Apply to Chief Executive Officer

Lead One of the World's Most Recognized Tourism Destinations

Are you a visionary leader with a passion for tourism, destination development and global brand positioning? Do you have the strategic expertise and executive leadership experience to elevate one of the world's most recognized tourism destinations?

Niagara Falls Tourism is seeking an accomplished Chief Executive Officer (CEO) to provide strategic direction, executive leadership and operational oversight for the Destination Marketing Organization (DMO) representing Niagara Falls.

Reporting directly to the Board of Directors, the CEO will be responsible for advancing the organization's strategic priorities, overseeing day-to-day operations and strengthening Niagara Falls' position as a premier global tourism destination. The successful candidate will play a pivotal role in driving visitation, increasing overnight stays, generating economic impact and advancing the destination's long-term competitiveness in domestic and international markets.

This is an exciting opportunity for an accomplished tourism and business executive who brings extensive destination marketing expertise, strong business acumen and the ability to build meaningful relationships across government, industry and community stakeholders.

Key Responsibilities

Strategic Leadership & Destination Development

• Develop and execute a comprehensive long-term strategic plan focused on increasing visitation, overnight stays, visitor spending and overall economic impact.

• Establish measurable objectives and lead initiatives that advance leisure tourism, conventions, meetings, sport tourism and destination development.

• Identify emerging tourism trends, market opportunities and competitive strategies to strengthen Niagara Falls' global positioning.

• Champion innovation, research and data-driven decision-making.

• Act as a leading ambassador and advocate for Niagara Falls at the local, provincial, national and international levels.

Destination Marketing, Branding & Communications

• Provide executive leadership and oversight of all destination marketing, branding, advertising and communications initiatives.

• Lead integrated marketing strategies encompassing digital marketing, brand development, social media, public relations, media relations, international marketing, content development and partnership marketing.

• Oversee agency relationships, creative development, media buying and campaign performance measurement.

• Drive year-round visitation and diversify domestic and international visitor markets.

• Ensure consistent brand positioning and messaging across all marketing channels and stakeholder communications.

Tourism Sales & Business Development

• Lead business development strategies focused on conventions, meetings, sports tourism, leisure travel and group tour markets.

• Build and maintain strategic partnerships with hotels, attractions, venues, airlines, tour operators and travel trade organizations.

• Identify new revenue opportunities, sponsorships and strategic alliances.

• Support tourism investment attraction, infrastructure opportunities and destination product development.

Stakeholder & Government Relations

• Develop and maintain strong relationships with municipal, provincial and federal government representatives, tourism operators, hospitality partners, economic development organizations, Indigenous communities and business associations.

• Serve as the primary spokesperson and representative for the organization and destination.

• Advocate for tourism-supportive policies, infrastructure investment and initiatives that enhance the visitor experience.

• Maintain a visible and active presence within the tourism industry and broader business community.

Board Governance & Accountability

• Report directly to the Board of Directors and work collaboratively to establish and advance the organization's strategic priorities.

• Provide regular updates, reports and recommendations to the Board regarding organizational performance, financial results, tourism trends, strategic initiatives and operational matters.

• Support effective governance practices by ensuring transparency, accountability and compliance with the organization's governing documents, policies and applicable legislation.

• Prepare and present annual operating plans, budgets, strategic plans and performance reports for Board review and approval.

• Implement Board-approved strategies and policies while maintaining clear distinctions between Board governance and day-to-day executive management.

• Foster a strong, professional relationship with the Board, ensuring timely communication, sound advice and informed decision-making.

Financial & Operational Management

• Provide oversight of organizational budgets, financial planning, forecasting and fiscal accountability.

• Ensure effective financial controls, responsible resource management and transparent reporting.

• Oversee all organizational functions, including human resources, technology, visitor services, research and analytics, risk management, procurement and compliance.

• Ensure operational effectiveness, organizational accountability and responsible resource management.

Team Leadership & Organizational Culture

• Recruit, develop, mentor and retain a high-performing executive and leadership team.

• Establish clear performance expectations, measurable objectives and accountability frameworks.

• Foster a collaborative, innovative and results-driven organizational culture.

• Encourage employee engagement, professional development and continuous improvement.

• Lead with integrity, transparency and a strong commitment to public and stakeholder trust.

Qualifications & Experience

Required Qualifications

• Bachelor's degree in Business Administration, Marketing, Tourism, Communications, Public Administration or a related discipline.

• Extensive demonstrated expertise in destination marketing, brand strategy and market positioning.

• Proven success leading large-scale integrated marketing campaigns with measurable business results.

• Strong understanding of tourism economics, visitor trends, destination competitiveness and international tourism markets.

• Demonstrated experience working with Boards of Directors and diverse public and private sector stakeholders.

• Proven ability to manage multi-million-dollar budgets and complex organizational operations.

• Exceptional leadership, communication, negotiation, relationship-building and public speaking skills.

• Experience representing an organization at provincial, national and international levels.

Preferred Qualifications

• Minimum 10–15 years of progressive senior leadership experience in destination marketing, tourism, hospitality, economic development or a related industry.

• Master's degree in Business Administration (MBA), Tourism Management, Marketing or a related discipline.

• Previous executive leadership experience with a Destination Marketing Organization (DMO), tourism authority, convention bureau or major hospitality organization.

• Knowledge of the Niagara Region tourism industry, including cross-border visitor markets.

• Bilingualism or multilingual capabilities considered an asset.

Core Competencies

The successful candidate will demonstrate:

• Visionary and strategic executive leadership.

• Advanced destination marketing and brand management expertise.

• Strong tourism industry knowledge and business development capabilities.

• Exceptional stakeholder relationship and government relations skills.

• Financial management and organizational governance expertise.

• Outstanding media, communications and public relations abilities.

• Innovation, adaptability and digital transformation leadership.

• Strong team development and organizational management capabilities.

• Sound judgment, integrity and accountability.

Compensation & Benefits

A competitive executive compensation package will be offered commensurate with the successful candidate's qualifications and experience. The package will include salary, performance-based incentives and benefits.

How to Apply

Qualified candidates who are interested in leading the continued growth and international success of Niagara Falls are invited to submit their resume and cover letter outlining their relevant executive experience, leadership accomplishments and vision for the future of the destination.

Use of Artificial Intelligence in Recruitment

The organization may use artificial intelligence (AI) tools to support certain aspects of the recruitment and selection process, including application management, resume screening and candidate assessment. All hiring decisions will involve human oversight and consideration to ensure candidates are evaluated fairly, consistently and in accordance with applicable employment and human rights legislation. Applicants may be asked to participate in additional assessments or interviews as part of the selection process.

Equity, Diversity & Accessibility

The organization is committed to fostering an inclusive, equitable and accessible workplace that reflects the diversity of the communities it serves and the visitors it welcomes. We encourage applications from all qualified individuals and are committed to providing an accessible recruitment process in accordance with applicable legislation. Accommodation is available throughout the recruitment process upon request.