About the role:
Reporting to the Director, Partnerships and Visitor Growth, the Tourism and Earned Revenue Specialist is the Museum’s dedicated lead for proactive travel trade sales, tourism partnership development, and the full operational cycle of group tour reservations. The incumbent drives growth in group and tour earned revenue by identifying, prospecting and converting leads across the travel trade sector, including tour operators, receptive operators, motorcoach companies, group travel planners, travel agents (including online travel agencies) and destination marketing organizations (DMOs).
This is a unique opportunity for an impact-driven professional to influence tourism and leverage visitation as vehicles for advancing the Museum's mandate, recognizing that every group tour booked and every travel trade relationship built is an opportunity to broaden the reach of human rights education and inspire meaningful action. The incumbent will be a strong and thoughtful communicator, creative thinker, meticulous planner, and will bring a collaborative approach to their role and support our collective efforts to build a workplace culture that is inclusive, equitable, innovative and focused on inspiring action.
What you will do:
Travel Trade Sales and Tourism Partnership
- Leads the research, development and proactive outreach of prospective local and out-of-town tour and tourism clients.
- Coordinates the full travel trade sales cycle, including prospecting, qualifying, pitching, contracting and follow-up with tour operators, receptive operators, motorcoach companies, group travel planners, travel agents, online travel agencies, and DMOs.
- Develops and delivers compelling sales presentations and proposals that communicate the CMHR’s unique value proposition to diverse travel trade audiences.
- Proactively work with other museums to develop customized tourism products and solutions to secure sales with prospective clients.
- With guidance from the Director, negotiates and manages group tour agreements, commission structures and contracts in alignment with divisional revenue targets and established parameters.
- Represents the Museum at trade shows, familiarization (FAM) tours, sales missions and tourism industry events, locally, nationally and internationally as appropriate.
- Maintains current knowledge of tourism market trends, competitor offerings and travel trade distribution channels to continuously refine sales strategy.
- Stewards travel trade relationships through consistent follow-up, post-visit check-ins and annual account reviews to support retention and growth.
- Prepares weekly, monthly and quarterly reports on group tour bookings, travel trade sales performance and key performance indicators for the Director and senior management.
- Tracks and analyzes the ROI of all significant travel trade investments, including trade show participation, sales missions, FAM tours, promotional campaigns and partnership arrangements.
- Engages with local and provincial business chamber networks (e.g., Winnipeg Chamber of Commerce) to promote the Museum as a group travel and event destination and to develop referral opportunities.
Group Tour Reservations and Client Relations
- Manage the full operational cycle of group and tour reservations, from initial inquiry through booking confirmation, pre-visit coordination, on-site delivery and post-visit follow-up.
- Responds to group and tour booking inquiries in a timely and professional manner; secures business from private groups, organizations and travel trade clients.
- Maintains accurate data entry and client records within ticketing systems; processes invoices, deposits and payments; tracks accounts receivable for group bookings.
- Coordinates with internal teams (Education, Program Delivery, Visitor Services, Scheduling, Special Events, WOW Catering) to ensure seamless tour delivery and exceptional visitor experience.
- Collects, analyzes and presents qualitative and quantitative visitor and booking data to support strategic planning and divisional decision-making.
- Provides backup coverage for the Partnerships and Visitor Growth Coordinator.
Museum-wide Collaboration
- Contribute to the broader Partnerships and Visitor Growth divisional priorities as guided by the Director, including innovative visitor experience development (e.g., culinary evenings, seasonal programming, partnered programs with other cultural institutions, conference receptions) and post-visit engagement initiatives.
- Collaborates with the Public Affairs team on marketing and promotional materials targeting travel trade and business community audiences.
- Participates in boutique curation, food and beverage promotion and museum-wide collaborative initiatives as appropriate.
- Contributes to a workplace culture that promotes respect, equity, inclusion and innovation, and models anti-racist and accountable behaviours.
- Performs other duties as assigned by the Director, Partnerships and Visitor Growth.
What we’re looking for:
- Completion of a University degree or Diploma in Business Development, Tourism Management, Hospitality, Marketing or related field and 3-5 years’ work experience or an equivalent combination of education, knowledge, and experience.
- Experience with ticketing and reservation management systems (Tessitura preferred) for group bookings, invoicing and data reporting.
- Proficiency in Microsoft Office 365 (Outlook, Word, Excel, Teams, PowerPoint); strong Excel skills for data analysis and reporting.
- Exceptional attention to accuracy in data entry and client records management.
- Analytical and data-driven; comfortable interpreting sales pipeline data, booking conversion rates and ROI metrics to inform and recommend strategic adjustments with the ability to build and present data-informed reports, Return on Investment analyses and business cases for senior leadership.
- Proactive, self-directed sales mindset with the ability to identify, pursue and convert revenue opportunities with minimal direction.
- Strong relationship-building and partner engagement skills; confidently represents the Museum at industry events, trade shows, sales missions and business chamber functions. Familiarity with travel trade shows including the preparation, prospecting, execution, and follow up.
- Genuine commitment to human rights principles and the advancement of social causes; able to authentically connect the Museum's mandate to tourism and business development conversations, and to bring a values-driven lens to partnership decisions, sales approaches and visitor engagement strategies.
- Excellent verbal and written communication skills, including the ability to craft compelling pitches, proposals and presentations tailored to travel trade and business audiences.
- Calm under pressure; organized and effective at managing multiple competing priorities and deadlines in a fast-paced environment.
- Collaborative team player who contributes meaningfully across departments and maintains a visitor-first mindset in all interactions.
- Creative and solutions-oriented thinker who develops innovative approaches to growing tourism revenue while remaining aligned with the Museum’s mandate and values.
Desired Qualifications:
- Preference will be given to candidates who have sales experience in non-profit or social enterprise settings.
- Ability to communicate proficiently in both of Canada’s official languages (English essential and French non-essential).
Official Language Proficiency:
- English Essential, French Preferred: This position may have to handle requests and understand simple requests in French from members of the public.
Other:
- Ability to work occasional evenings and weekends to support museum events.
- Travel is required throughout the year to promote the museum and the boutique while also exploring new markets for products and partnerships.
Conditions of Employment:
- Security Screening Level – Reliability Status
- Child Abuse Registry Check
Last updated: June 2026
