Stan Cook Jr., Principal

Stan Cook Jr Sea Kayak Adventures

My Background

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. 

Connected to the Visitor Economy

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.   

Addressing a international audience as Chair at the Canadian Industy's AGM.

History Championing the Industry

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). 

Stan Kayaking with Whales

Showcasing Adventure Experiences Stan developed 'Kayak Alongside Whales'

Roast at Hospitality NL GALA

Check out this great video of Stan's response to the industry roasting him after serving 12 years on the Provincial TIA's board

CBC Weatherman Ryan Snodden

Developing Celebrity Media 


CBC Acknowledges Stan Cook

Canadian Tourism Publication Article featuring Stan Cook Jr.

House of Assembly Recognizing Stan Cook Jr.

HNL Highlights 35 years of it's Leaders

Tourism Times Cover Winter 2012

Tourism Times Cover Spring 2013

Travel Dew Interview

Globe & Mail 09-16-2010

Stan Cook Jr @ The Torngats

The Telegram announces Stan Going to Torngats

GMIST Chair Announces CEO

NL Tourism News Release

Terry O'Reilly & Stan Cook Jr. to Speak at OTHO