Travel Alberta is the destination management organization of the Government of Alberta, responsible for driving the growth of the province's visitor economy, creating and promoting must-visit destinations throughout the province. Travel Alberta develops signature products, experiences, and destinations, attracting investment in the sector, and marketing those destinations to the world. In partnership with local communities, regional destination organizations, industry associations, and thousands of Alberta tourism businesses across the province, Travel Alberta is working to grow the value of Alberta's visitor economy to $25 billion in annual spending by 2035.

Reporting to the CEO, the Vice President will lead a team responsible for Travel Alberta’s corporate strategy, research and insights, and communications. The Vice President will support Travel Alberta’s transition to a destination management organization with a broader mandate to lead a coordinated government approach to responsible and sustainable tourism development and promotion.

The Vice President will lead the execution and performance measurement of Travel Alberta’s strategic initiatives, ensuring that strategy development and implementation align with evolving situational, industry, and government priorities. Strengthening stakeholder engagement and industry relationships, this role will oversee the development and execution of communication strategies with key stakeholders, including the Board, the Government of Alberta, industry partners, and colleagues. By delivering high-quality research and data, the Vice President will empower the organization and industry partners to make informed, effective, and strategic business decisions.

The successful candidate will bring progressive leadership experience, with a strong focus on strategic communications, stakeholder relations, and corporate strategy, ideally with expertise in the public sector. You will have a decisive leadership style, with demonstrated expertise in strategy development, execution, and people leadership. The ideal candidate will have a proven track record of translating strategic objectives into actionable plans, effectively articulating strategies, and securing support from a variety of key stakeholders.

This role is based in Calgary, Alberta.

To Apply

To fill this position, Travel Alberta has partnered with leadership advisory firm Odgers Berndtson. Applications are encouraged immediately and should be submitted online by clicking the "Apply Now" button below. We thank all those who express an interest, however only those chosen for further development will be contacted.