Travel Alberta

Banff Lake Louise Tourism Announces Selection of New President & CEO

The Board of Directors for Banff Lake Louise Tourism is pleased to announce the appointment of Leslie A. Bruce to the role of President & CEO. Banff Lake Louise Tourism is a leading destination marketing organization engaged in promoting Banff National Park, the Town of Banff, and the Community of Lake Louise to travelers around the world. 

With over a decade of experience in the travel industry, Leslie has a track record of sales and marketing success within the adventure, student and wellness travel segments. She possesses both the strategic ability to plan initiatives and the skills and passion to ensure execution of those plans.

Prior to joining the Banff Lake Louise Tourism Bureau, Leslie led the Canadian division of Spafinder Wellness 365, the world’s largest marketing, media and gifting company for the wellness industry. At Spafinder, she launched their Canadian web site with a national network of wellness partners and a robust distribution network for the wellness gift card. Previously, Leslie was a member of the executive management team of TUI Education North America, a division of TUI Travel Group - a global leader in the travel industry. Based in Toronto, she served as commercial director of the division and was responsible for leading the sales, marketing, and business development functions for seven student travel brands in Canada and the U.S. Earlier with TUI, Leslie was executive vice president of sales and marketing for their Quark Expeditions brand, a polar expedition company. At Quark, her innovative sales and marketing strategies attracted consumers from over 40 markets globally, resulting in strong revenue growth. 

Commenting on her new appointment, Leslie says, “I am thrilled to join the widely respected team at Banff Lake Louise Tourism. It is a huge privilege to be responsible for promoting one of our country’s most beautiful regions to the world at large. I could not be happier about this new opportunity.”

Leslie also brings a vast love for the outdoors to her new role. An avid cyclist and skier, she is looking forward to exploring the iconic Canadian Rockies throughout the Banff and Lake Louise region. 

Bruce holds a B.P.H.E./B.Sc. and M.Sc. from Queen’s University. She will step full time into her new role in early January, 2015.

Banff Lake Louise Tourism