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New CEO for Tourism Prince George Society

Mayor Lyn Hall and Elke Hierl-Steinbauer, (right) chair of the board for Tourism Prince George welcome Tracey McBride as the new CEO for the Prince George Tourism Society. Bill Phillips photo

The Tourism Prince George Society has a new chief executive officer.

The society has hired Tracey McBride, who brings to Prince George a vast amount experience in the tourism industry across Canada.

McBride has more than 18 years of experience in municipal, regional and provincial tourism marketing and development. She has a strong background in developing indigenous tourism experiences and capacity development. She has worked in all tourism sectors, including sports, conferences, media relations, travel trade and leisure markets with international events and audiences.

“I am excited to become a part of Prince George,” she said. “It will be wonderful to be able to contribute to the community in working with the Tourism Prince George Society team to grow the existing year-round business, conference, cultural, sports, and recreational opportunities offered. With the help of my team, I am going to continue the great work that has already been done in past years. The goal is to enhance Prince George’s visibility as a vibrant city at the edge of northern BC wilderness with endless adventure just at your doorstep.”

Currently McBride is wrapping up a contract as interim executive director for the Aseniwuche Winewak Nation in Alberta. She has worked for the Ontario Ministry of Tourism and Culture as an industry development liaison with Tourism Hamilton, City of Toronto, Niagara Falls Tourism and as General Manager for Waterloo Regional Tourism and City of St. Catherines.

McBride has won numerous national and international awards in destination marketing. She lectures at universities across the country on tourism product development through the Economic Development Association of Canada (EDAC). Her post-secondary education focused on social sciences, communications and media at McMaster University, Sheridan College and Niagara College. She is looking at pursuing her Masters in Tourism Development at Royal Roads University over the next few years. 

The society is looking forward to working with Tracey.

“Her vast experience and knowledge in the tourism industry will be an excellent asset to the community, our shareholders and the staff at Tourism Prince George,” said Elke Hierl-Steinbauer, Tourism Prince George Society chair.

The board used a search committee following the departure of former CEO Erica Hummel in October 2019. McBride’s first day of work will be Feb. 3, 2020.

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