Tourism Prince George has been awarded the 2025 Professional Excellence Award for a Destination Marketing Organization at the recent Tourism Industry Association of BC Conference held in Kelowna.
The award recognizes outstanding leadership, innovation, and impact in destination marketing across British Columbia. Tourism Prince George received the honour in recognition of a transformative year of projects that continue to strengthen Prince George’s position as a welcoming northern hub for visitors, events, and community gathering.
Among the major initiatives highlighted was the organization’s move into the new Visitor Information Centre, now located in the beautifully renovated rotunda of the Prince George Conference and Civic Centre. Another cornerstone project celebrated through the award is the activation of the Nanguz’An Container Market, an innovative community space that includes an all-season ice rink. The space is now used year-round for events and provides an opportunity where local artisans, food vendors, small businesses, and community organizations can connect with residents and visitors alike.
Tourism Prince George also continues to deepen its partnership with the Lheidli T’enneh First Nation, whose traditional territory Prince George is located on. Through this collaboration, Indigenous language, knowledge, and cultural perspectives are being thoughtfully incorporated into tourism experiences and projects. This includes initiatives such as the Dakelh name “Nanguz ’An”, meaning fox den, which connects to the 2015 Canada Winter Games.
The award also recognizes Tourism Prince George’s ongoing commitment to placemaking and public art. Recent additions to the downtown landscape include an Indigenous design pillar and ceiling installation created by artists Kym Gouchie and Ray Desjarlais, and a large-scale container mural by local artist Theresa Sapergia. Together, these projects celebrate culture, creativity, and the stories of the region.
Tourism Prince George was further recognized for its extensive marketing campaigns, event attraction efforts, and community outreach initiatives that continue to expand the city’s reach beyond northern British Columbia. Through collaborative partnerships and strategic promotion, these initiatives are helping attract new visitors, events, and investment to the region.
The Tourism Prince George team was honoured to attend the awards gala alongside several other Prince George finalists whose work is helping elevate the city’s profile across the province. Among them was Nancy Harris representing the Spinal Cord Injury BC, nominated in the Innovation category for the groundbreaking 360° Virtual Accessibility Map, an initiative that helps people explore Prince George through a fully accessible digital experience.
Also nominated for Business Person of the Year was Doug Bell of Northern Lights Estate Winery, recognized for his leadership in sustainability, inclusive employment, community collaboration, and events. Business Person of the Year finalist Norm Coyne, known for his role in bringing Northern BC FanCon to Prince George, an event that continues to draw hundreds of attendees to the city each year.
“We are incredibly proud to share this recognition with our outstanding partners. From the Lheidli T’enneh First Nation to local artists, businesses, stakeholders and community leaders, it is the ongoing spirit of collaboration that truly brings Prince George to life as a world-class destination,” says Scott McWalter, Executive Director, Tourism Prince George.
Tourism Prince George extends sincere congratulations to all finalists and award recipients from across the province and looks forward to continuing its work to showcase Prince George as a
