TORONTO — TravelBrands has promoted Christian Roussin to the role of Director of Sales (Quebec) & Strategic Development.

In this expanded role, Roussin will assume responsibility previously held by Lina Côté, who announced her retirement last week. He will be responsible for leading TravelBrands’ sales strategy in Quebec, overseeing partner relations, agency engagement and strategic development initiatives.

A 25-year travel industry veteran, Roussin previously served as Senior Manager of Strategic Development and is credited for leading a variety of cross-functional initiatives across TravelBrands. According to Nathalie Tanious, President & CEO of H.I.S. Canada Travel Inc., parent company of TravelBrands, Roussin’s promotion reflects not only his personal growth but also TravelBrands’ ongoing dedication to travel advisors.

“Christian’s deep industry knowledge, collaborative mindset and passion for the travel advisor community make him the perfect choice to take on this expanded role,” she said. “He leads with integrity and vision, and his ability to inspire others while building strong relationships will continue to elevate our presence across the Canadian marketplace.

“We are confident that under Christian’s leadership in this expanded role, our sales strategy in Quebec will grow stronger and more connected than ever.”