Tully Luxury Travel Names Steven Salm CEO as Founder Steps Down
TORONTO – October 27, 2026 -- Tully Luxury Travel has appointed Steven Salm as Chief Executive Officer, and he has bought founder Mary Jean Tully's remaining shareholding, making him a co-owner of the business. Tully steps down as CEO after nearly four decades and stays on as Brand Ambassador.
Salm buys the founder's stake and joins Jacobs as co-owner
Salm now holds equity alongside Executive Chairman and majority shareholder Clive Jacobs. The source does not disclose the terms of the share purchase.
Jacobs made the appointment. He and Salm will jointly set long-term strategy, while Salm runs day-to-day operations and growth as CEO.
Salm moves up from COO after about one year at the firm
Salm joined Tully as Chief Operating Officer in 2025 and was named CEO in October 2026. Jacobs said Salm had "proven in a short time" that he is the leader the company needs for its next chapter.