Skip to content

Tourism Prince George wants to attract motorcyclists to Highway 16

The organization has received funding to enhance the Route 16 Motorcycle Touring Corridor
Motorcyclists enjoying Route 16 near Smithers. (via Tourism Prince George, Route 16)

Highway 16 is a beautiful drive and Tourism Prince George wants to let motorcyclists know it’s there waiting for them to explore.

The organization has received funding through Destination B.C. to promote what they’re calling the Route 16 Motorcycle Touring Corridor.

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 B.C.,” says Erica Hummel, CEO of Tourism Prince George in a news release. “Motorcycle tourists are affluent, spend time in a 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.” 

This initiative is also supported by other destination marketing organizations and regional districts located along the Highway 16 corridor like Tourism Smithers, Kermodei Tourism, Tourism Prince Rupert, the Regional District of Fraser-Fort George (RDFFG), and the Regional District of Bulkley-Nechako (RDBN).

“British Columbia has so many unique and beautiful areas for visitors to experience,” says Lisa Beare, Minister for Tourism, Arts & Culture in the release. “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.”

Since its inception in 2017, Tourism Prince George has been leading the Route 16 marketing project.

It’s launched a website, Facebook page, Instagram account as well as produced brochures, and stickers to promote the route.

It’s also promoted digital marketing campaigns to target motorcycle markets in B.C., Alberta, and Washington.

“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 B.C.’s economy,” says Marsha Walden, CEO of Destination B.C.

You can learn more about motorcycling on Highway 16 through the Route 16 website.


Hanna Petersen

About the Author: Hanna Petersen

Born and raised in Prince George, Hanna Petersen is a graduate of UNBC. She then abandoned her hometown for the East Coast, graduating with a bachelor of journalism from the University of King's College in the process.
Read more