Travel Alberta

Research Manager

May 22, 2018
May 10, 2018
Tourism Calgary

Tourism Calgary is the official destination marketing organization for Calgary's tourism industry. 
For more than 50 years, the organization’s primary purpose has been to promote Calgary and area as the destination of choice for leisure travellers. 
With a vision of making Calgary the ultimate host city, Tourism Calgary markets the city locally, nationally and internationally and advocates for its ongoing development as a destination. The organization hosts and attracts visitors and events and activates the city by fostering the growth of shareable, memorable experiences. Calgary’s tourism industry contributes approximately $1.6 billion in visitor spending by over 7 million visitors annually. 
For more information about Tourism Calgary, please visit 


Reporting to the VP, Marketing, the Manager, Research is responsible for providing timely, accurate and relevant tourism market research to Tourism Calgary and Calgary’s Tourism industry. This position provides insights that impact strategic decisions for the organization and supports the executive, marketing, sports and communications teams. The Manager, Research provides market research leadership and support on an ongoing basis in the areas of organizational metrics, destination heath statistics, economic impact assessments, visitor segmentation and profiling and visitation forecasting. 

• Lead, design and execute Tourism Calgary’s annual research plan and budget.  
• Plan, design, conduct and analyze research for Tourism Calgary through inhouse research projects and third party vendors  
• Collect and compile benchmarks, auditing and performance measurement from primary and secondary research  
• Analyze, using appropriate statistical techniques, large databases and produce descriptive and analytical reports for senior management, the tourism industry, media and the public on tourism trends, destination health, economic issues, key markets and marketing performance • Participate in major research projects, through research project design, interviewer training questionnaire/survey design, project management, and analysis of databases and other activities, with the guidance of senior staff 
• Prepare and lead presentations and workshops at industry and association meetings and conferences 
• Maintain confidentiality of research project results, ensuring confidentiality and security of databases containing sensitive business specific data and information in compliance with privacy laws and government, corporate and industry standards • Using a variety of secondary research, including but not limited to Statics Canada, Conference Board of Canada, Smith Travel Reports, Phocuswright, Prizm etc.  prepare and update a selection of tourism statistical reports on an annual basis.  
• Provide and verify information to be included in the strategic plan, marketing plan, annual report, visitor guide and other key organizational materials 
• Collaborate with marketing team to develop key market profiles and segments 
• Provide information to all departments on an as needed basis.  
• Field and satisfy external information requests from partners and stakeholders 
• Conduct economic impact analyses as per established guidelines  
• Negotiate and manage research contracts for research projects. 

• University degree, Masters preferred, in related field and demonstrated practical experience in tourism, leisure, recreation, marketing research or related field. 
• Minimum three years’ experience in market research and/or primary consumer research and analysis and/or experience in socio-economic research, trend analysis 
• Demonstrated experience in developing research plans, research project design, statistical analysis, survey design, and the manipulation and determining the reliability of large and complex databases. 
• Demonstrated experience in gathering, synthesizing, evaluating and interpreting information from diverse sources. 
• Demonstrated experience in preparing written reports and presentations • Demonstrated experience in computer applications including spreadsheets, presentation and word processing packages, databases and statistical analysis software. 
• Enjoys collaboration and learning from and teaching others 
• Strong attention to detail  
• Knowledge of Calgary and surrounding area. 
• Excellent organizational, interpersonal and communication skills required. 

Annual Salary - $61,000 to $75,000 per year  
Reply in confidence with a cover letter and resume by Tuesday, May 22 to: 
 Roxanne Wideen Director, Human Resources Tourism Calgary 
Please note: only those selected for an interview will be contacted.