Matthew Thomas (MDes ’20) is rethinking how people experience the outdoors. As CEO of Parkbus, a service that provides car-free travel to national parks, and co-founder of Whereabouts, a platform that supports tourism organizations, his work spans both physical and digital systems to expand access to nature while connecting visitors with local experiences.
Before coming to OCAD University, Thomas was already running a transportation business with a simple goal: to get people outdoors. Through the Strategic Foresight and Innovation (SFI) program, that idea evolved into a systems-level approach that continues to shape his work today. Since graduating, Thomas has grown Parkbus into a national network of curated travel packages while building digital platforms that support tourism organizations across North America.
We spoke with Thomas about his journey since OCAD U, the impact of the SFI program, and how his work continues to evolve.
Can you tell us about your journey since graduating from OCAD University and your current role with Parkbus and Whereabouts?
After graduating, I joined Parkbus as CEO and used everything I learned in the SFI program to improve it. Now we’re working with partners like Parks Canada and VIA Rail to create trips that give people car-free access to national parks. That idea came from seeing the entire tourism system and identifying what each organization brings to it. Through that lens, Parkbus is less a transportation company and more an experience business.
The SFI program teaches you about experience design and visitor journeys, and that has been directly applicable to Parkbus as it transitions from a transportation service into fully guided experiences that create social connections between people and with nature. We’re always prototyping new services, including our latest project, Visit Canada Parks. This summer, we’re expanding to offer overnight trips across the country, from Halifax to Vancouver.
Alongside running Parkbus, I also developed a software system that came directly out of my master’s work. That became Whereabouts, which supports tourism organizations in connecting with travellers and managing destinations more effectively. The software is now in place with 30 destinations across Canada and into the U.S., helping organizations transition from being purely marketing bodies to management organizations focused on sustainable tourism and working directly with their stakeholders.
What drew you to the Master of Design in Strategic Foresight and Innovation program, and how has it shaped the way you approach what you do today?
Growing up, I was always told I was creative, but I was equally interested in business. When I looked at MBA programs, I didn’t see myself enjoying the curriculum. Then someone described the SFI program as an “MBA for creative people,” and that’s exactly what it felt like.
The program let me approach business differently. Instead of focusing purely on financials, it encouraged me to think about impact and how to create products and experiences that people actually want.
It also shaped how I approach collaboration and problem-solving. We work in partnership with government organizations, non-profits, and other tourism businesses, and the program taught me how to co-create new offerings with those partners, such as designing a car-free trip with Parks Canada and VIA Rail, where each organization brings something unique to the experience.
Finally, it changed how I think about iteration. Rather than waiting to build the perfect solution, we test ideas early and learn from real users. At Whereabouts, we listen to users and build the simplest possible solution first, then expand on it once we know it's the right thing to fully commit to. I think that approach has been key to our growth.
Your work focuses on connecting people to nature and the places they want to experience. What do you think is often overlooked when designing systems like these?
What's overlooked is the power of getting away from your desk. Stop theorizing and get out into the real world. It's something I learned in the SFI program, and I’ve applied it everywhere.
Hopping on a bus to Algonquin Park and learning why people are going for a day trip is the kind of insight that gets overlooked. Sitting down with a director of destination marketing to find out exactly what their workflow looks like, so you can build better software for them, is where the real insights come from.
What is your favourite memory from your time at OCAD U?
My favourite moments were the group work sessions that would stretch late into the evenings. I was in my early 30s when I was studying at OCAD U, and it offered a rare opportunity to step away from day-to-day work, spend time with classmates, hear their perspectives, and bounce ideas around.
The breadth of experience in that classroom was incredible, and my favourite moments were learning from people whose backgrounds looked nothing like mine. One of my favourite group partners had worked in Africa for an NGO and then done user journey mapping for a startup. I couldn't believe the anecdotes and insights she would pull from. The room was full of people like that, and it taught me that I need to surround myself with different perspectives. It was a treat to get that on a regular schedule.
What advice would you give to current students or recent graduates interested in working at the intersection of design, innovation and entrepreneurship?
Understanding the full system and how different pieces intersect and work together is a superpower. The SFI program develops that way of thinking, and it changes how you approach problems.
For me, design, innovation, and entrepreneurship are deeply connected. With the rise of AI and the increasing ease of prototyping, these skills are becoming even more valuable. Being able to identify a problem, understand the broader context, engage the right stakeholders, and iterate on solutions is what matters most.
Now is the time for creative entrepreneurs.
Thomas’ work demonstrates how design can extend beyond traditional boundaries, bringing together systems thinking, collaboration and real-world impact. His path reflects how OCAD U graduates are shaping industries while creating new ways for people to connect with the outdoors.
Learn more about Matthew Thomas’ work and current initiatives:
