Explore Waterloo Region is a non-profit organization founded in 2007, serving as the Destination Organization for the Region of Waterloo. It promotes the region as a travel destination, enhancing its public image and economic position through tourism[2]. The company offers services such as event promotion, business event planning, and information on local attractions and accommodations[5]. Its target audience includes travelers, families, and corporate visitors. The unique selling proposition is its ability to highlight the region's blend of urban and rural experiences, positioning Waterloo Region as a dynamic and connected destination[2].