The Cranbrook and Region Tourism Society (Visit Cranbrook) is pleased to announce the appointment of Mike McPhee as its new Executive Director, effective June 22.

Mike has spent his career working in tourism, outdoor recreation, education and the media. He has dedicated over two decades to helping build and grow the tourism industry in B.C. and the Kootenays, including helping start and operate multiple DMOs.

This work has involved many boards and committees, including the Destination BC Marketing Committee, the Tourism Fernie Board and committees, the Fernie Chamber of Commerce Board, the Golden District Arts Council and was recently the Board Chair of Kootenay Rockies Tourism.

Mike has decades of experience with destination development, branding & marketing, product development, media, events and community engagement.

On the academic side, Mike holds a Master of Arts in Tourism Management and has taught tourism, business and recreation courses at Royal Roads University and College of the Rockies.

In terms of media, Mike has partnered and worked with media outlets and publications from around the world. As a photographer, writer and video producer, he has thousands of published photos, over 120 articles, one book and many films and TV shows to his credit.

Visit Cranbrook serves as the destination marketing organization (DMO) for the Cranbrook area and surrounding East Kootenay region, working to attract visitors, support local tourism operators, and strengthen the regional visitor economy. Mike steps into the role following the departure of Executive Director Kristy Jahn.

Board Chair Crystal Scott expressed enthusiasm for the appointment: “We are thrilled to welcome Mike to the Visit Cranbrook team. Mike’s leadership, community connections and industry experience make him an outstanding fit for this role. The board is confident that Mike’s vision and energy will strengthen our work on behalf of Cranbrook and the East Kootenay’s vibrant tourism sector.”

McPhee shared his excitement for the opportunity: “I am truly honoured to join the dedicated Visit Cranbrook team and to serve this incredible region. Being a long-term resident of the East Kootenay, I simply love the stunning landscapes, world-class outdoor experiences, and deeply rooted communities. I look forward to working alongside all our stakeholders to welcome visitors and showcase what makes this place so special.”

Visit Cranbrook looks forward to the energy and leadership Mike will bring to the organization. More information about Visit Cranbrook’s programs, initiatives, and the East Kootenay’s visitor offerings can be found at cranbrookbc.com

Visit Cranbrook

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