RELEASE DATE: January 17, 2020

PRINCE GEORGE – Tourism Prince George Society (TPGS) has announced Tracey McBride as its new Chief Executive Officer.  

The TPGS Board of Directors is looking forward to working with Tracey. “Her vast experience and knowledge in the tourism industry will be an excellent asset to the community, our shareholders and the staff at Tourism Prince George,” said Elke Hierl-Steinbauer, Chair of the Board for TPGS.

Tracey McBride brings over 18 years of experience in municipal, regional and provincial tourism marketing and development to TPGS. She has a strong background in developing indigenous tourism experiences and capacity development. She has worked in all tourism sectors, including sports, conferences, media relations, travel trade and leisure markets with international events and audiences.

Currently McBride is wrapping up a contract as Interim Executive Director for the Aseniwuche Winewak Nation in Alberta. She has worked for the Ontario Ministry of Tourism and Culture as an industry development liaison with Tourism Hamilton, City of Toronto, Niagara Falls Tourism and as General Manager for Waterloo Regional Tourism and City of St. Catherines.

McBride has won numerous national and international awards in destination marketing. She lectures at universities across the country on tourism product development through the Economic Development Association of Canada (EDAC). Her post-secondary education focused on social sciences, communications and media at McMaster University, Sheridan College and Niagara College. She is looking at pursuing her Masters in Tourism Development at Royal Roads University over the next few years.

“I am excited to become a part of Prince George. It will be wonderful to be able to contribute to the community in working with the TPGS team to grow the existing year-round business, conference, cultural, sports, and recreational opportunities offered,” said McBride. “With the help of my team, I am going to continue the great work that has already been done in past years. The goal is to enhance Prince George’s visibility as a vibrant city at the edge of northern BC wilderness with endless adventure just at your doorstep.”

Members of the TPG Board of Directors designated a search committee following the departure of former CEO Erica Hummel in October 2019. McBride’s first day of work will be Feb. 3, 2020.


Photo caption (L to R): Mayor Lyn Hall, Tourism Prince George CEO Tracey McBride, and Chair of the Board Elke Hierl-Steinbauer at the Visitor Information Center.

For more information:
Camila Sanchez
Manager, Communications & Industry Relations
Tourism Prince George
250-640-8483 cell | 250-649-3207 office 

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