Who We Are

Twenty31 is a new breed of consultancy that harnesses the power of strategy, communications, research and technology.

Over the next 15 years, global tourism will undergo unprecedented growth. With that growth will come massive change.
There will be winners and losers. Competition for travellers will intensify as will attention for capital, air routes, infrastructure
and investment. Traditional marketing channels will disrupt at an even faster pace. Yet getting the fundamentals of tourism — uniquely defining tourism for destinations — will be critical to succeeding and getting more than their fair, but sustainable share.


Twenty31 partners with tourism leaders to help them navigate the next 15 years,
creating a unique competitive position and developing a strategic blueprint for their future.


Market Segmentation
and Strategic Positioning

Brand Audits and
Destination Positioning




Twenty31 defines change. Few industries outside of entertainment and broadcast
have been impacted more by disruption enabled through digital technologies.


We advise national and regional destinations, governments, hotel groups, convention centres, attractions and airlines
seeking to define and then leverage their competitive strengths to attain more than their fair and sustainable share of tourism growth, expected to double by 2031. We have worked with destinations around the globe including Australia, Banff Lake Louise,  Beijing,  Calgary, Canada, Dubai, Ireland, Nepal, Palau, Toronto, Victoria and many others.


Greg Klassen

A travel and tourism industry strategist with 20+
years of leadership experience with blue chip organisations, including Canada’s national destination marketing agency,
the Canadian Tourism Commission (CTC), AT&T and TELUS, Greg is an expert in the development and execution of marketing strategies leveraging new technologies.
At Twenty31 he advises senior leadership teams on competitive destination marketing strategies, brand positioning and investment opportunities.


Oliver Martin

A stakeholder engagement specialist with 15+ years of experience working with leadership organisations in Canada, Europe and Asia Pacific, Oliver is an expert in the design and execution of primary and secondary research to identify innovations in marketing and reputation strategy. At Twenty31 he works closely with senior leadership teams to measure competitive performance and brand resonance and navigate the sustainability agenda.