2026 Northern BC Tourism Summit

Tom Herbst is obsessed with helping brands find their story. That goes a long way towards explaining why Tom has enjoyed 25+ year career building world-class brands, making marketing that enters the vernacular of popular culture, and having a lot of fun along the way. Tom currently runs a consulting practice helping brands find their voice in culture, working with partners such as the GAP, General Mills, Mountain Hardwear, Huckberry, goop, Impossible Foods and several brands in the apparel, footwear and food and drink categories. During this time, Tom served as the interim CMO of brands like Athleta, Rothy’s, and TRX. Additionally, he has helped conceive and launch new-to-world brand such as Keeper’s Heart Whiskey, Kindred Motorworks and a handful of apparel brands. Prior to that he was Global Chief Marketing Officer at The North Face, where he oversaw all marketing and consumer engagement efforts, and was responsible for advancing the brand’s purpose initiatives, emotional storytelling strategies and business goals. Prior to joining The North Face, Tom was with Diageo, where he served Global VP of Innovation and Design for the Vodka Portfolio and led the Rums and Craft Spirits teams. This body of experience has given Tom the ability to lead business at different stages of maturity. He brings a balanced commercial and brand sensibility to his work that helps businesses achieve long-term health and short-term growth. Tom has a BA from Kenyon College where he majored in English, and he studied Italian language and literature in Florence Italy. Tom was named a Brandweek Brand Genius in 2012 , Forbes 50 Most Influential CMO’s in 2018 and landed on the Rebel 50 list in 2025. His work has won most of the awards that people mention in these kinds of bios. He loves the power of storytelling and once was a relatively unaccomplished writer.

Conner Galway is an award-winning digital marketing strategist, researcher, entrepreneur and was recently named to Business in Vancouver’s 40 under 40 list. He has over 15 years of experience helping tourism businesses and destinations grow in an ever-changing digital landscape. As the founder of Junction Consulting, Conner and his team have coached over 1,000 hotels, tour operators, destinations, and attractions across North America to turn digital opportunities into measurable business results, and as the President of the tourism learning platform eLearningU, he provided training to over 5,000 tourism professionals to help to level up their careers. Beyond the stage, he shares his expertise through the popular Tourism Talks video series, featuring conversations with marketing leaders from around the world, and through his long-running newsletter, The Brief, where he shares his thoughts on digital marketing for business leaders.

Robin Anderson has been working in interpretive planning and exhibit design for 16 years. She supports parks, visitor centres, cultural centres, and museums in their efforts to connect people to special places and stories. She has worked with communities from Nome Alaska to Prince George BC to Natchez Mississippi. Robin is a Partner at AldrichPears Associates.

Clint Fraser is CEO of the Northern BC Tourism Association and a has over 20 years of experience in destination management and marketing. A longtime resident of northern BC, Clint has been devoted to building the tourism industry in northern BC and has successfully contributed by leading and developing major tourism marketing and development programs at the provincial, regional, and community level. He works with communities across Northern BC to enhance tourism in a way that supports local economies, strengthens regional collaboration, and reflects the unique challenges and opportunities in the North. Clint holds a Bachelor of Commerce (Marketing) from the University of Northern British Columbia and is recognized as an active leader in the tourism industry, currently serving as Chair of the BC Regional Tourism Secretariat, as a director with The Tourism Industry Association of BC, and as a member of the Destination BC Provincial Tourism Marketing Committee.

Amber Papou, B.Ed., MBA, ICD.D, is the CEO of the Tourism Industry Association of British Columbia (TIABC), the lead advocacy organization for British Columbia's tourism sector. She leads the organization's advocacy, government relations, and strategic initiatives to advance policies that support a strong, sustainable, and competitive visitor economy. With more than 20 years of executive leadership experience spanning tourism, economic development, education, technology, and the charitable sector, Amber is recognized for building strong partnerships, advancing public policy, and bringing diverse stakeholders together to achieve common goals. She is passionate about strengthening communities through tourism and championing policies that support sustainable economic growth across British Columbia. Amber holds a Bachelor of Education, an MBA in Global Leadership, and the ICD.D designation from the Institute of Corporate Directors. She has served on numerous provincial and national boards and is a frequent speaker on leadership, governance, tourism, and public policy.

Graeme Leathem is Manager, Digital Marketing Strategy at Destination BC and a digital marketing leader with more than 20 years of experience in tourism. He leads work at the intersection of content, technology and travel discovery, including Destination BC’s Shared Content Ecosystem and its emerging approach to Generative Engine Optimization (GEO). His current focus is helping Destination BC and its tourism partners adapt to an AI powered future, ensuring the stories, experiences and places that make British Columbia unique can be discovered and recommended wherever travellers are looking for inspiration.

Jordie Johnson | Sxoxomic is of Secwépemc descent and was born and raised in Esk’etemc First Nation. He brings more than a decade of experience in corporate communications, community engagement, destination development, and relationship building, with a strong focus on advancing Indigenous tourism and fostering meaningful partnerships. As Senior Manager, Destination Development with Indigenous Tourism BC, Jordie works collaboratively with First Nations, Indigenous tourism businesses, industry partners, and government to strengthen Indigenous tourism destinations across British Columbia. His work focuses on advancing destination development through tourism planning, business growth, community engagement, and strategic partnerships that create lasting benefits for Indigenous communities and visitors alike. Jordie has a deep appreciation for Indigenous languages, cultures, and protocols and is committed to supporting First Nation communities through collaborative, community-driven approaches. He holds a Bachelor of Arts in Professional Communication from Royal Roads University and a Diploma in Sports Management from Thompson Rivers University. Jordie is passionate about supporting vibrant Indigenous tourism destinations that celebrate culture, strengthen communities, and create meaningful visitor experiences.

Gail Joe is a proud member of the Nlaka'pamux Nation and the Lower Nicola Indian Band, bringing more than 35 years of experience in Indigenous economic development, strategic planning, entrepreneurship, and community capacity building. As Community Partnerships Manager with Indigenous Tourism BC, Gail works collaboratively with First Nations, Indigenous tourism businesses, and industry partners to strengthen Indigenous tourism across British Columbia. Her work focuses on building trusted relationships, supporting Indigenous entrepreneurs, and developing programs, tools, and resources that foster sustainable economic growth and long-term community capacity. Throughout her career, Gail has partnered with First Nation communities across Canada, providing expertise in business development, governance, policy development, financial literacy, and organizational planning. She is recognized for her collaborative leadership style and her commitment to advancing Indigenous economic self-determination through strong partnerships and practical, community-driven solutions. Gail is passionate about creating opportunities that support thriving Indigenous economies while honouring community values, culture, and future generations.

Dustin Ruth manages the travel media and travel trade portfolios for the Northern BC Tourism Association. Based out of Prince George, he has spent the last four years connecting international tour operators and travel writers with the people, stories, and landscapes that make northern British Columbia special. With a background in journalism and communications, he knows how to find a great story and get it in front of the right audience. Living and working in the North, his focus is on helping local operators cut through the industry jargon to understand international demand and build real, profitable partnerships.

Shelley Sansome is the founder and owner of Ocean Edge Expeditions, an eco-tour company she launched in 2020 after a 20-year career in senior leadership with the Haida Gwaii School District. Based on the traditional territory of the Haida Nation, Shelley works closely with Haida knowledge keepers, artists, local guides, accommodations, and small businesses to create authentic visitor experiences that showcase the natural and cultural richness of Haida Gwaii.
A core focus of Ocean Edge Expeditions is supporting and creating opportunities for local Haida Gwaii businesses and Haida artists. Shelley has developed all-inclusive, multi-day packages that bring together local accommodations, transportation, meals, cultural experiences, and land- and water-based activities, helping keep visitor spending within the community.
With support from the Northern BC Tourism Association, Shelley has developed her understanding of the travel trade and built relationships with tour operators to reach new markets. She brings a practical, first-hand perspective on becoming trade-ready, developing bookable products, and using travel-trade partnerships to grow not only her own business, but opportunities for the wider Haida Gwaii community.

Alan Maier is the Contracting Manager at Journeys Across Canada (JAC), a full-service receptive tour operator connecting international clients with tailored experiences across Canada and Alaska. With over 20 years at JAC, Alan focuses on building the strong accommodation and supplier partnerships his team uses to craft custom group and fully independent travel itineraries. By working directly with overseas clients in Germany, the UK, Switzerland, Benelux, Denmark, Australia, and New Zealand, he helps ensure JAC's offerings match the specific interests and travel patterns of the international market.

Simon Ratcliffe is a seasoned photographer with over 40 years of experience capturing the rugged beauty of British Columbia. Specializing in tourism, portrait and landscape photography, Simon has dedicated his career to showcasing both the region’s people and its pristine wilderness. His work, known for its vivid portrayal of natural light and vast, untamed spaces, has been featured in travel publications and promotional campaigns. Simon’s photography not only draws visitors to British Columbia, but draws together the communities that make up this majestic landscape. Simon lives in Steveston in Richmond with his wife of 40 years, with his daughters and their families close by and feels lucky every day.