WORTH (short for Women of Recreation, Tourism and Hospitality) is an organization Joanna founded to provide resources and support for women working in these sectors.

WORTH Association offers mentorship, scholarships, professional development and leadership education to women at all stages of their careers. As Joanna explains, “WORTH’s mission is to educate, elevate, and engage women of recreation, tourism, and hospitality so Vancouver continues to be a leader in welcoming the world.”

Joanna was born in Winnipeg, grew up in North Delta, and moved to Vancouver to attend UBC. While studying, she worked at Joe Fortes Seafood & Chop House, where she discovered her interest in hospitality. She says she “loved welcoming visitors from all over the world, while also serving guests from the neighbourhood”.

Her career in the industry grew from there. Joanna worked at several downtown Vancouver hotels, including the Marriott, the Pinnacle in Coal Harbour and the Shangri-La, before moving into hospitality-focused Human Resources. Eventually, she shifted into teaching Tourism at Capilano University.

What started as a small volunteer-led group and has since become an established organization with a dedicated team and board of directors. WORTH conducts research, advocates for pay equity, and hosts events with partners such as Destination Vancouver. Joanna notes that seeing women in the industry stay resilient through Covid-19, despite being among the hardest hit by job losses, was especially motivating.

Each year, WORTH hosts Yes Shef at the Fairmont Pacific Rim. The event features women in food and beverage, with chefs from various restaurants serving tasting dishes alongside culinary students from the Pacific Institute of Culinary Arts (PICA). It also raises funds for scholarships and mentorship programs focused on women in the culinary field. As Joanna shares, “We’ve awarded $82,000 in scholarships to date”, including those given out at Yes Shef 2025.

Joanna is also preparing for WORTH’s upcoming leadership summit on April 1 at the JW Marriott Parq, which aims to bring leaders together to advance equity across the industry.

Beyond her work with WORTH, Joanna serves on the board for BC PavCo, which includes the Vancouver Convention Centre and BC Place. Looking ahead to next summer, she adds, “We are fortunate to be a world-class destination for visitors, and I’m excited to show off our city when FIFA comes next summer. “

Learn more about WORTH Association and the work they do.