Tourism Pemberton Appoints New Executive Director, Gus Cormack
It all begins with an idea.
Pemberton, BC – September 19, 2025 – Tourism Pemberton is pleased to announce the appointment of Gus Cormack as its new Executive Director.
Cormack, a long-time board member of Tourism Pemberton and owner of Sweetwater Lane Farm, brings over a decade of experience in destination development, community building, and entrepreneurial leadership. A familiar face in the local tourism and hospitality sector, Cormack has been deeply involved in shaping visitor experiences that celebrate Pemberton’s natural beauty, local food systems, and authentic cultural connections.
“I’m honoured to step into this role at such a pivotal time for our community,” said Cormack. “Pemberton is a truly special place, and I look forward to working alongside our partners to strengthen the visitor economy while ensuring that residents and future generations continue to benefit from the region’s unique character.”
Tourism Pemberton Board Chair; Andy Meeker welcomed the appointment, noting: “Gus has been a champion for Pemberton tourism for many years, with a clear vision of how to balance sustainable growth with community values. His experience and dedication will be a tremendous asset as we move forward.”
As owner and operator of Sweetwater Lane Farm, Cormack has built a reputation for connecting visitors to authentic, place-based experiences, including farm stays, local tour operators, self guided adventures and culinary tourism. His collaborative approach has seen him work closely with local businesses, and regional organizations to amplify Pemberton’s profile as a four-season destination.
Cormack assumes the Executive Director position effective immediately and will oversee Tourism Pemberton’s strategic initiatives, partnerships, and destination marketing activities.
About Tourism Pemberton
Tourism Pemberton is a non-profit, membership-driven destination marketing organization dedicated to promoting Pemberton and area as a premier travel destination. Through strategic marketing, advocacy, and collaboration, Tourism Pemberton works to support local businesses, enhance visitor experiences, and contribute to the economic and cultural vitality of the community.
Media Contact:
Nicola Horsfall
Marketing Coordinator
Tourism Pemberton
marketing@tourismpembertonbc.com