Tourism and Earned Revenue Specialist

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.

Travel Trade Sales and Tourism Partnership

• Leads 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 works 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

• Manages 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

• Contributes to the broader…