ADMN O 24R - Senior Program Advisor, Visitor Services

***Please DO NOT apply for this position by submitting your profile on this BC Government Hiring Centre website. Applications must be made via the following directions below.***

Position: Senior Program Advisor, Visitor Services
Classification: AO 24
Salary: $76,071.18 - $86,658.48
Status: Full time, Permanent
Location: Vancouver, BC
Work Option: Hybrid
Flexible work options are available, subject to an approved telework agreement; Hybrid work is available for employees residing within the Vancouver, Coast and Mountains (VCM) region and enables employees to telework from their home up to 3 days a week with in office days on Wednesdays and Thursdays.
Closing Date: July 18, 2025 at 4:00pm
Position #: 00144665
Competition #: DBC 2025-19

If you are interested and you meet the selection criteria, please respond to this link with your cover letter and CV prior to July 18, 2025 at 4:00pm

You must be a Canadian citizen or permanent resident to apply for this full-time opportunity.

The initial salary for this position will start at the beginning of the listed salary range with the opportunity to advance up the pay grid in annual increments. An eligibility list may be established.

At Destination BC, we are passionate about showcasing the transformative power of British Columbia’s travel experiences with the world. As a Provincially funded Crown corporation, we support BC’s tourism industry through global marketing, destination development, industry learning, community programs, and visitor services. Recognized globally for our authentic brand, award-winning marketing, and innovative destination management, we work collaboratively to strengthen BC’s tourism industry.

We offer exciting and meaningful work in a supportive, inclusive environment that values learning and professional growth. Our flexible work policy balances in-office collaboration with working from home, creating optimal conditions for both employees and the organization. This position is part of our hybrid model, where employees work in the office on Wednesdays and Thursdays and have the flexibility to work from home on other days.

Destination BC is committed to diversity, equity, and inclusion and welcomes applications from all qualified candidates. If you require accommodations during the hiring process, please contact dbccareers@destinationbc.ca. We are also committed to providing workplace accommodations for employees with disabilities, ensuring you have the support needed to perform your best work both during the hiring process and throughout your employment with us.

The Indigenous Applicant Advisory Service is available to Canadian Indigenous (First Nations [status or non-status], Métis, or Inuit) applicants. Indigenous applicants can contact this service for personalized guidance on the BC Public Service hiring process including job applications and interviews.

Learn more about our programs and services at www.DestinationBC.ca.

PURPOSE OF POSITION

As part of the Destination Management Division, the Visitor Services team is dedicated to providing exceptional, accessible visitor services that are coordinated across channels and support seamless access to visitor information for all travellers.

The Senior Program Advisor, Visitor Services leads the Visitor Services Network Program and serves as a key liaison between Destination BC and the tourism industry. This role fosters collaboration, encourages innovation, and promotes participation in provincial programs to enhance BC’s overall competitiveness as a travel destination. Reporting to the Manager, Visitor Services, the Senior Program Advisor advances the visitor services strategy by designing and delivering programs that equip Visitor Services Network members with the tools and training needed to provide outstanding service. The Advisor also supports and motivates network members to innovate and expand their services, ensuring that visitor information is readily accessible throughout BC, anytime, anywhere.

This position provides strategic advice and support to Visitor Centres, Sponsor Organizations, communities, Regional Destination Management Organizations (DMOs), industry partners and provincial ministries. It promotes alignment across the industry and increases awareness and understanding of Destination BC’s Visitor Services Programs. The Senior Program Advisor also plays a vital role in integrating the industry’s Visitor Services plans with Destination BC’s planning and activities. The role in integrating partner and industry plans with Destination BC’s strategic objectives.

The role is responsible for managing the full lifecycle of the Visitor Services Network Program, including the consistent application of program standards, policies, and procedures across all participating members.

The Senior Program Advisor cultivates strong, professional working relationships with a diverse network of partners, contractors, and internal teams to support corporate goals, align strategies, strengthen engagement, and enhance the delivery of visitor services. With a strong focus on partnership development, relationship management, and multi-project program management, this role may also contribute to other areas within Visitor Services, such as the business listings program and customer engagement.

SPECIFIC ACCOUNTABILITIES

• Leads all aspects of the Visitor Services Network Program, including the ongoing management of related funding programs (Fee for Service funding and grants).
• Manages complex, public facing relationships with tourism partners (provincial, local, regional and First Nations governments, RDMOs, CDMOs, and other industry partners) are informed, engaged, and understand the benefits and requirements of the Visitor Services Network program, supporting alignment and collaboration.
• Provides strategic guidance and ongoing support to the tourism industry, communities, and sponsor organizations (all levels and types of government (including First Nations), RDMOs, CDMOs, Chambers of Commerce, and non-profit arts/culture organizations) to strengthen the delivery of visitor services across BC and ensure alignment with Destination BC programs and activities. May support business listings program and customer relations as required.
• Evaluates and analyses funding applications, applies sound judgement, prepares rationale for funding decisions as part of the annual renewal process, ensuring decisions are consistent with Destination BC polices and guidelines.
• Oversees the full project lifecycle of Visitor Services Network Program grants, from application through implementation to post-project reporting. Projects and programs vary in complexity and duration.
• Leads the planning and coordination of the bi-annual Visitor Services Network Conference and other engagement sessions held throughout the year.
• Manage training initiatives for the Visitor Services Network, supporting continuous learning.
• Develops and refines program resources, including templates and communications. Reviews materials for clarity and alignment with brand and style guidelines, and approves for appropriate distribution.
• Assesses the needs of Visitor Services Network members and designs tools and supports that respond to those needs and enhance service delivery.
• Provides leadership and direction to program staff, including direct supervision of the Visitor Services Coordinator, and oversees implementation of the full program lifecycle.
• Identifies opportunities and gaps, and works cross-functionally with internal teams (e.g., Global Marketing, Destination Development, Industry Development, Co-op Marketing, Corporate Communications, Brand, and Research) to ensure program deliverables align with Destination BC’s strategy and brand platform.
• Contributes to the evolution of program guidelines, ensuring they reflect current strategic priorities and operational needs.
• Identifies best practices and areas for improvement, using program evaluations and post-project reports to inform future initiatives and set priorities.
• Prepares, monitors, and tracks contracts to ensure compliance with organizational policies. Provides direction to contractors, ensures services are delivered as agreed, and addresses issues or escalates concerns as appropriate.
• Contributes to business planning and budget management in collaboration with the Manager, Visitor Services, and the Director, Industry Partnerships & DEIA.
• Maintains current knowledge of visitor servicing best practices, including social and digital customer service, economic development, tourism policy and strategic planning trends.
• Represents Destination BC at meetings and events, as directed, with key partners, such as CDMOs, tourism businesses, and community officials. Prepares and delivers presentations as needed.
• Supports corporate and divisional projects and program priorities.
• Other duties as required.
  

JOB REQUIREMENTS

• Post-secondary education in business administration, public administration, tourism, or related field, or equivalent combination of education and related experience.
• A minimum of 3 years’ experience in planning, implementing and delivering broad-reaching programs and initiatives.
• Strong verbal and written communication skills, with the ability to adapt messages for diverse audiences.
• Confidence and ease in presenting to large groups in both in-person and virtual settings.
• A minimum 2 years’ experience developing and maintaining strategic relationships with a diverse group of business partners.
• Solid understanding of digital communications strategies, including experience using a variety of platforms and channels.
• Demonstrated experience in managing budgets and financial resources to achieve program goals.
• Experience in leading, coaching, or mentoring staff in a supportive and inclusive environment.
• Proven project management skills, with the ability to coordinate multiple complex initiatives while meeting deadlines and delivering results.
• At least two years' experience providing direction or oversight to others, including professional staff, project teams, or contractors.
• Ability and willingness to travel within British Columbia as required.

Preference may be given to applicants with the following:

• Experience working on Visitor Services related projects or programs.
• Experience leading and providing oversight of funding/partnership programs or initiatives.
  

COMPETENCIES

• Leadership implies a desire to lead others, including diverse teams. Leadership is generally, but not always, demonstrated from a position of formal authority. The 'team' here should be understood broadly as any group with which the person interacts regularly
• Planning, Organizing and Coordinating involves proactively planning, establishing priorities and allocating resources. It's expressed by developing and implementing increasingly complex plans. It also involves monitoring and adjusting work to accomplish goals and deliver to the organization’s mandate.
• Commitment to Continuous Learning involves a commitment to think about the ongoing and evolving needs of the organization and to learn how new and different solutions can be utilized to ensure success and move the organization forward. In this context the ‘organization’ is the Network.
• Results Orientation is a concern for surpassing a standard of excellence. The standard may be one’s own past performance (striving for improvement), an objective measure (achievement orientation), challenging goals that one has set, or even improving or surpassing what has already been done (continuous improvement).
• Relationship Building is working to build or maintain ethical relationships or networks or contacts with people who are, or may be, potentially helpful in achieving work related goals and establishing advantages. These people may include customers, clients, counterparts, colleagues, etc.
• Resource Management is the ability to understand and effectively manage organizational resources (for example: people, materials, assets, budgets). This is demonstrated through measurement, planning and control of resources to maximize results.
• Change Management is the ability to support a change initiative that has been mandated within the organization. It involves helping the organization’s members understand what the change means to them and providing the ongoing guidance and support that will maintain enthusiasm and commitment to the change process.
• Innovation indicates an effort to improve performance by doing or promoting new things, such as introducing a previously unknown or untried solution or procedure to the specific area or organization.
  

INDIGENOUS RELATIONS BEHAVIOURAL COMPETENCIES

• Self-discovery and Awareness means understanding one's thoughts, feelings, values and background and how they impact the success of the interaction and relationship, or how they may influence one's work. It is recognizing one's own biases by tracing them to their origins, through reflection and by noticing one's own behaviour-and then intentionally seeking a way forward that positively impacts the interaction and relationship. It means maintaining new ways of thinking and acting when situations become difficult or uncertain, or in times of urgency.
• Change Leadership is championing the achievement of intended, real change that meets the enduring vision of Indigenous self-determination in British Columbia. It involves collaboratively developing and implementing ideas to achieve positive change from anywhere in the BC Public Service. The change leader learns from other leaders and elders, models the vision and encourages members of the public service to commit to and champion the vision. The change leader inspires others into new ways of thinking and doing business. The change leader routinely energizes the change process and removes barriers to change
  

HOW TO APPLY & APPLICATION REQUIREMENTS:

To be considered for this position, your application must clearly demonstrate how you meet the education and experience as outlined in the job requirements section above. Applicants selected to move forward in the hiring process may be assessed on the knowledge, skills, abilities and competencies as outlined in the above Job Description. A Criminal Record Check (CRC) will be required.

A cover letter is required as part of your application. The content and/or format of your cover letter may be evaluated as part of the assessment process.

A resume is required as part of your application. Ensure your resume includes your educational accomplishments, employment history including start and end dates (month and year) of your employment, and any relevant information that relates to the job to which you are applying.

As part of the application process, you will be prompted to complete an online questionnaire to demonstrate how you meet the job requirements. Responses to this questionnaire will be used to shortlist applicants against the job requirements.

Please allot approximately 30 minutes to complete the application.

Only applications submitted using the online application portal will be accepted.

If you are interested and you meet the selection criteria, please respond to this link with your cover letter and CV prior to July 18, 2025 at 4:00pm