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Travel Alberta

Leadership Team

Royce Chwin

Royce Chwin Chief Executive Officer

Royce Chwin is the CEO of Travel Alberta, an award-winning provincial crown corporation mandated to market Alberta as a premier tourist destination. Royce leads a team responsible for Alberta’s regional, national and international tourism marketing, as well as Alberta-focussed tourism industry development. Travel Alberta was recently named one of Canada’s 10 Best Corporate Cultures – Broader Public Service by Waterstone Capital in to being recognized as one of Alberta’s Top 70 Employers of 2017 by Mediacorp Canada, Inc. Prior to joining Travel Alberta, Royce was the Executive Director, Global Brand Integration at the Canadian Tourism Commission. There, he was instrumental in bringing the Canada brand to life for millions of viewers in support of 2010 Vancouver Winter Olympic Games. Royce brings over 20 years’ leadership experience the retail and hospitality industries. He successfully led and executed business strategy and operations for organizations including Starbucks, Blockbuster Video, Boston Pizza International and a retail start-up. A graduate of the Queens University Executive Program and CommunityShift, a C-level leadership development program founded by KPMG Enterprise and Ivey Business School, Royce also volunteers as a member of the Edmonton International Airport Business Advisory Committee, the Calgary International Airport Business Development Advisory Council, and the Hospitality and Tourism Management Advisory Committees at both the Southern Alberta Institute of Technology and Olds College.” 


Shelley Grollmuss

Shelley Grollmuss Vice President, Industry Development

Shelley leads Travel Alberta’s Industry Development team, which supports the marketing development of the tourism industry through education and investment programs. Shelley joined Travel Alberta in 2006 and has held a number of positions, including leading the North America Marketing team as Executive Director. Prior to joining Travel Alberta, Shelley spent 12 years in management with in the Alberta hotel sector working for the Banff Rocky Mountain Resort and Holiday Inn. Shelley is a Certified Meeting Professional (CMP).

Karen Soyka

Karen Soyka Vice President, Business Development

Karen leads Travel Alberta’s global business relations team, including Travel Trade and MICE (meetings, incentive, conventions and events) within Canada and six international markets. Business Development is not new to Travel Alberta, although naming Business Development as a dedicated line of business is a new direction for the organization that ensures a devoted focus on key areas that drive room nights and visitation to the province. The Business Development team works in concert with Consumer Marketing, and the strength of the Alberta brand, to build out awareness of Alberta as a leisure and business travel destination. Karen has been with the Travel Alberta team since 2007 in previous roles responsible for consumer marketing, travel trade and media within North America, Asia and Latin America. She has spent the majority of her career as part of the Alberta tourism industry working in marketing, sales and resort operations.

Kara Claypool

Kara Claypool Vice President, Finance & Corporate Operations

Kara leads the Finance, Operations and Human Resources teams at Travel Alberta. This robust portfolio is core to Travel Alberta’s strategic objective to Drive Organizational Excellence. Kara has been a leader in strategic financial growth with an emphasis on financial management, strategic leadership and excellence in corporate administration, operations and marketing. Previous to Travel Alberta, Kara was the CFO/COO at Calgary's Vintage Group, Executive Vice President with Jugo Juice, and the Senior Manager, Finance and Strategic Planning with Big Rock Brewery. In 2011, Kara was named one of Calgary's Top 40 Under 40, and in 2012, named Top 10 Rising Stars Under 40. Additionally, as a female executive, Kara has had the privilege of participating in speaking engagements for Women's Executive Network (WXN), Women of Influence (WOI) and Women in Leadership (WIL).

Tannis Gaffney

Tannis Gaffney Vice President, Global Consumer Marketing

Tannis Gaffney brings more than 15 years of marketing acumen to the role of Vice President, Global Consumer Marketing at Travel Alberta, with an expert focus on brand, research and insights, content, and digital platforms in destination marketing. Under her direction, the Travel Alberta global consumer marketing team is actively pursuing a goal of growing tourism revenues in Alberta by leading the shift to an always-on content strategy. Tannis is a Canadian Advertising Accredited Professional (CAAP), and sits as a member of Destination Canada’s Research Advisory and 10x marketing committees. She also holds a Bachelor's Degree in Communication Studies, a Certification in Digital Marketing, and a Certification in Strategic Leadership.