Travel Alberta

Tourism Jasper announces new Chief Executive Officer

Jasper Destination Marketing Corporation (JDMC) is pleased to announce, effective immediately, the appointment of Mary Darling as the new Chief Executive Officer of Tourism Jasper.

Ms. Darling has successfully led the Tourism Jasper team in an interim capacity since March 2013. Before assuming the role of Acting Chief Executive Officer, Ms. Darling held the position of Executive Director of Business Development, overseeing the travel trade, marketing, media, events and partnership portfolios of the Tourism Jasper organization.

Ms. Darling’s established business, political and community relationships will ensure that Tourism Jasper remains committed to working cohesively and effectively with Tourism Jasper's Shareholders, tourism partners, and key stakeholders.

As CEO, Ms. Darling will oversee the Tourism Jasper marketing strategy and business position, continue to develop its shareholder base, and lead Tourism Jasper's efforts to ensure that Jasper remains an internationally-recognized, four-season destination in both national and international markets.

“On behalf of the entire Board, we are delighted to welcome Mary as the new CEO of Tourism Jasper,” comments Doug Goss, Q.C., Chair of JDMC, “I look forward to continuing to work with her in this capacity as the organization continues to build the Jasper brand on the world stage”.

Mary Darling says, “I am absolutely thrilled to be leading the Tourism Jasper team as CEO, to be part of a passionate community and representing such a beautiful destination. It’s an incredibly exciting time in the continued development of ‘Destination Jasper’ as a powerful tourism icon, and our committed work with our Shareholders will ensure that we are increasing visitation and driving revenue growth, year on year. Collectively, we all do better when we work together, and I look forward to continuing to build the Jasper brand as a unique, sought-after, Canadian Rockies destination.”

Mary Darling can be reached at

Tourism Jasper