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Press Release

September 11, 2023


Toronto, ON – September 11, 2023 – Gray Line Toronto is excited to announce its dynamic transition under the expert leadership of Crystal Sheriff, a former Gray Line Team Member, and the proud owner of VIP Ontario Tours Toronto. With this change in management, Gray Line Toronto has embarked on a remarkable journey of innovation with tourist-centric experiences and a reinvigorated commitment to showcasing what makes the city of Toronto so vibrant and diverse.

Under Crystal’s direction, Gray Line Toronto will 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,” Crystal says. “We want to showcase that we are truly local experts and ambassadors for Toronto.”

Alongside an array of popular Toronto and GTA tours, Crystal 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, Crystal is committed to ensuring that Gray LineToronto’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.

A familiar face within the organization and a visionary entrepreneur in the field, Crystal 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 Crystal. “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. 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. 

Gray Line Toronto invites travelers, partners, and stakeholders to join in celebrating this exciting new chapter. With Crystal Sheriff at the helm, the company is set to redefine the tourism landscape in Toronto and beyond.

Daily tours are available. Prices and details are available at: www.graylinetoronto.tours

For media inquiries, please contact:

Stephanie Kronwitter


About Crystal Sheriff:

Crystal Sheriff is an accomplished entrepreneur with a deep-rooted passion for the tourism industry. Starting her tourism journey in her teens working at Gray Line Toronto to having successfully operated VIP Ontario Tours Toronto, she brings a wealth of experience and a fresh perspective to her role as the new owner of Gray Line Toronto. Crystal is dedicated to elevating the travel experiences offered by Gray Line Toronto and contributing positively to the local community and the environment, showcasing that we are Truly, the Local Expert. 

About Gray Line Toronto:

Gray Line Toronto is a leading provider of sightseeing tours and travel experiences in Toronto. 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. Under the new leadership of Crystal Sheriff, Gray Line Toronto is committed to delivering exceptional and unforgettable travel experiences. We are Truly, the LocalExpert. 

Website: www.graylinetoronto.tours 

LinkedIn: Crystal Sheriff – bit.ly/LinkedIn-CrystalSheriff

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