Tourism Prince George

What Tourism Prince George does

Tourism Prince George is a non-profit Destination Marketing Organization established in 2011 to promote Prince George, British Columbia as a year-round tourism destination. The organization serves leisure travelers, outdoor adventurers, cultural tourists, business event organizers, and professional travelers seeking experiences in Northern BC, operating from its headquarters and Visitor Information Centre at 850 Canada Games Way in Prince George. Its core offering centers on a digital destination marketing platform at tourismpg.com, complemented by an in-person Visitor Centre, an event hosting services team, and a year-round container retail market (Nanguz 'An Market) at Canada Games Plaza.

The organization's product surface spans multiple channels: the main tourism website, an interactive 360° Accessible Tour Map co-developed with Spinal Cord Injury BC and supported by PacifiCan funding, the Nanguz 'An Container Market, a podcast series ('The Take On Prince George'), a Tourism Ambassador Program, and the Bites, Flights & Sights Passport Trail connecting over 100 local businesses. Strategic partnerships anchor the model, including a core Indigenous partnership with the Lheidli T'enneh First Nation and cooperative relationships with the City of Prince George, Province of British Columbia, Pacific Economic Development Canada, Destination BC, BCLC, the Northern Development Initiative Trust, and Re:BC.

Tourism Prince George generates revenue through a mix of public funding (primarily from the City of Prince George and other government grant layers), membership and cooperative marketing contributions from local businesses, and event attraction service engagements. Visitor-facing services such as information, maps, and recommendations are provided free of charge; event and partnership pricing is quoted directly. The firm operates with 1-10 employees and is structured as a private non-profit with no venture capital or private investor backing disclosed.

Name

Tourism Prince George

Legal name

Tourism Prince George

Website

https://tourismpg.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Tourism Prince George is a non-profit Destination Marketing Organization promoting Prince George, British Columbia as a year-round destination. It serves visitors, event organizers, and business travelers through a tourism website, 360° virtual tour tool, event hosting services, and Indigenous community partnerships supported by public funding.

Ownership category

akta.pro rank

Headquarters

HQ city

Prince George

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Tourism Marketing and Visitor Services: Tourism Prince George generates value by promoting Prince George as a destination to visitors, supporting local tourism businesses, and facilitating event hosting that brings visitors to the region. Revenue is derived from membership fees, cooperative marketing contributions from local businesses, event attraction services, and potentially government tourism funding.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Tourism Prince George is a non-profit Destination Marketing Organization that promotes Prince George, BC as a year-round destination for leisure, outdoor adventure, cultural, and business tourism. It provides free visitor information services, event attraction support, cooperative marketing for local businesses, and operates the Nanguz 'An Market and the 360° Accessible Tour Map.

Product overview

Tourism Prince George operates a unified destination marketing platform centered on its main tourism website (tourismpg.com), supplemented by the 360° Accessible Tour Map virtual planning tool and the Nanguz 'An Market experiential retail space. The organization provides event hosting services for conferences and sports events, maintains a Visitor Information Centre, and offers content resources including visitor guides, a podcast (The Take On Prince George), and the Basecamp Blog. Additional programs include the Tourism Ambassador Program and Passport Trail loyalty initiative. Together these products position Prince George as a year-round destination for outdoor adventure, cultural experiences, and business tourism.

Differentiator

Problem solved

Functional benefit

Brands

• Nanguz'An Market: A year-round container market located at Canada Games Plaza, featuring five containers named after rivers reflecting Lheidli T'enneh heritage. 'Nanguz An' means 'Fox Den' in the Lheidli language.
• The Take On Prince George
• Tourism Ambassador Program
• Passport Trail

Quantifiable outcome

• Prince George Conference and Civic Centre accommodates up to 2,000 attendees for large gatherings

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• Re:BCcoreStrategic or Co-development Partner · 17 October 2025Tourism Prince George partnered with regenerative travel organization Re:BC to launch the promotional video 'Feel the Land, Know the People' at the Northern BC Tourism Summit. The cinematic piece is narrated by Elder Darlene McIntosh and aims to promote regenerative tourism by amplifying Indigenous voices and honoring the culture of the Lheidli T'enneh First Nation.
• Lheidli T'enneh First NationcoreStrategic or Co-development PartnerStrategic Indigenous community partnership. Prince George is located on the traditional territory of the Lheidli T'enneh First Nation. The partnership includes collaborative initiatives such as the Nanguz 'An Market ('Fox Den' meaning), named after rivers reflecting Lheidli heritage, and the Uda Dune Baiyoh (House of Ancestors) venue showcasing local First Nations history and culture.
• City of Prince GeorgecoreStrategic or Co-development PartnerCooperative partnership supporting events and tourism infrastructure including the Canada Games Plaza, Nanguz 'An Market, Music in the Park, and Foodie Fridays events. The city collaborates on hosting sports events, community celebrations, and providing public spaces.
• Pacific Economic Development Canada (PacifiCan)majorStrategic or Co-development PartnerFederal economic development agency supporting tourism initiatives including the 360° Accessible Tour Map project and Nanguz 'An Market development. PacifiCan shares the vision of building a more accessible and welcoming destination.
• Spinal Cord Injury BCcoreStrategic or Co-development PartnerPartnership to create the 360° Accessible Tour Map, an innovative online tool helping visitors discover barrier-free spaces and plan accessible visits to Prince George's parks, attractions, and accommodations.
• HelloBC (Destination British Columbia)majorGTM or Marketing PartnerProvincial tourism marketing partnership promoting Prince George as part of British Columbia's 'Super, Natural BC' brand campaign. Cross-promotion of regional tourism experiences.
• Northern Development Initiative TrustmajorStrategic or Co-development PartnerRegional development organization supporting the Nanguz 'An Market project and economic development initiatives in Northern BC.
• Province of British ColumbiamajorStrategic or Co-development PartnerProvincial government support for tourism development initiatives including Nanguz 'An Market and various tourism infrastructure projects.
• BCLCminorGTM or Marketing PartnerBritish Columbia Lottery Corporation co-sponsors Music in the Park events, providing free live music programming throughout summer months.
• Local Tourism BusinessescoreChannel Partner/ Reseller/ DistributorOver 100 local businesses participate in cooperative marketing programs including the Bites, Flights & Sights Passport Trail, offering deals and discounts to visitors. Partner businesses include hotels, restaurants, attractions, and service providers.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Tourism Whistler: Destination marketing organization for Whistler, BC. Directly comparable as a Canadian DMO promoting a single regional destination with strong event hosting, Indigenous partnerships, and year-round marketing infrastructure.
• Tourism Vancouver: Metro Vancouver DMO running convention sales, leisure marketing, and cooperative programs with local businesses. Closest large-budget comparable for Tourism Prince George's conference/event attraction model.
• Tourism Toronto: Major Canadian DMO for the Toronto region. Comparable as a large-scale convention and visitors bureau running event attraction sales, leisure marketing, and cooperative programs with member businesses.
• Tourism Kelowna: DMO for Kelowna, BC. Comparable as a similarly-sized British Columbia destination marketing organization running event attraction, cooperative marketing with local businesses, and content-driven destination promotion.
• Tourism Victoria: DMO for Greater Victoria. Comparable BC-based destination marketing organization with similar visitor-services, event-attraction, and cooperative-marketing structure to Tourism Prince George.
• Banff & Lake Louise Tourism: DMO for Banff & Lake Louise. Highly relevant comparable for a mountain/outdoor-adventure-driven destination marketing organization with strong Indigenous engagement and large venue/event hosting.
• Indigenous Tourism Association of Canada: National Indigenous tourism body. Closest peer for Tourism Prince George's regenerative/Indigenous-led tourism strategy, including the Lheidli T'enneh partnership and Re:BC collaboration.

Broad incumbents

• Destination British Columbia (HelloBC): Provincial tourism marketing body that Tourism Prince George partners with via the Super, Natural BC brand. Comparable as the umbrella DMO whose campaigns and co-investment flows downstream to regional DMOs like Prince George.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/TourismPrinceGeorge
• Facebookfacebook.com/tourismpg
• LinkedInlinkedin.com/company/tourism-prince-george
• Instagraminstagram.com/tourismpg/?hl=en
• Xx.com/tourismpg

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourism Prince George