Case Study

Destination Development to Bolster Community Aspirations

Opportunity

The City of Prince George is well-positioned to welcome visitors, located at British Columbia’s northern cross-roads. Though the city has prioritized economic growth in other sectors, there is room to grow local visitation, room night occupancy, and support tourism to become a significant economic driver for the city and region.

Working with the leadership of Tourism Prince George and Norther BC Tourism Region, this project focused on areas of overlap between tourism destination development and Local Government and other tourism partners roles and responsibilities. Understanding this intersection provided insights into the building blocks of tourism and how municipalities and other partners can further enable tourism at a pace that aligns with local and regional interests, available resources, and shared priorities.

Actions

Build the business case for better collaboration between tourism partners across the City and Northern BC region
Identified the key gaps in understanding and overlap of partner roles
Co-wrote Destination Development Plan with recommended steps for action
Oversaw the creative production and editorial review
Provided guidelines on how to launch and implement the Plan

Impact

The recommendations were aimed at achieving economic, social and cultural benefits for Prince George area while advancing resident support for tourism, improved stewardship of the destination, and expanding collaboration among partners.

Thoughtful destination development in Prince George can improve resident quality of life, celebrate local culture and heritage, and strengthen social cohesion to become a stronger, more resilient community.

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