Thompson Okanagan Tourism Newsletter | December 19, 2024
CEO Message
As we approach the holiday season and the end of 2024, I hope that you can carve out time with family, friends, and colleagues to reflect on all that has happened over the past 12 months and catch up on the three "R"s—Rest, Relax, and Reset.
It has been another interesting, dare I say, challenging year for many of our tourism and hospitality partners and stakeholders. Change abounds, whether it is rule changes, regulation changes, government changes, reporting changes, or ever-looming technology changes. Some moments, it is hard to keep up, and more, not less, change is certainly coming.
Like many of you, our team is gearing up to better understand and incorporate AI into our work and our personal lives. We are learning and embracing what is here, what is on the horizon, and what inevitably will alter how we work and play more dramatically than anything we have experienced thus far.
Recently two of our team members put together an excellent presentation on AI for our office. It was highly enlightening, educational, and very entertaining. We all came away with new insights, recognizing how dramatically our understanding and the field itself will continue to evolve over the year ahead.
To all of our communities, stakeholders, and partners, thank you for your ongoing dedication to the tourism and hospitality industry. Thank you for being gracious and welcoming hosts, delivering unique, meaningful, and remarkable experiences to residents and visitors alike, and continuing to build a sustainable and vibrant industry through difficult times, adversity, and setbacks. In the days to come Artificial Intelligence will come to assist us in doing many things quicker and easier but what it won't replace is genuine hospitality, the comfort of a cozy bed, the richness of a perfectly prepared meal, the thrill of finding fresh tracks, and the warmth of a friendly smile, those are the human experiences and those are ours to continue to create and deliver.
Stay safe, be guided by kindness, and enjoy the season.
Ellen Walker-Matthews
CEO, TOTA
TOTA’s 2024 Year in Review
TOTA Events
TOTA tees off in Kamloops, BC, for the 30th Annual Golf Tournament
On May 30, 2024, TOTA hosted tourism industry professionals from around the region at Bighorn Golf & Country Club, for the 30th Annual TOTA Golf Tournament. Old and new colleagues connected over a spirited round of golf followed by a Western-themed reception, complete with lawn games, music, and mechanical bull-riding, provided by Tourism Kamloops.
Join TOTA at the 31st Annual TOTA Golf Tournament on June 5, 2025, at the Osoyoos Golf Club, keep an eye out for upcoming updates sponsorship opportunities, and ticket sales.
TOTA fully immersed at the annual AGM & Summit
TOTA was thrilled to host an engaged group of tourism industry professionals in Vernon, BC, to participate in TOTA’s annual AGM & Summit. On Wednesday, October 30, 150+ tourism industry professionals gathered in the Predator Ridge Commonage Ballroom to Immerse themselves in the 2024 Summit. 15 speakers and panelists shared insights on topics including sustainability, data-driven strategic planning, establishing authentic Indigenous partnerships, and future tourism trends.
Join TOTA at the KF Centre for Excellence with Tourism Kelowna in 2025 for the next annual AGM & Summit.
Destination Development & Stewardship
TOTA is Biosphere Certified
The Thompson Okanagan Tourism Association is thrilled to have once again completed its annual Biosphere Certification Audit. This annual report provides the opportunity to review and confirm continuous improvement against the 17 Sustainable Development Goal Measures.
Tourism businesses within the region can participate in the Thompson Okanagan Biosphere Commitment Program, which equips tourism businesses with tools and resources to continuously measure, manage, and report sustainability management efforts.
Continued Work on the Adra Tunnel
By leveraging our successful PacifiCan Funding Application for $250,000, the Thompson Okanagan Tourism Foundation was able to continue working with our colleagues in Penticton and the Regional District of Okanagan Similkameen to see the restoration of the Historic Adra Tunnel along the Kettle Valley Rail Trail. The Tunnel is near completion and will be ready to host visitors in the spring of 2025.
Inter-Community Transportation Work
With support from ETSI-BC, TOTA worked with UBCO this past summer to launch a region-wide transportation survey. The results were tallied into a comprehensive report on community and visitor preferences for inter-community transportation options. TOTA continues our work by showcasing the results through community forums.
Marketing & Communications
Stay a While
In January 2024 the "Stay a While" campaign was launched on the TOTA consumer channels. The campaign encourages visitors to stay longer and find the hidden gems within the region that align with six key travel themes, including road trips, arts & culture, adventure, soft adventure, and Indigenous culture.
Travel Now to the Thompson Okanagan - On Us!
In August 2024 the TOTA in collaboration with 12 regional communities; Destination Silver Star, Tourism Shuswap, Travel Salmon Arm, Tourism Kelowna, Tourism Vernon, Destination Osoyoos, Travel Penticton, Tourism Oliver, Tourism Valemount, Tourism Wells Gray, Discover Naramata, launched a regional marketing campaign to increase awareness of travel to the region and encourage visitation to the Thompson Okanagan in the fall season. The campaign featured 10 prizes of $1000, awarded to lucky giveaway winners who shared a time-stamped photo of a previous visit to the region.
Media Coverage of the Region
The TOTA Travel Media team works with Destination BC, Communities Destination Management Organizations, and businesses to host traditional travel media in the Thompson Okanagan Region. This effort results in the region being highlighted in worldwide outlets that will attract visitors.
TOTA Training Centre
Beverage Industry Training
TOTA delivered 3 successful iterations of the Beverage Industry Training (BIT) program in partnership with Okanagan College. The initial BIT programs provided participants with fully funded training for various roles in the Beverage Industry and was intended for new hires in wineries, breweries, distilleries, and cideries, as well as existing Beverage Industry professionals in South Okanagan. In November, a Tier 2 program was offered to build on the past foundational skills and participants’ lived experiences to focus on business development and sustainability in South Okanagan.
Keep an eye on the TOTA Training Centre for upcoming programs in 2025. New programs available late January & February in Shuswap and North Okanagan.
The Symphony Tourism Services "Dream Team", as they are so lovingly called, spent 2024 providing a unique blend of research, marketing, and consulting services to small businesses, communities, and destination management organizations.
Some of these services included:
The new DBC-aligned North Thompson Valley website.
Visit the North Thompson Valley Website
The TOTA Inter-community Transportation Survey
Valuable research projects for over 15 rural communities and 5 larger tourism organizations
It’s been a year full of growth, teamwork, and accomplishment throughout the region. Stay updated with the latest newsletters, updates about the TOTA team, industry updates, and resources on the TOTA News Centre and our social channels.
See You in 2025!
