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2024 Northern BC Tourism Summit


October 22 - 24, 2024
Ramada Plaza, Prince George, BC

We are very pleased to announce that the Northern BC Tourism Summit is coming back this fall for the first time since 2019 and registration is now open!


What to Expect at the 2024 Northern BC Tourism Summit

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.

The sector has taken continual hits from natural disasters and global pandemics to economic pressures and this year is our opportunity to come back together and plot the road forward together. The challenges our sector has faced highlighted that working together generates creative solutions to the shared obstacles that we face.

As the African proverb states, "If you want to go fast, go alone. If you want to far, go together." Collectively, as a sector, we are focused on balancing people, planet and prosperity for the sustainable development and promotion of the industry in our region. The tourism sector actively supports the visitor economy while improving the quality of life for residents in our communities.

Don't miss this chance to be part of the Northern BC 2024 Tourism Summit! Mark your calendar, pack your bags, and get ready to embark on a collaborative learning experience as we work together to development the tourism sector in Northern British Columbia.

Meet Our Speakers

Dr. Rachel Dodds

Dr. Rachel Dodds is a globally known expert in sustainable tourism and a passionate changemaker. She has worked in the tourism industry helping governments, businesses and consumers make more sustainable tourism choices for the past 25 years.

Dr. Dodds was featured in the documentary The Last Tourist. She will be giving a provocative and inspiring presentation to Northern BC tourism partners about the confluence of people, planet and prosperity when it comes to sustainability and the tourism industry.

Learn more about Dr. Dodds here
Session Description

Balancing Choices – People, Planet, and Profit 

Are we thriving or surviving? In a resource-based economy, there is no doubt that the environment is a fundamental consideration but is this the only consideration for Northern BC’s tourism industry? This talk will explore some challenges this region is facing as well as what success looks like in the short to long term. Keys to achieving a balance will be discussed and we will end with practical solutions to achieve better tourism for all.

Connor galway

Conner is the founder of Junction, an award-winning digital consulting firm based out of Vancouver. Since 2010 they’ve been helping companies to embrace digital as an essential part of their business, working with brands like Destination BC, The Wickaninnish Inn, Fairmont Hotels and Travel Yukon. He was recently named to Business in Vancouver’s 40 under 40 list.

He’s also the author of The Brief, a weekly digital strategy newsletter that recently won the Marketing News Canada Best Newsletter award and this year’s CSuite Award. Conner is a frequent University guest instructor, conference speaker, and most recently, the President of eLearningU - North America’s largest online learning platform for the tourism industry.

Session Description

AI - Your Business SuperPower 

An interactive session that introduces and educates on a AI as a transformational tool that can enable you to do more of what you love. The session will include specific examples using free tools and inspire attendees to imagine creative applications of the technology in their own businesses. Using live examples, your attendees will learn how to they can lean into AI for their own organizations, as well as important considerations that they need to ensure that they’re using AI responsibly.

Krista Lochhead

Krista Lochhead is a seasoned professional with nearly a decade of experience in hospitality and tourism, notably with Hatch Comms. Her expertise spans luxury hotel operations, wine promotion, and ski resort launches. Known for her proactive work ethic and energetic approach, Krista excels in media relations and crisis communication, leveraging global insights and strong media relationships to guide clients while securing significant earned media coverage. She demonstrates a commitment to advancing skills through certifications and speaking engagements focused on crisis communication and evolving tourism trends.

Session Description

Tourism Crisis Communications Preparedness: Media Training and Emergency Management Support

Discover strategic media training to navigate crises and enhance response capabilities. Explore the impact of the 2023 forest fires on tourism community leaders and how Hatch and the BCRTS supported the sector and their key takeaways. Learn effective strategies for managing sensationalized media headlines and their influence on tourism. Gain insights into best practices in media training to uphold industry resilience. Acquire tools and proactive strategies for crisis preparedness and effective visitor communication, ensuring sustainable tourism practices amidst a changing climate.

Chris Fields

Chris Fields is an informative, entertaining, and insightful strategic humorist with a serious message: dare to be different and reach highest aspiration or join the burgeoning ranks of the unnoticed. Chris’ 31 years of award-winning community economic development experience has been dedicated to reconnecting people to the power of community-building. His dry sense of humour and no nonsense, cut-through-clutter style challenges conventions and leaves people with inspiration to “make community-building personal.” 

Learn more about Chris here

Session Description

5 Ways to Achieve the Tourism Exceptional

Each of us wants to rise to the occasion – in our personal lives, professional lives, and as part of a community creating a bright future. But the big question – the stumbling block we often run into – is how? What’s holding us back and how do we plan for an ambitious future amidst a world of exponential change and the inherent challenges of democratic governance? In a presentation that is described as informative, entertaining, and a little bit crazy, five ways to leap the hurdles that stand in the way of exceptional spaces, places, people and tourism are explored. You will be challenged to think differently about what you do and what you can do to elevate tourism, your community, workplace, and your daily life.

Clint Fraser

Clint Fraser has been the CEO of the Northern BC Tourism Association for 9 years. In the CEO role, he leads and supports the team at NBCTA in their work to further enhance the tourism industry across the north. Clint has represented NBCTA on different committees/boards and is currently the Chair of the BC Regional Tourism Secretariat and a member of Destination BC's Provincial Tourism Marketing Committee. In addition, he continues work to market the region to film producers and location managers with the intent of developing a viable film industry in northern BC. Clint served as the marketing director for 11 years before becoming the CEO

Session Description

Annual NBCTA Update

Hear the latest on trade, media, destination development and stewardship, industry development, marketing, and content generation initiatives from Northern BC Tourism.

Agenda & Schedule

From the Welcome Reception at The Exploration Place to an evening downtown Prince George for 'Bites, Flights and Sites' with Tourism Prince George, and amazing speakers on sustainability, marketing and accessibility in between,  we have a fantastic agenda planned for you.
Agenda - Coming soon

Welcoming Reception

Take this opportunity to reconnect with old colleagues and make new connections as we gather in Exploration Place for this networking event. Exploration Place completed a massive renovation in recent years. This renovation transformation to recreate our visitors' experiences with shifts in their curatorial focus and programming, as well as a building-wide renovation and rebranding. This shift reflects an exciting new vision, adapted to the future while strengthening our learning from the past and present. Culinary delights from Origins Kitchen will please your taste buds at this event.
Exploration Place


A room block at the host facility, Ramada Plaza, in Prince George has been secured.  Call the Ramada at
 1-800-854-9517 and use the Block Code '102224IJU' to receive the group rate:
- Premiere King Room or Two Queen Room $109 + tax
Ramada Website

Sponsorship Opportunities

Events like this cannot happen without the generous support of our sponsors. If you are interested in profiling your organization to the tourism sector in Northern BC, check out the sponsorship opportunities.
Sponsorship Opportunities


The Northern BC Tourism Association works closely with a number of partners that are integral to the success of the regional goals and the implementation of the objectives and recommendations outlined in the Northern BC Tourism Strategy.

View Partners

Northern BC Tourism

1274 5th Avenue

Prince George, BC V2L 3L2

T: 250.561.0432

F: 250.561.0450