Thursday, June 5, 2025
Destination BC has announced the appointment of Ingrid Jarrett as the incoming Chair of its Board of Directors, effective August 1, 2025. This landmark appointment was officially confirmed through an Order in Council (OIC) issued by the Province of British Columbia.
The leadership transition marks a pivotal moment for Destination BC as it enters a new chapter focused on innovation, recovery, and sustainable growth within the provincial tourism sector.
With an impressive track record and more than three decades of executive experience in the tourism and hospitality industry, Jarrett is a widely respected figure across Canada. As the first female President and CEO of the British Columbia Hotel Association (BCHA), she has been a powerful advocate for the sector, particularly during some of its most challenging times.
A Trailblazer in Tourism Leadership
Ingrid Jarrett brings over three decades of experience in the tourism and hospitality sector to her new role. As the first-ever female President and CEO of the British Columbia Hotel Association (BCHA), she has been instrumental in shaping the province’s tourism landscape. Her leadership roles span prestigious organizations such as Fairmont Hotels and Resorts, Boutique Hotels and Resorts, and Watermark Beach Resort.
Jarrett’s involvement in resort development and destination planning has been significant across all regions of British Columbia. Her volunteer work includes leadership positions on several tourism boards, including the Hotel Association of Canada, Canadian Hotel and Lodging Association, Tourism Victoria, Thompson Okanagan Tourism Association, and Destination BC, where she previously served as Vice Chair of the Tourism Marketing Committee. Notably, she was one of five members of the Tourism Task Force responsible for the creation of Destination BC. Currently, she co-chairs the Hotel Development and Infrastructure Task Force.
Navigating Challenges and Driving Growth
Jarrett’s tenure at the BCHA has been marked by her adept navigation of the hospitality sector through the challenges posed by the COVID-19 pandemic. She played a pivotal role in securing hundreds of millions in financial relief for the industry, rebuilding the workforce, and devising solutions for long-term tourism growth. Her deep understanding of branding, demand drivers, marketing, business growth, and strategic planning positions her uniquely to lead Destination BC into its next phase.
The Road Ahead for Destination BC
As British Columbia continues its tourism recovery and sets its sights on sustainable expansion, the role of Destination BC’s Board becomes increasingly critical. With the appointment of Ingrid Jarrett, the organization reinforces its commitment to industry-led governance, strategic foresight, and operational excellence.
Jarrett will lead the board in advancing Destination BC’s long-term vision: to share the transformative power of British Columbia’s diverse and authentic experiences with the world. The organization’s initiatives are grounded in economic, environmental, social, and cultural sustainability — principles that align closely with Jarrett’s personal and professional values.
In her new role, she will also support Destination BC’s evolving efforts to expand digital marketing capabilities, strengthen local supply chains, enhance tourism infrastructure, and ensure that communities across the province benefit equitably from tourism growth.
Acknowledging Past Leadership
Destination BC extends its heartfelt gratitude to Scott Fraser for his leadership and dedication as Board Chair since 2021. Fraser will continue to serve in this role until August 1, 2025. His tenure has been marked by significant achievements, including guiding the organization through the tourism industry’s recovery from COVID-19, integrating Indigenous culture and perspectives into Destination BC’s work, strengthening relationships with Indigenous Tourism BC, and supporting efforts to grow the province’s tourism industry across all regions and seasons. Under his guidance, Destination BC has worked to enhance the quality of life for both visitors and residents through socially, culturally, environmentally, and economically sustainable tourism practices.
Looking Ahead
With Ingrid Jarrett at the helm, Destination BC is poised to build upon its strong foundation and continue its mission to promote British Columbia as a premier travel destination. Her extensive experience and visionary leadership are expected to drive strategic initiatives that will further elevate the province’s tourism industry on both national and international stages.
