Destination British Columbia acknowledges with gratitude the xwməθkwəy̓əm (Musqueam Indian Band), Sḵwxwú7mesh Úxwumixw (Squamish Nation), and səlilwətaɬ (Tsleil-Waututh Nation), on whose shared territories its main office operates. The organization respectfully recognizes that its work is carried out on the territories of First Nations throughout British Columbia and honours its ongoing and evolving relationships with First Nations, Métis, and Inuit communities.

Destination BC is a provincially funded, industry-informed Crown corporation and award‑winning destination marketing and management organization responsible for advancing British Columbia’s visitor economy through destination marketing, destination development, research, visitor services, industry learning, and strategic partnerships. As steward of the globally recognized Super, Natural British Columbia® brand, the organization works at the intersection of government, industry, Indigenous communities, and local destinations to support a tourism sector that generates economic opportunity while contributing to community well‑being, cultural vitality, and environmental stewardship. Guided by its aspiration to become the most compelling destination in the world, bringing people, culture, and nature closer together, Destination BC plays a central leadership role in shaping a more competitive, sustainable, and resilient tourism economy across all regions of the province.

Reporting to the Board of Directors through its Chair, the Chief Executive Officer will provide the vision, leadership,



and strategic direction required to advance Destination BC’s mandate and long‑term success. The CEO will lead a multifaceted organization spanning global marketing, destination management, industry development, research and analytics, stakeholder engagement, and corporate stewardship, while serving as the organization’s principal representative to government, industry, Indigenous partners, and communities throughout British Columbia. At a pivotal moment for the sector, the CEO will have the opportunity to guide the next chapter of tourism growth by balancing destination stewardship with economic development, deepening Indigenous partnerships, strengthening collaboration across a diverse tourism ecosystem, leveraging data and innovation, and ensuring the organization remains responsive to a rapidly evolving global environment.

The ideal candidate is a highly respected executive with a demonstrated record of success leading complex organizations and aligning diverse stakeholders around a shared vision. Combining strategic foresight with disciplined execution, they bring strong business and political acumen, exceptional relationship‑building capabilities, and the ability to inspire confidence among government, industry, Boards, employees, and partners.



The successful candidate will be an authentic and collaborative leader who understands the power of brand, marketing, and destination management; values evidence‑based decision‑making; embraces innovation and change; and is deeply committed to reconciliation, inclusion, and sustainable growth.

Above all, they will possess the credibility, judgment, and leadership presence required to serve as both a trusted advisor and a compelling ambassador for British Columbia’s tourism sector.

This is a rare chance to lead one of Canada’s most influential tourism organizations and help shape the future of an industry that contributes significantly to the province’s economy and quality of life. Working alongside an experienced Board, dedicated leadership team, and an extensive network of partners, the CEO will have the platform to create lasting impact for communities, businesses, Indigenous Peoples, and visitors across British Columbia. Based in Vancouver, one of North America’s most dynamic and desirable cities, the role offers the chance to champion a globally admired destination while advancing a vision of tourism that is more sustainable, inclusive, resilient, and beneficial for generations to come.

The compensation range for this role is $240,500 to $274,105 commensurate with experience, plus a competitive total rewards package.

We thank all applicants for their interest in this position. Please note that we will only be in contact with those individuals moving forward with our client.

📌 Destination British Columbia - Chief Executive Officer (Winnipeg)
🏢 Destination British Columbia
📍 Winnipeg