Susan Rybar Joins Destination BC as Acting Vice President of Destination Management

Starting June 7, Susan Rybar will assume the role of Acting Vice President of Destination Management at Destination BC, taking over from Grant Mackay, who announced his retirement last month.

Susan is a tourism strategist and creative marketer with more than 30 years of experience in marketing, strategy development and business management. Throughout her career, she has been involved in all aspects of destination management, ranging from strategic planning and destination development to government programs, funding and human resources.

In the past, Susan held the positions of Assistant Deputy Minister, Tourism Partnerships for the Ministry of Jobs, Tourism and Innovation; and Vice President, Visitor Experience for Tourism British Columbia. More recently, she helped Destination BC create the provincial destination development program; and developing provincial, regional and local area strategies in cooperation with Indigenous communities, residents, businesses, economic development agencies, government and the tourism industry.

In her new role, Susan will support the Destination Management team in implementing their annual plans, programs and projects; work with the executive team to support corporate-wide projects, such as Invest in Iconics and Diversity, Equity and Inclusion; and collaborate with Indigenous Tourism BC on projects specific to Indigenous communities, among other responsibilities.