Destination BC Welcomes New Tourism Marketing Committee Members

Destination BC is pleased to welcome six new members to the Tourism Marketing Committee (TMC) effective January 1, 2026.

Andrea Miller has over 20 years of experience in tourism marketing, destination development, and outdoor recreation. She is the founder of Paddle BC and serves as the Marketing Director for Destination Castlegar. With a background in psychology and entrepreneurship, Andrea is known for building strong partnerships and advancing collaborative tourism initiatives that benefit communities and the environment.

Brad Parsell was Born in Aotearoa (New Zealand) and raised in Australia. He brings a uniquely global perspective to destination leadership as the new Regional Destination Management Organization CEO for Kootenay Rockies Tourism.

After graduating university with a double major in Management and Marketing, Brad moved to British Columbia for a 12-month working holiday that started his deep connection here. After almost a decade spent working in the music industry, Brad made the permanent move to Canada in 2013 and switched careers into tourism. Brad was based in Fernie, BC for almost ten years where he held the role of General Manager at Fernie Lodging Company and later was the Executive Director for the Fernie Chamber of Commerce. Along the way, Brad served on the boards of Tourism Fernie and Kootenay Rockies Tourism. In 2022, Brad moved to Tla-o-qui-aht territory to take on the role of Executive Director of Tourism Tofino which he held for three years before returning to Ktunaxa territory to lead Kootenay Rockies Tourism.

Evangeline Clifton, traditional name, Hayałilaga “Setting Things Straight”—is Heiltsuk, born and raised in Bella Bella, British Columbia. As the Economic Development Officer, for Heiltsuk Tribal Council, she supports community-led economic growth rooted in Heiltsuk values.

Since 2021, Evangeline led community-based tourism that has benefited residents, visiting professionals, and visitors alike. She has overseen operations of Qatuwalas: the Seasonal Heiltsuk Visitor Information Centre, coordinated local training and certification, and has contributed to the development of sustainable trail infrastructure. Her work, focused on community wellness, youth mentorship, and respectful engagement within Heiltsuk Territory.

Evangeline holds a Bachelor of Tourism Management with a major in Recreation, from Vancouver Island University, along with credentials in adventure tourism and Indigenous business education. She brings experience in economic development, tourism operations, and community leadership and is honored to represent Coastal Communities as a member of Destination BC’s Tourism Marketing Committee.

Jessie Olsen is the Director of Economic & Community Development with the District of Tumbler Ridge, where she leads initiatives focused on economic diversification, tourism development, and community sustainability. With a background in graphic design and marketing, Jessie brings expertise in destination branding, visual storytelling, and audience-focused communications to municipal and regional tourism initiatives.

Born and raised in British Columbia’s Peace Region, she brings a firsthand understanding of northern and rural communities to her work. Jessie works closely with community organizations and regional partners to advance outdoor recreation development and destination experiences, including the continued growth and promotion of the Tumbler Ridge UNESCO Global Geopark. She is a strong advocate for collaboration and partnership-driven approaches that bring people together around shared goals. In addition to her municipal role, Jessie serves as a Director on the Board of Northern BC Tourism, contributing a northern perspective to regional and provincial tourism discussions.

Patrick Gill is Senior Director, Global Marketing at Armstrong Collective, where he leads global marketing strategy for Rocky Mountaineer, one of Canada’s iconic tourism experiences. With over 20 years of marketing leadership experience including tourism and consumer packaged goods, Patrick brings deep expertise in destination marketing, brand strategy, and integrated marketing at the city, provincial, national, and global levels.

Prior to joining Armstrong Collective, Patrick served as Director of Marketing & Business Development at Tourism Richmond, where he led destination brand development, integrated marketing programs, and other key initiatives, including regenerative tourism and data-driven innovation. Patrick has also held marketing roles with Destination British Columbia, BCAA, Vancity, and Procter & Gamble. He is passionate about the people and places that define British Columbia’s tourism industry and is committed to fostering a resilient, collaborative, and regenerative tourism sector in his role on Destination BC’s Tourism Marketing Committee.

Xander France is the Director of Sales and Marketing at Hullo Ferries, where he plays a central role in shaping how residents and visitors move between Vancouver Island and the Lower Mainland. Raised in Nanaimo and a graduate of Vancouver Island University, Xander brings a deeply personal connection to the region and a strong commitment to building sustainable, community focused tourism across British Columbia.

At Hullo, Xander works at the intersection of transportation, tourism, and economic development, collaborating closely with destination partners, governments and businesses to strengthen visitor flows and regional connectivity. His work supports tourism growth across Vancouver Island while reinforcing the critical link to Metro Vancouver’s travel, workforce, and visitor economy.

Xander brings 15+ years of experience in sales, partnerships and brand leadership across consumer packaged goods, telecommunications and regulated industries, with previous roles at TELUS, Molson Coors, and Aurora. Throughout his career, he has led large commercial teams and delivered growth through a consumer centric, partnership driven approach.

In addition to his role at Hullo, Xander serves on the board of Tourism Nanaimo and the Destination Stewardship Committee for 4VI, contributing to collaborative marketing strategies that elevate Vancouver Island’s profile. He is passionate about innovation, collaboration and ensuring tourism delivers lasting value for communities across the province.

The entire Destination BC team extends a warm welcome to Andrea, Brad, Jessie, Evangeline, Patrick, and Xander and expresses gratitude for their support, as well as the continued support from all other TMC members, in making valuable contributions to our organization and BC’s tourism industry.

Learn more about the TMC and read the full bios for all members here.