Crystal Sheriff Expands Leadership as New Licensee of Gray Line Niagara Falls Canada & USA

Honoring Legacy, Empowering Growth, and Shaping the Future of Tourism in Ontario

Gray Line, a globally trusted name in sightseeing and destination experiences, proudly announces the expansion of tourism leader Crystal Sheriff as the official licensee of Gray Line Niagara Falls Canada & USA. As a long-standing previous employee of Gray Line Toronto, current licensee of Gray Line Toronto, and founder of VIP Ontario Tours, Sheriff’s acquisition brings two of Ontario’s most iconic destinations together under one forward-thinking, locally-led brand.

This transition reflects a renewed commitment to preserving Gray Line’s rich history in Niagara while driving innovation and expansion through guest-centered, values-driven leadership.

Sheriff, a lifelong advocate for tourism and entrepreneurship, began her journey with Gray Line at the age of 15. From guiding guests herself to launching award-winning travel services, her career has been defined by a passion for community, storytelling, and high standards in guest experience.

With this new chapter in Niagara Falls, we have an extraordinary opportunity to reimagine how we serve our guests—not just as travelers, but as people looking for meaningful connection. Gray Line has always stood for trust, consistency, and global reach. Our focus moving forward is to blend that legacy with modern, locally inspired experiences that honor the land, the people, and the stories that make this region so special.

Under Crystal’s leadership, Gray Line Niagara Falls Canada & USA will expand operations with more frequent departures, a refreshed and eco-conscious fleet, and enhanced tour offerings that showcase the natural beauty, cultural heritage, and historical significance of Niagara Falls from both sides of the border.

Signature experiences such as the Maid of the Mist, Cave of the Winds, Journey Behind the Falls, and the Niagara City Cruise remain essential to the product lineup, with enhanced cross-border and seasonal itineraries designed to provide greater flexibility, enrichment, and guest comfort.

Our role as tourism professionals is more important than ever. We have the responsibility to not only entertain but to educate, inspire, and support local communities. The future of tourism is not just about where we go—it’s about how we get there and who we uplift along the way.

In addition to her leadership roles in Toronto and Niagara Falls, Crystal is a proud member and active contributor to numerous industry organizations, including various tourism boards, the American Bus Association (ABA), and Women in Buses. She currently sits on advisory committees with both the Ontario Motor Coach Association (OMCA) and the Tourist Guide Association of Toronto (TGAT), where she champions sustainability, safety, and workforce development across the industry.

Crystal and her family are also deeply committed to philanthropy and social responsibility. The company supports a wide range of causes including Truth and Reconciliation, eco-tourism and nature preservation, as well as healthcare institutions such as the March of Dimes, University Health Network (UHN), Toronto Rehab, SickKids, and the Krembil Brain Tumor Foundation—all causes that resonate deeply with her family’s personal journey, and in honor of her late mother, Lynn Szinegh.

In recognition of her contributions to the global Gray Line brand, Sheriff was recently honored with the Gray Line Worldwide Brand Ambassador Award, celebrating her dedication to authenticity, service excellence, and community impact.

None of this would be possible without the unwavering support of the people around me. To my husband Sameer, our daughters Elizabeth and Breanna, my mother-in-law Shereen, our families, our amazing TEAM, the support of our other licensees, Gray Line Worldwide, and my incredible colleague and friend Stephanie Kronwitter—Thank You. Your belief and partnership have made this journey meaningful, and your support will shape the success of everything still to come.

Together, Gray Line Toronto and Gray Line Niagara Falls Canada & USA remain proudly locally operated and globally aligned—offering trusted sightseeing, private tours, custom charters, and multi-day excursions across Canada and the US.

Daily tours now available. For more information or to book your next journey:
www.graylinetoronto.com | www.graylineniagarafalls.com

Media Contact

Stephanie Kronwitter
Email: skronwitter@graylinetoronto.tours

About Crystal Sheriff

Crystal Sheriff is an award-winning entrepreneur, tourism advocate, and the licensee of Gray Line Toronto and Gray Line Niagara Falls Canada & USA. She is also the founder of VIP Ontario Tours. With over two decades of hands-on experience, she leads with a deep respect for heritage, a drive for innovation, and an unwavering commitment to community. Crystal is a recognized leader in the Canadian and international tourism space, serving on multiple boards and committees while giving back to causes that support accessibility, healthcare, Indigenous inclusion, and environmental stewardship.