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Bio (Amber Crofts)

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Amber Crofts


Associate Faculty


Tourism and Hospitality Management


Amber Crofts is an associate faculty member in the School of Tourism and Hospitality Management at Royal Roads University. Crofts has more than 12 years of experience working in both the public and private sectors of tourism and was a founding participant of the Tourism Research and Innovation Project (TRIP) in 2005. Her research interests include rural and community tourism development, local government engagement in tourism, policy and planning, tourism product and sector development, destination management and marketing, and sustainable tourism development. In her spare time, Crofts interests include cooking, traveling, photography, hiking and kayaking.


Crofts is the Director of Legislation and Destination BC Governance in the Tourism  Policy Branch at the B.C. Ministry of Jobs, Tourism and Skills Training (JTST). In this role, Crofts is responsible for ensuring programs, strategies and policies align to position B.C. as a competitive tourism destination. Crofts was previously the Director of Strategic Planning and Partnerships in the B.C. Ministry of Small Business and Red Tape Reduction. Prior to joining the B.C. Government in 2007, Crofts worked for the Quesnel Visitor Information Centre, Tourism Regina, Cottonwood House Historic Site and Northlands College.


Crofts holds a MA in Tourism Management from Royal Roads University and a BA in Tourism Management, major in recreation with distinction, as well as a Diploma in Recreation and Tourism Management from Vancouver Island University. Crofts’ graduate paper, A Study of Local Government Engagement in Tourism in British Columbia, is available online.  She is the recipient of the 2010 Royal Roads University Founder’s Award.