Real Talk with Allison Picard
Allison Picard brings nearly a decade of experience at Destination British Columbia, having held six distinct roles across Global Marketing and Destination Management. As the interim Visitor Services Network Program Manager, she shares her journey in finding her place in the tourism industry, how her passion for building relationships has shaped her career, and advice for other women aspiring to lead. Allison’s story is one of adaptability, resilience, and an enduring commitment to the industry—offering valuable insights and inspiration for anyone navigating their path in tourism.
1. Did you always know you wanted to work in tourism, or did you find your path along the way?
No, I didn’t always know I wanted to work in Tourism! I went to the University of Victoria and did my degree in Psychology.I had always thought I wanted to be a teacher, so after completing my undergraduate degree, I applied to UBC’s PDP program and was accepted. At the time, I was 24 years old and something was pulling me to travel instead of going back to school right away. I wasn’t 100% sure being a Teacher was what I wanted to do anymore.
I decided to decline the offer into the PDP program and travelled around Australia & New Zealand for 3 months by myself. Not only was it an amazing travel experience, it gave me an opportunity to think more about what I wanted.
Before leaving for Australia, I promised my parents that I would find another program to pursue when I returned. I think I had always been interested in customer service roles and had experience in such positions, but I had never seriously considered a career in the tourism industry. Knowing BCIT had a great reputation, I attended one of their career development nights to explore their programs. There, I connected with the head of the Tourism Program, who explained that since I already had a university degree, I could receive credit for it and complete a two-year program in just one year. The idea of not having to spend two full years in school was very appealing, so I decided to enroll in BCIT’s Tourism Management program. Within the first month, I knew it was the perfect fit for my skills and interests.
Now, I have been at Destination BC for just over 9 years and have had 6 different roles across Global Marketing and Destination Management. I started out in a 3 month temporary administration position which was supposed to be done in 3 months. The 3 month position turned into a permanent role and I took it upon myself to learn about all the different program areas at Destination BC to see where I might want to go next.
I have always been a hard worker and have been extremely motivated to learn and grow. I take advantage of opportunities when they come up and I haven’t been afraid to throw my name in the hat for a role. Having had a lot of opportunities to work in different program areas has given me a greater understanding of the work Destination BC does and contributed to my strong tourism industry experience.
2. You've recently stepped into the role of Visitor Services Network Program Manager. What excites you most about this unique area within the tourism ecosystem?
I have always been interested and very passionate about Visitor Services. I am always that person on a holiday that wants to stop and visit the Visitor Centre because they provide so much useful information. A lot of the time you get locals who have the inside scoop and knowledge that you wouldn’t necessarily get by researching yourself.
As the interim Visitor Services Network Program Manager, I take great pride in the role I currently have managing 134 Visitor Centres across the province. The Visitor Services Network in BC is incredibly unique and special compared to Visitor Servicing in other provinces across Canada. In my short time on the team, I have seen how strong the network is with members always looking to support one another, share ideas, and find ways to work together. We are always looking for ways to bring the network together whether it be through training opportunities, regional meetings or our Visitor Services conference.
3. Is there someone in the tourism field who has particularly inspired you throughout your career?
Rather than one specific person, I’ve been fortunate to have several mentors throughout my career—both within and outside of Destination BC—who have believed in my potential and supported my growth. I think it’s incredibly important when you are starting out your career to find those people who will be in your corner, who will advocate for you and support you.
In my current role and previous role, so much of what I do is build relationships. Learning how to manage relationships with partners is a skill I have honed through watching leaders I have worked under. I have seen them navigate challenging situations with partners with patience, flexibility, empathy and honesty. I have tried to follow the same approach when working with partners.
4. You've managed a variety of roles and projects throughout your career. What leadership lessons have you learned along the way that you wish you’d known earlier in your journey?
I’ve learned that you have to be patient, which is not always easy. Upon graduating from BCIT I thought I was going to land my ‘dream’ role right out of the program. I quickly learned that is completely unrealistic. The key is to get your foot in the door and start building your experience. Take that entry level role and do everything in your power to learn as much as you can.
I have learned through every role I have taken that they build on each other. You will always leave a role having learned a new skill or life lesson. Be curious to learn more about what kinds of roles there are in the tourism industry. Find someone you are interested in learning more from and offer to take them out for coffee so you can learn about their background and experience. This is something I did when I first started at Destination BC and continue to do.
5. What advice would you give to aspiring women leaders who are interested in the tourism industry?
That it is incredibly rewarding and fun! After 9 years, I can’t see myself working in any other industry. Start by setting small and realistic goals that are achievable and manageable. Remind yourself that you are just starting out in your career journey and it’s all about building blocks. You have to first build that foundation and it will continue to grow the more experience you get. Be curious, ask questions, attend networking events, build connections. Find opportunities to volunteer! All of these things will help you to learn more about the industry you are working in.
About Allison
Allison Picard is the interim Visitor Services Network Program Manager at Destination British Columbia, overseeing 134 Visitor Centres across the province. With nine years of experience at Destination BC, she has held six roles across Global Marketing and Destination Management, demonstrating her versatility and passion for the tourism industry.
Allison holds a Bachelor of Arts degree in Psychology and a Marketing & Tourism Management diploma, combining her academic background with extensive professional experience. Known for her enthusiasm, leadership, and ability to build strong relationships, Allison is a valued leader in BC’s tourism sector.
In her free time, Allison enjoys traveling, exploring BC’s natural beauty, and finding inspiration in the people and places she encounters.