From October 15 to 17, industry leaders, community representatives, and tourism professionals gathered in Prince George for the 2025 Northern BC Tourism Summit, hosted by the Northern BC Tourism Association (NBCTA). The annual event brought together partners from across the region and the province to share insights, celebrate progress, and explore new opportunities for growth and collaboration.
The welcoming reception was at the Nanguz’An Container Market, where guests connected over Indigenous-inspired hors d’oeuvres by North Star Catering, including fresh bannock and bison skewers. The lively atmosphere set the tone for two days of learning, collaboration, and inspiration, highlighting the spirit of community that defines tourism in the North.
Conference sessions were held at the Courtyard Marriott, featuring an engaging lineup of speakers representing diverse areas of expertise. From national tourism strategy and destination stewardship to storytelling, leadership, and innovation.
Opening the conference, Chief Executive Officer, Clint Fraser, delivered an address highlighting the Northern BC Tourism Association’s ongoing work across the region. His presentation focused on advancing collaboration with communities, enhancing destination development, and fostering sustainability to support the continued growth of the visitor economy. Fraser emphasized NBCTA’s role as a connector between communities, Destination BC, and sector partners, ensuring that the priorities and stories of Northern British Columbia are reflected at the provincial and national levels.
Keynote speaker Yann Martel, acclaimed author of Life of Pi, reflected on creativity, resilience, and the power of storytelling to shape how we experience the world. His insights offered a reminder of the connections between art, place, and identity. Concepts that resonate strongly with Northern BC’s tourism landscape.
Grace Dove, a First Nations actress from Canim Lake, inspired attendees with her message about representation, cultural pride, and community empowerment. Known for her roles in The Revenant, How It Ends, and Alaska Daily, Grace shared how her work both on-screen and off-screen continues to champion Indigenous voices and mentorship through her youth-empowerment initiative, Thunderbird Dreams.
Peter Pilarski provided an accessible introduction to artificial intelligence in marketing, offering tourism professionals practical tools and strategies to navigate emerging technologies with confidence. His session emphasized how innovation can enhance both efficiency and creativity across the industry.
Attendees also heard from Maya Lange, Vice President of Global Marketing at Destination British Columbia, who shared updates on international marketing strategies under the Super, Natural British Columbia brand, including the launch of The Great Wilderness and Infinite Coast Iconics. Her presentation highlighted the importance of global collaboration and storytelling in positioning BC as a leading destination for travellers seeking authentic, sustainable experiences.
Gracen Chungath, Executive Director of Destination Development at Destination Canada, expanded on Canada’s national approach to regenerative tourism, emphasizing the value of investment, innovation, and community partnerships in building resilient destinations.
Further sessions featured Walt Judas, CEO of the Tourism Industry Association of BC, who discussed policy and advocacy priorities across the province, and Paul Hawes, President and CEO of the BC Hotel Association, who spoke about advancing sustainability and regenerative practices within the accommodation sector.
Complementing these provincial and national perspectives were voices from Northern BC and beyond, including Louise Pedersen of the Outdoor Recreation Council of BC, Rocky Nenka, Indigenous Tourism Specialist, and Jessie Olsen, Director of Economic and Community Development for the District of Tumbler Ridge. Their insights reinforced the value of community-driven development and the link between outdoor recreation, stewardship, and economic growth.
Additional speakers included Carmen Herman of Tourism Prince George, Heather Bohn of Kasiks Wilderness Resort, Michelle Miller of the Northwest Invasive Plant Council, and Zawad Abedin of the Lheidli T’enneh Nation. Each offered perspectives grounded in local experience and leadership, reflecting the diversity and depth of expertise that continues to shape tourism across the North.
One of the most anticipated sessions of the conference was the Community Bragging Session, where representatives from Mackenzie, Tumbler Ridge, Smithers, Houston, Prince Rupert, Prince George, Dawson Creek, Fraser Lake, and McBride each shared a five-minute update on tourism and economic development initiatives in their communities. The session underscored the progress being made at the local level and the collective commitment to strengthening the visitor economy throughout Northern BC.
The 2025 Northern BC Tourism Summit concluded with a strong sense of collaboration and optimism for the future of the tourism industry across the region.
Details for the 2026 Northern BC Tourism Summit will be announced in the coming months. For photos from this year’s event, view the gallery.The Northern BC Tourism Association extends its gratitude to the supporters who made this year’s Summit possible: Tourism Prince George, Central Mountain Air, Northern Development, Tourism Smithers, Airbnb, Visit Terrace, Inspire Productions, CFNR Network, and Tourism Prince Rupert. Their generous support helped bring together voices and ideas that continue to shape the future of tourism across Northern British Columbia.t continue to shape the future of tourism across Northern British Columbia.
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Our summit will bring together industry experts, travel enthusiasts, and local businesses to discuss the latest trends, strategies, and opportunities in Northern BC's tourism sector.
Expect engaging discussions, insightful keynote speakers, and interactive workshops that will equip you with valuable knowledge and insights. Connect with like-minded individuals, forge new partnerships, and gain inspiration to take the tourism sector to the next level in the region.
