MCKENZIE LEAVING CTC
After 10 years at the helm of the Canadian Tourism Commission (CTC), Michele McKenzie will be leaving her post of president and CEO on Dec. 31, 2013. In making the announcement, McKenzie said, \”I have loved every minute of my time at CTC. It has been an absolute privilege to work with such a talented and dedicated team of professionals. After ten years in the top job I have accomplished what I set out to do. I have decided it is time for me to move on.\”
The Minister of State for Small Business and Tourism and Agriculture, the Honourable Maxime Bernier, commented on McKenzie\’s departure, saying, \”Over the last 10 years, Michele\’s greatest leadership quality was her ability to lead by example, inspiring the talented team behind her to help shape and define the Canadian Tourism Commission as we know it today: a creative, analytical, and first class marketing organization. I have greatly appreciated her professionalism, insight and candor in helping me personally in my role as Minister of State. On behalf of the Government of Canada, I thank her for her dedication and wish her well in the next chapter of her career.\”
The CTC\’s chair of the board of directors, Steve Allan, drew particular attention to McKenzie\’s record on delivering economic results for Canada\’s tourism industry, and her commitment to accountability and widespread collaboration.
Said Allan, \”Under Michele\’s leadership, the CTC has evolved into a strategy focused Crown corporation that has garnered national and international recognition as a top notch national tourism marketer. Her leadership success is reflected every day in the public and private sector tourism partnerships that support the work of CTC by matching federal government\’s investments. The board is extremely grateful to Michele for her outstanding contribution to the CTC and to the Canadian tourism industry and we wish her every success in the future.\”
During her decade with the CTC, McKenzie led the evolution and transformation of Canada\’s international tourism brand. Over the past years the Canada Brand has been recognized by FutureBrand\’s Country Brand Index as one of the top two country brands in the world. With the support of the Government of Canada, she led an ambitious marketing program to promote tourism by leveraging the 2010 Olympic and Paralympic Games — a model that has since been followed by other nations.
McKenzie has also led the CTC in winning numerous awards and recognition including the Marketer of the Year Award in 2009 ( Marketing Magazine ) and the Leading Management Change Award in 2013 for exceptional leadership in management practices in strategic planning ( Canadian Government Executive ).
\”This is a terrific industry, with significant growth potential. I thank the CTC team, and industry players from coast to coast to coast for their support and their partnership,\” McKenzie said.
The process to determine CTC\’s next permanent president and CEO will be carried out by the government of Canada in collaboration with the CTC board of directors. The president and CEO position at CTC is appointed by Governor in Council.
