The Canadian travel industry has long been powered by women, from frontline advisors to executives helping steer the sector through its most challenging moments.
Few have had a front-row seat to that evolution quite like Christine James, Vice President Canada at Travel Leaders Network and VP of Skål Toronto, part of Skål International, a global professional organization that connects tourism leaders and promotes collaboration across the industry.
Over more than four decades in travel, James has built a career spanning business development, supplier relations, marketing and operations. Since joining the organization in 1999 as a business development manager for Eastern Canada, she steadily climbed the ranks, from director of national sales to senior director of industry relations, before becoming Vice President Canada in 2010, overseeing all aspects of the consortium’s Canadian operations.
But titles alone don’t explain James’ influence in the industry.
Warm, funny and effortlessly engaging, she has built her reputation not just on experience, but on relationships, the kind that often start with a simple conversation over lunch and quickly feel like reconnecting with an old friend.
In honour of International Women's Day, TravelPulse Canada spoke with James about her career journey, leadership lessons and the opportunities she sees ahead for women in travel.
Q&A With Christine James
You’ve been with TLN for more than 25 years. Did you ever envision this leadership path when you started, or did it unfold in unexpected ways?
“When I joined the company as a Business Development Manager in 1999, I was committed to building a long-term career that would eventually lead me into senior leadership. I feel incredibly fortunate to have joined an organization that recognized my dedication and supported my growth. Each promotion fueled my drive and reaffirmed that I was on the right path.”
Her career trajectory, however, wasn’t defined by titles alone, but by moments that pushed her outside her comfort zone.
Looking back, was there a defining moment when you realized you were no longer just building a career, but shaping an industry?
“As my responsibilities expanded and I entered more senior roles, my network naturally broadened across our suppliers and member agencies. I’ve always valued relationships, both personal and professional, and over time others began to recognize the positive impact of that approach.
A pivotal moment in my career came unexpectedly shortly following 9/11. CBC contacted our president at the time for an interview; however, he was out of town and directed them to me. I had never appeared on live television before and had been in my role as Business Development Manager for less than two years, so the request was both surprising and daunting.
Christine James in 2005 during her early years with Travel Leaders Network Canada. (Photo Credit: TLN)
Despite my nerves, the interview went well, and the response from industry colleagues across the country was overwhelming. The next day, CTV invited me for another live interview. Almost overnight, I became known as a “travel expert” in the media. That experience made me realize I could contribute well beyond my immediate role.”
The Canadian travel industry has weathered unprecedented disruption in recent years. How have you seen women leaders influence the recovery?
“Our industry has weathered more disruption than most, yet we continue to demonstrate remarkable resilience. While that strength isn’t limited to any one gender, the reality is that women make up a significant portion of the travel workforce. By sheer representation, women have been at the forefront of rebuilding and reimagining our industry.
I’m also proud of my fellow female executives who, like me, worked their way up and now serve as role models for the next generation.”
While women make up a large share of the travel workforce, leadership representation still hasn’t fully caught up.
Travel advising has historically attracted many women. Do you think leadership opportunities have kept pace with that reality? Why or why not?
“We’ve made meaningful progress, but there is still work ahead. Women represent 55% of the tourism workforce, yet only 20% hold management positions and just 8% occupy senior leadership roles.
This disparity persists, especially in the top ranks of the travel industry, even though women drive much of the industry’s labour force and purchasing power. There’s an opportunity — and a responsibility — to close that gap.”
Throughout her career, James says mentorship and support from other women have played an important role in her own growth.
What’s the best career advice you’ve ever received, and did you follow it?
“The most valuable advice I can offer — and the one I continue to practice — is to support your fellow female colleagues. Early in my career, I was inspired by a female executive who championed me, and I remain deeply grateful to her.
We are far stronger when we support one another, and far more vulnerable when we don’t.”
That mindset continues to shape her leadership approach today.
Is there a leadership habit or non-negotiable practice that has helped you sustain momentum over 25 years?
“Believe in your abilities, even when it’s difficult. Listen to those who offer genuine encouragement and try to filter out the noise from those who may have their own agendas. Confidence, grounded in self-awareness, will carry you through challenging moments.”
Mentorship is often cited as critical to women’s advancement. Who advocated for you, and how are you paying that forward?
“Some of my most meaningful moments come when women — whether colleagues or those I’ve barely met — approach me seeking guidance or share that they’ve been inspired by my career.
Those interactions reinforce why mentorship matters, and I’m committed to being a resource for women who are navigating their own journeys.”
For women entering the travel industry today, James believes opportunity exists across every corner of the business.
What do you see as the biggest opportunity right now for women in Canadian travel, especially for emerging advisors or entrepreneurs?
“Opportunity isn’t confined to any one sector of the industry. Success lies in finding your passion and pursuing it wholeheartedly.
When you lead with genuine enthusiasm, the possibilities become limitless.”
She also believes outdated stereotypes about leadership still need to be challenged.
What’s one misconception about women in leadership that you would like to challenge?
“A persistent and unfounded myth is that women are ‘too emotional’ and therefore not fair leaders. My experience has shown the opposite.
The women I’ve worked for have been supportive, balanced and exceptionally fair.”
On International Women’s Month, what message would you give to the next generation of women considering a career in travel?
“This is a dynamic and rewarding industry — one that continues to evolve and challenge us in new ways. No two days are alike, and that’s what keeps it exciting and the main driver for my commitment to this business.
For women starting out, know that there is a place for you here, and your voice and contributions matter.”
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