RICHMOND, B.C. – Tourism Richmond has announced that Bruce Okabe has taken the position as Chief Executive Officer of the organization beginning March 15. Mr. Okabe will now lead British Columbia’s fourth largest destination marketing organization (DMO) and Canada’s leading hotel occupancy destination. 

“Bruce is an exceptional leader who has an outstanding track record with DMOs and large businesses in Canada,” said Eda Koot, chair of Tourism Richmond. “We are very fortunate to have him lead our organization in the next phase of its evolution. His vision and leadership will be a tremendous benefit to our stakeholders and destination.”

Bruce has an extensive background in corporate strategy, marketing and executive leadership. At TELUS Corporation he held executive positions in marketing, business strategy, and channel management, leaving in 2006 to become Deputy Minister of Tourism, Sport and the Arts in the Government of BC. In this position, he was responsible for provincial strategy in the tourism, sport and cultural sectors including oversight of Crown Corporations such as Tourism BC, Royal BC Museum and BC Pavilion Corporation. In 2009, Bruce was appointed CEO of Travel Alberta. During his tenure the corporation achieved recognition as one of Canada's most prominent tourism marketers, winning over 50 national and international awards including Canada’s Top 50 Small and Medium Size Employers. 

“Richmond has become a well-known destination and I’m excited to be part of the team at Tourism Richmond,” said Mr. Okabe. “I believe there is great untapped opportunity in marketing our city to the world. I am very much looking forward to working with our stakeholders to unlock our potential.”

Tourism Richmond embarked on a search for a new CEO with departure of its previous chief executive in late 2016. Working with Boyden Executive Search, an extensive recruitment campaign was conducted with interest shown by top candidates from across Canada.

Headshot available upon request.


About Tourism Richmond

Tourism Richmond is a non-profit, membership driven destination marketing organization (DMO). The primary mandate of Tourism Richmond is to enhance awareness about the destination through sales and marketing initiatives and by providing excellent visitor and member services. Ultimately, the organization’s goal is to increase economic activity related to tourism for the City of Richmond and all stakeholders. In 2010, Tourism Richmond earned B.C.’s DMO Professional Excellence Award and shared another two awards with the City of Richmond, the Sport Tourism Community Legacy Award at the annual BC Tourism Industry Awards, and the Community Excellence Award from the Union of BC Municipalities. Tourism Richmond is British Columbia’s 4th largest DMO.

Media Contact:
Colin Wong
Director of Communications
Tourism Richmond