TOURISM TOFINO ANNOUNCES NEW EXECUTIVE DIRECTOR

Tofino, BC (November 4th, 2025) - Tourism Tofino and the Tofino Chamber of Commerce are pleased to announce the appointment of Samantha Hackett as Tourism Tofino’s new Executive Director, effective December 2, 2025.

Samantha, most recently the Executive Director of the Tofino Chamber of Commerce succeeds Brad Parsell, who has led Tourism Tofino with dedication and vision over the last three years. Tourism Tofino extends its sincere gratitude to Brad for his leadership and many contributions to the success of the destination during his time.

“Tourism Tofino is thrilled to welcome a respected community leader to direct our organization forward,” said Tiff Olsen, Chair of the Tourism Tofino Board of Directors. “Samantha’s deep understanding of Tofino and the region will be invaluable as we continue advancing our strategic priorities and commitment to destination stewardship.”

Samantha joins Tourism Tofino with deep roots in the local tourism and business community. As the Executive Director of the Tofino Chamber of Commerce, she worked to strengthen the collaboration between local organizations, government, and businesses to support sustainable economic growth. Prior to that, she was the General Manager at Long Beach Lodge Resort, where she led a team known for exceptional guest experiences. Samantha has previously sat on the Tourism Tofino board in multiple positions, including Chair.

“I’m honoured to be stepping into this role with Tourism Tofino,” said Samantha Hackett. “Tourism has long been my passion, and my time with the Tofino Chamber of Commerce has deepened my appreciation for the people and partnerships that make this community thrive. I look forward to working with the team and our many partners to continue strengthening Tofino’s position as both a world-class destination and a remarkable place to live.”

“On behalf of the Chamber board, I want to thank Samantha for her leadership and dedication to our business community,” said Myles Beeby, President of the Tofino Chamber of Commerce. “Her focus on collaboration and inclusivity has built strong foundations that we’ll continue to build on. We’re thrilled that she’ll continue contributing to Tofino’s success through her new role with Tourism Tofino.”

Tourism Tofino looks forward to welcoming Samantha as she steps into this new leadership role and to building on the strong foundation established under Brad’s guidance.

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About Tourism Tofino

The Tofino Destination Management Association, also known as Tourism Tofino, is Tofino’s official not-for-profit destination marketing and management organization. It works in partnership with over 300 businesses & not-for-profits, the Tofino Chamber of Commerce, Tla-o-qui-aht Tribal Parks, the District of Tofino, the Maaqutusiis Hahoulthee Stewardship Society (MHSS), and the provincial and national destination marketing organizations. We work to create awareness of tourism opportunities for visitors worldwide, while helping to enrich life for residents and uplifting Indigenous tourism initiatives. www.tourismtofino.com

About the Tofino Chamber of Commerce
The Tofino Chamber of Commerce is a non-profit organization representing the voice of local businesses. We champion business success by connecting, supporting, and advocating for our members - providing the resources, opportunities, and community power needed to thrive. By connecting members with resources, partnerships, and opportunities, the Chamber plays an active role in shaping a thriving and resilient local economy. www.tofinochamber.org