Prince George, BC – Tourism Prince George has received funding from Destination BC through its Co-operative Marketing Partnerships Program to support the promotion of a collaborative marketing campaign for the Route 16 Motorcycle Touring Corridor.
This initiative is supported by other Destination Marketing Organizations and Regional Districts located along the Highway 16 corridor: Tourism Smithers, Kermodei Tourism, Tourism Prince Rupert, Regional District of Fraser-Fort George, and the Regional District of Bulkley Nechako. The project has received over $40,000 in funding with the overall goal of encouraging visitors– specifically motorcycle riders, to plan their next trip along the route.
“The importance of promoting touring routes is essential to capturing our target market tourism traffic through Prince George and Northern BC,” says Erica Hummel, CEO of Tourism Prince George. “Motorcycle tourists are affluent, spend time in destination, and are interested in other tourism offerings such as cultural attractions, culinary, and outdoor adventures like camping and fishing, so they are a captive audience.”
“British Columbia has so many unique and beautiful areas for visitors to experience,” says Lisa Beare, Minister for Tourism, Arts & Culture. “We want to make sure visitors know all that they can see and do in our province, along with supporting tourism businesses who showcase all that British Columbia holds. With the Co-operative Marketing Partnerships Program we are investing in tourism’s continued growth to make sure tourism operators and businesses throughout the province will benefit from tourism in all seasons.”
“Tourism destinations are in an increasingly ferocious global competition for travellers,” says Marsha Walden, CEO of Destination BC. “BC is elevating its marketing impact through collaboration. This funding harnesses the collective power of tourism champions in towns, cities, and regions, connecting local networks and sectors with a common purpose. Together, we are positioning British Columbia as a must-see destination, and our industry is a leading source of growth in BC’s economy.”
Since its inception in 2017, Tourism Prince George has been leading the Route 16 marketing project. A website, Facebook page, Instagram account, brochures, and stickers have been developed and promoted at consumer shows and through aggressive digital marketing campaigns to targeted motorcycle markets in BC, Alberta, and Washington. To date, the marketing efforts have achieved over 21,000 website page views, 95,000 reach on social media platforms, and over 507,000 video impressions.
Videos, photographs, and blog content can be viewed on

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