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Become Part of the SGB Community Today!

South Georgian Bay Tourism (SGB) is Ontario’s 4 Season (365 days) playground, unified by water, rugged landscape, adventurous people and stitched together by popular places including Wasaga Beach, Collingwood, Creemore, Town of The Blue Mountains, Meaford and Thornbury. SGB has significant assets that are unique to the region, Ontario & Canada. These points of differentiation set it apart from other destinations.

What Differentiates South Georgian Bay Tourism?

What differentiates us is our efforts in consistent regional marketing. We are an association that brings regional partners together. SGBT is unique as it brings the 5 municipalities together to have collaboration between the areas.

  • Synergy
  • Sharing resources
  • Overcoming obstacles
  • Increasing awareness of the area

If you would like to receive one-on-one guidance and tailored recommendations on how to make the most out of South Georgian Bay Tourism initiatives, consider booking an appointment with our Director of Regional Tourism.

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About Us

South Georgian Bay Tourism, previously known as Georgian Triangle Tourist Association and Visit South Georgian Bay, is an official In-Destination Education Organization for the Blue Mountains, Clearview, Collingwood, Meaford and Wasaga Beach.


Welcoming and introducing visitors to South Georgian Bay – Ontario’s Four Season Playground.


To contribute to economic prosperity in our communities in South Georgian Bay by encouraging tourism development and in-destination marketing.

We will undertake this by:

  • Collaborating with local partners to develop and promote tourism experiences, provide visitors with excellent resources and customer service, and marketing
  • Partnering with local Tourism Ambassadors to provide in-person assistance to visitors
  • Publishing our Annual Four Seasons Visitor Guide and Map

Brand Promise

Gently nudge and guide visitors within the region to seize their day by discovering unique places, activities, experiences and people.

Organization Role & Function:

South Georgian Bay Tourism is an In-Destination Education Organization (IDEO) whose ROLE is to enhance the visitor experience through seamless connections between visitors and unique products and experiences

South Georgian Bay Tourism will perform this educational FUNCTION by:

  • Coordinating regional visitor services (digital and in-person);
  • Creating in-destination content and fulfilment;
  • Developing routes, best of’s and top 10’s by bundling niche experiences;


Since the 1970’s, South Georgian Bay Tourism has acted as a key supporter and advocate of the South Georgian Bay region. Formally, the organization was known as the Georgian Triangle Tourist Association (GTTA) and Visit South Georgian Bay.

As of September 2019, South Georgian Bay Tourism officially went mobile. Our staff provide support to locals and visitors through our digital resources, such as our website and social media accounts, as well as over the phone, e-mail, at local events, and through our ambassador locations.

About South Georgian Bay

Who knew that just one part of Central Ontario could be so diverse? The southern shores of Georgian Bay give rise to the highest point of the Niagara Escarpment, a UNESCO biosphere reserve and a haven for year-round outdoor adventure.
From the heritage town of Collingwood, quaint villages of The Blue Mountains and Meaford, sandy shores of Wasaga Beach, and the rustic charm of Clearview, South Georgian Bay sits on the edge of world-class resorts, forested trails, and picturesque farmland.
Take a stroll downtown, along the waterfront or in the countryside. Visit a vineyard, orchard or micro-brewery. Get a taste of the local bounty. Paddle. Hike. Cycle. Ski. Discover the exquisite beauty around each corner. Allow yourself to be enchanted by the multitude of activities, spectacular scenery and friendly communities awaiting you in South Georgian Bay.
To learn more about tourism in the area, please visit or stop by one of our tourism ambassador locations at Blue Mountain Tea Company, Living Water Resorts in Collingwood, Scandinave Spa Blue Mountain, Royal Harbour Resort, Meaford Hall & Cultural Centre, Creemore Springs Brewery, Meaford Big Red Apple, or Nancy Island Historical Site.

Board of Directors

Amanda Murray

Clearview Township

Amanda Murray is currently the Community, Culture & Tourism Coordinator for Clearview Township and organizes and assists with over 20 different community events, including the award-winning Small Halls Festival and three farmers’ markets. Her portfolio also includes supporting the community halls, managing the Stayner Centennial Pool and supporting active trail networks and developing new tourism initiatives. She has been successful with many regional and provincial grants to help grown culture and tourism efforts in Clearview Township. Her latest projects have been the Taste of Clearview, a restaurant promotions campaign and implementing Rural Lights & Winter Nights, a self guided tour through Clearview Township to see the dazzling 3D light displays. Amanda has been on the Board of Directors for South Georgian Bay since 2016 and also serves on the Festival & Events Ontario board as the Awards Committee Chair. She was first introduced to event management in 2000 as a summer student with the Fergus Scottish Festival and Centre Wellington Chamber of Commerce and since then has also worked for the City of Windsor, Municipality of Leamington and the Canada Games in Whitehorse, Yukon. Amanda is proud to hold a Masters in Human Kinetics – Sports Management from the University of Windsor and in her spare time, she embraces the four season lifestyle and enjoys cycling, snowshoeing and stand up paddling on Georgian Bay!
Tim Hendry

Tim Hendry

Town of the Blue Mountains

Tim Hendry is currently the Manager of Communications & Economic Development for The Town of Blue Mountains.

ian smith

Ian Smith

Spy Cider House and Distillery


Ian and his family headed to the Blue Mountains in 2016, seeking adventure. The charm of the area drew him back to Simcoe County, his old stomping grounds. Balancing outdoor fun with his work in real estate, spirits, and cider, Ian’s known for his light-hearted approach. His laughter has a way of making any moment special, turning the ordinary into something memorable.

Headshot of Ashley Levoy, Vice President of the Georgian Bay Hotel in Collingwood, Ontario.

Ashleigh Levoy

Vice President
Georgian Bay Hotel

Ashleigh joined her family business at the Georgian Bay Hotel and Conference Centre, Trademark Collection by Wyndham in 2018. After working for over ten years in the advertising and marketing industry in Toronto, Ashleigh took her experience in client service to oversee the hotel operations and focus on the guest experience, business planning and corporate growth. Ashleigh also leads the relationship with Wyndham Hotels and Resorts and works closely with local business partners and organizations to develop unique offerings for those looking to experience all the South Georgian Bay area has to offer. Ashleigh is a passionate marketer and collaborator with a diverse skill set rooted in strong leadership and customer service. She is also well versed in strategic brand planning, brand building and insight development. As a new member to the board, Ashleigh looks forward to working closely with a diverse and influential team of leaders in their respective fields to find ways of supporting the prosperity of the region. Ashleigh and her family are also new to the South Georgian Bay area and spend their down time exploring the community and outdoor lifestyle.
Headshot of Valerie O’Brien, Business Development Manager for Theatre Collingwood in Collingwood, Ontario.

Valerie O’Brien

Business Development Manager
Theatre Collingwood

As the Business Development Manager, Valerie is responsible for establishing community relationships and fundraising for Theatre Collingwood, a professional, performing arts organization that has a 37-year history of presenting shows around South Georgian Bay. With strong ties to the community since 2008, Valerie permanently relocated to Collingwood in 2015 and joined Theatre Collingwood a few years later. She has worked with other dynamic non-profits, such as Concerned Children’s Advertisers and UNICEF Canada. Her most recent role as head of marketing for Drayton Entertainment enabled Valerie to become well acquainted with the business community, municipal leaders, tourism organizations and media throughout the region. She is a former board member for the Association of Summer Theatres ‘Round Ontario and was chair of the Executive Marketing Committee when the organization re-branded in 2013. She also served on the Ryerson University Research Ethics Board. Originally from Alberta, she has also lived and worked in Vancouver, Montreal, Toronto and Waterloo, diving into the arts communities wherever she lands. Valerie holds a B.A. in Philosophy and Master of Arts in Communication and Culture.
Guy Laporte, Co-owner Craigleith Manor Bed & Breakfast in Collingwood, Ontario, the top-rated B&B in Canada.

Guy Laporte

Craigleith Manor Bed & Breakfast

Originally from Windsor, Ontario Guy was part of a successful family run retail sporting goods store for 18 years. After this rewarding retail experience Guy moved to Toronto to work in the provincial government. From 1995 to 2014 Guy worked in the non-profit sector as an accomplished executive with a track record for building and implementing breakthrough fundraising, marketing, communications, government relations and volunteer programs. A respected name within the charitable sector as a relationship builder, speaker and volunteer serving on high ranking industry and community boards. As an entrepreneurial couple Guy and his husband Craig Ashton created Craigleith Manor Bed & Breakfast in 2014. The five-star boutique bed and breakfast in Collingwood has gone on to win numerous tourism awards from the Collingwood Chamber of Commerce and is the # 1 rated accommodation on TripAdvisor in the Collingwood/Blue Mountain area. Since 2018 the boutique Collingwood accommodation has been twice named in the Top 25 B&B/Inns in Canada by TripAdvisor. Guy is currently a volunteer director on the South Georgian Bay Tourism board. In 2017 Guy and Craig opened Collingwood Flowers & Home Décor. As the premier floral retail store serving the Southern Georgian Bay area Collingwood Flowers services a wide breadth of individual floral and gift basket orders, weddings, conferences, corporate clients and family celebrations. On his annual day off Guy likes walks on the beach and drinks with umbrella’s in them.
Headshot of Kaitlyn Monsma, Economic Development Officer for Wasaga Beach.

Kaitlyn Monsma

Town of Wasaga Beach

Kaitlyn Monsma is an Economic Development Officer for the Town of Wasaga Beach and works to improve the economic landscape of the community and the region. Kaitlyn is new to the Board of Directors, however, she has broad experience and knowledge within the tourism industry. She was first introduced to economic development when she moved to Northern Ontario and worked as a tourism development intern for the Municipality of Temagami in 2018. Since then, she has also worked for the Town of Cochrane as an Economic Development Officer where she also sat on the Board of Directors for Northeastern Ontario Tourism (RTO 13a). Kaitlyn is proud to hold a Tourism Marketing and Product Development Diploma from Georgian College. Currently, she is working towards her Economic Development Designation from the Economic Developers Association of Canada. In her spare time, you will find her hiking, camping, kayaking and snowshoeing all over Ontario.
Photo of John Belknap

John Belknap

Penny’s Motel & Apres

John has worked in the hospitality industry for over 25 years, gaining experience in restaurants, resorts, and hotels. As a seasoned host, he is passionate about advancing hospitality and tourism. In addition to Penny’s Motel & Apres. John owns John & Sons Oyster House, in downtown Toronto. John enjoys building businesses and brands in a systematized manner with a focus on achieving goals. Outside of the office, John enjoys spending time with his family, and being active outside.


Jennie Elmslie

Free Spirit Tours

Jennie has been the owner of Free Spirit Tours since 1998.


Johanna Griggs

Town of Collingwood

As a seasoned economic development and tourism professional, Johanna has spent over a decade supporting public sector organizations and built a career working in partnership with local businesses and community organizations, governments, tourism sector organizations and developers to revitalize economies and attract investment. Johanna has a proven track record of securing funding and engaging stakeholders in meaningful ways and is an effective communicator that has provided strategic advice to senior officials at all levels of government.

Get in Touch

If you are interested in learning more about South Georgian Bay Tourism as an organization and partnering opportunities, please contat at

We acknowledge the support of the Government of Canada through the Federal Economic Development Agency for Southern Ontario.

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