A Unique Opportunity to Shape Canada’s Tourism Future in the UK
Destination Canada is seeking an exceptional leader to take on the role of Managing Director, UK. This is a rare opportunity to lead the strategic direction of one of Canada’s most important international markets, at a time when global tourism is evolving rapidly and the appetite for meaningful, sustainable travel experiences is stronger than ever.
As Managing Director, you will be at the forefront of shaping how Canada is perceived and experienced by UK travellers. You will lead a high-performing team, build powerful partnerships, and deliver innovative, data-driven strategies that elevate Canada’s brand and drive measurable growth. This is more than a leadership role—it’s a chance to make a lasting impact on Canada’s global tourism presence.
About Destination Canada
Destination Canada is the national tourism marketing organisation responsible for promoting Canada as a premier travel destination. Our mission is to inspire the world to explore Canada, and we do this by working in close collaboration with industry partners, government stakeholders, and global markets.
We are driven by a bold vision: to grow Canada’s tourism sector in a way that benefits all Canadians. We believe in the power of tourism to enrich lives, strengthen communities, and support sustainable economic development. Our work is grounded in data, powered by creativity, and guided by a deep respect for the diverse cultures and landscapes that make Canada unique.
With a strong presence in key international markets, including the UK, Destination Canada is committed to innovation, inclusivity, and excellence in everything we do.
About the Role
As Managing Director, UK, you will report to the Regional Managing Director for Europe and Australia and serve as the senior leader for Destination Canada in the UK market. Your primary responsibility will be to define and execute a long-term market strategy that aligns with Destination Canada’s global vision and delivers transformational growth.
You will lead the development and implementation of integrated marketing, travel trade, and public relations programs that resonate with UK audiences and position Canada as a top-of-mind destination. You will champion Canada’s brand in the UK, using bold storytelling, innovative media strategies, and emerging technologies to engage travellers and drive demand.
A key part of your role will be to build and nurture strategic partnerships—with industry leaders, travel trade partners, media, and government stakeholders—that enhance Canada’s brand equity and unlock new opportunities for investment and collaboration.
You will also be responsible for overseeing the performance of all UK market activities, using data and analytics to measure impact, refine strategies, and ensure a strong return on investment. Your leadership will be instrumental in fostering a culture of agility, innovation, and accountability within your team and across the organisation.
About You
We are looking for a visionary, commercially astute leader with a deep understanding of the UK tourism market and a passion for Canada.
You will bring extensive experience in strategic marketing, brand leadership, and partnership development, ideally within the tourism, travel, or destination marketing sectors. You will have a proven track record of leading cross-functional teams, managing complex multi-channel campaigns, and delivering measurable business results.
You will be a confident communicator and relationship builder, capable of influencing senior stakeholders and representing Destination Canada at the highest levels. Your ability to think strategically, act decisively, and inspire others will be key to your success in this role.
You will also be comfortable working in a fast-paced, dynamic environment, with the ability to adapt quickly to changing market conditions and emerging trends. A strong understanding of digital marketing, travel distribution channels, and the potential of AI and emerging technologies will be highly valued.
Above all, you will be driven by a desire to make a meaningful impact—to help shape the future of Canadian tourism and to share the richness of Canada’s people, places, and stories with the world.
For a confidential discussion about the role, please contact:
Marek Dobrowolski Marek.dobrowolski@berwickpartners.co.uk +44 7793 529 576
Clare Bromley Clare.bromley@berwickpartners.co.uk +44 121 654 5915
All applicants will receive an automated response. We also ask that you complete an Equal Opportunities Monitoring Form at the end of the application process.
Please note: In line with GDPR, we kindly ask that you do not include sensitive personal data in your application materials.
Berwick Partners