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MARSHA WALDEN

President & CEO, Destination Canada

 

Marsha joined Destination Canada as President and CEO in August 2020 in the throes of the COVID-19 pandemic. She is proud to lead a team of passionate professionals who share a common purpose of inspiring those with glowing hearts to fall in love with Canada – enriching the lives of visitors and enhancing the quality of life of Canadians. Previously, Marsha led the team at Destination British Columbia, initiating ground-breaking strategies for tourism development and data-driven performance marketing.

Marsha’s career spans leadership roles in strategy and organizational renewal, marketing and communications, corporate social responsibility, operations management, and business innovation. She has worked with enterprises in many of Canada’s flagship industries and found her true calling in tourism.

Marsha joined Destination Canada as President and CEO in August 2020 in the throes of the COVID-19 pandemic. She is proud to lead a team of passionate professionals who share a common purpose of inspiring those with glowing hearts to fall in love with Canada – enriching the lives of visitors and enhancing the quality of life of Canadians. Previously, Marsha led the team at Destination British Columbia, initiating ground-breaking strategies for tourism development and data-driven performance marketing.

A resident of North Vancouver, Marsha holds a bachelor of Commerce from the University of British Columbia and is an active volunteer with the YMCA of Greater Vancouver, BC Business Laureates, and The Presidents Group championing inclusive employment. Marsha’s glowing hearts Canadian moment was wildlife touring in Haida Gwaii and witnessing the prehistoric-looking spectacle of humpback whales bubble-net feeding nearby.  “Their power and intelligence was breathtaking and humbling.”  

As Canada’s lead tourism development and marketing organization, Destination Canada has developed a five-year strategy that focuses on short-term industry recovery, while setting the stage for long-term industry transformation. Collaborating with our industry partners, we want to not only revive, but strengthen the tourism sector. We want to create the next era of travel and inspire visitors to fall in love with Canada, all over again. And above all, we want to show that tourism improves the quality of life for all Canadians resulting in net economic, socio-cultural and environmental benefits.