Coaching Corner - Lizzy Low

Telling Ottawa’s Story: The Power of Destination Marketing with Lizzy Low

For Lizzy Low, Assistant Director of Business Events at Ottawa Tourism, the path into destination marketing wasn’t perfectly mapped out but it was built through curiosity, adaptability, and saying yes to opportunities.

When she first moved to Ottawa, while waiting for her work permit, Low started volunteering just to meet people and get involved. That leap opened the door to Ottawa Tourism, where she worked her way up from sales coordinator to a leadership role.

Her work today blends sales, project management and client relationships with something bigger: telling Ottawa’s story. From international trade shows to event bids, Low and her team act as the bridge between what Ottawa offers and the groups who need it.

The heart of that work, she says, is collaboration. Ottawa’s hotels, museums, venues and associations understand that when one partner succeeds, the entire city benefits. That spirit of teamwork helped secure wins like the National Tour Association’s Travel Exchange, coming to Ottawa this November. With operators from around the world attending, the ripple effect will extend far beyond the event itself.

Of course, behind the polished bids and pitches, the reality is less glamorous. In corporate events especially, last-minute changes are constant. Low credits resilience and perspective for keeping her steady. One piece of advice that’s guided her is from one of her mentors, Sandy Biback: think in the gray. “This industry is full of nuance,” she explains. “The more flexible and open-minded you are, the stronger you’ll be.”

That adaptability shows up in how she tailors every client pitch. There’s no one-size-fits-all solution. A corporate incentive group has very different needs than a national association. Her role is about understanding goals and showing how Ottawa can uniquely support them.

Her pride in the city is obvious. As Canada’s capital, Ottawa combines natural beauty with serious strategic advantages: the country’s largest tech park, top universities, world-class research and a renowned convention centre. It’s this mix, Low says, that makes the city stand out on the global stage.

She’s also excited about the industry’s growing focus on sustainability. Ottawa recently introduced its Responsible Events Guide to help planners make greener choices. For Low, it’s a positive shift: sustainability is no longer a trend but a priority.

Looking back, Low credits her growth to curiosity and connection. She wants newcomers in the industry to embrace both. Her advice: be a sponge. Soak up every learning opportunity, even if it’s outside your role, and stay open to new experiences.

At the end of the day, she believes success in destination marketing isn’t about flashy pitches or perfect plans, it’s about people. Relationships are what last, and they’re what carry you through when things don’t go as expected. “People want to do business with people,” she says. “That’s what it always comes down to.”

Low’s career is proof of that. From volunteering her way into the industry, to helping Ottawa shine on the international stage, she shows that the best destination marketers don’t just sell a city; they invite others into its story. And for Ottawa, that story is only just beginning.

If you’d like to connect with Lizzy Low to learn more about destination sales or mentorship in the meetings industry, you can reach her at llow@ottawatourism.ca or find her on LinkedIn.