Who We Are

About the Black Tourism Alliance of Ontario

The Black Tourism Alliance of Ontario (BTAO) exists to ensure Black tourism is recognized and resourced as a core cultural and economic driver within Ontario’s tourism ecosystem, not a niche offering. 

By connecting communities, tourism organizations, and industry partners, the Alliance supports Black-led tourism businesses and experiences while strengthening Ontario’s visitor economy and positioning the province as a welcoming, inclusive destination.

Purpose

To elevate Black heritage, culture, and entrepreneurship as essential parts of Ontario's tourism industry by connecting communities and partners that strengthen the province's visitor economy.

Mission

The BTAO will position Ontario as the premier global destination for Black heritage education, meaningful cultural connection, and knowledge exchange through shared storytelling and the strategic integration of organizational resources.

Vision

Core Values

1. Authenticity

We center Black communities as the authors and stewards of their own stories. This representation of heritage and culture creates meaningful experiences for visitors through integrity, cultural depth and community pride.

2. Cultural Diversity

We believe Black heritage and culture are integral to Ontario’s shared tourism story. It is a universal cultural offering that enriches destinations and resonates with travelers of all backgrounds.

3. Collaboration & Advocacy

We bridge Black communities, RTOs, DMOs, governments, and industry partners to collaboratively strengthen and scale Ontario’s tourism ecosystem.

4. Economic Advancement

We’re committed to equitable access to markets, resources, and opportunities that ensure Black Tourism contributes to, and benefits from, Ontario’s visitor economy, while creating sustainable economic impact for Black communities, entrepreneurs and regional partners. 

Code of Conduct

1. Core values and principles

  • Equity & inclusion- actively increase the Black tourism experience while ensuring all committee voices are heard and valued.

  • This is a shared and safe space. What is shared here stays here.

  • No single person speaks for the entire Black diaspora: we listen to learn!

  • We are focused on the economic and cultural empowerment of Black tourism & entrepreneurship

  • We have complete transparency

  • Membership: anyone who self identifies as Black, including mix race, and focused on the advancement of Black tourism and entrepreneurship.

2. Expected behaviour

  • Be attentive when others are speaking/presenting

  • Address the ideas but not the person presenting

  • There should be an opportunity for all to have space to speak

  • Treat others as you would like to be treated

  • No derogatory or negative slights

  • Respect, empowerment & support

Meet the Team

Angelica Seraj
RTO3 - Hamilton Halton Brant
Manager, Workforce Development and Training 

  • Angelica Seraj brings over a decade of experience in tourism, workforce development, and event management to her role as Manager of Workforce Development and Training at the Hamilton Halton Brant Regional Tourism Association (RTO 3). She oversees career development, training, and job creation initiatives, including an annual industry Conference and educational training series, and also coordinates semi-annual Industry exchange Forums and the RTO's Partnership Funding Program. A graduate of Niagara College’s Event Management program and Humber College’s Project Management program, Angelica combines her academic foundation with practical experience as an instructor of event planning at Mohawk College.

Barbara Porter
Amherstburg Freedom Museum
Vice President & Volunteer

  • Barbara Porter was born and raised in Windsor, Ontario, and is a direct descendant of the Underground Railroad. A retired Registered Nurse, she has dedicated more than a decade to serving as Vice President and volunteer at the Amherstburg Freedom Museum. Her work reflects a deep commitment to preserving and sharing Black Canadian history.

Dionne Bishop
Events by Dionne
CEO & Event Strategist 

  • Dionne Bishop is a strategic tourism and experience leader with over 20 years of experience in events and marketing across the corporate, sport, tourism, and media sectors. She is the Founder of Events by Dionne Inc., an Experience Advisory + Execution Firm, and a founding member of the Future of Black Tourism, where she represented Ontario in building a stronger cross-border Black tourism ecosystem between Canada and the United States. 

    Dionne has worked with the Tourism Innovation Lab as a Mentor and Judge for the Black Tourism Spark Program and continues to advance initiatives that strengthen Black tourism across the province. She currently serves as Secretary of the Board for the Tourism Industry Association of Ontario (TIAO).

Emma Rowley
Ontario’s Southwest Regional Tourism Organization
Tourism Development Manager 

  • Emma Rowley has worked at Ontario's Southwest Regional Tourism Organization for more than 5 years in various positions. In her current role as Tourism Development Manager, she is primarily responsible for experience development programming, operator capacity building, workforce development projects, and implementing initiatives that contribute to developing a tourism industry that benefits both residents and visitors. Aligned with her passion for using tourism to benefit communities, she has a Masters Degree in Responsible Tourism.

Joanne Wolnik
Ontario’s Southwest Regional Tourism Organization
Executive Director 

  • Joanne was appointed as Executive Director of Ontario's Southwest (OSW) Regional Tourism Organization in July 2021. Prior to that, she served as Manager of Tourism Development with OSW for eight years. Other work experience includes municipal roles in Economic Development and Tourism, event management, and as owner/operator of an equestrian facility. Joanne completed a designation in Economic Development, an MBA, and an HBOR degree specializing in tourism. Joanne is inspired and energized by the people who are making Ontario’s Southwest such an amazing place to live, work, play and visit.

Justin Lafontaine
Destination Ontario
Partnerships Lead 

  • Justin’s role at Destination Ontario focuses on strengthening relationships across the public sector and building collaborations with Regional Tourism Organizations, Destination Marketing Organizations, sector associations, sister agencies, transportation providers, and equity-deserving groups - cultivating inclusive and strategically aligned tourism marketing partnerships.

Lauren Hedges
Managing Director, Windsor Hackforge & Program Manager,
Parallel 42 Systems 

  • Lauren Hedges is a strategic project manager and community leader supporting nonprofits and small businesses through process design, digital transformation, and practical change management. She is the Managing Director of Windsor Hackforge, parent organization of the Tourism Innovation Lab. Lauren also works with technology consultancy Parallel 42 Systems, where she leads software implementations, training programs, and operational improvements for SMBs and not-fot-profits.

    Lauren is a strong supporter of accessibility initiatives in Windsor-Essex and is passionate about active transportation and open data through OpenStreetMap. She also enjoys travelling to experience new cultures and explore the places and stories that shape communities.

Peter Odle
Urban Expeditions &
The Urban Guide
Founder 

  • Peter Odle is the founder of Urban Expeditions and The Urban Guide. He
    shares over two decades of experience as an educator, entrepreneur, and
    global adventurer having worked with organizations including   the
    Canadian Red Cross, the American Red Cross, University of Toronto,
    Toronto Metropolitan University, and Centennial College.

Shannon Prince
Buxton National Historic
Site & Museum
Board Chair

  • Shannon Prince is a 6th generation descendant from the historic Canadian Elgin Settlement and Buxton Mission, which was a haven for fugitive slaves prior to the American Civil War. She is retired as curator of the Buxton National Historic Site & Museum after 25 years and is a member of several organizations in Canada and the United States that research and promote the North American story of slavery, freedom including the Underground Railroad and the American Civil War.