A Note to Aspiring Tourism Entrepreneurs from Founder and Tourism Expert Deneen Allen
CANADA – With a new year approaching, now is the time for established and aspiring tourism entrepreneurs to seize the moment and build or grow their tourism business.
“The tourism industry in Canada is resilient, and constantly growing,” says Deneen Allen, entrepreneur, marketing expert, tourism and hospitality leader and founder of The Firecircle–Canada’s first and only community-based tourism accelerator program.
“The key to sustainable growth and competitiveness is understanding how to leverage current tourism assets and take advantage of industry trends.”
Opportunities for tourism entrepreneurs abound within Canada’s tourism industry when these entrepreneurs are aligned with the strategies and projects going on in their region. A few months ago, Destination Canada announced their four new Tourism Corridors:
● Cycle Ontario and Quebec
● Field to Fork: Saskatchewan and Manitoba Agritourism
● Northern Sky Corridor (Alberta, NWT)
● Juan de Fuca (BC, Washington, USA)
These newly established pathways located across the country are not just for visitors to enjoy. These corridors open up different avenues for tourism entrepreneurs and small-business owners to tap into–and invest in–Canada’s billion-dollar tourism industry.
“Destination Canada’s Tourism Corridor initiative demonstrates some of the innovative strategies at play to inspire and support our industry,” says Allen.
With the new Tourism Corridors being spread across the country, so too is Firecircle’s reach.
Firecircle helps entrepreneurs and start-ups across Canada with critical knowledge and mentorship, while connecting them to one another in a fun and dynamic environment.
“Whether you’re looking at starting a bike rental business to harness the Cycle Ontario and Quebec passage, or laying the groundwork for a farm-to-table experience to be part of the Field to Fork Saskatchewan Manitoba Agritourism, understanding foundational concepts that strengthen and accelerate your business is essential,” Allen explains.
The 5 Building Blocks to Business Success
Allen has five pillars she stands by, and shares with tourism start-ups, as a guide to achieve their dreams:
1. Understand the ‘why’ behind starting your tourism calling: “A successful business hinges on the founder’s passion.”
- Starting a business requires hard work. Knowing and holding onto your ‘why’ will get you through the rough patches so you can enjoy the pay-off.
2. Make sure your brand tells a story: “Your audience will follow you when they connect with your values and to what you’re authentically providing.”
- Whether it’s tours, accommodations, rentals, retail or restaurant experiences, ensure you are relatable to the people you’re serving. Hone your brand story and reflect it in everything you do.
3. Are all the gears turning? “A strong business operation is crucial. Have you optimized what you’re doing behind the scenes and in front of your guests?”
- Perfect all the fine details, so every gear in your operation runs smoothly.”
4. How’s your visual presentation? “Tourism businesses that pay attention to meticulous design and presentation are winning the day.”
- Guests appreciate a sense of place and thoughtful touches and will amplify your business when you delight them with great design – online, and in person.
5. Cash flow is king: “Financial management can be one of the hardest things to do well–whether you’re a startup or an established tourism business.”
- Keeping the cash flowing ensures your dream can keep going. As a tourism entrepreneur, understand the relationship between season, inventory, demand and price!”
Of course, building a tourism brand requires more than just five blocks–but these pillars are a solid foundation.
“Taking the leap to start something new is the first step. It can be intimidating, with so many unknowns,” says Allen. “As someone who has been there before, I knew there had to be a better way to support entrepreneurs passionate about being part of the tourism industry.”
Fanning the Tourism Flame
In 2020, Deneen and her business partner, Paul Cressman, started Firecircle. Their award-winning Firecircle 5×5 MethodTMis the core program that their members go through to start or re-ignite their business.
With funding in part from the Government of Canada, this program is now available in French
and English, with a special edition for Indigenous entrepreneurs and entrepreneurs with sight and hearing disabilities.
Firecircle’s newest programs, including their animated video mini-series Tourism for All: Accessible Hospitality; their live, virtual workshop series, Tourism Experience Development; and their Funding and Investment Readiness masterclasses are just some of the innovative offerings that Firecircle has recently launched and are popular additions to tourism training and hospitality resources with economic development and tourism destination management agencies.
Today, Firecircle has a team of over 30 mentors, coaches and facilitators who guide entrepreneurs to reach their full potential, and has helped over 1,000 business owners with business planning and growth.
“Our membership and mentorship program is a community experience, and those who receive support and advice go on to do great things,” explains Allen.
A Future in Tourism
“The tourism industry in Canada is resilient, and constantly growing, with some of the lowest barriers to entry of any other economic sector,” Allen says.
“Whatever your dream or passion is, the tourism industry is wide open, with so many opportunities for creating a business within it. Lodging, glamping, culinary experiences, wellness, interpretive tours – you name it! Talk to other business owners, find a mentor. Or, better yet, join a community of people willing to help see you through the journey,” encourages Allen.
