Empowering Tourism Prince George to Engage Visitors and Elevate Recommendations

The Challenge

Before working with Learn Tourism, Tourism Prince George identified an important opportunity to enhance how the destination was represented by those interacting with visitors every day. While the region was attracting travelers and building awareness as British Columbia’s northern hub, there was no consistent or scalable way to equip frontline workers, locals, and tourism staff with the knowledge and confidence needed to create engaging, memorable visitor experiences. The organization recognized that by proactively developing a training program focused on authentic engagement and better recommendations, they could unlock untapped potential in the community’s ability to deliver on their brand promise—turning everyday encounters into lasting impressions.

Decision Process and Implementation

Tourism Prince George discovered Learn Tourism while exploring scalable solutions for workforce development in the visitor economy. They were specifically seeking a platform that could provide consistent, engaging training content to frontline staff and stakeholders, without requiring extensive in-person sessions or complex tech infrastructure. While they considered traditional training manuals, in-house sessions, and generic online customer service courses, these options lacked the customization, community relevance, and analytics they needed.

What set Learn Tourism apart was its ability to deliver destination-branded training, structured around the specific goals Tourism Prince George had outlined: improving visitor engagement and helping locals make better recommendations. The organization was drawn to the platform’s modular learning paths, on-demand access, and the ability to update content in real time to reflect seasonal changes or new priorities. Additional value came from built-in quizzing, learner analytics, and the option to deliver the course in multiple languages, allowing for inclusive participation across the community.

Once the program launched, Tourism Prince George immediately saw widespread engagement from hospitality workers, students, and visitor center staff. Learners embraced the interactive exercises and the real-world scenarios, which made the training feel relevant and useful in their day-to-day roles.

“Creating Meaningful Connections in Prince George” is a signature course module that equips frontline staff with practical, community-tailored skills to confidently engage visitors, build trust through authentic conversations, and deliver personalized recommendations that reflect the heart of the destination.

The Results

By making education accessible and directly applicable, the organization strengthened the capacity of its frontline advocates and established a foundation for long-term visitor satisfaction and destination loyalty.