New Podcast Episode: Trends in Tourism Entrepreneurship

by Sara Currier | April 23, 2025

New Podcast Episode: Trends in Tourism Entrepreneurship

In the fifth episode of Let's Talk Northern Ontario Tourism, host Karen Peacock sits down with Justin Lafontaine, co-founder of the Tourism Innovation Lab. This incubator for tourism businesses runs the very successful "Spark" Program, which awards grants and mentorships to early stage tourism businesses through Dragon’s Den style pitch competitions. In this conversation, Justin shares how the program works, what finalists and winners gain from participating, success stories from Northern Ontario, and the emerging trends he’s seeing among the program’s applicants.

Listen to the episode now, or read on for a few highlights.

The Spark Program: Igniting New Ideas in Tourism

Starting and running a small business is challenging, especially in the tourism sector. The Tourism Innovation Lab and its flagship initiative, the “Spark” Program, supports entrepreneurs with new tourism ideas across Ontario and British Columbia. The program culminates in a "Tourism Dragons Den," where finalists pitch their concepts to judges. Winners receive seed funding and mentorship, empowering them to bring their tourism ideas to life. About 75% of the participants have successfully launched their business idea

Innovative Trends in Tourism Entrepreneurship

From working with these early-stage entrepreneurs, Justin has noticed some trends among their ideas. One is the increasing focus on experience-based tourism, such as wellness retreats and agritourism. Unique accommodations, such as glamping and rustic treehouses, are also gaining attention. In a more general sense, Justin has also witnessed the critical importance of partnerships and collaboration within the tourism industry.

The Role of Mentorship in Tourism Development

While every winner of the Spark Program appreciates the seed funding, some say the other part of the prize—mentorship—is even more valuable. Experienced mentors provide entrepreneurs with guidance and insights, helping them navigate the challenges of starting a tourism business. This mentorship component not only benefits the mentees but also creates a culture of collaboration and innovation in the tourism industry, supporting growth and success.

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Next time on the podcast, Karen speaks with  Paul Pepe, Manager of Tourism Thunder Bay,  about Lake Superior's growing cruise industry. Follow us on your favourite podcast platform to be notified when the episode drops.