Full Name: Deneen Allen
Company Name: Firecircle

Tell us about your tourism business/organization: Firecircle is Canada’s only award-winning, fully digital small business accelerator and membership designed exclusively to educate and support tourism and hospitality entrepreneurs.

Firecircle provides digital tourism & hospitality coaching, business advisory services and resources to aspiring entrepreneurs and existing small businesses, with a focus on indigenous and rural development and raising the bar on Canada's market and export-ready tourism infrastructure and experiences.

Our mission is to ignite tourism entrepreneurs across Canada: empower them with knowledge, spark their innovative spirit and encourage a healthy appreciation for competitiveness and being the best they can be.

What sets your business/organization apart in the tourism industry?: Our innovative programs, including our signature Firecircle 5x5 Method™ prepare and launch new tourism businesses and take existing tourism ventures to the next level. Our programs are delivered both on-line and in live workshops and supported by expert private and group mentorship. Most of our programs can be accessed online anytime, anywhere - on any device. We also run live, intensive Firecircle 'bootcamps' for impactful and timely knowledge for busy entrepreneurs.

Our members say it all when they call their time with us the 'Firecircle Experience'.

How has your business adapted to the challenges posed in today's new business climate?: Our programs are inclusive and accessible, and focus on the core concepts that help businesses become stronger, more profitable and more agile in this ever-changing social, political and economic climate. Firecircle works with hundreds of Indigenous and non-Indigenous tourism operators in Canada to build the healthy destinations and vibrant businesses that we need to compete in global tourism. Firecircle has recently launched the Firecircle 5x5 Method™ in French and in a special edition for entrepreneurs with sight and hearing disabilities, as well as our latest program, Tourism For All: How to Build an Accessible Tourism Business. In addition, we offer core programs in funding and investment readiness, tourism experience development, tourism and hospitality operations and physical facilities design.

What are some notable success stories or achievements your business has had in recent years? OR What are your plans and aspirations for your tourism business/organization?: Firecircle is the 2023 Canadian Tourism Innovator of the Year. We’re excited to keep innovating and developing the resources and coaching that tourism entrepreneurs need now and will need in the future. To date, Firecircle has worked with over 1,000 entrepreneurs across Canada and we continue to grow the membership. Our members say it best and their words are what light us up every day. We like to share stories like this recent one:  

"A life-changing program and experience. I started with Firecircle in Jan of 2024 and it is everything I could have ever asked for as a new entrepreneur. They've given me resources, education, support, and community needed to help me build the business of my dreams. It has not been easy, but with Firecircle, I have the confidence and resources available in order to overcome the hurdles and roadblocks that come with starting your own business venture. Thank you, Firecircle, from the bottom of my heart!"

Firecircle continues to grow the largest network of tourism entrepreneurs in Canada, learning and growing together. We welcome both organizations and individuals to try our transformational programs.

How has your affiliation (membership) with the Tourism Industry Association of Canada benefited your business?: We're proud to be members of the Tourism Industry Association of Canada and grateful for the advocacy TIAC does on our behalf as our national association. We've also enjoyed the connections to other businesses, government and stakeholders from across Canada and the educational offerings that TIAC provides its members.