Work. Wonders.

Get inspired - Face Your Wild in Alberta come and be a part of this amazing organization. 

At Travel Alberta, we are redefining what it means to be a tourism and economic development leader in Canada. As the provincial destination management organization, we’ve embraced an ambitious goal: doubling Alberta’s tourism sector to $25 billion in annual visitor spending by 2035. This bold vision reflects our commitment to transforming Alberta into a premier destination for both visitors and investors, driving sustainable economic growth while creating unforgettable itineraries and experiences that showcase our breathtaking landscapes, vibrant cities, and rich cultural heritage. 

Role Summary 

Reporting to the Manager, Media Relations, the International Markets Specialist is responsible for developing and delivering program activities that drive awareness and revenue for Alberta’s tourism regions. This includes supporting familiarization (FAM) visits, partnerships, tradeshows, and sales initiatives across airlines, travel trade, and earned media. The role also provides marketing and administrative support for International Markets programs and plays a key role in coordinating communication with internal teams, in-market representatives, agencies, Alberta industry partners, and external stakeholders. 

Key Responsibilities 

1. Travel trade and Airline Partnership Administrative Support (55%): 

• Supports the day-to-day planning and execution of international programs and partnerships across travel trade, airlines, and media relations, aligned with line of business and corporate objectives.  

• Provides timely and accurate Alberta tourism product information to industry partners, media agencies, and external audiences.  

• Collaborates with internal business units to ensure international programs leverage compelling, market relevant content.  

• Supports the International Markets team at tradeshows and marketplaces, including event planning and logistics such as registrations, content gathering, itinerary development, client profiles, meeting summaries, briefing binders, and presentation materials.  

• Plans and manages operational logistics for international travel trade familiarization (FAM) trips to Alberta, including transportation, accommodations, and experiences, in coordination with DMO partners and Alberta industry; may lead or host FAMs as required.  

• Supports the development of export ready itineraries for travel trade partners to promote Alberta as a tourism destination, including content development and translation support. 

2. International Earned Media Support (20%): 

• Supports the execution of international earned media plans and media visits in collaboration with agency and in market partners.  

• Provides timely information and content to support ongoing pitching efforts and media inquiries.  

• Collaborates with internal teams, including Consumer Marketing and Brand & Content, to ensure earned media activities align with broader strategies and priorities.  

• Plans and manages logistics for international media familiarization (FAM) trips and visits to Alberta; hosting may be required.  

• Supports in market teams and managers with participation in virtual and in person media marketplaces and events.  

• Tracks and shares earned media coverage and performance with internal teams and DMO partners. 

3. Stakeholder Relationship Management (10%): 

• Participates in regular meetings with agencies, DMOs, tourism partners, and internal stakeholders to ensure international alignment and efficiencies across shared trade and media objectives.  

• Works with DMOs to gather what’s new and noteworthy story ideas, including new tourism experiences and products, to share with in market and Destination Canada teams.  

• Collaborates cross-functionally with agencies and internal teams to bring the Alberta brand to life through timely, relevant content and integrated campaigns, including earned media, sponsored content, publisher partnerships, and trade partner calls to action in international markets. 

4. Business Unit Reporting and Budget Accountability (15%): 

• Supports financial and budget processes for the International Markets team, including project authorizations, partnership agreements, contractor contracts, and required financial reporting.  

• Completes monthly reporting, including media monitoring, country reports, and timely data entry into Simple View (CRM).  

• Works with the International Markets team and agencies to collect performance metrics and work samples to support reporting requirements and measure program performance against KPIs.  

• Develops international briefing documents, trade and media profiles, meeting summaries, and related documentation as required.  

• Manages and maintains working budgets for familiarization visits, events, and special projects from project initiation through closeout and evaluation.  

• Submits expenses accurately and in a timely manner. 

Required Qualifications: 

1. Educational Background: 

• Degree in tourism, public relations, communications, marketing or related discipline, or an equivalent combination of education and experience. 

2. Experience: 

• At least three years of experience in the tourism industry, specifically in travel trade distribution or media relations. 

• Experience in an agency environment is desirable or demonstrated experience managing day-to-day work of an agency is preferred. 

• Passion for Alberta as a travel destination.  

• Strong business acumen and proficiency in budget management. 

• Familiarity with Alberta's tourism industry and experience working in international markets (US, Europe or Asia) is desirable. 

3. Problem Solving Abilities: 

• Creative and solution oriented, with confidence making recommendations to improve processes and ways of working. 

• Demonstrates strong emotional intelligence, with the ability to navigate diverse perspectives and cultures, handle sensitive situations diplomatically, and manage conflict or crisis effectively. 

4. Communication Skills: 

• Builds strong, productive relationships quickly with internal teams and a wide range of external stakeholders, including Destination Canada, Alberta DMOs, international agencies, media, airlines, and tourism partners.  

• A collaborative team player who proactively shares information and seeks input from others. 

• Possesses strong written, verbal, and presentation skills, with experience creating tailored materials such as agency briefs, presentations, and story pitches. 

• Comfortable presenting to diverse audiences, including media and travel trade partners. 

• Confidence in hosting VIPs with strong interpersonal and executive level communication skills. 

• A second language is considered an asset.  

5. Organizational Skills & Adaptability: 

• Highly organized and able to manage competing priorities while coordinating logistics for media, travel trade, and influencer programs. 

• Strong project management skills, with the flexibility to adapt in fast changing environments and manage multiple projects and partners simultaneously. 

*We kindly thank all agency partners, we will NOT require support to fill this role. We kindly request no phone calls nor emails*