About
Atlas
Atlas works with CEOs, boards, and executive teams when the stakes are high and the path forward is not obvious.
We are a boutique advisory firm by design. We take on a limited number of engagements so we can work in close partnership with our clients, remain deeply involved at the senior level, and tailor every engagement to the organization’s specific context and definition of success.
Our work is grounded in real-world executive leadership experience across complex, public-facing, and stakeholder-driven environments. We bring clarity to ambiguity, alignment to competing perspectives, and practical strategy that leaders can stand behind and execute.
Clients engage Atlas not for volume or off-the-shelf solutions, but for judgment, discretion, and focus when it matters most.
Cassandra Gilbertson is a globally recognized tourism strategist, executive advisor, and thought leader with nearly two decades of experience helping destination marketing organizations, place-based clients, and complex public-facing institutions navigate change, align stakeholders, and build long-term value. Over the course of her career, she has worked with more than 45 destination organizations in Canada, the United States, Japan, Mexico, and Saudi Arabia, including work in emerging destination markets undergoing large-scale transformation. Her experience spans local, regional, county, multi-county, state, and national levels, supporting senior leaders and boards as they address strategy, governance, organizational effectiveness, and sustainable growth within the visitor and experience economies.
Most recently, Cassandra served as Managing Director of MMGY NextFactor, where she led advisory engagements for destination organizations seeking to evolve their roles, strengthen community alignment, and deliver measurable economic and social impact through travel. Her work sits at the intersection of strategy, organizational change, and leadership, supporting organizations as they move from ambition to execution in complex, highly visible environments.
Before moving into global advisory work, Cassandra gained operational experience within public-facing organizations across attractions, municipal government, emergency services including fire, police, and 911, real estate, and telecommunications, followed by senior destination leadership as Vice President of Communications and Stakeholder Engagement at Tourism Calgary. This cross-industry foundation informs her strategic approach to governance, risk, and stakeholder alignment, and underpins her expertise in crisis communications, government relations, and environments defined by public scrutiny and regulatory complexity.
Cassandra holds a master’s degree in organizational change and leadership and a professional certificate in sustainable tourism destination management. She is widely known for her ability to translate strategy into action, particularly during periods of transition, reinvention, or growth.
A sought-after speaker, instructor, and keynote presenter, Cassandra serves as an instructor in the Certified Destination Management Executive program, where she prepares senior executives for the realities of leading in an increasingly dynamic and accountable landscape. She is an active board member and strategic advisor, contributing perspective and counsel to organizations committed to relevance, resilience, and responsible impact.
Across industries, Cassandra is trusted by leaders who value clear thinking, candid counsel, and strategies designed for real-world execution, not just the plan on paper.
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