Happy Holidays from the Thompson Okanagan Tourism Association (TOTA)
CEO Message
A Season of Reflection and Bold Futures
As we look back on 2025, it is clear that while the years seem to move faster, our collective impact continues to grow. This past year was one of complexity and shifting trends, yet it reinforced the incredible resilience and adaptability of our tourism and hospitality community.
2025 Highlights
One of the standout moments for our team this year was undoubtedly our AGM and Summit in October. Hosted at the KF Centre for Excellence in Kelowna under the theme 'New Routes and Bold Futures,' the event drew excellent participation and set the stage for the work ahead. We were also able to quietly celebrate a more “normal” summer, which was a welcome relief that allowed our agricultural partners to see bumper crops and our visitors to enjoy the region’s natural beauty safely.
The Road Ahead: 2026 & 2027
We are entering the new year energized by the massive potential of the Destination BC Iconics Initiative. Moving from concept to reality, these regional routes are a tremendous new vehicle to reframe and highlight our diverse tourism experiences from the smallest local gems to our largest attractions. As we look toward 2026 and 2027, we are focused on building out the guest experience across the four iconic corridors that go through the Thompson Okanagan Region: Rainforest to Rockies, Nature’s Heartland, Valleys & Vineyards, and Great Wilderness. Stay tuned as we roll out additional ways to participate in this program.
With Gratitude
Of course, none of this would be possible without our dedicated TOTA Board, our hardworking team, and our invaluable partnerships with Destination BC, Indigenous Tourism BC, the Ministry of Arts, Culture, Tourism and Sport, and our community representatives and DMOs. Most importantly, we thank you, the operators and stakeholders, who work tirelessly to develop a vibrant and sustainable future for this region.
As the holidays approach, we hope for a snowy season for our ski hills and a time of rest for you all. May your holidays be safe, happy, and filled with peace.
All the very best for the Holiday Season,
Ellen Walker-Matthews
CEO, TOTA
TOTA’s 2025 Year in Review
TOTA Events
TOTA teed off in Osoyoos, BC, for the inaugural Ohhh Canada Cup
On June 5, 2025, TOTA hosted tourism industry professionals from around the region at Osoyoos Golf Club for the Annual TOTA Golf Tournament and the first Ohhh Canada Cup. Old and new colleagues connected over a spirited round of golf, followed by a Caesar toast to Canada hosted by Destination Osoyoos.
Join TOTA at the 32nd Annual TOTA Golf Tournament in 2026. Keep an eye out for upcoming updates, sponsorship opportunities, and ticket sales.
New Routes, Bold Futures, the 2025 TOTA Summit
TOTA was thrilled to host an engaged group of tourism professionals gathered on October 22 & 23, 2025, in Kelowna, BC, to participate in our annual AGM & Summit. Twenty-four speakers and panelists shared insights on topics including travel trade, wellness, culinary, and agritourism, as well as technology and transportation, data and research, and the current state and transformation of tourism.
This year’s theme, New Routes, Bold Futures: Navigating Tourism’s Transformation, was an invitation to all of those in the industry to explore and embrace the changes of tourism with a bold and forward-thinking approach.
Join TOTA in Kamloops, BC, in 2026 for the next annual AGM & Summit.
Destination Development & Stewardship
Tourism Attractions Development – DestInvest (Boundary Region)
TOTA partnered with Skift Advisory and their DestInvest tool to support tourism attraction development in the Boundary region, helping advance investment-ready projects that strengthen local economies while aligning with community priorities and sustainable destination outcomes.
KVR & Adra Tunnel
Through the Thompson Okanagan Tourism Foundation, TOTA supported the completion and opening of the Adra Tunnel along the Kettle Valley Rail Trail, enhancing safe access, visitor experience, and long-term stewardship of a key regional recreational and tourism asset.
Regional Progress through Biosphere Certification
In 2025, six additional Thompson Okanagan tourism businesses achieved Biosphere Certification, demonstrating measurable progress toward more responsible, sustainable, and climate-aware tourism practices across the region.
Thompson Okanagan Tourism Foundation & Tourism Kamloops Freeride Campaign
The Thompson Okanagan Tourism Foundation has been grateful to work with Tourism Kamloops to fundraise dollars for their Freeride campaign. The Foundation continues to collect the donations on behalf of Tourism Kamloops and the Freeride campaign, where all the money goes into keeping Kamloops trails well-maintained. The Foundation is proud to support all regional trail development and maintenance initiatives as we continue to expand our impact on a healthy trail ecosystem in the region.
City of Vernon’s Free TOTA Biosphere Enrollment Program
TOTA has collaborated with the City of Vernon to support local tourism businesses on their journey towards Biosphere Certification, providing guidance and alignment to help embed sustainability and stewardship principles at both the municipal and business levels.
Marketing and Communications
Media Coverage of the Region
With the launch of Destination BC's Iconics branding and the Thompson Okanagan region being part of Valleys and Vineyards, Rainforest to Rockies, Nature's Heartland, and the Great Wilderness, the TOTA Travel Media team has had many opportunities to showcase the region to media groups and individuals, resulting in over 40 trips and excellent coverage. Thank you to the communities and businesses in the region who continue to partner with us to ensure these opportunities offer exceptional itineraries for the media.
BC Accelerator Program
The TOTA team was excited to have the opportunity to assist Destination BC in hosting their inaugural BC Accelerator Program in Kelowna at the Eldorado Resort from October 20 to 22. This program was launched as a pilot project aimed at furthering growth opportunities for tourism businesses in the province and connecting businesses with top-tier tour operators. The event brought together 41 international travel trade buyers and 41 tourism suppliers from across the province for the opportunity to connect and learn more about the travel trade industry and what the province has to offer.
Stay TO Discover
TOTA was happy to design and launch an extension of "Stay a While" through the "Stay TO Discover" campaign. "Stay TO Discover" unlocks the potential of the region; the Thompson Okanagan isn’t just a place to quickly stop over, it is a place to pause, reflect, and enjoy. By staying any extra amount of time, visitors can discover the hidden gems they might have otherwise overlooked: family-run businesses, secret natural oases, cultural landmarks, and the stories that make this region so special. This positions “Stay” as more than just accommodation; it is an invitation to all those living within or visiting the region to slow down and engage with the Thompson Okanagan to uncover something meaningful. Look out for the "Stay TO Discover" branding, featuring the renowned activities and highlights of the Thompson Okanagan region.
TOTA Buzzes around the region
This year, TOTA took a major step in reducing our own operational carbon footprint by electrifying our vehicle fleet. Through a partnership with Budget Car and Truck Rentals, the TOTA team now cruises around in a new, zero-emission Volkswagen ID. Buzz. The team was able to wrap the exterior of the vehicle, which proudly showcases iconic Thompson Okanagan seasons and experiences.
TOTA Training Centre
Sectoral Initiatives Program
In May 2025, TOTA was proud to submit the final report to the Government of Canada, Employment and Social Development, for the Sectoral Initiatives Programs. Over the past three years, the Hospitality Professional Program and the Beverage Industry Training (BIT) have been offered. These programs were designed to meet pressing workforce shortages and build long-term regional capacity. The programs trained 141 individuals, supported 121 graduates, and helped more than 100 participants secure sustained employment in tourism and hospitality. Central to this success was TOTA’s strong partnership with Okanagan College, whose instructional expertise, industry experience, and ability to deliver industry-aligned training ensured the programs remained relevant to evolving workforce challenges. A cornerstone of these initiatives was the close collaboration between Okanagan College, TOTA, and the tourism and beverage industry. The BIT program, in particular, was shaped by industry-led insights and supported by the college’s tailored approach to program design, which enabled the training to respond quickly to shifting labour needs and sector priorities. More than 85 employers engaged directly through curriculum refinement, field site visits, guest speaking, mentorship, and work placements. Graduates of the programs have strengthened the labour force across the region, contributing to expanded roles, year-round employment, and improved workforce stability for small and medium-sized tourism operators. Many transitioned into meaningful roles within wineries, breweries, distilleries, hotels, attractions, and agritourism businesses, while others applied their skills toward new entrepreneurial ventures. For employers navigating a challenging labour market, these programs delivered timely, highly trained individuals able to step confidently into frontline and operational roles. Through strong partnerships, industry-guided program design, and Okanagan College’s commitment to delivering industry-aligned and tailored training, the Sectoral Initiatives Programs have contributed to a more resilient, skilled, and sustainable tourism workforce in the Thompson Okanagan. Their success underscores TOTA’s ongoing commitment to supporting industry needs, empowering emerging talent, and strengthening the region’s capacity to thrive in a dynamic visitor economy.
Spark Program
In addition to workforce development achievements, TOTA was pleased to support
entrepreneurial innovation and new tourism experience development through involvement in three Destination BC Spark Mentorship Programs delivered in partnership with the Tourism Innovation Lab. Over the past year, TOTA participated in programs in the Boundary Region—which concluded its mentorship phase early in 2024—as well as the Rainforest to Rockies and Valleys and Vineyards Iconics regions. Each program invited aspiring and early-stage tourism entrepreneurs to develop creative, place-based visitor experiences, culminating in the selection of three winners per region. Each winner received $3,000 in seed funding and dedicated mentorship to help bring their new tourism idea to life. These programs continue to strengthen the region’s tourism offering by supporting local innovators and expanding the diversity of experiences available to visitors.
Tourism Inspiration Centre
This year marked another strong and inspiring season at the Tourism Inspiration Centre, with visitor numbers continuing their upward trend. We welcomed guests from around the globe, reflecting the growing interest in our region and the stories it holds. Overall visitation increased by 8% over 2024, with May and June showing an especially notable rise in travellers - up 18% year-over-year, primarily international visitors. The energy in the Centre was unmistakable, and our team was proud to connect with so many visitors seeking authentic experiences and meaningful connections across the Thompson Okanagan. We are also pleased to share that the Centre has once again received its Biosphere Certification, further ensuring that our work continues to uphold TOTA’s regional commitment to the United Nations' Sustainable Development Goals.
As we look ahead, the Tourism Inspiration Centre is quietly preparing for its next chapter. After welcoming visitors since 1986, the Centre continues to evolve; we look forward to sharing more in 2026 about how this gateway centre to our region will capture visitors' attention and inspire travellers to explore the authentic experiences found along our iconic routes and throughout the Thompson Okanagan.
Looking toward the 2026 season, the Centre will also continue to offer thoughtful opportunities for stakeholders wishing to share their visitor experiences with travellers, including brochure racking and select billboard placements. These offerings remain a meaningful way for partners to connect with guests during their journey of discovery.
Stakeholders interested in learning more are welcome to inquire, as we remain committed to supporting regional voices and enhancing the visitor experience.
Symphony Tourism Services
Completed a Kettle Valley Rail Trail (KVR) Transportation Study
The Kettle Valley Rail Trail Transportation Study focused on estimating the economic impact of a specific segment of the Kettle Valley Railway (KVR) Trail, running from Ruth Station (Myra Canyon) to the northern boundary of the City of Penticton. This segment connects two distinct cities in the Okanagan region and is a significant asset for bicycling, hiking, and accessing nearby attractions such as wineries.
The core objective of this study was to quantify the traditional economic impact generated by visitor spending, including the direct, indirect, and induced effects (multiplier effects) on value creation, employment, and tax revenues within the Central Okanagan and Okanagan Similkameen Regional Districts. The trail's economic function is viewed as a synergistic element where public infrastructure supports private sector economic activity.
Developed a Value of Tourism model
Symphony developed a Value of Tourism model to analyze visitor spending, the four main economic components, and the dynamic nature of economic impact to assist in telling the story of the Value of Tourism, particularly in smaller, rural communities.
Developed the Boundary Country Website
This year, the Symphony team was happy to relaunch the Boundary Country Website with improved usability, design, and featured navigation for events, activities, and seasons.
Assisted over 20 Custom Research Clients
Symphony Tourism Services offers a plethora of research and data options to generate results for clients and has served over 20 custom research clients in 2025.
Stay up to Date in 2026
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 2026!
