A new head of Destination Canada has been recruited to steer the country’s tourism recovery from Covid-19.
Marsha Walden, boss of Destination British Columbia since 2013, takes up the position of president and chief executive of the national tourist body on August 24.
She replaces David Robinson, who led the organisation in an interim role for six months.
Canada attracted a record 22.1 million visitors last year, spending more than C$105 billion.
But Destination Canada has had to pivot its focus from international to domestic marketing as the coronavirus pandemic hit global tourism.
Walden said: “Tourism goes well beyond the one in 10 jobs it creates nationwide; tourism intersects economic, social, environment and community development.
“This is a critical time for the sector and I am thrilled to be joining Destination Canada as we work to support a resilient visitor economy.”
Destination Canada chair Ben Cowan-Dewar said: “Marsha Walden is a respected, trusted and active member of the ‘Team Canada’ tourism community, bringing incredible depth and knowledge.
“Her thought leadership and excellent track record will steer the mid- and long-term planning of Destination Canada throughout the recovery of the country’s resilient visitor economy.”
Economic development and official languages minister Melanie Joly, announcing the appointment, said: “We know the tremendous contribution of the tourism sector to our communities, large and small.
“It supports good jobs in rural areas, small towns, Indigenous communities and big cities from coast to coast to coast.
“I look forward to working with Marsha Walden, whose excellent track record in this sector will be a tremendous asset that will help steer Destination Canada throughout the recovery of our country’s visitor economy.”