Expertise and Excellence to help take Tourism
to the next level


Dr. Laurel Reid is President of Tourism Synergy Ltd. (TSL) and an Adjunct Professor at the University of New Brunswick (UNB).  Formed in 2001, Tourism Synergy offers expertise in:
  • Sustainable destination planning and development
  • Community tourism development
  • Tourism education and professional development
  • Tourism marketing strategy
  • Market research and
  • Strategic business planning
Tourism Synergy with businesses, communities/ destinations, Boards and associations involved in tourism strategy development, capacity building, advising, educating and training.  She has also assisted with curriculum development for tourism and hospitality programs in universities, colleges and government departments.   
Destination development, community capacity building, professional development programs are Laurel’s strengths.  

Laurel is a sought after speaker and workshop leader.  She has held faculty positions at universities in Canada (UNB, Brock University, Ryerson Polytechnic University), the USA (Clemson University) and abroad (University of West Indies, Barbados; Victoria University, New Zealand).  
 
Laurel holds a PhD (Doctor of Philosophy) in Parks, Recreation and Tourism Management (Clemson University, South Carolina, USA), a MCS (Master of Communication Studies) (University of Calgary, Alberta, Canada) and a BSc (Bachelor of Science) (Syracuse University, New York State, USA).  Her work appears in several travel, tourism and marketing related journals, books, articles and conference proceedings.  

Clients and Projects

Broadly, some of TSL’s clients are highlighted below.  Specific projects are outlined on additional pages.
  • ​​Tourism regions, communities, businesses
  • ACOA-Tourism Atlantic
  • Parks Canada/Canadian Department of Heritage
  • Tourism Industry Associations
  • Tourism Departments in Nova Scotia, New Brunswick, Prince Edward Island
  • Destination Marketing Organizations (DMOs)
  • Pan-Atlantic economic development agencies
  • Atlantic Canada Tourism Partnership (ACTP)
  • Post-Secondary Education Institutions
  • Various Attractions and Tourism Operations