Erica Hummel joining Destination BC as new Director, Destination Development and Stewardship

We are thrilled to announce that Erica Hummel is joining our Destination Management division on January 23, 2023 as our new Director, Destination Development and Stewardship!

Erica built her career in tourism working for destination management organizations in Ontario, British Columbia and Alberta. Most recently, she worked as Director, Destination Strategy for Explore Edmonton where she led the development and implementation of the city’s first ever 10-year Tourism Master plan and also oversaw other strategic destination initiatives including a nighttime economy strategy, Indigenous tourism development strategy, and a regenerative tourism strategy.

During her time at Explore Edmonton, she was also responsible for development, place brand, stakeholder relations, industry development, travel trade, travel media, visitor services and research and performance management teams, which will be valuable to our organization as we continue to work on integrating how we work collaboratively on our marketing and development programming. Prior to Explore Edmonton, Erica was the CEO of Tourism Prince George where she was responsible for the strategic direction of the organization, led a rebranding effort and established a new events partnership with the City of Prince George.

Erica has a master’s degree in Tourism Policy and Planning from the University of Waterloo and loves spending time outdoors with her family, on cross-country skis, snowshoes, in a canoe, or on a mountain bike. She is an accomplished tourism professional and strategist who brings to Destination BC a depth of experience in marketing, destination development, strategic planning, and excellence in cultural leadership.