Hello, my name is Jennifer, and I am an executive, an entrepreneur, an explorer, and a mom. With over 17 years of experience in the travel and tourism industry, my experience spans much of the tourism ecosystem including destination and experience development, business development, investment attraction, communications, stakeholder engagement, and niche sector development.

As a certified sustainable destination management professional, I believe that tourism can play a crucial role in enhancing the quality of life for both residents and visitors. My approach is grounded in a holistic lens that prioritizes innovation, regenerative and community-based tourism. I am passionate about working collaboratively to tackle tourism's most pressing and fundamental challenges, and I consider myself incredibly lucky to be able to put these ideals into practice daily as a Partner at Twenty31.

Prior to joining the team at Skift Advisory, I had the privilege of being part of Travel Alberta's executive leadership team where I played a pivotal role in developing and leading the organization's corporate strategy, communications, and stakeholder relations. I have also held numerous key roles within the Government of Alberta under the Ministry responsible for tourism.

I hold a Bachelor’s degree from the University of Alberta, a Sustainable Destination Management Certificate from the UNWTO and the Lucerne University of Applied Sciences and Arts, and have completed the Management Development Program at the University of Alberta’s School of Business, as well as the Project Management Professional Training through the Project Management Institute.

Originally from Canada, I currently reside in the Netherlands with my husband and two sons. When I'm not discovering new destinations or giving back through non-profit organizations, you can find me on a bike, a hike, or just about anything that involves exploring.