about us
Established in 1999, Northwest Consultants (NWC) brings deep expertise in tourism, arts and cultural management, marketing and communications, stakeholder engagement, and more. As a Qualified Vendor with Travel Alberta and a Pre-Qualified Supplier with Destination British Columbia, NWC supports clients of all sizes—from emerging organizations to international institutions.
The NWC team has been in senior roles in the tourism, government, marketing, technology, art, and advertising sectors.
Our work in northern, rural, First Nations, and Métis tourism helps communities create meaningful visitor experiences.
Experience includes leading international media and travel trade initiatives, organizing global events and conferences, and developing award-winning strategies in sports tourism and destination marketing.
Team Values & Operating Principles
- inclusive
- collaborative
- innovative
- creative
- genuine
- adaptive
- rooted in reality
Richard Warring
President & Founder
Richard founded NWC while overseas in 1999, harnessing his global career experience spanning public institutions, international ad agencies and top-tier international brands, where he delivers transformative marketing solutions that drive engagement, revenue, and reputation. He led the rebranding of Alberta Parks, revolutionized its reservation system, and pioneered data-driven strategies that enhanced visitor experiences and satisfaction. Richard has directed integrated campaigns across Canada and Europe for organizations including Visa and Moët & Chandon, consistently turning insight into impact. Whether advising nonprofits, cultural organizations, or government initiatives, Richard blends creativity with business acumen to deliver real-world results.
Tracey McBride
Senior Associate
Tracey is a Senior Associate at Northwest Consultants with extensive experience in tourism development, Indigenous engagement, and strategic marketing. As Destination Industry Manager for Travel Alberta North, she played a key role in the early engagement process that led to the creation of Indigenous Tourism Alberta. She has facilitated workshops across Canada on experience design, destination development, and tourism business planning, helping communities attract visitors and build market-ready offerings.
Tracey co-developed the “Voyageur Tour” with Métis Crossing and supported Indigenous tourism initiatives like the “Cook It Raw Alberta” series, which reached over one million viewers and sparked new partnerships in Lac La Biche, including teepee stays and cultural programming with the local Friendship Centre. Her strategic work includes developing the Mighty Peace Tourism Marketing Strategy, leading the award-winning rebrand of Saskatchewan’s Waskesiu Wilderness Region, and co-authoring industry resources such as Travel Alberta’s packaging and partnership workbook and Ontario’s Tourism 101 modules.