Stan Cook Jr. is a seasoned professional with an extensive background in the Tourism industry. With 35 years of experience, offering soft adventure and cultural experiences in Atlantic Canada. Besides his full-time job as founder and president of Rock+Water Stan Cook Travel, he has spearheaded the Sustainable Tourism movement in the region through being the founding Chair of Gros Morne Institute for Sustainable Tourism in 2005 and by guiding the programming for the inaugural Impact Atlantic Canada Conference in 2025.

He has sat on many national, regional, and provincial Tourism-related boards, including chairing the Tourism Industry Association of Canada, the Atlantic Canada Tourism Partnership, and Hospitality Newfoundland & Labrador. He presently sits as a board member and Chair of the Human Resources & Governance Committee of Destination Canada.