Creating value by establishing World-Class Customer Service, Leadership, Speaking Engagements & Guest Relations Development
For 25 years, I owned and operated a 2nd generation tourism business located in Newfoundland & Labrador, Canada. Since selling in 2018, I started a consultancy called Rethink Visitor Economy and began advising for groups such as the internationally renowned Fogo Island Inn, projects for the Nunatsiavut Government, The Wilds Resort and private enterprises in Bay de Verde.
Stan Cook Jr. was the co-owner and president of an award winning nature based tourism company located in Cape Broyle, NL. Stan’s father started offering adventure tours in 1970 with his whole clan growing up in this family business. Over those years they have been recognized with more than a dozen provincial and national tourism awards.
In summer of 2018, having closed the adventure business, Stan ran the Base Camp & Research Station, located on Inuit owned land, adjacent to the boundary of Torngat Mountains National Park and coordinated the multiday heli-hiking packages. In 2019 Stan served as Mentor for the new General Manager at Torngat Mountains Base, in this remote area of northern Labrador.
He currently sit on the board member of Destination Canada, the Federal Crown Corporation responsible to market Canada internationally
and developed, as a member of Tourism Development International, an Irish tourism consultancy, Prince Edward Island’s five-year ‘Strategic Plan for Tourism 2021’, which focuses heavily on Destination Development, Market Development, Partnership Development and Market Positioning.
Since Autumn of 2018 Stan has been Adventure Tourism Advisor/Consultant for Fogo Island Inn. His role is providing expertise and support to improve performance in terms of strategy, operations and structure.
He has been the industry chair of the Atlantic Canada Tourism Partnership for this Federal, Pan-Provincial international tourism marketing agreement.
Has Chaired the Canadian Tourism Commission’s Brand Enhancement Committee and sat on its Outdoor Tourism Product Development Committee.
Chaired Gros Morne Institute of Sustainable Tourism since its inception in 2003.
Spent 11 years on the board of Marine Atlantic Inc., was awarded a Fellow of the Royal Canadian Geographic Society in 2012 and was a Recipient of the Queen Elizabeth II Diamond Jubilee Medal in the same year for contribution to the Canadian Tourism Industry.
He served on the Tourism Industry Association of Canada (TIAC) board, as a member, then graduated to Vice Chair, later becoming the Chair.
Was the inaugural Chair of the Adventure Tourism Association of Newfoundland and Labrador in 1999 and went on to serve on the Newfoundland and Labrador Tourism Industry Association (HNL) board for 12 years, eventually being the Chair.
In 2009 he was named the first Chair of the Newfoundland and Labrador Tourism Board, which is a private-public partnership created to advise on the implementation of Uncommon Potential: A Vision for Newfoundland and Labrador Tourism (Vision 2020).
Showcasing Adventure Experiences Stan developed 'Kayak Alongside Whales'
Check out this great video of Stan's response to the industry roasting him after serving 12 years on the Provincial TIA's board
Developing Celebrity Media