Travel Alberta

Travel Alberta names new President and CEO

Travel Alberta congratulates Royce Chwin as its new President and Chief Executive Officer. Chwin will lead the award-winning marketing organization as CEO into the next leg of Alberta’s tourism journey.

"For the past four years Royce has led Travel Alberta's marketing team as Chief Marketing Officer," says Rick LeLacheur, Chairman of Travel Alberta's Board of Directors. He brings and an inherent understanding of Travel Alberta's business and marketing strategies, Alberta's tourism brand, and the critical issues to address on our way to reaching $10.3 billion in tourism revenue by 2020.

Prior to his time at Travel Alberta, Chwin led the Canadian Tourism Commission’s international brand and creative strategy and launched their social media strategy. He spent the previous 20 years in the retail and hospitality industries with top brands like Starbucks, Blockbuster Video, and Boston Pizza International in management and leadership positions where he developed many aspects of business operations.

"It is an incredible honour for me to become Travel Alberta's next CEO," says Chwin. "I am very fortunate to work with such a smart, talented and passionate team. I look forward to building upon the business and brand success we've created together over the past five years with grateful support from our dedicated Board, industry and Culture and Tourism partners."

Chwin replaces Bruce Okabe, who leaves October 31, 2014, following a five-year tenure as Travel Alberta's CEO.

About Travel Alberta

Travel Alberta is the tourism marketing agency of the Government of Alberta. Established as a Crown corporation April 1, 2009, this team of youthfully spirited adventurers lead in marketing Alberta's authentic experiences in breathtaking landscapes around the world.

For media inquiries, please contact:

Jennifer Anderson

Director, Communications

Travel Alberta


Travel Alberta