For Immediate Release Media Contact: Sarah Wiese / Marketing & Communications Director / Sarah@PetoskeyArea.com / 231.348.2755
PETOSKEY AREA VISITORS BUREAU APPOINTS NEW EXECUTIVE DIRECTOR PAVB Board of Directors Selects Travel & Tourism Industry Professional to Lead Organization August 27, 2026 – (Petoskey, Mich.) The Petoskey Area Visitors Bureau (PAVB) today announced the appointment of Whitney Waara, CDME as the new Executive Director for the organization. Waara will assume the position currently held by Jim Powell, who is retiring at the end of the calendar year. Powell joined the bureau in January of 2022, and during his tenure oversaw the expansion / modernization of the organization and the launch of a new branding identity and brand campaign in April 2026. Waara, a northern Michigan native, brings over 25 years of experience, including tourism, technology, and strategy working for a variety of associations and non-profit organizations. For the last seven years she has served as Chief Operating Officer for Traverse City Tourism overseeing stakeholder and member relations, internal operations, strategic planning, events, and destination development. Prior to that, she was the Executive Director for the Traverse City Area Chamber of Commerce. Waara graduated from Kalamazoo College with a degree in Business and Economics and attended graduate school at Kent State University where she received her Master of Business Administration – Marketing Management. Additionally, Waara has earned the tourism industry’s highest individual educational achievement, the Certified Destination Management Executive (CDME) credential from Destinations International (DI), the global association for destination professionals. Judy Booth, chairman of the PAVB Board of Directors said, “Under Powell’s leadership and guidance over the last five years, the visitor’s bureau has undergone positive change and immense growth. We expect to see this continue with Waara and look forward to working with her to refresh the overall strategic vision, mission, and goals of the organization. Waara’s background and experience are the perfect combination to help lead the PAVB Team and the organization well into the future.” "I grew up in northern Michigan, and this opportunity is deeply meaningful to me. The Petoskey Area has always been a special place, and I am excited to bring my experience in destination leadership, community engagement, and advocacy to an organization that plays such an important role in the region's vitality. I look forward to getting to know the team, our members, and the seven communities the PAVB represents, and to building something great together." said Waara. She will officially take over the Executive Director role in early October and plans to relocate to the Petoskey Area in the coming months. About the Petoskey Area Visitors Bureau – The Petoskey Area Visitors Bureau (PAVB) is the principal destination marketing organization for the region, including the communities of Petoskey, Harbor Springs, Boyne City & Boyne Falls, Bay Harbor, Alanson, and Bay View. To learn more about the Petoskey Area, find additional event information, or to start planning your trip, visit PetoskeyArea.com. ###
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