Trevor Norris is Senior Manager, Destination Development at the Bay of Quinte Regional Marketing Board and Founder of Blue Oak Destination Advisory, where he coaches regenerative experiences and facilitates sustainable destination development. For over a decade, he has championed regenerative and responsible tourism, helping rural destinations and operators create experiences that celebrate local stories, strengthen communities, and advance environmental stewardship. He developed and leads the award-winning Bay of Quinte Experience Crafting Program and advances regional sustainability through destination certification, climate action planning, and industry collaboration. Through Blue Oak, he helps destinations across Canada turn regenerative principles into action. Named the 2025 Tourism Champion of the Year by the Tourism Industry Association of Ontario, Trevor believes tourism can be a force for good, helping communities move beyond sustainability to truly thrive.