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Bio (Rod Harris)

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Rod Harris


Associate Faculty


Tourism and Hospitality Management


Rod Harris is a respected leader in the Canadian tourism industry. Inducted into the Canadian Tourism Hall of Fame in 2011, Harris led Tourism British Columbia for more than 16 years. During that time Tourism BC won multiple awards, including gold medals from the Canadian Direct Marketing Association and the Pacific Asia Travel Association. Watson Wyatt Worldwide named it B.C.’s “12th Best Employer” in 2002 and “Second Best Employer” in 2004.  Canadian Business Magazine named it one of Canada’s Top 50 Employers. He has contributed as a member of the board of directors of the Canadian Tourism Commission, the Vancouver 2010 Bid Corporation, Pacific Asia Travel Association, the Chamber of Commerce and is currently on the Board of a privately held adventure tourism corporation.


Before serving as the president and CEO of Tourism BC he was engaged as a senior executive with major Canadian marketing and advertising companies such as MacLaren Advertising and John Labatt Limited. He was also responsible for marketing the leading brands of such multinational corporations as Colgate-Palmolive, Sara Lee and Lever Brothers based in Toronto. In addition to a private consulting practice, he is in demand as a keynote speaker. Harris became a professor in 2010 with research interests in tourism policy and planning, destination marketing and management, tourism management agencies and organizational structures.


Harris holds a Bachelor of Commerce and an MBA, with a major in marketing, from the University of British Columbia. He also has professional certification from the Institute of Canadian Advertising. He is a visiting professor at MCI University in Austria. He is a contributing author on marketing for the multidisciplinary text, A Strategic Approach to the Marketing of Aquaculture Products.