Real Talk With Marsha Walden
Marsha Walden, President & CEO of Destination Canada
We love being inspired by strong female leaders so when Marsha Walden was promoted to President & CEO of Destination Canada, we were cheering her on. Marsha made time to chat with WORTH President Joanna Jagger about her professional journey and what lies ahead for Destination Canada. In this interview, she shares her advice for other female leaders along with some of her favourite resources for staying on top of an ever-changing market.
When you look back on your career, what helped you strive to senior leadership roles? What pushed you?
For me, it’s always been about pursuing things that interest me, as I have a fairly high level of intellectual curiousity. I’ve tried to say ‘yes’ to as many new experiences as I could over the years, to continue learning. That pursuit has led me to new places and new roles. It’s a desire for stimulation more than any inherent ambition.
Can you share with us some of the highlights from your work as CEO of Destination BC?
A key one at the outset of my time with Destination BC was really being part of the creation of the new Crown Corporation and forming its first strategy, its first policies, working with its first Board, and defining how we could best help the tourism industry.
Along the way, we reshaped how industry worked together. We strengthened the collaboration we had with communities to create destination development strategies for every corner of the province. And, we significantly strengthened our competitiveness as digital marketers. We also created deeply-integrated ways of working together -- sharing data, content, technologies, and expertise with industry partners.
What are you most looking forward to impacting as CEO of Destination Canada?
Although tourism is currently facing incredible challenges that threaten the very survival of a great many businesses, we have an incredible foundation of rich assets in this country on which to build. Tourism is a nation-builder and I have great ambitions for how we can be an even greater contributor to our country. The tourism industry is so integral to the very fabric of our communities and our quality of life – from art galleries and music festivals to wineries and mountain biking trails, so many of the amenities we enjoy as residents are made viable because visitors help to support them. Tourism gives us a chance to share the beautiful diversity of our Canadian land and culture with the world and, in doing so, enrich us with socio-cultural, environmental and economic benefits. Let’s hope out of the ashes comes that new respect for our industry and what it contributes to society.
What is needed to move the dial for women in hospitality and tourism to push for parity in senior leadership roles?
I believe that change begins at home. Within our family lives, we need a true sharing of the responsibilities and joys of home life in order for men and women to equally share in the responsibilities and joys of a career. In turn, that will change perceptions in the workforce.
What words of advice do you have for women in the industry interested in senior leadership, who may be discouraged right now?
Keep trying. If you do not have a positive, supportive environment where you work, move on. Make the organization feel the pain of your absence and understand what it is missing by having diminished your opportunities unfairly.
Can you talk about one woman who has impacted your life and career?
Over time, I’ve watched and worked with successful women (and men) and learned something valuable from each of them – whether it was how to be a good coach for your team, how to position matters in the boardroom, how to develop strategy, how to have tough conversations, and so much more. I don’t have one that stands out. I admire many.
What are your favorite books, podcasts, websites and/or resources on leadership?
I’m a regular reader of Harvard Business Review, I like many of the podcasts within MasterClass. I also subscribe to a host of daily newsfeeds and articles from McKinsey, BDG, BDO and others.
What is your favourite destination in Canada?
That’s like asking a mother which of her children she likes best! I have so much of Canada still to explore that I cannot yet provide a definitive answer for you. Maybe in another 20 years, I’ll have made up my mind about a favourite.
Any last words of wisdom for our readers?
Careers are rarely a ladder. They are mostly a lattice. It is that collection of that broad base of experiences that make you a valuable employee. It is that variety of exposure to different problems and different industries, different people, different ways of thinking that makes you a leader. If you do need to make a shift, come back to tourism when you’re ready.
About Marsha Walden
Marsha’s career spans leadership roles in strategy and organizational renewal, marketing and communications, corporate social responsibility, operations management, and business innovation. She has worked with enterprises in many of Canada’s flagship industries and found her true calling in tourism.
Marsha joined Destination British Columbia as President and CEO in 2013, leading the newly formed provincial Crown corporation to create ground-breaking strategies for tourism development and nationally recognized, data-driven performance marketing.
A resident of Vancouver, Marsha holds a Bachelor of Commerce from the University of British Columbia and is an active volunteer with the YMCA and The Presidents Group championing inclusive employment. She loves travelling with friends and sharing time with family at their island cottage.