New chapter for Gray Line Toronto

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After spending most of her childhood working for Gray Line Toronto, Crystal Sheriff climbed to the top and recently took over ownership of the company.

Gray Line Toronto is a leading provider of sightseeing tours and travel experiences in Toronto, according to Sheriff. With a legacy dating back decades, the company is a trusted companion for tourists seeking to explore the city’s diverse attractions, cultural heritage and vibrant neighborhoods.

Sheriff became owner in July 2023 – a move she says serves as a springboard for the company to embark on a journey of innovation with tourist-centric experiences and a reinvigorated commitment to showcasing what makes the city of Toronto so vibrant and diverse.

The accomplished entrepreneur with a wealth of experience and a fresh perspective is also the owner of VIP Ontario Tours and Aligned Service Groups.

“With a relentless passion for delivering unparalleled experiences and a commitment to sustainable practices, I’ve carved a niche in the tourism industry,” she states.

As a leader, Sheriff says she thrives on steering her teams towards excellence.

“With a forward-thinking approach, I have successfully established and grown multiple ventures, each contributing to the vibrant tapestry of Ontario’s tourism landscape,” she describes. “My vision is to redefine travel experiences, offering bespoke journeys that leave a lasting impact on our guests.”

Sheriff says she is dedicated to elevating the travel experiences offered by Gray Line Toronto and contributing positively to the local community and the environment. Aiming to “mainstream” accessible travel, Sheriff was inspired by her late wheelchair-bound mother Lynn, to ensure that wheelchair-accessible coaches are available for accessible tourism. Under her new direction, Gray Line Toronto will also focus on creating immersive travel experiences that resonate with visitors from all walks of life.

“We are someone’s first, someone’s last, or someone’s in-between window to the beating heart of the city,” Sheriff says. “We want to showcase that we are truly local experts and ambassadors for Toronto.”

Alongside an array of popular Toronto and GTA tours, Sheriff plans to modernize the Gray Line Toronto experience by tapping into travelers’ growing interest in remote areas, natural attractions and unique ecosystems with tours designed to showcase the beauty of Ontario.

As an advocate for responsible tourism, Sheriff also says is committed to ensuring that Gray Line Toronto’s operations align with the principles of corporate responsibility.

“The trusted tourism service is driving sustainability practices, environmental stewardship, and social responsibility – such as collaborating to incorporate Indigenous history and culture into the tours,” she notes.

A familiar face within the organization and a visionary entrepreneur in the field, Sheriff is uniquely positioned to steer the company with her impressive experience and unparalleled dedication to the tourism sector. Her strong track record, including her achievements growing up with the Gray Line brand, and subsequently with VIP Ontario Tours, speaks volumes about her ability to transform Gray Line Toronto into an industry leader.

“Our aim is to create unforgettable memories for every visitor who chooses to explore Toronto with us,” says Sheriff. “Having been a part of this incredible brand since I was 10 years old and to be able to grow it to new heights – is beyond amazing. I look forward to honouring Gray Line’s legacy while introducing innovative ideas to enhance the travel experiences we offer.”

Gray Line Toronto’s new management is dedicated to maintaining the highest standards of service, safety and customer satisfaction, according to Sheriff. The company will continue to offer meticulously crafted tours that showcase Toronto’s rich cultural heritage, iconic landmarks, and hidden gems, all while incorporating fresh elements that cater to modern travelers’ evolving tastes.

In an era where sustainable practices are paramount, Sheriff is committed to steering her businesses towards a greener future. From eco-friendly tours to reducing their carbon footprint, she believes in the power of responsible tourism.

“By incorporating sustainable initiatives, we not only contribute to the well-being of the environment but also create a positive impact on the communities we serve,” she states.

Sheriff says she is known for her resilience, adaptability and strategic thinking, and her strength lies in recognizing opportunities where others see challenges – traits that are sure to propel the company to future successes and improvements.

“I’m dedicated to fostering a culture of innovation within my organizations,” she proudly asserts. “Through effective communication and collaboration, I empower my teams to achieve their highest potential.”

Sheriff adds that Gray Line Toronto invites travelers, partners and stakeholders to join in celebrating this exciting new chapter.

“I’m always eager to connect with fellow professionals, industry enthusiasts and sustainability advocates,” she states. “Whether you’re interested in exploring unique travel experiences, busses or discussing innovative approaches to sustainable business practices, let’s connect and create a brighter future together!”

Daily tours are available and prices and details can be found at www.graylinetoronto.tours

This story was created by Content Works, Postmedia’s commercial content division, on behalf of Gray Line Toronto.