POSITION DETAILS

The Event Attraction, Sponsorship & Destination Stewardship Team is currently seeking a Travel Trade and Media Manager to join our team. The Travel Trade and Media Manager will be responsible for increasing both travel trade and earned media coverage of Edmonton and its tourism products. This includes working with international travel trade partners (tour operators, travel agents, Travel Alberta, airlines) as well as media partners (travel writers, content creators, and producers). The Travel Trade and Media Manager will be responsible for contributing to strategic planning, implementation, and evaluation of both market development and content/media strategies. This position will manage the operational business plan and budget for the combined portfolio.
The successful candidate will demonstrate strong leadership capabilities, including providing direction, performance guidance, and mentorship.
The Event Attraction, Sponsorship & Destination Stewardship Group is focused on driving sustainable year-round visitation through programs and initiatives that positively impact Edmonton’s image and awareness in regional and international markets. More specifically, on the destination development side, we help develop and showcase the amazing tourism experiences Edmonton has to offer visitors. We work closely with local businesses, ground operators, attractions, experience providers and festivals to help develop products and experiences that are authentic to Edmonton.

The successful candidate will be responsible for:

• Developing and managing the travel trade business plan and budget.
• Planning and evaluating travel trade initiatives: marketplaces, tradeshows, sales missions, webinars, FAMs, and training in assigned geo-markets.
• Delivering Edmonton product training to travel trade audiences.
• Managing geo-market leads and partner relationships with receptive tour operators (TOs), travel agents, and airlines.
• Managing joint marketing agreements (Joint Marketing Agreements (JMAs)) with industry and destination partners.
• Collaborating with Travel Alberta, Destination Canada, Edmonton International Airport, Tourism Jasper, and other tourism stakeholders.
• Supporting international air service attraction efforts.
• Overseeing media relations strategies to increase earned media coverage across all geo-markets.
• Developing targeted pitch plans and tailored story ideas to travel media, content creators, and influencers.
• Maintaining key media relationships and regularly update targeted media lists.
• Collaborating across departments to align with social media and content marketing strategies.
• Supporting media hosting, with the Travel Media Coordinator responsible for logistics and execution.
• Ensuring Explore Edmonton’s TravMedia and other media profiles remain current.
• Working with Agility PR to track earned media results and manage coverage archives.
• Building and maintaining relationships with Edmonton Tourism operators and Explore Edmonton stakeholders.
• Strengthening ties with Travel Alberta, Indigenous Tourism Alberta, Destination Canada, and other tourism operators.
• Working with the Destination Development team to identify and promote export-ready tourism products and experiences.
• Managing joint marketing and hosted media/trade collaboration agreements.
• Managing the combined program budgets within a +/- 5% variance.
• Submitting regular financial reports, forecasts, and quarterly/annual performance updates.
• Overseeing CRM data management for media and trade leads and follow-ups.
• Ensuring timely submission of internal reports, expenses, and unit “wins”.
• Maintaining relevant industry memberships.

The successful candidate will have:

• Post-Secondary Degree in Tourism, Communications, Marketing, or Public Relations.
• Minimum 3-5 years of experience in tourism marketing, media relations, and/or travel trade sales.
• Minimum 3-5 years leading a program, project and/or team.
• Service-oriented and resourceful abilities to access needs.
• The ability to work evenings/weekends and travel may be required.
• The ability to speak to diverse audiences.
• Excellent time management and project coordination skills.
• Solid understanding of international markets and cultural business practices.
• Experience planning and hosting media and trade visits, activations, or events.
• Multilingualism and software knowledge (Travefy, TravMedia) are assets.

ABOUT US

We are Edmonton’s Destination Management and Marketing Organization (DMMO). We also manage two of Edmonton’s award-winning venues, the Edmonton Convention Centre and the Edmonton EXPO Centre. We help tell Edmonton’s story, elevate the Edmonton experience, and drive inbound visitation and economic impact on the visitor economy.
Working together in a one-team approach aligned with our core values, Explore Edmonton’s business units’ market and sell Edmonton as a year-round destination to visit, work, and play in while developing products and experiences with a uniquely Edmonton flavour. By incorporating the management of the city’s two award-winning venues into Explore Edmonton, we are uniquely positioned to attract major events, meetings, and conventions to our city, generating greater economic impact. While Explore Edmonton’s mandate is focused on generating inbound visitation, what we do and how we do it also enhances and amplifies the quality of life for Edmontonians. The people who live here are our greatest ambassadors, so making it easier for them to love our city makes it easier for us to sell it.
Explore Edmonton encourages, supports, and celebrates a diverse and inclusive work environment. We strive to create a workplace that reflects the city we promote and where our employees feel safe and supported daily.

• Developing and managing the travel trade business plan and budget.
• Planning and evaluating travel trade initiatives: marketplaces, tradeshows, sales missions, webinars, FAMs, and training in assigned geo-markets.
• Delivering Edmonton product training to travel trade audiences.
• Managing geo-market leads and partner relationships with receptive tour operators (TOs), travel agents, and airlines.
• Managing joint marketing agreements (Joint Marketing Agreements (JMAs)) with industry and destination partners.
• Collaborating with Travel Alberta, Destination Canada, Edmonton International Airport, Tourism Jasper, and other tourism stakeholders.
• Supporting international air service attraction efforts.
• Overseeing media relations strategies to increase earned media coverage across all geo-markets.
• Developing targeted pitch plans and tailored story ideas to travel media, content creators, and influencers.
• Maintaining key media relationships and regularly update targeted media lists.
• Collaborating across departments to align with social media and content marketing strategies.
• Supporting media hosting, with the Travel Media Coordinator responsible for logistics and execution.
• Ensuring Explore Edmonton’s TravMedia and other media profiles remain current.
• Working with Agility PR to track earned media results and manage coverage archives.
• Building and maintaining relationships with Edmonton Tourism operators and Explore Edmonton stakeholders.
• Strengthening ties with Travel Alberta, Indigenous Tourism Alberta, Destination Canada, and other tourism operators.
• Working with the Destination Development team to identify and promote export-ready tourism products and experiences.
• Managing joint marketing and hosted media/trade collaboration agreements.
• Managing the combined program budgets within a +/- 5% variance.
• Submitting regular financial reports, forecasts, and quarterly/annual performance updates.
• Overseeing CRM data management for media and trade leads and follow-ups.
• Ensuring timely submission of internal reports, expenses, and unit “wins”.
• Maintaining relevant industry memberships