deepen their experience
  • Travel with intention
  • Achieve personal goals and aspirations

Through systems and stewardship coaching, operators gain the tools to design or enhance impactful experiences that leave lasting impressions on travellers, communities, and businesses alike. This model fosters conscious engagement and empowers travellers to carry actionable insights into their everyday lives.

The Impact of Collaboration and Partnership: By helping operators adopt transformative tourism practices, we are not only enhancing the travel experience but also driving positive economic and social outcomes for the region. This approach ensures that tourism becomes a vehicle for sustainable development, contributing to a resilient and thriving destination. Embracing the principles of transformational travel, our region is creating a meaningful and lasting impact on both visitors and the destination itself, setting the stage for a new era of enriched travel experiences.

Through the course of this program, each participant will develop a capstone experience for their business or association and we are committed to supporting these innovative concepts as they transition into market-ready experiences. By fostering collaboration and providing the tools for success, we help turn visionary ideas into tangible offerings that elevate the tourism experience and drive long-term success for the region.

2024 Transformational Travel Design Program’s regional participants:

African Lion Safari

Anthropocene Cottage at Crawford Lake

Backed By Bees

Conservation Halton

County of Brant Economic Development and Tourism

Grand Experiences Outdoor Adventure Company

Grand River Dinner Cruises

Grand River Rafting Co.

Hamilton Civic Museums

Royal Botanical Gardens

RTO3 Hamilton Halton Brant

Six Nations Tourism

Tasty Road Trips

Two Row on the Grand

To assist you in enhancing your tourism offerings and aligning with the latest trends in transformative tourism and sustainable travel, ensuring your business thrives in an evolving market, contact Bev Scott, Manager, Business and Visitor Experience Development.

Get Involved!

For more information about our Destination Sustainability initiatives or to learn how you can get involved, contact: Hamid Dwyer, Destination Sustainability Officer or Bev Scott, Manager, Business & Visitor Experiences Development.