Tourism Week 2025: Meeting the People who Power Tourism

Cohesive and strong, BC’s tourism industry not only drives immense economic activity—it connects people with diverse backgrounds and experiences in a mutual goal of celebrating the epic landscapes, colourful neighbourhoods, and welcoming people that define this province. 

During Tourism Week 2025, we’re celebrating the people who power tourism—including members of the Destination BC team who work tirelessly to make every moment matter for visitors to BC. Below, five members of the Destination BC team share their journeys in tourism, their favourite parts of working in the industry, and their most memorable BC travel moment.

What tourism jobs have you had?

Ana Alfieri, Acting Manager, Destination Development: I worked at several museums over the span of a decade—the Richmond Olympic Experience, Britannia Shipyards, the Steveston Tram Museum, and the Richmond Museum—where I shared local stories with visitors. Two years ago, I joined Destination BC in a role that still involves the visitor experience, but takes a more strategic, big-picture approach. 

Imran Gill, Director of Industry Partnerships and Diversity, Equity, Inclusion, and Accessibility (DEIA): I spent most of my early career working with major events and venues. In 2009, I interned with the World Police and Fire Games, and was thrown into the fire—it was a small team, and I was responsible for all venue logistics at Swangard Stadium. I also served in various marketing and communications roles at a large sports and entertainment organization, where I helped to promote concerts, horse-racing events, festivals, NHL hockey, and conferences and conventions. The days were long, but it was a really fun job for someone in their 20s. Following that, I worked at an economic development agency, which included a Destination Marketing Organization. I joined Destination BC in 2019.

Jarrah Rubinstein, Senior Researcher: I’ve had many jobs in tourism and hospitality, particularly during university. In fact, I took a year off university to manage a steakhouse in Hobart, Australia. Tourism jobs have also helped me pay for my travels—for example, during my gap year I worked as a housekeeper in a hotel on Hamilton Island in the Great Barrier Reef. I’ve had several other tourism and hospitality jobs in Australia, as well as England and Canada. Destination BC is my first tourism job where I sit in an office!

Stephanie Fielden, Market Development Manager: In 1999, I started my tourism career at Tourism Whistler as part of the Market Development team. Six years later, I accepted a similar role at Tourism Vancouver (now Destination Vancouver). In 2007, I moved to Destination BC and have been here ever since.

Vidia Panna, Media Relations Specialist, Travel Media: Prior to joining Destination BC, I worked for Switzerland Tourism out of Indonesia. I was responsible for all travel media and travel trade activities in the Indonesian market.

What do you love about working in tourism?

Ana: First, I love the people. There is so much enthusiasm in our industry, and a genuine commitment to serving people and communities. Second, I love travel. It opens so many opportunities to build connections with different cultures and see the world through a new lens. 

Imran: I love the opportunity to work with a passionate group of people and partners who are equally committed to sharing Supernatural, British Columbia® with the world. As a destination, we have so much to offer—an incredible diversity of people, geography, and experiences. People who work in tourism are in a unique position to really make a difference and have a positive, noticeable impact in their communities.

Jarrah: I’ve always enjoyed promoting travel destinations that I love to my friends and family. When I was younger, I was told that I should work in sales and that I can sell anything, but I’ve only wanted to do that for a product or experience I believe in. It’s great working for Destination BC, because I genuinely want people to come to BC – it’s amazing here, and worth people’s time to visit. I already tell all my friends from Australia and the UK to come visit me in BC, so I would gladly sell other people on the idea of coming to this incredible province. 

Stephanie: I love that every day in this industry is different—there’s always something new to learn. Our strategies, or the way we approach markets, can rapidly shift based on global events or other factors. I also enjoy the relationships the industry facilitates. In addition to the Destination BC team, who are my second family, I’ve developed deep and meaningful relationships with people around the world. Some of these connections span decades! 

Vidia: Through tourism, I’m exposed to a wealth of knowledge and new perspectives. Tourism is more than just travelling from place to place—it’s uncovering history, experiencing different cultures, learning about wildlife… I meet people who have passions in different areas, like an adventure writer who used to be a geologist, a travel writer who’s also a professional chef, and a ski enthusiast who’s an environmental scientist. This job is always exciting and multi-faceted. There are always things to learn. 

What’s your most memorable BC travel moment?

Ana: I moved to BC 17 years ago from Québec. The first time I saw orca whales was incredibly powerful and moving. I was on Galiano Island, alone, and they were right on the coastline. I went running down the hill, crying and shouting in disbelief. The orcas swam by just five feet away from me. I felt such a deep connection to the ocean in that moment that has stayed with me.

Imran: When I was younger, I had the privilege of spending many summers with my grandpa on his boat, travelling to Vancouver Island. These memories were formative in sparking my love for BC and being on the water. To this day I can’t drive a boat, but I’m looking forward to creating similar memories with my son.

Jarrah: When I was 14, my mom brought us to Whistler for Christmas. It was my first time there, and I was blown away. I couldn’t believe that much snow existed—and the fact you could ski in and ski out of the hotel! That was my first foray into snowboarding. On that trip, I fell in love with Whistler and the idea of a mountain holiday. And I fell in love with BC. 

Stephanie: My dad was from Trail, and I spent every childhood summer at Christina Lake. I still go every summer with my family. Swimming, watching my kids jump off the dock, visiting the ice cream shop, biking, golfing, pickleball, road trips throughout the Kootenays… we just take it all in. It’s not a moment, exactly—it’s a lifetime of moments, in a place that is very special to me.

Vidia: I come from the tropics, so winter sports are new to me. Last winter, I had my first ski lesson at Silverstar Mountain Resort. It was magical. You don’t get to experience many firsts in your life as an adult, but I experienced my first ski run and it was thrilling. I returned to SilverStar this winter and skied the green run—it was really exciting.

Join us in celebrating Tourism Week 2025! Find information and resources you can share in our 2025 BC Tourism Week Toolkit.