Are you a skilled storyteller who loves inspiring people to explore the best of Ontario? As a Senior Writer, you will write articles and travel content that connect people with Ontario's unique destinations and experiences. Your work will help travellers find and explore Ontario through clear and accessible content.
In this role, you will plan, write, and update website content to align with seasonality, audience interests, and organizational goals. You will use search engine optimization (SEO) best practices, plain-language principles, and data to ensure that content is easy to find, inclusive, and engaging.
You will work with tourism operators and internal teams to accurately represent Ontario's destinations, while continuing to improve content strategies to increase user engagement and performance.
About us Destination Ontario (DO) is the lead tourism marketing organization for Ontario, Canada. We promote Ontario to travel consumers within Ontario, Canada and around the world. We inspire travellers to make Ontario a must-see destination on their travel list and to return to the beauty of Ontario again and again. At DO, we believe in our values to Lead, Connect and Inspire, which guide how we work together and with our partners. Our success depends on working closely with tourism partners to share content, build strong partnerships, and deliver a visitor-first approach to our marketing.
Discover how we're shaping the future of Ontario's tourism industry. Check out Destination Ontario's
Strategic Playbook, a bold plan driving our success and supporting the Ontario tourism industry.
About the job
As a Senior Writer, you will lead the writing of high-quality digital content for Destination Ontario's
consumer and
corporate website. You'll work with tourism operators and cross-functional teams within DO to ensure content reflects travel information, products and experiences available in Ontario.
In this role, you can expect to:
• Lead the research, writing and updates of travel content (e.g., articles, itineraries, travel planning information) for the website, to support organizational goals
• Manage a content calendar and keep content seasonally up-to-date while working with other teams to align strategy and industry insights
• Use SEO tools and data, such as keyword research and search trends, to improve content and discoverability
• Follow plain language and Web Content Accessibility Guidelines (WCAG) to create content that is inclusive for diverse groups
• Build strong relationships with internal teams, tourism operators, and industry stakeholders
• Accurately represent Ontario's destinations and experiences while representing diverse communities, including Indigenous, accessibility, 2SLGBTQI+, and Franco-Ontarian groups
What you bring to the team
Writing and content editing skills
You have:
• writing, editing and proofreading skills, with experience creating clear and engaging digital content
• the ability to use good judgment to ensure content is accurate and appropriate
• knowledge of plain language standards, inclusive writing principles and Web Content Accessibility Guidelines (WCAG)
• experience creating and publishing content using content management systems (CMS)
• knowledge of content planning, including managing calendars and keeping content up-to-date to support digital campaigns and organizational goals
• the ability to apply the organization's Digital Content Style Guide and Web Photography Guidelines to ensure published content is consistent, on-brand, and compelling
Knowledge of digital strategy, SEO and analytics
You can:
• demonstrate knowledge of SEO and AI-driven search optimization techniques, including keyword research, search trends, and analysis using tools like SEMrush, Google Search Console, and Google Trends
• analyze performance data from Google Analytics to develop content improvement recommendations
• test and improve content approaches, such as headlines, formats, and calls-to-action using performance insights
• understand new digital trends (e.g., AI tools and generative engine optimization) and adjust content to maintain discoverability and relevance
Project management skills
You have:
• project management and problem-solving skills to handle multiple projects, meet deadlines, and resolve strategy-related challenges
• the ability to prioritize tasks and meet deadlines, including during busy seasons
• collaboration and relationship-building skills with teams across the organization and with stakeholders and the industry
Collaboration and knowledge sharing
You can:
• work with individuals and teams to consult, mentor and gain consensus on multifaceted issues with broad impact
• build respectful partnerships with tourism operators, industry stakeholders, and diverse community groups
• present and train colleagues and partners on complex technical information related to SEO, content development best practices, and digital tools
Don't meet every qualification?
If you are excited about this position and meet most, but not all, of the listed qualifications, please still consider applying. We recognize that no one person might have every qualification in this job ad, and you just might be the right candidate!
How we support diversity, inclusion and accessibility
We are building an inclusive workforce that reflects the communities we serve. We encourage everyone interested in working with us to apply, including people with disabilities, Indigenous, Black and racialized individuals, as well as people from all ethnicities, cultures, sexual orientations, gender identities and gender expressions.
Our hiring process is accessible, consistent with Ontario's
Human Rights Code and the
Accessibility for Ontarians with Disabilities Act, 2005. We are working to prevent and remove barriers in our hiring processes and can offer
accommodation to address specific needs related to Code-protected grounds such as disability, family status and religion. For more information about accommodation during the hiring process, please
contact us.Learn more about the work the OPS is doing to create an inclusive, anti-racist, accessible and diverse workplace:
What we offer
The Ontario Public Service is one of Ontario's largest employers. Employees work for a wide range of ministries, with offices in more than 70 cities across the province. We offer:
• a career that can grow across ministries and job functions
• flexible learning and developmental opportunities, including education and mentorship programs
• a comprehensive compensation and benefits package
• base salary that aligns to market trends, with performance-based pay and scheduled salary progression
• tailored work arrangements, including opportunities like flex hours, self-funded leave and more
• a modern, friendly and accessible physical work environment