Senior Program Advisor, Visitor Services

Senior Program Advisor, Visitor Services

As part of the Destination Management Division, the Visitor Services team is dedicated to providing exceptional, accessible visitor services that are coordinated across channels and support seamless access to visitor information for all travelers.

The Senior Program Advisor, Visitor Services leads the Visitor Services Network Program and serves as a key liaison between Destination BC and the tourism industry. This role fosters collaboration, encourages innovation, and promotes participation in provincial programs to enhance BC's overall competitiveness as a travel destination. Reporting to the Manager, Visitor Services, the Senior Program Advisor advances the visitor services strategy by designing and delivering programs that equip Visitor Services Network members with the tools and training needed to provide outstanding service. The Advisor also supports and motivates network members to innovate and expand their services, ensuring that visitor information is readily accessible throughout BC, anytime, anywhere.

This position provides strategic advice and support to Visitor Centres, Sponsor Organizations, communities, Regional Destination Management Organizations (DMOs), industry partners and provincial ministries. It promotes alignment across the industry and increases awareness and understanding of Destination BC's Visitor Services Programs. The Senior Program Advisor also plays a vital role in integrating the industry's Visitor Services plans with Destination BC's planning and activities. The role in integrating partner and industry plans with Destination BC's strategic objectives.

The role is responsible for managing the full lifecycle of the Visitor Services Network Program, including the consistent application of program standards, policies, and procedures across all participating members.

The Senior Program Advisor cultivates strong, professional working relationships with a diverse network of partners, contractors, and internal teams to support corporate goals, align strategies, strengthen engagement, and enhance the delivery of visitor services. With a strong focus on partnership development, relationship management, and multi-project program management, this role may also contribute to other areas within Visitor Services, such as the business listings program and customer engagement.

Specific accountabilities include:

• Leading all aspects of the Visitor Services Network Program, including the ongoing management of related funding programs (Fee for Service funding and grants).
• Managing complex, public facing relationships with tourism partners (provincial, local, regional and First Nations governments, RDMOs, CDMOs, and other industry partners) are informed, engaged, and understand the benefits and requirements of the Visitor Services Network program, supporting alignment and collaboration.
• Providing strategic guidance and ongoing support to the tourism industry, communities, and sponsor organizations (all levels and types of government (including First Nations), RDMOs, CDMOs, Chambers of Commerce, and non-profit arts/culture organizations) to strengthen the delivery of visitor services across BC and ensure alignment with Destination BC programs and activities. May support business listings program and customer relations as required.
• Evaluating and analyzing funding applications, applying sound judgment, preparing rationale for funding decisions as part of the annual renewal process, ensuring decisions are consistent with Destination BC polices and guidelines.
• Overseeing the full project lifecycle of Visitor Services Network Program grants, from application through implementation to post-project reporting. Projects and programs vary in complexity and duration.
• Leading the planning and coordination of the bi-annual Visitor Services Network Conference and other engagement sessions held throughout the year.
• Managing training initiatives for the Visitor Services Network, supporting continuous learning.
• Developing and refining program resources, including templates and communications. Reviewing materials for clarity and alignment with brand and style guidelines, and approving for appropriate distribution.
• Assessing the needs of Visitor Services Network members and designing tools and supports that respond to those needs and enhance service delivery.
• Providing leadership and direction to program staff, including direct supervision of the Visitor Services Coordinator, and overseeing implementation of the full program lifecycle.
• Identifying opportunities and gaps, and working cross-functionally with internal teams (e.g., Global Marketing, Destination Development, Industry Development, Co-op Marketing, Corporate Communications, Brand, and Research) to ensure program deliverables align with Destination BC's strategy and brand platform.
• Contributing to the evolution of program guidelines, ensuring they reflect current strategic priorities and operational needs.
• Identifying best practices and areas for improvement, using program evaluations and post-project reports to inform future initiatives and set priorities.
• Preparing, monitoring, and tracking contracts to ensure compliance with organizational policies. Providing direction to contractors, ensuring services are delivered as agreed, and addressing issues or escalates concerns as appropriate.
• Contributing to business planning and budget management in collaboration with the Manager, Visitor Services, and the Director, Industry Partnerships & DEIA.
• Maintaining current knowledge of visitor servicing best practices, including social and digital customer service, economic development, tourism policy and strategic planning trends.
• Representing Destination BC at meetings and events, as directed, with key partners, such as CDMOs, tourism businesses, and community officials. Preparing and delivering presentations as needed.
• Supporting corporate and divisional projects and program priorities.
• Other duties as required.

Job requirements include:

• Post-secondary education in business administration, public administration, tourism, or related field, or equivalent combination of education and related experience.
• A minimum of 3 years' experience in planning, implementing and delivering broad-reaching programs and initiatives.
• Strong verbal and written communication skills, with the ability to adapt messages for diverse audiences.
• Confidence and ease in presenting to large groups in both in-person and virtual settings.
• A minimum of 2 years' experience developing and maintaining strategic relationships with a diverse group of business partners.
• Solid understanding of digital communications strategies, including experience using a variety of platforms and channels.
• Demonstrated experience in managing budgets and financial resources to achieve program goals.
• Experience in leading, coaching, or mentoring staff in a supportive and inclusive environment.
• Proven project management skills, with the ability to coordinate multiple complex initiatives while meeting deadlines and delivering results.
• At least two years' experience providing direction or oversight to others, including professional staff, project teams, or contractors.
• Ability and willingness to travel within British Columbia as required.

Preference may be given to applicants with the following:

• Experience working on Visitor Services related projects or programs.
• Experience leading and providing oversight of funding/partnership programs or initiatives.

Competencies include:

• Leadership implies a desire to lead others, including diverse teams.
• Planning, Organizing and Coordinating involves proactively planning, establishing priorities and allocating resources.
• Commitment to Continuous Learning involves a commitment to think about the ongoing and evolving needs of the organization and to learn how new and different solutions can be utilized to ensure success and move the organization forward.
• Results Orientation is a concern for surpassing a standard of excellence.
• Relationship Building is working to build or maintain ethical relationships or networks or contacts with people who are, or may be, potentially helpful in achieving work related goals and establishing advantages.
• Resource Management is the ability to understand and effectively manage organizational resources (for example: people, materials, assets, budgets).
• Change Management is the ability to support a change initiative that has been mandated within the organization.
• Innovation indicates an effort to improve performance by doing or promoting new things.

Indigenous Relations Behavioral Competencies include:

• Self-discovery and Awareness means understanding one's thoughts, feelings, values and background and how they impact the success of the interaction and relationship.
• Change Leadership is championing the achievement of intended, real change that meets the enduring vision of Indigenous self-determination in British Columbia.

To apply for this position, your application must clearly demonstrate how you meet the education and experience as outlined in the job requirements section above. Applicants selected to move forward in the hiring process may be assessed on the knowledge, skills, abilities and competencies as outlined in the job description. A Criminal Record Check (CRC) will be required.

A cover letter is required as part of your application. The content and/or format of your cover letter may be evaluated as part of the assessment process.

A resume is required as part of your application. Ensure your resume includes your educational accomplishments, employment history including start and end dates (month and year) of your employment, and any relevant information that relates to the job to which you are applying.

As part of the application process, you will be prompted to complete an online questionnaire to demonstrate how you meet the job requirements. Responses to this questionnaire will be used to shortlist applicants against the job requirements.

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