Tourism PG
2023 Annual Report

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CEO / Chair Message

In 2023 the Board of Directors unanimously passed the relocation of the Visitor Information Centre to the rotunda beside the Prince George Conference and Civic Centre - one of the city's largest economic drivers.

New Visitor Information Centre

New Visitor Information Centre Highlights

The 'why' behind our upcoming move

Parking and Accessibility

Tourism Prince George will work collaboratively with the City to ensure accessible parking is available for differently-abled people, and larger vehicles like RVs.

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Parking and Accessibility

Signage along the major highways will direct visitors to the new location, which is accessible from all major connectors.

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Basecamp to the North

500,000 Visitors

Thriving Downtown

Our new location will capitalize on the neighbouring Civic and Conference Centre and Public Library, which attracts 500,000 visitors a year, many who are travelling from abroad for events like national and provincial conferences, live events and exhibitions.

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Thriving in Downtown
  • This location ensures we can meet our commitment to supporting local businesses
  • Downtown is made up of a majority of small businesses whose livelihood is dependent on the local economy
  • Walking distance to major attractions, diverse retail, and hotels and restaurants
  • We understand the challenge of the downtown core and are commited to working with community partners to be part of the solution to creating a vibrant environment

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$60,000 Saved

Better for the Budget

A thorough cost analysis showed that the Rotunda was the most cost effective, saving approximately $60,000 annually in rent compared to other potential locations.

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Better for the Budget
  • Other cost savings were found in staffing. The Visitor Information Centre hours will remain flexible, and staffing will continue to be based off of high and low tourism seasons.
  • Renovations will be based on a phased-in approach, making the cost more affordable over time
  • Tourism Prince George will seek grant funding to help support the revitilization of the Visitor Information Centre

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Business Development Highlights

37 Events Supported

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23 New Leads

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3 Secured Bids

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37 Events Supported

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Live events, meetings, conferences, exhibitions and sporting tournaments increase the visitor economy in Prince George.

In 2023 we supported 35+ events like World Jr. Canadian Ski Trials, Coldsnap the Prince George winter music festival, B.C. Tourism and Hospitality Conference, National Indigenous Peoples Day, BC Gourmet Arts Festival, BC Aviation Council Annual Conference, Northern FanCon, BCNE, Northern Lights Estate Winery's Sunflower Festival, Festival of Trees, Wild About Outdoors Festival.

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23 New Leads

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We're always looking out for opportunities to make Prince George a premier destination for leisure, meeting, sport and live events.

In 2023 we established new relationships and laid foundation to potentially host 23 new events in the near future! 7 meetings/conferences, 11 sport events/tournaments and 5 live events.

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3 Secured bids

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Great events are sought after because they draw in people from around the province (and country).

We're excited to have won 3 new bids for 2024: Ringette Provincials, Wildfire Resiliency and Training Summit and CUPE BC Annual Conference will be coming to Prince George in 2024.

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Destination Development Highlights

Lheidli T'enneh First Nation Logo

Supporting Lheidli T'enneh First Nation's Tourism Strategy

Working together with LTFN to develop tourism opportunities in Prince George that reflect, and are rooted in, their vast and rich culture is paramount - and incredibly important for Tourism Prince George.

Supported LTFN Economic Development with a tourism intern, signed MOU, with PG Airport Authority to support Airport Indigenization Project, attended Residential School visit with Elder Quaw and presented to Lheidli T'enneh Elders' Society regarding TPG's proposed Container Vendor Market and Visitor Centre Relocation. Continued building relationships through bi-annual dinners with Chief, Council and senior staff.

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Sustainable and Responsible Tourism

Through creative collaborations we're working to create tourism products that promote and celebrate sustainability in Prince George.

Prince George was added to the Gardens BC and BC Bird Trail. Looking ahead, Prince George will be added to the RE:BC and BC Farmers' Market Trail. TPG hosted the 2nd annual Long Table Harvest Dinner that highlighted locally grown food.

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Marketing Highlights

30,000

Maps and Guides
Distributed

Our Experience Guides and various brochures are stocked at multiple local attractions, and visitor centeres across the nation.

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30,000

Maps and Guides
Distributed

We currently have maps and guides for fishing, hiking, waterfalls, and recreational sites. In 2023 we started work on two new brochures for Cottonwood Island Nature Park and Paddleboarding. Stay Tuned!

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20+

Big Partner Features

Supporting our tourism partners with photography, video and social media content is a fun and effective way to highlight and market events, attractions and restaurants in Prince George.

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20+

Big Partner Features

Large scale features included:

  • 3 of the Local Legends campaigns on YouTube and social media marketing (Zorro at Hart Ski Hill, Tony Fiala at Calendonia Nordic Ski Club and Elmer Gunderson at Cottonwood Island Nature Park).
  • 2 Greatest Hits videos focusing on winter and summer experiences in Prince George.
  • Video, photography and promotional material to market future events like Fishing Guide featuring Reel North, BC Gourmet, Kootenay Adaptive, 2 Day Enduro Race, Golf Championships, Rock Climbing competition, Biathalon and Love Local Night Market.

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We're reaching new audiences by partnering with writers and social media influencers, whose followers/readership align with our target audience: outdoor adventure seekers, families looking for affordable fun, foodies and more!

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10

Influencer and Media Trips

10

Influencer and Media Trips

Influencers:

  • Melanistic Magazine
  • Coast Mountain in-flight magazine
  • Ale Trail Craft Beer and Golf
  • @vanfoodies on PG's food scene
  • @tastingprincegeorge for Long Table Event
  • Canadian Wildlife Magazine
  • Abby Dell for dog friendly mountain biking experiences
  • Teresa Janette for family winter activities
  • Mackenzie Kerr for The Exploration Place's Advent Calendar Night
  • Tyler Macsemniuk for ExplorePG reel

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Visitor Experience Highlights

Explore Tourism Prince George
by the Numbers

720

Hotel Rooms

Booked through tourismpg.com

30,000+

Experience Guides

Downloaded

150,000+

Pageviews

on website

12,200

Visitors Talked To

This is the number of visitors we directly engaged with, either those stopping into the VIC, or during mobile pop-ups at events around town.

100%

Satisfaction

Our Visitor Experience councillors maintained a 100% customer satisfaction score through customer surveys.

$88,600

VIC Sales

Merchandise sales skyrocketed in 2023, meaning more people are wearing Prince George pride on their sleeves (or hats, socks, scarves, and even car fresheners)

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VIC Sales

Merchandise sales skyrocketed in 2023, meaning more people are wearing Prince George pride on their sleeves (or hats, socks, scarves, and even car fresheners).

New TPG merchandise was rolled out consistently throughout the year, and garnered popularity at mobile pop-ups, at the Visitor Information Centre and online.

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55

Events Attended

Our Visitor Experience councillors were on the move in 2023--going to where the fun was and meeting visitors and residents at more than 50 community events!

June

  • PG Pride Society
  • Airport
  • Studio 2880 (BC Gourmet Arts Festival)
  • Downtown Farmers Market
  • Love Local Events (CN Centre night market)

July

  • Canada Day (The City)
  • Two Rivers (BMO Kids Art Days)
  • Love Local Events
  • Downtown PG (Downtown Summer Fest)
  • Downtown Farmers Market
  • Airport

August

  • Airport
  • Cariboo Rocks the North (planned)
  • BCNE Info Booth (planned)
  • Foodie Friday (City of PG)(planned)
  • Central BC Railway and Forestry Museum (Penny Days)

September

  • Pine Centre Mall
  • UNBC Student Expo
  • CNC Student Expo
  • Love Local Night Market
  • International Students BBQ

October

  • Airport
  • Hunniford Market
  • Huble Halloween Spooktacular
  • Pumpkin Express at the Railway and Forestry Museum

November

  • Studio Fair
  • Spruce Kings Game

Industry
Outreach

77

Partner Visits

Popping by and hosting events with our tourism and hospitatlity partners.

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Popping by and hosting events with our tourism and hospitatlity partners ensures our presence is known to the businesses that support our industry.

We paid visits to attractions, hotels and restaurants for many reasons like: promoting events, FAM tours, hosting events and team building experiences.

15

Industry Presentations

An effective way for Tourism Prince George to engage with its partners in a meaningful manner.

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From brand awareness to education, industry presentations to local groups and secondary schools is an effective tool for Tourism Prince George to engage with its partners in a meaningful and effective way.

Our CEO and Senior Communications Specialist gave presentations to the following groups:

(Tap logos for details)

77

Partner Visits

Popping by and hosting events with our tourism and hospitatlity partners.

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15

Industry Presentations

An effective way for Tourism Prince George to engage with its partners in a meaningful manner.

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14

Media Releases
Distributed

263

Media Appearances

29

B2B Newsletters
Distributed

Organizational Effectiveness

Team Recruitment +
Retention

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Team Development

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Board Leadership + Development

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Team Recruitment +
Retention

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We're thrilled to have a complete roster of full-time staff! We have a great team who all align with our core values.

In the last year we've added three new staff and one maternity coverage. To ensure we keep our talent, we provide benefits and professional development that encourages individual and professional growth as well as work-life balance.

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Team Development

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We have regular internal management and team meetings for updates and to foster new ideas and initiatives that will drive the organization forward.

In addition to fostering camaraderie and positive team culture, we aim to do regular team building activities. The activity always centres around promoting tours and attractions in Prince George, which also gives us first-hand experience to share with visitors and event organizers. Employee evaluations are conducted annually and employees are celebrated on their anniversary dates. This year our staff have also participated in training like Working Effectively with Indigenous Peoples by the Indigenous Relations Academy and an Anti-Racism Training workshop through IMSS.

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Board Leadership + Development

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Our Board is made up of 11 individuals. They are a dedicated group of professionals across the tourism and hospitality sector, who are committed to growing our industry here in Prince George.

In 2023, our goal was to continue effective governance provided by Board Members. The Board continued to monitor internal and external factors that could impact Tourism Prince George and its stakeholders by regularly reviewing and updating the Society’s Risk Register. 2023 saw the development of a Visitor Centre Location Taskforce that resulted in a decision to begin the relocation process to the PGCCC Rotunda at Canada Games Plaza. Not only do Board Members play a vital role in shaping our industry, but it also adds to their professional development and resumes. We aim to retain our Board Members by providing professional development to new and existing Directors who would like to step up into an Executive position. We also provide one board training session per year. This year it was in conjunction with our AGM.

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Organization Policies + Procedures

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Financial Management + Transparency

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Milestones

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Organization Policies + Procedures

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In the last year we have been committed to refining our staff annual evaluations, job postings, and manuals to include important components such as diversity, equity and inclusion.

We've had the help of Go2HR assist us with this, they are a free resource available to all tourism and hospitality partners in the North, including hotels. This effort is ongoing as we learn to adapt and grow. We continue to streamline processes by adapting technology to assist with overall cost and organizational effectiveness. We continue to utilize Simpleview CRM to track engagement with our community partners.

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Financial Management + Transparency

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Tourism Prince George is dedicated to operating in a transparent and fiscally responsible manner with regular reporting to the City of Prince and Destination BC, and to our community partners and the public through our Annual Report, which is presented at our AGM and can also be found online.

MRDT began being collected in 2010 and was increased from 2 to 3% in 2017. Over the past five years, MRDT revenue has grown from 1.2 million in 2017 to a projected 1.9 million in 2023.

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Milestones

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In 2023 Tourism Prince George became a Rainbow Registered organization through Canada LGBTQ+ Chamber of Commerce.

This means we are listed on the Rainbow Registered online directory as a safe space for all 2SLGBTQ+. This meets our values of being inclusive and responsible. Another big milestone was the development of a scholarship/bursary with the College of New Caledonia and School District 57. This adds to our existing bursary with UNBC. This is just one way we are actively driving growth in the tourism and hospitality sector, by giving our future workforce a stepping stone into success.

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Tourism Prince George Financial Statements

Financial Statements from December 31, 2023

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