Clare Seeley is the Executive Director and a passionate advocate for moving our industry forward. She oversees our daily operations, develops tactical plans, champions the industry, and helps blend business strategy with marketing to ensure we’re delivering the greatest value to our partners. When not at work, you’ll likely find Clare hiking local trails, attending community events, or visiting the animals at our many local farms; all great reminders that tourism has a way of bringing people together and often inspiring learning in the most unexpected ways.

Barb Roberts is the Manager of Destination & Industry Development at Tourism Abbotsford and she absolutely loves it. She works hand-in-hand with their amazing partners to spark creative ideas, build meaningful connections, and create opportunities that help our community thrive. From Sport & Event Hosting Grants to Partner Engagement and Visitor Servicing, she's always excited to explore what’s possible. As a proud Tourism Abbotsford Ambassador, she is passionate about fostering strong, lasting relationships and driving community spirit through imagination, strategy, and collaboration. She is  looking forward to an exciting year ahead and working together to keep Abbotsford shining bright!

Tourism Abbotsford is a Destination Marketing Organization that delivers tourism marketing and management on behalf of over 300 marketing partners. Tourism Abbotsford also leads the delivery of Visitor services in our community. We strive to inspire visitors to experience our Handmade & Homegrown community through our commitment to best practices and ensuring our stakeholders and partners have the tools and resources to be successful in providing a high-quality visitor experiences.