Manic Monday – Some may “find their kicks on Route 66” but we believe “Heaven is traveling Route 97″….

Midnight Musings from our CEO

Meeting the visitor demand head on is our Route 97 – Be Curious campaign poised not only to attract visitors to the region but to keep them here longer and move them around the area once they have arrived.

Blog posts, itinerary suggestions, top tens and featured products all contribute to the success of the Route 97 website which has quickly been gaining notoriety.

In December alone we saw in excess of 7800 visitor sessions, +12,000 page views and 31,000 social impressions and growing monthly at a rate of over 2.5%.

The online success is on the heels of this past years Route 97 print publication which was one of the most sought after pieces TOTA has ever produced and was fully subscribed by our guests at the end of September.

Be part of this year’s Route 97 regional campaign as we work together to expand the destination stories and continue to build momentum for what is shaping up to be another tremendous year in Tourism to the region.

For more information and to be involved contact Meaghan Racine:


A Few Highlights from this Week’s News Centre…

Winter is definitely upon us and there are a lot of great things happening in and around the region. A few examples include the Nancy Greene Alpine Classic Feb 24/25 returning to Sun Peaks (read more); the arrival of the fun and fantastic Fat Bikes on mountain at Big White (read more); and the annual Cross Fit Throwdown taking place at the end of January in Penticton (read more).   Canada’s 150 birthday activities continue with the launch of the Canadian Heritage 150 Passport app just released (read more);  and Parks Canada for the first time ever is asking for Canadians input at a Ministry Roundtable (read more).

Read all of this weeks News Centre stories at

We hope you keep following and contributing on TOTA’s Facebook and Twitter sites throughout the week; send us your stories, photos, events  and remarkable experiences. Make sure the industry knows what is happening around our region and be sure to use the #route97 and #explorebc when posting your tourism shots and stories from around the region.

REMINDER:  please us send your 150 Celebrations activities and events to

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