What's Happening?
Tourism Kelowna has appointed Cassandra Zerebeski as its new president and CEO, following a nationwide search that attracted over 50 applicants. Zerebeski brings over 25 years of experience in destination leadership, having worked with various tourism
organizations and public-private partnerships in British Columbia. She succeeds Lisanne Ballantyne, who served as president and CEO for eight years. Zerebeski's appointment is seen as a step towards continuing the growth of Kelowna as a year-round destination. The Board of Directors expressed confidence in her ability to lead the organization into its next chapter of growth.
Why It's Important?
The appointment of Cassandra Zerebeski is significant for Tourism Kelowna as it seeks to build on its momentum and position Kelowna as a leading four-season destination. Her extensive experience in the tourism industry and proven leadership skills are expected to drive economic vitality and community well-being in the region. This leadership change comes at a crucial time as the tourism sector continues to recover from the impacts of the COVID-19 pandemic. Zerebeski's vision and expertise will be instrumental in navigating the challenges and opportunities ahead for Kelowna's tourism industry.
What's Next?
Cassandra Zerebeski will officially assume her role on May 21, 2026. Her immediate focus will likely be on strengthening partnerships with local stakeholders and enhancing Kelowna's appeal as a tourist destination. The Board of Directors and the team at Tourism Kelowna will support her in implementing strategies to attract more visitors and boost the local economy. As the tourism industry evolves, Zerebeski's leadership will be key in adapting to changing market dynamics and ensuring sustainable growth for the region.
