James Jackson is the President & CEO of Tourism Jasper, the official destination marketing organization for Jasper and Jasper National Park—which receives over 2.5 million visitors a year and is a UNESCO World Heritage Site. Charged with growing Jasper’s visitor economy while balancing ecological and economic sustainability, Tourism Jasper plays a unique stewardship role within the multi-jurisdictional destination. Before moving to Jasper, James held several positions within Edmonton Economic Development and led major real estate development, sport tourism, and tourism strategy portfolios. James sits on the Destination Canada Leisure Marketing Advisory Committee, the Edmonton International Airport’s Business Advisory Committee and the Canadian Destinations Leadership Council. James has an undergraduate degree in Recreation, Sport and Tourism from the University of Alberta, a certification in Economics, Analytics and Finance from Harvard Business School Online, and is completing his designation as a Certified Destination Marketing Executive.