Professionals and individuals, with a direct association or a keen interest in the tourism and hospitality industry, are taking over Sarnia-Lambton this week.
Tourism Sarnia-Lambton Executive Director Mark Perrin said the Southern Ontario Tourism Conference is being held at the Sunbridge Hotel and Conference Centre on Venetian Boulevard.
"This is the first time Sarnia will host the event, we're very pleased," said Perrin. "We're happy to finally land it and host between 200 and 250 people this week on Monday, Tuesday and Wednesday."
Perrin said collaborating together brings a united voice to the industry.
"We're competitors, but at the same time we're trying to build the industry. We have common goals of bringing Americans over and bringing international travel back," he said.
A variety of workshops, presentations, tours, and panel discussions are planned.
There will also be a gala to celebrate the finalists and winners of the Regional Tourism Innovation Awards.