Travel Alberta

Travel Alberta CEO Bruce Okabe off to new adventures

Travel Alberta announced yesterday that Bruce Okabe will be stepping down as Chief Executive Officer in October of 2014. 

“It was a very difficult decision and one that I truly struggled with,” said Okabe. “What has made my decision far easier is looking at how far we’ve come – both as an organization and as an industry - in the past five years. We have grown from a collection of nine separate Travel Alberta franchises on April 1, 2009, into one powerful team, operating under one global award-winning brand, with a clear strategy.” 

Travel Alberta’s Board of Directors has appointed a search committee who will undertake the process for finding Okabe’s successor. In the meantime, Okabe will continue as CEO and will lead Travel Alberta through this transition once a suitable candidate is hired. 

“The Board extends Mr. Okabe our sincerest and best wishes,” said Rick LeLacheur, Chairman of Travel Alberta’s Board of Directors. “Since arriving as CEO in August of 2009, his leadership has propelled Travel Alberta into a focused, world-class marketing organization. He will be missed.” 

Since 2009 - under Okabe’s leadership - Travel Alberta launched a powerful new tourism brand (remember to breathe), has seen the Tourism Levy grow by 46%, and has been awarded more than 45 awards for brand and marketing excellence. In 2013-14, Travel Alberta was also named among the Best 50 Small and Medium Employers in Canada, one of Canada’s 10 Most Admired Corporate Cultures, and one of Alberta’s Top 65 Employers. 

A performance-based business strategy paired with a skilled, motivated team is the secret to continued success. Travel Alberta is committed to building on these accomplishments and setting our sights high for growth in the years to come. 

Travel Alberta is the tourism marketing agency of the Government of Alberta. Established as a Crown corporation on April 1, 2009, the agency promotes Alberta’s authentic experiences in breathtaking landscapes both at home and around the world. Travel Alberta operates under authority of the Travel Alberta Act, and is accountable to the Minister of Alberta Tourism, Parks and Recreation. 

Travel Alberta