Elevating Women.
Transforming the Industry.
WORTH Association is a non-profit society working to advance equity across the visitor economy. We champion self-identifying women and gender-diverse individuals through mentorship, leadership development, advocacy, and community connection.
Our Purpose
Our industry is a significant employer of girls, women, Indigenous women, new Canadians, and 2SLGBTQIA+ populations. Women working in the Recreation, Tourism and Hospitality industries face barriers to advancement, an unaddressed wage gap, and persistent exclusion from executive suites. WORTH exists to eliminate the broken rung.
Our Promise
At WORTH Association we drive positive change by advocating equity, diversity, and inclusion in all aspects of our work. We collaborate with hospitality brands, recreation operators, and government stakeholders who share our commitment to building an inclusive, resilient future for tourism.
Our Work
We deliver structured 3-month mentorship pairings, fully funded 6-week career launch programs for single mothers (WORTH Academy), provincial summits, and research publications. Over 8,000 community members have accessed our events, toolkits, and scholarships.
Joanna Jagger
Joanna Jagger is the Executive Director and founder of WORTH Association, a society for women of recreation, tourism and hospitality. WORTH Association was incorporated in 2018 to provide opportunities for mentorship, education and leadership development.
Formerly, Joanna was a Convenor and Instructor at Capilano University. She has held leadership roles in sales, catering and human resources at top hospitality brands including Marriott International, Shangri-La Hotels and Sequoia Company of Restaurants.
She serves on the Board of BCPavco, supporting the Vancouver Convention Centre and BC Place Stadium. Joanna holds a Provincial Instructor’s Diploma from VCC and a Master’s in Leadership from Royal Roads University.
Board of Directors
Executive leaders across hotel operations, indigenous tourism, human resources, destination marketing, and food service governance.
Marion Harper Treskin
Executive hotel general manager and veteran hospitality operations leader in British Columbia.
Mathé Grenier
Accomplished tourism and destination strategist championing visitor economy growth.
Teresa Ryder
Executive champion of Indigenous tourism development, cultural preservation, and equitable leadership.
Shirley Quinn
Human resources and people executive driving transformative workplace culture across Western Canada.
Genevieve Huneault
Tourism advisor dedicated to sustainable regional development and cross-sectoral reconciliation.
Lynn Chappell
Human resources leader dedicated to diversity, equity, and belonging in British Columbia hospitality.
Nadia Demers
Marketing and communications specialist elevating non-profit storytelling and regional conferences.
Shelley McArthur Everett
Founder of SMC Communications and prominent British Columbia hospitality communications strategist.
Erin Legge
Senior financial and operations leader ensuring prudent fiscal governance and strategic growth.
Puneet Kochar
Valued governance contributor and strategic advisor serving the Canadian visitor economy.
Media Features & Press Recognition
“WORTH Association is reshaping the narrative of British Columbia's tourism workforce from the ground up.”
“Empowering the women behind Vancouver's celebrated culinary and hospitality landscapes.”
“Elevating female leadership, mentorship, and equity with enduring community impact.”