Job Description

About Tourism Prince George

Located on the traditional territory of Lheidli T'enneh First Nation, Tourism Prince George Society operates as the destination marketing organization within the city of Prince George. Our team works closely with our local tourism partners to develop innovative campaigns that will drive visitation to Prince George. Tourism Prince George is committed to diversity and inclusivity in employment and welcomes applications from qualified individuals of diverse backgrounds. Tourism Prince George is an equal opportunity employer that is committed to an inclusive and barrier-free workplace.

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Reporting to the Board of Directors, the Executive Director is responsible for leading and executing the strategic business goals and targets for Tourism Prince George. This role entails the continued growth of revenues, raising awareness of the community, identifying and maximizing efficiencies and profitability, and contributing to outstanding tourist and staff satisfaction.

Duties and Responsibilities:

Business & Operational Leadership

Provides strategic leadership and oversight for the entire Tourism Prince George organization, ensuring alignment with the Board's vision and strategic plan. Coordinates, implements, and monitors short- and long-term business strategies and annual business plans that drive growth, revenue generation, and operational efficiency. Establishes clear organizational goals, performance measures, and budget targets; tracks and reports progress to the Board with transparency and accountability. Identifies and pursues opportunities to diversify and maximize revenue streams, optimize resource allocation, and improve organizational profitability. Analyzes market conditions, industry trends, and community data to inform strategic decision-making and guide the development of innovative tourism initiatives. Builds and maintains effective partnerships with local, regional, and provincial tourism stakeholders, such as Destination BC and the Tourism Industry Association of BC. Fosters collaboration with other Destination Marketing Organizations to ensure alignment, consistent messaging, and shared advocacy for regional tourism interests. Ensures sound financial stewardship by overseeing the preparation and monitoring of annual budgets, financial forecasts, and resource plans. Provides timely, well-informed updates and recommendations to the Board of Directors to support effective governance and decision-making. Provides leadership in the development of sustainable tourism in Prince George, ensuring that tourism growth aligns with environmental stewardship, cultural integrity, and community well-being. Delivers value to local tourism industry partners, ensuring that the organization's initiatives respond to stakeholder needs and enhance sector competitiveness.

Cultural & Community Leadership

Builds, leads, and develops a high-performing team through effective recruitment, onboarding, mentoring, coaching, and performance management practices. Sets clear performance expectations, provides regular feedback, and recognizes and motivates staff to achieve individual and collective goals. Proactively engages with the local community to understand evolving needs, identify emerging issues, and develop creative, sustainable solutions that benefit both visitors and residents. Represents Tourism Prince George as a visible, active leader within the community by attending events, building partnerships, and supporting local initiatives that strengthen the region's tourism profile. Develops and executes a comprehensive community engagement and involvement plan that enhances the organization's reputation and relevance. Monitors regional, national, and global tourism trends, as well as broader economic, social, and environmental factors, and advises the Board on potential impacts and recommended responses. Builds and sustains productive relationships with key stakeholders, including Board members, staff, local businesses, community leaders, visitors, and the general public. Promotes a culture of professionalism, integrity, and continuous improvement within the organization to ensure a strong, positive work environment and exceptional service to all stakeholders.

Preferred Qualifications:

Bachelor's Degree or Diploma in Hospitality, Tourism Management, Business Administration, Marketing, or a related field; or an equivalent combination of education and senior-level experience. Minimum 5-7 years of progressive leadership experience in a senior management or executive role, preferably within a Destination Marketing Organization (DMO), tourism board, or related sector. Demonstrated experience developing and executing strategic business and operational plans, including budget oversight and financial accountability for a complex organization. Proven track record of leading high-performing teams, including staff recruitment, mentorship, performance management, and creating a collaborative workplace culture. Strong background in stakeholder engagement and relationship management, with success in building partnerships with government agencies, industry associations, community leaders, and other DMOs. Solid understanding of Board governance structures, reporting protocols, and working effectively with a Board of Directors. In-depth knowledge of regional and global tourism trends, marketing strategies, and economic factors that influence destination development and visitor attraction.

Strategic Leadership & Execution

Proven ability to develop, communicate, and implement strategic and operational plans that align with Board direction and community needs. Demonstrated strength in translating vision and strategy into measurable goals, clear priorities, and actionable plans. Strong decision-making skills with the ability to assess complex situations, weigh diverse stakeholder perspectives, and make timely, sound judgments.

Financial & Business Acumen

Advanced understanding of budgeting, forecasting, and financial management principles within a multi-stakeholder, not-for-profit or tourism-focused environment. Ability to identify and maximize revenue growth opportunities while ensuring operational efficiencies and profitability. Skilled at analyzing market trends and economic data to inform business development strategies.

Stakeholder & Community Engagement

Exceptional relationship-building skills to develop and maintain effective partnerships with local, regional, and provincial tourism and community organizations. Ability to represent Tourism Prince George professionally and persuasively to external partners, stakeholders, and media. Competence in community leadership and advocacy, ensuring Tourism Prince George is positioned as a trusted, credible voice in regional tourism development.

Organizational & Team Leadership

Ability to attract, develop, motivate, and retain high-performing staff and foster an inclusive, collaborative workplace culture. Skilled at setting clear performance expectations and coaching team members to achieve individual and organizational goals. Ability to delegate effectively while maintaining accountability for organizational outcomes.

Communication & Influence

Highly developed verbal and written communication skills with the capacity to deliver compelling presentations to diverse audiences, including the Board, partners, and community groups. Ability to communicate complex ideas clearly, build consensus, and influence decisions across multiple levels of stakeholders. Skilled at managing sensitive issues with diplomacy and professionalism.

Adaptability & Innovation

Ability to proactively anticipate and respond to regional, national, and global tourism trends and economic shifts. Competence in driving innovation and continuous improvement to maintain competitiveness in the tourism sector. Flexibility to manage multiple priorities and adapt plans in response to changing circumstances.

Governance & Accountability

Demonstrated understanding of Board governance structures, roles, and reporting requirements. Proven track record of maintaining transparent, productive relationships with Boards of Directors and ensuring accountability through clear reporting and performance metrics.

Professionalism & Integrity

High ethical standards with a commitment to acting as an ambassador for Tourism Prince George and the community. Demonstrates integrity, sound judgment, and respect in all interactions, internally and externally.
Additional information about Tourism Prince George, the detailed job description can be found on our website

www.tourismpg.com

Job Type: Full-time

Pay: $95,000.00-$110,000.00 per year

Benefits:

Dental care Extended health care On-site parking Paid time off
Application question(s):

Strong knowledge of regional and global tourism trends
Education:

Bachelor's Degree (preferred)
Experience:

progressive leadership: 5 years (preferred) stakeholder engagement: 5 years (preferred) working with a Board of Directors: 5 years (preferred)
Work Location: In person

Application deadline: 2025-09-12