Tourism Whistler Structure

Showcasing Whistler to the World

As the official destination marketing and management organization (DMMO) representing the resort of Whistler, Tourism Whistler is responsible for developing coordinated strategies in the areas of research, destination development, market development, conference sales, communications, and marketing.

We are focused on supporting a healthy and sustainable visitor-based tourism economy in the resort, recognizing that in order to be successful, Whistler must balance a vibrant, prosperous destination with a desirable, livable community.

Tourism Whistler invests its funding into programs that provide the highest and greatest return on investment to our Members, as measured through key performance indicators, both quantitative and qualitative. Annual membership assessment fees are invested in marketing and sales initiatives aimed at achieving Tourism Whistler’s primary objective: attracting overnight visitors to the resort on a year-round basis, focusing on need periods and balanced visitation, noting that overnight visitors participate in resort activities, dines in local restaurants, and shops in local retail stores.

We also operate the Whistler Conference Centre, the Whistler Golf Club, and the Whistler Visitor Centre, as well as Whistler.com - Whistler’s official source for accommodation and activity information and bookings.


Business Planning, Strategy & Results

Tourism Whistler produces a number of resources and documents to help educate Members on our initiatives, efforts, strategies and results. All Members are encouraged to review the resources available on the Planning, Strategy & Results page to learn more.

Departmental Overviews

Barrett Fisher

Barrett Fisher

President & CEO

Tory Kargl

Tory Kargl

Vice President, Destination & Market Development

Kirsten Homeniuk

Kirsten Homeniuk

Vice President, Marketing

Maureen Peatfield

Maureen Peatfield

Vice President, Finance & Operations

Data Marketing & Creative Services

The Data Marketing & Creative Services team leads consumer-direct marketing campaigns designed to increase awareness and engagement with the Whistler brand and drive room nights. The team also provides support to internal departments in developing sales and marketing materials, and leverages data audiences across paid search, paid social, and email distribution channels, including actively participating in BC Data Hub initiatives and campaigns.

Content Marketing & Partnerships

The Content Marketing & Partnerships team is responsible for developing content and stories to communicate the Whistler brand through social, web, blog and app channels. The team oversees the development and maintenance of the marketing content calendar, ensuring all Whistler experiences and events are communicated to the right audience at the right time. The department also develops and manages marketing partnerships and promotions to extend Whistler’s marketing reach and drive data capture.

Travel Media

The Travel Media team works to increase and grow awareness of Whistler in core markets by inspiring media and content creators to produce positive travel stories across print, digital, social and broadcast channels. Key activities include in-resort hosting and pitching story ideas while in-market and via email. The team achieves their goals by leveraging existing media relationships and industry partnerships, as well as fostering relationships with new media contacts.

Web Development & Information Technology

The Web Development and Information Technology (IT) department is responsible for the development and maintenance of Tourism Whistler’s technical infrastructure and for providing leadership in software requirements, data analysis, telecommunications and web technology.

Destination Development

Destination Development takes a leadership role in preserving and improving the Whistler experience, for the benefit of visitors, Members, businesses and local residents. Using visitor research and customer feedback, the team facilitates the creation of new experiences, improves existing products and experiences, attracts and retains events, and promotes meaningful and memorable interactions aligned with the Whistler brand.

Travel Trade

The Travel Trade team works with third party trade partners (Tour Operators, Travel Agents and Online Travel Agencies) to drive room nights to Whistler year-round. The department primarily focuses on destination markets to encourage midweek visitation and longer lengths of stay.

Conference Sales & Services

The Conference Sales department is responsible for attracting meeting, conference and incentive travel (MC&IT) business to the resort and the Whistler Conference Centre (WCC), primarily through targeted direct sales efforts and with additional support through marketing initiatives.

Conference Services works closely with the Conference Sales department, Building Operations and Sodexo Live! (the food and beverage contractor at the WCC) to manage operations and fulfill the guest experience in the Whistler Conference Centre (WCC). In addition to conference and event logistics and operations, the Conference Services team works closely with the Sales team on site inspections and familiarization tours.

Whistler.com Central Reservations & Visitor Services

Whistler.com Central Reservations (WCR) provides the call centre and online booking engine for Tourism Whistler. Whistler.com aims to enhance the guest experience by providing a superior one-stop-shop for Whistler, where visitors can complete the entire consumer path-to-purchase journey, from discovering Whistler, to planning their vacation, and finally, to booking their trip. WCR has the ultimate responsibility of converting leads generated by marketing initiatives into room nights for the resort and any profits achieved are invested back into marketing Whistler.

Tourism Whistler’s Visitor Services department is responsible for operating the Whistler Visitor Centre, providing information about Whistler and the surrounding areas to overnight and day visitors. The Whistler Visitor Centre plays an important role in welcoming guests to Whistler and providing information on the many attractions Whistler has to offer. In a typical year, the Whistler Visitor Centre is one of the busier visitor information centres in the British Columbia visitor centre network and consistently achieves high visitor experience scores.

Finance

The Finance Department is responsible for all account reconciliations, payables and receivables, financial reporting including audited financial statements, budgets and forecasts.

Assessments

The Assessments department is responsible for the administration of the annual Member Assessment fees and is the primary contact for any questions from Members regarding the usage of their properties or the billing of their Assessment fees.

Building Operations

The Building Operations department manages the buildings of the Whistler Conference Centre (WCC), the Whistler Golf Club (WCG) and the Driving Range. The team is also responsible for organization-wide energy management, waste management, and health and safety programs, as well as shipping, receiving and distribution.

Whistler Golf Club

The Whistler Golf Club (WGC) delivers a world class resort golf experience at the Arnold Palmer designed course, with the goal of driving sufficient net profit to fund capital re-investment, servicing of debt and reinvestment in resort-wide golf marketing. Revenue is generated through green fees, season passes, rental equipment, food and beverage, retail sales and instructional programs. The Whistler Golf Club works with Nicklaus North Golf Course, the Fairmont Chateau Whistler Golf Club, Big Sky Golf and Country Club, and resort partners to enhance Whistler’s reputation as the premier mountain golf destination in North America.

Research

The Research department collects, analyzes and shares information that provides Tourism Whistler Members and internal departments with research to help develop effective business, sales and marketing strategies. Research resources are focused on tracking the performance and economic health of the resort, and understanding target markets, trends, attitudes and perceptions.

Communications

The Corporate Communications department is responsible for overseeing organizational-wide communications for Tourism Whistler on corporate, resort and public relations issues. The department works with Tourism Whistler Members and stakeholders to ensure aligned organizational and resort-wide messaging and communications strategies are in place to maximize positive exposure for Whistler, while working to manage and mitigate negative perception issues that may create barriers to travel. Corporate Communications also manages Tourism Whistler’s news media relations program and works to build understanding and support of Tourism Whistler’s role, initiatives and results.

Member Relations

The Member Relations department is the conduit between Tourism Whistler’s membership and the organization, facilitating effective two-way communication and acting as an advocate for Tourism Whistler while representing Member interests during strategic planning. The department administers the annual member survey, oversees Tourism Whistler’s member meetings schedule, and manages the affiliate and commercial tenant membership programs.

Human Resources

Human Resources provides strong recruitment, orientation, training and performance management programs, ensuring a positive, high-performing team.


Stay Connected

All members are encouraged to subscribe to the Tourism Whistler member newsletter and to regularly attend member meetings to stay informed on our latest initiatives and results.

Additional questions about what we do can be directed to membercommunications@tourismwhistler.com