Two small letters had a big impact at this year's Manitoba Tourism Conference. With a focus on the Canadian Tourism Commission's Explorer Quotient, or EQ, delegates learned why this tool was created, how another province has put it to work and how they can make it work for them.

Keynote speaker, Greg Klassen Senior Vice-President of Marketing Strategy and Communications from the CTC, gave an inspiring message on leveraging Canada's tourism competitive advantage.

Kim Matthews, Director of Marketing for New Brunswick Tourism shared her province's successes and challenges in implementing EQ.