News & Resources
The latest Thompson Okanagan tourism industry news from TOTA, tourism businesses, and communities.
TOTA and Tourism AI Network are Partnering to Develop a Data-Driven Tool for Tourism
The Tourism AI Network (TAIN), in partnership with Thompson Okanagan Tourism Association (TOTA) and RJA Consulting, has announced a new collaboration to design and develop TourismOps AI, a data-driven tool aimed at solving the industry's biggest challenge: fragmented data and complex reporting.
The planned TourismOps AI platform is initially being designed to help organizations:
Unify Data: Combine internal data into one secure AI platform.
Automate Reporting: Simplify and automate multi-funder reports.
Reduce Administrative Burden: Spend less time on spreadsheets and systems.
Tell a Deeper Story: Move beyond simple visitor spend to highlight the full impact of your destination.
TOTA 2025 AGM & Announcement of Board Directors
The Thompson Okanagan Tourism Association (TOTA) Annual General Meeting (AGM) was held on Tuesday, October 24, 2023, at the Penticton Lakeside Resort, on the traditional, unceded, and ancestral territory of the Syilx (Okanagan) People.
The meeting included an overview for the year ending March 31, 2023, the presentation of the Fiscal Year 2022/23 Audited Financial Statement, Governance Report, TOTA Activities, and the Board Election Results.
Please join us in congratulating the new and returning board of directors.
The Thompson Okanagan Tourism Association (TOTA) Annual General Meeting (AGM) was held on Wednesday, October 22, 2025, at the KF Centre for Excellence on the traditional, unceded, and ancestral territory of the Okanagan Indian Band and the syilx Okanagan People.
The meeting reviewed the fiscal year ending March 31, 2025 including a presentation of the Audited Financial Statements, Governance Report, and TOTA Activities, as well as the announcement of the Board Election Results.
Board Director Election
We would like to thank all of those in attendance as well as the candidates that let their names stand in this year's election.
Please join us in congratulating the new and returning board of directors:
Executive Directors
Chair:
Sandra Oldfield, Elysian Projects (Elected for Additional Term)
South Okanagan | Sector: Business Services
Vice-Chair:
Kimo Linders, ERTCU Travel Group (Continuing Term)
All sub regions | Sector: Receptive Tour Operator
Secretary-Treasurer:
Cassandra Zerebeski, Tourism Industry Association of BC (Elected for Additional Term)
North Okanagan | Sector: Non-profit
Past Chair:
Michael J. Ballingall, Big White Ski Resort (Elected for Additional Term)
Boundary Country | Sector: Attraction
Directors
Mandi Carroll, Westbank First Nation (Continuing Term)
Central Okanagan | Sector: Other
Sam Collins, Mission Hill Family Estate Winery (Iconic Wines of BC) (New)
Central Okanagan | Sector: Wine & culinary
Vicki Dalgleish, Sandman Hotel Group (Continuing Term)
North Thompson, South Thompson, Gold Country, North Okanagan, Central Okanagan, South Okanagan, and Similkameen | Sector: Accommodation
Kelley Glazer, Destination Osoyoos (Continuing Term)
South Okanagan | Sector: DMO
Lumin Kite, Trails to the Boundary Society (Continuing Term)
Boundary Country | Sector: Other
Aaron Macdonald, Sun Peaks Resort (Elected for Additional Term)
North Thompson | Sector: Leisure
Jim Moroz, Kamloops Airport (Vantage Group) (New)
South Thompson | Sector: Other: Transportation
Lara Pethybridge, Andrew Peller Ltd (Continuing Term)
Central, South Okanagan | Sector: Wine
Dale Sivucha, Coast Capri Hotel (Elected for Additional Term)
Central Okanagan | Sector: Accommodation
Aggie Weighill, Okanagan College (New)
North Okanagan, Central Okanagan, South Okanagan, Shuswap | Sector: Other: Education
Welcome to all of the new and continuing board members. We thank you for your dedication and commitment to the Thompson Okanagan tourism industry and the region.
Learn more about the directors at TOTABC.org/Board.
Contact TOTA
If you have any questions or comments, please email AGM@TOTABC.com.
TOTA Research Snapshot - October
Once a month, through our newsletter and News Centre, TOTA will bring you a sample of the key visitation and accommodation trends shaping our industry, courtesy of the team at Symphony Tourism Services.
Below is a detailed overview of October's report. We encourage you to monitor our newsletters for ongoing research highlights.
Applications are open for the Valleys and Vineyards “Spark” Program
The Valleys & Vineyards “Spark” Mentorships & Grants Program will match selected applicants with a tourism mentor, provide a $3,000 grant, and offer additional partner support to help take their new tourism ideas to the next level of development.
Applications from tourism small businesses, entrepreneurs, and non-profit organizations based in British Columbia are encouraged to apply from October 1 - November 12, 2025.
Applications can be submitted on the Tourism Innovation website.
What is Valleys & Vineyards?
Valleys & Vineyards is one of the six destination brands that are part of Destination BC’s Super, Natural British Columbia® brand family.
Valleys & Vineyards is located within the territories of the Syilx Okanagan Nation and Secwépemc Nation in the Okanagan and Similkameen Valleys.
TOTA Research Snapshot - September
Once a month, through our newsletter and News Centre, TOTA will bring you a sample of the key visitation and accommodation trends shaping our industry, courtesy of the team at Symphony Tourism Services.
Below is a detailed overview of September's report. We encourage you to monitor our newsletters for ongoing research highlights.
TOTA Research Snapshot - July
Once a month, through our newsletter and News Centre, TOTA will bring you a sample of the key visitation and accommodation trends shaping our industry, courtesy of the team at Symphony Tourism Services.
Below is a detailed overview of July's report. We encourage you to monitor our newsletters for ongoing research highlights.
Thompson Okanagan Tourism Association seeks new board members
The Thompson Okanagan Tourism Association (TOTA) is hosting its Annual General Meeting (AGM) on October 22, 2025, at the KF Centre for Excellence in Kelowna, BC.
The call for nominations for voting members begins on August 23, and the deadline to become a voting is August 22.
TOTA Honours Michael J. Ballingall
At the recent Thompson Okanagan Tourism Association (TOTA) Board Retreat at Sun Peaks Resort, Michael J. Ballingall was honoured for his extraordinary service and leadership as outgoing Board Chair.
With over 25 years of involvement on the TOTA Board and six years as the Chair, Ballingall’s influence was essential as he helped guide the region’s tourism industry through the COVID-19 pandemic.
TOTA celebrates his legacy of collaboration, innovation, and community building. Though Ballingall is stepping down as Chair, his commitment to the region endures as he assumes the role of Past Chair, continuing to lend his expertise and passion to support TOTA’s mission.
The Thompson Okanagan Tourism Association Inspiration Centre is now Biosphere Certified!
The Tourism Inspiration Centre is a regional hub that supports activities, experiences, and stakeholders across the Thompson Okanagan. Located on Highway 97C (Okanagan Connector) above Peachland, the Thompson Okanagan Tourism Inspiration Centre is a visitor service centre that offers a place to take a break while catching the first glimpse of the breathtaking views of the Okanagan Valley and lake.
This visitor services centre is the first stop after the City of Merritt and is the gateway to the Central, North, South Okanagan and beyond. The Centre welcomes visitors, provides valuable information and education, fosters visitor engagement, and promotes sustainable tourism practices. The staff at the Centre are inspired by the region's unique experiences and sharing those with visitors. Encouraging travelers and locals to adopt sustainable habits will safeguard these resources for future generations to appreciate.
Sustainable Initiatives
The centre aligns with Thompson Okanagan Tourism Association’s (TOTA) strategy and dedication to responsible, sustainable tourism. Through its sustainable operations, the centrenurtures a collective sense of responsibility for the health of both the region and the planet. For the centre, the Biosphere Certification is more than a certification, it is a testament of TOTA’s dedication to sustainable practices and our part in responsible travel in the region. The team at the centre took this journey together and gained valuable insights into minimizing its environmental footprint, creating a space for accessible and inclusive travel, and fostering a culture of conscious decision-making with the visitors and the staff and summer students who work at the centre and contribute to sustainable activities.
The Tourism Inspiration Centre is excited to share their commitment to the 7 Affirmations for 7 Generations Regional Pledge. This pledge promotes mindful and sustainable travel and is shared by the centre with visitors, encouraging them to respect the region’s natural beauty, Indigenous culture, and local communities. This works alongside Biosphere initiatives to preserve the environment, support local economies, and foster meaningful cultural connections.
Most recently, the centre has introduced two sustainable initiatives that will encourage sustainable travel and the reduction of energy consumption. The centre has installed solar panels on its pergola to provide power to the building, and it has recently installed EV chargers, which are available to travellers free-of-charge.
When asked about the TOTA Biosphere Commitment Program, the Thompson Okanagan Tourism Inspiration Centre Manager Barbara Bonnough had this to say: “Many times, we think about sustainability initiatives as activities to mitigate climate change. However, following the 17 Sustainable Development Goals (SDGs) as part of the Biosphere Committed program, organizations are given the roadmap to address a wide range of issues, such as poverty and hunger, quality education, gender equality, clean water and energy, economic growth, as well as mitigating climate change. The program and the SDGs aim to create a world that is more equitable, inclusive, and sustainable in social, economic and climate related activities. We would encourage businesses to begin their commitment as they may be contributing so much to these areas already and this is a great measuring tool to show your progress.”
Biosphere Commitment Program
The Thompson Okanagan Biosphere Commitment Program is a sustainability program offered by the Thompson Okanagan Tourism Association. The focus is to equip tourism businesses in the region with tools and resources to continuously measure, manage, and report sustainability management efforts. The program prepares businesses for a globally recognized certification, to show alignment of business operations with the United Nations Sustainable Development Goals and the Thompson Okanagan Biosphere Destination Certification.
Organizations can create customized sustainability plans through the Biosphere Sustainable Lifestyle platform and access dedicated support from industry experts.
Learn more about TOTA’s Biosphere Commitment Program
Tourism and Sustainability Survey: GIS Applications in the Thompson Okanagan
Help build better tools to understand the level of sustainability of the Tourism Industry in the Thompson Okanagan Region!
Can maps help to support and monitor sustainability?
TOTA has partnered with Thompson Rivers University (TRU) to better understand the value of maps and Geographic Information Systems (GIS) as tools to understand the distribution of tourism’s benefits and impacts in the Thompson Okanagan. This survey is conducted with funding support from MITACS.
Please share this with your coworkers as it is expected that more than one employee from each business completes the survey to make it valid. The results of this survey will be used to map tourism industry stakeholders’ perceptions and attitudes about the industry’s level of sustainability and about the use of mapping and Geographic Information tools to achieve this goal.
Survey participants will be entered to win 1 of 2 $100 restaurant gift cards.
Free Beverage Industry Training Program - Tier 2
The Thompson Okanagan Tourism Association and Okanagan College are thrilled to announce the Accelerated Beverage Industry Training Program 2025 - Tier 2 at the Vernon Campus.
The Thompson Okanagan Tourism Association and the Okanagan College Vernon campus are thrilled to introduce the 2025 Accelerated Beverage Industry Training (BIT) - Tier 2 Program, held at Okanagan College's and Vernon Campus. This second tier of the Accelerated Beverage Industry Training program builds on the past foundational skills and participants’ lived experiences to focus on business development and sustainability in the North Okanagan and the Shuswap.
Open to eligible Shuswap and North Okanagan residents, the program supports professional growth through mentorship, hands-on learning, and reimbursements for childcare, travel, and accommodations.
The Tier 2 Program will run from February 24 to March 7, 2025, Monday to Friday, 9:00 - 4:00 pm with in-person classes.
Applications close February 16, 2025
Purppl’s Purposeful People series: Eve Layman
Learn more about Eve’s dedication to sustainability advocacy.
TOTA’s Destination Development and Stewardship Specialist, Eve Layman, sat down with Purppl to discuss sustainability advocacy and building a resilient tourism industry.
Free Beverage Industry Training Program - Offered in the Shuswap and North Okanagan
The Thompson Okanagan Tourism Association and the Okanagan College Salmon Arm and Vernon campus are thrilled to introduce the 2025 Accelerated Beverage Industry Training (BIT) Program, held at Okanagan College's Salmon Arm and Vernon Campus.
The Thompson Okanagan Tourism Association and the Okanagan College Salmon Arm and Vernon campus are thrilled to introduce the 2025 Accelerated Beverage Industry Training (BIT) Program, held at Okanagan College's Salmon Arm and Vernon Campus. This program offers fully funded training for individuals new to or experienced in the beverage industry. It covers essential skills like customer service, beverage sensory training, and sustainable practices, alongside industry certifications such as FoodSafe and WHMIS.
Open to eligible Shuswap and North Okanagan residents, the program supports professional growth through mentorship, hands-on learning, and reimbursements for childcare, travel, and accommodations.
The Shuswap BIT program will run from January 27 to February 7, 2025, Monday to Friday, 9:00 - 4:00 pm with in-person classes.
Applications close January 19th, 2025
The North Okanagan BIT program February 3 to February 14, 2025, Monday to Friday, 9:00 - 4:00 pm with in-person classes.
Applications close January 26th 2025
Help spread the word with your network by sharing program information using the following resources:
Save the Date for the 2025 TOTA AGM & Summit
Save the date for the 2025 AGM & Summit!
Save the date for the 2025 TOTA AGM & Summit on October 22 & 23, 2025 in partnership with Tourism Kelowna and the KF Centre for Excellence.
Visit the Summit website for event information and updates. See you all next year!
Media Coverage as a Result of Hosting Traditional Travel Media
The TOTA Travel Media team works with Destination BC, Communities Destination Management Organizations, and businesses to host media in the Thompson Okanagan Region. This effort results in the region being highlighted in worldwide outlets that will attract visitors. Please find the coverage as a result of hosting opportunities below.
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. Please find the coverage as a result of hosting opportunities below.
TIABC’s Voice of Tourism Episode 31 - Ellen Walker-Matthews
Listen as TOTA CEO Ellen Walker-Matthews chats with TIABC’s Voice of Tourism host Walt Judas about her career path, her work in sustainable tourism, and what challenges tourism business owners & operators are facing in the Thompson Okanagan.
Listen as TOTA CEO Ellen Walker-Matthews chats with TIABC’s Voice of Tourism host Walt Judas about her career path, her work in sustainable tourism, and what challenges tourism business owners & operators are facing in the Thompson Okanagan.
Inter-Community Transportation Study
A study of the results from the Inter-Community Transportation Survey, including the methodology, findings, and recommendations are available to download.
The Thompson Okanagan Tourism Association recently hosted “Community Voices Heard” in partnership with the Okanagan Transit Alliance and the University of British Columbia Okanagan. During this forum, the results of the Inter-Community Transportation Survey were discussed revealing the insights gathered from the survey conducted this summer.
A study of the results, including the methodology, findings, and recommendations is available to download.
Survey Presentation
TOTA Team Attends the BRC 2024 Building Resilient Communities Conference
The BC Regional Tourism Emergency Management Specialists, including the specialist from the TOTA team, attended the Building Resilient Communities conference in Penticton from November 18th to 21st.
The BRC 2024 Building Resilient Communities Conference, focused on fostering collaboration among local governments, First Nations, organizations, agencies, and businesses to enhance community resilience. The event featured a mix of presentations, training sessions, and workshops designed to encourage active participation and knowledge sharing. It emphasized the evolution of emergency preparedness and business continuity, expanding its scope to address broader aspects of community resilience. Attendees were provided a unique venue for learning and networking to encourage partnership and drive innovation and transformation.
For more details, visit the BRC Conference website.
TOTA 2024 AGM & Announcement of Board Directors
The Thompson Okanagan Tourism Association (TOTA) Annual General Meeting (AGM) was held on Tuesday, October 24, 2023, at the Penticton Lakeside Resort, on the traditional, unceded, and ancestral territory of the Syilx (Okanagan) People.
The meeting included an overview for the year ending March 31, 2023, the presentation of the Fiscal Year 2022/23 Audited Financial Statement, Governance Report, TOTA Activities, and the Board Election Results.
Please join us in congratulating the new and returning board of directors.
The Thompson Okanagan Tourism Association (TOTA) Annual General Meeting (AGM) was held on Tuesday, October 29, 2024, at the Prestige Vernon Lodge & Conference Centre, on the traditional, unceded, and ancestral territory of the Okanagan Indian Band and the syilx (Okanagan) People.
The meeting reviewed the fiscal year ending March 31, 2024, including a presentation of the Audited Financial Statements, Governance Report, and TOTA Activities, as well as the announcement of the Board Election Results.
Board Director Election
We would like to thank all of those in attendance as well as the candidates that let their names stand in this year's election.
Please join us in congratulating the new and returning board of directors:
Executive Directors
Chair:
Sandra Oldfield, Elysian Projects (Continuing Term)
South Okanagan | Sector: Other
Vice-Chair:
Kimo Linders, ERTCU Travel Group (Elected for Additional Term)
All sub regions | Sector: Other
Secretary-Treasurer:
Cassandra Zerebeski, Destination Silver Star (Elected for Additional Term) North Okanagan | Sector: DMO
Past Chair:
Michael J. Ballingall, Big White Ski Resort
Boundary Country | Sector: Attraction
Directors
Mandi Carroll, Westbank First Nation (Elected for Additional Term)
Central Okanagan | Sector: Other
Vicki Dalgleish, Sandman Hotel Group (New)
North Thompson, South Thompson, Gold Country, North Okanagan, Central Okanagan, South Okanagan, and Similkameen | Sector: Accommodation
Kelley Glazer, Destination Osoyoos (Elected for Additional Term)
South Okanagan | Sector: DMO
Morgen Matheson, Tourism Shuswap / Columbia Shuswap Regional District (Elected for Additional Term) Shuswap | Sector: DMO
Lumin McCutcheon, Trails to the Boundary Society (New)
Boundary Country | Sector: Other
Lara Pethybridge, Andrew Peller Ltd (New)
Central, South Okanagan | Sector: Wine
Ed Ratuski, YKA Kamloops Airport (Elected for Additional Term)
South Thompson | Sector: Transportation
Colin Ross, Peak Cellars (New)
Central Okanagan | Sector: Wine & Culinary
Monica Seys, Shuswap Marina (Continuing Term)
Shuswap | Sector: Speciality retail
Dale Sivucha, Coast Capri Hotel (Continuing Term)
Central Okanagan | Sector: Accommodation
Thom Tischik, Travel Penticton Society (Continuing Term)
South Okanagan | Sector: DMO
Welcome to all of the new and continuing board members. We thank you for your dedication and commitment to the Thompson Okanagan tourism industry and the region.
Learn more about the directors at TOTABC.org/Board.