Skip to content
People
Art
Culture
Education
Environment
Finance
General
Government
Health
Hospitality
Indigenous
Lifestyle
Manufacturing
Natural Resources
Philanthropy
Real Estate
Retail
Sports
Tech + Science
Tourism
Transportation
Industries
Art
Culture
Education
Environment
Finance
General
Government
Health
Hospitality
Indigenous
Lifestyle
Manufacturing
Natural Resources
Philanthropy
Real Estate
Retail
Sports
Tech + Science
Tourism
Transportation
The Lists
30 Under 30
Best Cities for Work
Business of Good Awards
Entrepreneur of the Year
Invest in BC
Most Loved Brands
The Top 100
Women of the Year
Launches & Closures
Leadership
Ideas
People
Culture
Education
Environment
Finance
General
Government
Health
Hospitality
Indigenous
Lifestyle
Manufacturing
Natural Resources
Philanthropy
Real Estate
Retail
Sports
Tech + Science
Tourism
Transportation
Industries
Culture
Education
Environment
Finance
General
Government
Health
Hospitality
Indigenous
Lifestyle
Manufacturing
Natural Resources
Philanthropy
Real Estate
Retail
Sports
Tech + Science
Tourism
Transportation
The Lists
30 Under 30
Best Cities for Work
Business of Good Awards
Entrepreneur of the Year
Invest in BC
Most Loved Brands
The Top 100
Women of the Year
Launches & Closures
Leadership
Ideas
Subscribe
The Lists
Launches & Closures
Leadership
Ideas
BC Business
Instagram
LinkedIn
Facebook
X
Subscribe
Subscribe
Tourism
B.C.’s New Tourism Marketing CEOs
By
Lindsey Peacock
/
April 1, 2014
Three B.C.-based tourism organizations have seen recent leadership shakeups. Where do these new CEOs see the industry headed?
Paul Nursey
CEO, Tourism Victoria
Marsha Walden
President and CEO, Destination BC Corp.
Greg Klassen
Interim president and CEO, Canadian Tourism Commission
What changes do you hope to bring to your new position?
I see a new era of collaboration with both Marsha and Greg taking their respective roles along with myself. This will drive greater partnership and more efficiency for the tourism industry.
Destination BC is full of smart, enthusiastic and experienced people. My goal is to create strategic clarity for them—to focus our energies, and those of the industry, on the levers that drive tourism revenue growth.
I will continue to focus on the values that are important to our industry. Our collaboration with our tourism industry remains a priority to ensure that Canada’s powerful tourism brand leads internationally.
What is your vision for your organization’s brand?
Unless presented with compelling evidence, I don’t plan to change what’s already working. Because the current brand continues to perform, I would rather invest resources into sales and marketing.
Over the past six months, our team has conducted brand-positioning research in our major markets. These insights will help us determine what steps to take to make B.C. resonate more powerfully with travel consumers.
Our “Canada. Keep Exploring” brand gained momentum from the 2010 Olympic Games. However, the international tourism marketplace is incredibly competitive with all these amazing destinations, and we still need to get our brand out there more to consumers.
What are the significant trends you’re seeing in local tourism?
Now is a once-in-a-generation window where legacy aviation fleets are being replaced. I would like to work with partners and see what we can accomplish for Greater Victoria and B.C. in this context.
There has been a dramatic shift in how consumers make their travel planning decisions. More and more, travellers are seeking new experiences—soft adventure, cultural exploration, wildlife encounters. B.C. is exceptionally well positioned to deliver these.
Canada is the most recommended destination in the world; we aim to capture that enthusiasm on social networks, encouraging travellers to share their stories from their experiences that will ultimately help us market our great country.
Recommended for You
Land Values: Employers are mandating the move back to the office with customizable approaches
Elevated performance in elegant form: the next generation of Audi Canada
Our favourite pitches from University Canada West’s inaugural business competition
Pacific Trader: First Majestic bids to become the main name in silver
Harnessing CPA Expertise Fuels Business Success
How ETRO Construction’s Mike Maierle ended up leading one of B.C.’s fastest growing companies
BC Business
Day
Month
Year
Submit