Amber Papou brings extensive experience leading organizations across the education and tourism sectors. Throughout her career, she has helped lead transformative initiatives, including playing a key leadership role in building Merritt’s Country Music Capital of Canada brand and helping establish the Merritt Walk of Stars. Most recently, she served as president and CEO of the SelfDesign Learning Foundation.

In her role, Amber is responsible for leading the business and strategic priorities of TIABC, with a focus on representing tourism interests across the province and advocating on behalf of the organization’s members, stakeholders, partners, as well as Indigenous communities through collaboration and with the guidance of TIABC’s Board of Directors.