WILD BEAR LODGE
Our Mission
The Wilderness Tourism Association of British Columbia (WTA) is non-profit organization whose mission is to ensure a sustainable future for BC’s wilderness tourism industry through leadership, advocacy, stewardship, education and marketing support. We believe that wilderness tourism is a viable and sustainable economic enterprise, and that BC’s wilderness tourism community must have a strong voice in determining how the lands and waters upon which they depend are planned and developed. The WTA is dedicated to the Declaration on the Rights of Indigenous Peoples Act (DRIPA) and we are committed to fostering responsible tourism in our province.
Our members represent a wide range of iconic, world-class wilderness tourism experiences across BC — from multi-day expeditions and wildlife tours to remote ranches and luxury resorts. The WTA community is a powerful network of eco-tourism leaders, each with a unique story and connection to the land.
Learn more about what the WTA does by clicking below.
CAMPBELL RIVER WHALE WATCHING
PHOTOGRAPHED BY DOMINIK RUEGSEGGER FOR CAMPBELL RIVER WHALE WATCHING
Our History
1980s • The Wilderness Tourism Association of BC grew out of a need for an organization focused on land use issues faced by nature-based tourism operators. Beginning with roots in what was once the Wilderness Tourism Council, a group representing approximately 850 nature-based businesses during the 1980s, the organization eventually blossomed into the Council for Tourism Associations (COTA) in 1993.
1999 • After a Tourism Land Use Symposium in Vancouver, industry stakeholders aspired to provide wilderness-based tourism operators with a stronger voice in dealing with issues specific to their sector of the industry (particularly forestry and land tenure challenges). Alongside support and cooperation from COTA, the Wilderness Tourism Association evolved.
2026 • Today, we represent Wilderness Tourism Operators from across BC, helping them come together to work on important projects like Ocean Acidification and Hypoxia, through the Climate Ready BC Seafood Grant and the Small Ship Tour Operators Association. The Marine Debris Removal Initiative brought together member operators and helped clear 32.5 tonnes of debris across 150 kilometres of shoreline. We present a strong voice for land stewardship, regenerative tourism, and sustainability and are well positioned to help shape policy with government and industry. For more information on these vital issues, see the ‘Our Work’ tab above.
Our Work
Advocacy • We consult with government and non-government organizations, as well as other industry sectors to address prevalent issues and stay informed on policies, trends and research. The WTA helps wilderness tourism operators with land tenure and forestry, other land use conflicts, marine use planning, park accessibility, taxation, and the preservation of fish, wildlife and habitats.
Marketing • The WTA works to promote wilderness-based tourism experiences across BC to domestic and international travellers. Our members are featured through our website and blog, newsletters, social channels, and paid ad campaigns.
To learn more about our values and operational structure, read the WTA’s Code of Conduct, Constitution and Bylaws, and our Strategic Plan.
KNIGHT INLET LODGE
Our Values
In the spirit of stewardship, we’re calling on all travellers to take the #ExploreWildBC Pledge to adopt practices that will ensure a sustainable and regenerative future for the people, places and wildlife that make BC unique.
KINGFISHER WILDERNESS ADVENTURES
Meet the Board of Directors
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Robb MacDonald
Executive Director (He/Him)
Robb brings more than 25 years of leadership across tourism, outdoor recreation, sustainability, community development, and strategic advocacy. Most recently, he served as Managing Director of the Thompson Okanagan Tourism Association (TOTA), where he oversaw day-to-day operations of the organization and led teams in research and marketing, destination stewardship, industry relations, and business development.
Throughout his career, Robb has collaborated with tourism operators, Indigenous partners, municipalities, and government agencies to support resilient communities and safeguard our natural assets. Based in Kelowna, he is passionate about advancing wilderness tourism as a force for positive environmental change and looks forward to working closely with WTA members and industry partners.
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Kathy MacRae
President (She/Her)
Kathy has over 30 years of experience in the tourism industry and a Master of Arts in Tourism Management from Royal Roads University. Kathy is a well-known advocate for wildlife in BC and was instrumental in closing the grizzly bear hunt in December 2017. She works with government officials and tourism industry members to ensure a viable and regenerative tourism industry. Kathy is also the Executive Director for the Commercial Bear Viewing Association of BC and a recipient of the King Charles III Coronation Medal.
COMMERCIAL BEAR VIEWING ASSOCIATION of BC -
Sarah Cruse
(She/Her)
Sarah Cruse is an accomplished hospitality leader with nearly two decades of experience managing luxury experiential resorts. She returned to Clayoquot Wilderness Lodge as General Manager for the 2020 season, bringing a career rooted in destination resort operations across Canada and the United States. Originally from Muskoka, Ontario, Sarah began in golf and resort management earning a formative role at the Banff Springs Hotel, before moving into senior positions in North American luxury lodges, including time in California and Colorado. Known for her people-first leadership and passion for wilderness hospitality, she is committed to exceptional guest experiences grounded in nature, service, and place.
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Breanne Quesnel
Past President (She/Her)
Breanne has been in the tourism sector for 25+ years, as a whitewater canoe guide, sea kayak guide, and as owner of Spirit of the West Adventures, a kayak touring company. She’s been involved in land & marine use planning, forestry issues, land tenure & security, indigenous relations, industry advocacy, marketing and logistics. Breanne’s been a Board Member since 2008, and holds an Honour Bachelors of Outdoor Recreation Parks and Tourism, a Bachelor of Arts Geography and a Bachelor of Education.
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Nik Coutinho
Vice President (He/Him)
Nik is a professional guide and wildlife photographer based in Victoria, BC. Currently, he works in Marketing Sales, for Clipper Vacations. Nik has been instrumental in the WTA as Board Member, Secretary, and Marketing Advisor. Some of his favourite moments have been viewing bears in the forest and watching whales on the water, and he loves introducing people to these powerful experiences.
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Ross Campbell
WTA Treasurer (He/Him)
Ross has extensive experience traveling and guiding guests through BC’s waters and airspace. He spent 17 years as a helicopter pilot before purchasing Mothership Adventures. Ross now captains the MV COLUMBIA III, a luxury charter yacht offering eco adventures specializing in remote mothership kayaking. Mothership Adventures is part of the Small Ship Tour Operators Association (SSTOA) and Ross has been an integral member of the 2020 and 2021 BC Marine Debris Removal Initiative.
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Jamie Boulding
(He/Him)
Jamie has a lifetime of experience in the tourism industry and is a respected outdoor educator and paddler. At the age of nine, he began working for his family’s business, Strathcona Park Lodge, a wilderness lodge and outdoor education center. Jamie taught canoeing at age 15, lead groups by age 17, and moved to managing the Lodge in 1993. Alongside his wife, Christine, Jamie is active in steering the vision and values of the Lodge, which revolve around a minimal footprint with a maximum impact for guests and staff.
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Brianna Sloan
(She/Her)
Brianna has been working in the tourism industry for well over a decade, holding various hospitality positions before shifting to management and marketing related roles. She currently represents Nimmo Bay Resort, a world-renowned luxury wilderness retreat, as Marketing Manager. She brings forth a diverse experience to the industry with a combination of hands-on experience and education from Thompson Rivers University, the University of Victoria, and Somerville Academy.
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Gina Goldie
(She/Her)
Gina Goldie is a wilderness tourism entrepreneur, river professional, and industry advocate with more than 25 years of experience in adventure tourism. She is the founder of Wild Blue Yonder Rafting, and has supported the growth of the rafting and outdoor tourism sector through leadership, training, and policy engagement. Gina also serves as Executive Director of the BC River Outfitters Association (BCROA), and brings a strong operator perspective to her work advancing sustainable, stewardship-aligned tourism across British Columbia.
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Erin Boyle
Secretary (She/Her)
Erin has a passion for travel, a love for the outdoors, and a fondness for BC’s west coast. In 2009, she began working in with Bluewater Adventures, a multi-day eco-tour operator providing wildlife and cultural experiences aboard sailing yachts from coastal British Columbia to Southeast Alaska. Erin’s career in hospitality paired with her degree in Marketing allow her to provide travellers with quintessential coastal experiences as Bluewater’s Sales and Marketing Manager.
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Mollie Cameron
(She/Her)
Mollie Cameron serves as the Operations Manager with the Commercial Bear Viewing Association and has a passion for promoting sustainable experiences that put wildlife first. She is also the President of Wild Wise Society, an organization focused on mitigating human-wildlife conflicts and promoting peaceful coexistence with nature. Mollie founded the Cougar Coexistence Initiative in 2020, a research project tracking cougar sightings, conflicts, behaviour, and predation patterns to support coexistence strategies, advocacy, and education. She collaborates with municipalities on wildlife-informed policy and spends hundreds of hours each year providing public education, supporting conservation and coexistence initiatives across BC.
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Rachel Muehlenberg
(She/Her)
Rachel Muehlenberg is the founder of Watershd Co., a BC-based digital marketing agency that specializes markeitng and communications for the in adventure travel and outdoor brands. With more than a decade of experience as a marine guide in British Columbia, This firsthand experience gives her a deep understanding of tourism operations, outdoor recreation, and the unique challenges of the industry. Today, she combines her field experience with expertise in digital marketing, strategic communications, and content development to help tourism and outdoor brands connect with their audiences through compelling, authentic storytelling.
WATERSHD CO.