Work. Wonders.
Get inspired - Adjust Your Altitude in Alberta, Canada come and be a part of this amazing organization.
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.
As Alberta’s top service export, tourism is an essential part of Alberta’s economic development agenda. It drives sustainable GDP growth, creates meaningful employment opportunities, and supports infrastructure and amenities that make Alberta a better place to live, work, and visit.
Travel Alberta directly supports communities, businesses, and entrepreneurs by leveraging tourism to drive job creation and foster economic diversification. Alberta’s tourism sector is a dynamic and interconnected network, with nearly 24,000 tourism-related businesses contributing to its growth.
Travel Alberta collaborates with other government departments (including Environment and Protected Areas, Forestry and Parks, Transportation and Economic Corridors, and Jobs, Economy and Trade) to help advance other priorities through tourism, including culture and heritage sites, provincial parks and recreation areas, transportation networks, film industry, immigration and labour, and education and training.
Established as a Crown corporation on April 1, 2009, Travel Alberta operates under the authority of the Travel Alberta Act within the Ministry of Tourism and Sport.
The Opportunity
Travel Alberta is seeking a Manager, Destination and Commercial Development tasked with leading regional collaboration around tourism economic development and working with private and public stakeholders to bring new products and experiences to market by identifying and unlocking the potential of Alberta’s diverse tourism development zones (TDZs) as well in our urban communities. Specifically, across their region(s) they are responsible for working with multiple private and public stakeholders to drive development of regional itineraries and product gap opportunities including accommodations, attractions and transportation providers.
The Manager is also the front door into Travel Alberta for many commercial partners, DMOs, and multiple levels of government in their region(s) and as such they must be a trusted advisor by providing sound advice based on facts and experience around the potential for tourism to diversify local economies, destination development & tourism business growth strategies, and knowledge of investor expectations. They must also be highly skilled in their commercial knowledge of tourism operations across a variety of products/experiences to assess investment opportunities on behalf of the organization. Furthermore, this position works closely with other Travel Alberta business units to advance Travel Alberta’s strategic priorities and therefore must ensure other internal teams such as business intelligence, travel trade/distribution and marketing are informed of regional development strategies and initiatives. And as a company ambassador must also be capable of professionally representing Travel Alberta to private industry, various levels of government, investors and DMOs.
The Region - Discover the Heart of Alberta: Where Adventure Meets Community
In this role, our manager will support two of Alberta’s most distinctive and dynamic regions— West Country and the Central Prairies — each offering its own blend of breathtaking landscapes, outdoor recreation, and vibrant rural life.
West Country is a haven for free spirits and thrill-seekers. With its rugged terrain and untamed beauty, the region invites exploration through canyoning, via ferrata, heli-adventures, and ice climbing. Classic pursuits like hiking, horseback riding, fishing, golf, snowshoeing, and cross-country skiing make this an outdoor enthusiast’s dream. Our manager will engage with communities such as Cochrane, Sundre, Rocky Mountain House, Drayton Valley, and Nordegg—set within the spectacular backdrop of Rocky View County, Mountain View County, Clearwater County, and Brazeau.
In contrast, the Central Prairies region offers a rich tapestry of rural charm and agricultural heritage. Here, multi-generational food producers fuel a thriving local economy, while small towns provide warm hospitality and surprising cultural experiences. Surrounded by golden fields of barley, canola, and wheat, our manager will find year-round activities including cycling, boating, golf, ice fishing, and camping. Communities like Red Deer, Sylvan Lake, Lacombe, Stettler, and Camrose form the heart of this region, spanning counties known for their strong community spirit and innovative rural tourism.
Whether visitors are drawn to the adrenaline of the mountains or the steady rhythm of prairie life, this role offers the chance to make a meaningful impact in places where people work hard, play harder, and welcome everyone like family.
Key Responsibilities and Accountabilities
Destination & Itinerary Development
Using the Tourism Development Zone (TDZ) Playbook tool, leads and manages multi-stakeholder engagement in the design and execution of regional destination development plans that align to Travel Alberta’s strategic priorities and goals. This includes leadership and support on specific strategies and programs, community engagement and alignment, input to policy barriers, capacity building, investment prospectus & design, as well as resident and traveller research.
Aligned to an overall destination development plan for a region or TDZ, is responsible for development of itineraries and identifying attractions, accommodations, and transportation solutions to secure private investment.
Collaborates with local Government of Alberta (GoA), Land Managers and other GoA officials to assist entrepreneurs with land access requests and commercial lease applications.
Provides senior leadership at Travel Alberta with ongoing assessment of the needs, priorities, challenges, and opportunities within assigned region(s) around destination development.
Supports the team with specific destination development expertise and skills, if applicable, beyond their regional scope.
Commercial & Economic Development
Based on visitor and destination needs, collaborates with various stakeholders in their region to identify product development opportunities seeking investment while also aligning to the overall regional development plans.
Collaborate with fellow Destination Development team members to develop business viability cases and financial proformas for commercial tourism development opportunities, including but not limited to attractions, transportation solutions, and accommodations.
Working with fellow Destination Development Team members, support tourism businesses with navigating the Government of Alberta’s Tourism and Commercial Recreation lease application process, including business plan development and review and ensures awareness of initiatives to improve sustainability.
Collaborates with Travel Alberta’s Business Development Team (travel trade and promotion) to ensure market ready products have a clear understanding of how to become export-ready to meet the needs of travel trade distributors.
Industry Consultation & Travel Alberta Investment Program Support
Represent Travel Alberta at meetings with stakeholders, municipal governments, the GOA and other tourism bodies, including delivering presentations on current market trends, traveller stats, information on organizational strategy, key initiatives, and current marketing research and insights.
Responsible for the pursuit and assessment of investment applications for Travel Alberta investment programs that originate from their regions.
Provide advice and one-on-one consultation to communities, associations and private operators on creating strong applications for Travel Alberta investment programs.
Ensures regional challenges and successes are communicated internally in a timely fashion to the appropriate individuals and business units.
Travel Alberta continues to monitor and evaluate market investment strategies to ensure we are reaching those with the greatest potential. To ensure the most efficient and effective use of resources, Travel Alberta partners with regional and national destination organizations to support both marketing and experience development activities.
The Individual
The ideal candidate for this exceptional opportunity will have a track record that demonstrates an optimal combination of the following education, experience, skills and competencies. The successful candidate will possess a decisive leadership style, adept in both strategy development, execution, and people leadership.
Education and Required Experience
Bachelor’s degree or certificate in Business Management, Economic Development, Tourism Management or a related field or an equivalent contribution of education and experience.
A minimum of three+ years in a mid-level to senior management role related to economic development, business development, or tourism development with a private enterprise, or destination management organization.
Has experience and in-depth understanding of economic development, particularly within the tourism sector, including the ability to assess and develop business growth strategies across communities in their regions. This includes a strong working relationship with EDOs at a regional and community level.
Proven track record to synthesize facts, both structured and unstructured information, and use a broad set of communications modalities (slides, briefing notes, public presentations) to engage both internal colleagues and external stakeholders.
Proven ability to make informed, sound decisions with strong judgment, driving results while considering the long-term impact on the organization.
Knowledge, Abilities, and Competencies
Has a deep understanding of the visitor economy ecosystem ranging from and not limited to accommodations, attractions / experience providers, transportation providers, tourism distribution systems, destination marketing and management organizations (DMOs), and traveller behaviours.
Possesses an investor mindset and brings a strong ability to develop and assess business plans, investment opportunities, and are capable of presenting recommendations on feasibility for attractions/experiences, accommodations, and transportation solutions.
Possesses the ability to manage the discovery, design and implementation stages of regional destination development plans (TDZs) in collaboration with multiple stakeholders – including the ability to effectively manage external vendors in support of the work.
Demonstrated ability to be a critical thinker by considering multiple perspectives and come to concise decisions that may not always please all parties – you’re very comfortable saying “no” related to strategic investments.
Possesses the ability to assess investment opportunities, evaluate business plans, and play a proactive role in identifying investment opportunities in their regions for Travel Alberta’s investment programs as well as to pitch lenders and investors on investment opportunities in Alberta.
Energized by contributing to broader strategic planning opportunities including business and unit plans, as well as managing resource allocation and budgets
Incredibly strong project management skills that reflect your ability to prioritize multiple tasks seamlessly with excellent attention to detail and achieving deadlines of yourself and the team.
Demonstrated capability to identify barriers to growth, navigate complex policy environments, and make informed recommendations to others including the GoA, local governments and senior management while balancing competing interests to progress development and growth of tourism in my regions & TDZs.
Willing to confront difficult conversations with empathy and feedback – particularly around evaluating business investment proposals and views on the day-to-day operations of a business.
Effectiveness in documenting and tracking progress of your team’s performance and are comfortable working in CRM systems.
Flexibility to travel throughout the province, and in some cases out of province, with some overnight stays.
Demonstrated strong communication skills to build and maintain productive relationships with a diverse range of stakeholders, including private businesses, DMOs, municipalities, and Indigenous organizations.
We kindly thank all agency partners, we will NOT require support to fill this role. We kindly request no phone calls nor emails
