Manager, Destination PR

At Pursuit,

we offer
more than just a place to visit, we create opportunities for our guests to truly connect with iconic destinations. Our experiences include world-class attractions and distinctive lodges, all designed to highlight the unique beauty of each location. Beyond that,

we offer
thoughtfully crafted restaurants, retail, and transportation services that help our guests immerse themselves fully in the experience. What ties it all together are the friendly faces you’ll find along the way, the thoughtful amenities, and the delightful details that make every visit feel personal and unforgettable.

The Manager, Destination PR & Storytelling, Canada is responsible for sharing the stories that inspire travel to Pursuit's iconic Canadian destinations, attractions, and hospitality experiences. This role owns the Canadian destination PR portfolio, translating business priorities, new experiences and local stories into compelling media opportunities across key feeder markets in Canada, the United States, and the United Kingdom.

Reporting to the Director, Public Relations & Communications, the Manager, Destination PR & Storytelling, Canada, develops and executes destination-focused storytelling strategies that connect media and creators with the people, places, experiences and communities that make Pursuit's Canadian collection extraordinary. They serve as a strategic communications partner to destination leaders while remaining closely involved in media hosting, writing, pitching, relationship development, and on-site execution.

The ideal candidate is an exceptional storyteller, experienced PR professional and relationship builder who thrives on uncovering compelling stories, creating memorable hosting experiences, and cultivating ongoing relationships with travel, lifestyle and consumer media. They are an outstanding writer who understands how to craft compelling narratives, develop strategic messages, identify newsworthy story angles, and translate business priorities into meaningful earned media opportunities.

This role combines strategic thinking with hands-on execution and requires someone equally comfortable setting destination PR priorities, developing story ideas, pitching media, hosting journalists on a glacier, attending industry events, advising internal partners and collaborating with operational teams to bring a story to life. The successful candidate understands how media works, knows what makes a strong pitch, and can build a sustained PR program that balances proactive storytelling, launches, media hosting and emerging business needs.

They bring sound judgement, a strong understanding of Canadian Press style, meticulous attention to detail and a collaborative, growth-oriented mindset. They share ideas openly, welcome different perspectives, and are willing to challenge established approaches. They are curious about new ways of working, industry trends, and use data and insight to test ideas and adjust strategy as the work evolves. They are energized by travel, passionate about tourism and hospitality, and excited by the opportunity to represent some of Canada's most iconic experiences on the global stage.

Working closely with Marketing, Brand, Sales, Social Media, Operations, Guest Experience teams and destination tourism partners, this role serves as a strategic PR partner and helps position Pursuit as a leading attractions-led hospitality company while showcasing the iconic destinations that define the Canadian collection.

What You'll Do

The Canadian portfolio includes Pursuit’s attractions, hotels, lodges and dining experiences across Banff, Jasper, the Columbia Icefield and Golden.

Destination PR & Storytelling

• Own the annual destination PR strategy, priorities, editorial calendar, budget and performance for Pursuit’s Canadian portfolio, leading its execution to increase awareness of Pursuit’s attractions, hotels, lodges and travel experiences.
• Identify, develop and advance compelling destination, travel, lifestyle and human-interest stories that generate earned media opportunities and support business priorities.
• Develop creative PR campaigns, story angles, media activations and creator collaborations that drive awareness, engagement and earned coverage.
• Maintain a year-round pipeline of proactive story opportunities, seasonal narratives and media campaigns across Pursuit's Canadian destinations.
• Collaborate with Marketing, Brand, Commercial, Operations and Guest Experience teams to uncover unique stories and bring them to market.
• Manage assigned destination PR budgets, agencies, contractors and partner contributions, ensuring clear deliverables, responsible spending and measurable outcomes.

Media Relations & Relationship Management

• Build and maintain strong relationships with travel, lifestyle, outdoor, luxury, bus