Tully Luxury Travel Names Steven Salm CEO, Founder Mary Jean Tully to Continue as Brand Ambassador

Tully Luxury Travel (Tully), the Toronto-based luxury travel advisory firm, has announced the appointment of Steven Salm as Chief Executive Officer, succeeding founder Mary Jean Tully. 

After nearly four decades, Tully has stepped down as CEO. She will continue to represent the company as Brand Ambassador, remaining an important part of the company’s future. 

The company says Salm’s appointment marks a natural evolution, building on the relationships and expertise that have long defined the company. He joined the firm last year as Chief Operating Officer and says he steps into the role with deep respect for the values Tully instilled: personal relationships, genuine care for every client, and firsthand knowledge of the world.

“It is a privilege to take on this role. Creating a truly exceptional travel experience demands vision, craftsmanship, and an unwavering attention to detail,” said Salm. 

“Travel is one of the most meaningful parts of people’s lives, and at its best it brings desire, emotion, and expertise together in a single trusted relationship.”

The appointment was made by the firm’s Executive Chairman and majority shareholder, Clive Jacobs, who will work closely with Salm as Tully enters its next phase of growth. Together, Jacobs and Salm will set the company’s long-term strategy, with Salm, as CEO, leading its day-to-day operations and growth. Salm has acquired Mary Jean Tully’s remaining shareholding, joining Jacobs as an owner of the business.

“Steven has proven in a short time that he is exactly the leader this company needs for its next chapter,” said Jacobs. 

“He brings a rare combination of entrepreneurial vision, operational expertise, and a deep understanding of luxury hospitality, making him exceptionally well suited to lead Tully forward.” 

“I’m enormously proud of what we’ve built over nearly four decades,” said Mary Jean Tully. “I’ve known Steven for many years and have tremendous confidence in his leadership. He understands what makes Tully special and shares the values and commitment to excellence on which this company was founded. I’m delighted to continue as Brand Ambassador, and I look forward to supporting Steven as he leads Tully into its next chapter.”