News & Resources
The latest Thompson Okanagan tourism industry news from TOTA, tourism businesses, and communities.
Tourism Kamloops Launches New Website & Brand Refresh
Tourism Kamloops has announced the official launch of the brand-new website and refreshed Tourism Kamloops brand.
Tourism Kamloops has announced the official launch of the brand-new website and refreshed Tourism Kamloops brand.
The new website features images and videos as well as increased mobile optimization for more mobile-friendly browsing.
The refreshed branding, including colours, language, and logos, reflects the true nature of Kamloops - rugged landscapes, sunny skies, wide open spaces, and a vibrant blend of urban culture.
Learn more about the full Tourism Kamloops brand refresh.
Tourism Marketing Committee: Call for Applications 2025-2027 Term
Destination BC is seeking representatives for its Tourism Marketing Committee (TMC) beginning on January 1, 2025.
Destination BC is seeking representatives for its Tourism Marketing Committee (TMC) beginning on January 1, 2025.
There is one available, three-year term position in the Thompson Okanagan, running until December 31, 2027.
Interested applicants should possess the following experience and skills, to complement those of the current members:
Understanding of the tourism industry, its issues, trends, and opportunities.
Experience with destination marketing on a global, national, and/or provincial scale demonstrating a thorough understanding of the tourism industry.
Experience with destination management with a focus on industry development/training, cooperative programming, sustainable tourism development, visitor management strategies, resident engagement and familiarity with provincial, regional, or local destination development strategies.
Plus, at least one of the following, as an area of specific expertise:
Sector knowledge – representative of one of our 2025 priority industry or experience sectors or stakeholders including wine, culinary, golf, fishing, camping, transportation, etc.
An owner/operator/senior manager of a tourism business based in BC.
Learn more about the TMC and read the full Terms of Reference.
Visit the TMC homepage for more information.
The Amazing Race Canada heads to the South Okanagan
The South Okanagan shined in the fourth episode of the tenth season of The Amazing Race Canada
The South Okanagan was featured on The Amazing Race Canada on July 23, 2024.
Racers flew from Vancouver to Penticton to check out the SS Sicamous on the shore of Okanagan Lake, the Area 27 Motorsports Park in Oliver, and Dirty Laundry Vineyard in Summerland.
Destination BC & Wine Growers BC Experiences: Sip, Smile, and Stay Awhile
Ten wineries across the province have developed completely new wine tourism experiences as part of the Cultivating Experiences: Elevating BC Wine Tourism program.
Ten wineries across the province have developed completely new wine tourism experiences as part of the Cultivating Experiences: Elevating BC Wine Tourism program. Working with Wine Growers British Columbia and Destination BC in partnership with Firecircle, and supported by Pacific Economic Development Canada (PacifiCan), the wineries have been hard at work over the past few months with the goal of bringing their offerings from vision to market this summer.
The Cultivating Experiences program represents Wine Growers BC and Destination BC’s united effort to promote the province as a destination for incredible tourism experiences.
The program provided virtual workshops, valuable market research, and mentorship for each participant winery to ultimately launch a unique wine tourism experience. These Cultivating Experiences winery offerings are the latest added to the plethora of options available to those exploring BC wine country this summer:
Monte Creek Winery, Thompson Valley, Long Table Dinner Series
Maverick Estate Winery, Okanagan Valley, Intimate Dinner Series
Mythology Vineyards, Okanagan Valley, Sip, Savour & Create Mediterranean Experience, launching soon
Joie Farm Winery, Naramata Bench, Aikin’s Walk the Loop Tour Experiences, launching soon
Da Silva Vineyards & Winery, Naramata Bench, Terroir Sessions
Township7 Vineyards and Winery, Fraser Valley & Naramata Bench, Saber & Sip: The Art of Sabrage at both locations
Bartier Bros. Vineyard & Winery, South Okanagan Valley, Flavour, Texture & Time
Blue Grouse Estate Winery, Vancouver Island, A Sparkling Day in Cowichan
Unsworth Vineyards, Vancouver Island, A Sparkling Day in Cowichan
Culmina Family Estate Winery, Okanagan Valley, Wine & Art event
Destination BC Co-op Tourism Marketing Partnerships and Thompson Okanagan Travel Resources
Destination BC (DBC) announced $4.38M in funding to help partners drive consumer demand, educate visitors on responsible travel practices, and increase tourism revenues in communities through destination and activity sector marketing initiatives across the province, including in the Thompson Okanagan.
Destination BC (DBC) announced $4.38M in funding to help partners drive consumer demand, educate visitors on responsible travel practices, and increase tourism revenues in communities through destination and activity sector marketing initiatives across the province.
The Co-operative Marketing Partnerships Program invests resources into marketing that supports responsible, short-haul visitation in more seasons, and more areas of the province. This year, the program expanded its initiative eligibility criteria to include visitor education marketing, emphasizing Destination BC’s – and the BC tourism industry’s – commitment to responsible tourism.
Thompson Okanagan projects include:
The communities of Vernon, Lumby, the Okanagan Indian Band, and Destination Silver Star are embodying the spirit of the Co-op program for their latest venture, collaborating this year to create Explore North Okanagan. This new collective, led by Destination Silver Star, aims to create a cohesive way to move all travellers throughout the region, create educational messaging around minimizing impacts to communities and nature, and share the living history and stories of local Indigenous cultures.
Led by the Fishing Highway Tourism Association and partnered with Cariboo Chilcotin Coast Tourism Association, Tourism Wells Gray, and Tourism Kamloops, Land of Hidden Waters promotes the unique beauty, natural wonders and road trip experiences along the corridor and connectors of Hwy 25, Hwy 5, Hwy 97, and Wells Gray Park. With a focus on sustainable travel, freshwater experiences are now more accessible than ever with EV road trip itineraries that include practical tips such as charging station locations, charging etiquette, and places to stay along the way.
As well as:
Sector projects include:
The BC Ale Trail’s immersive self-guided experiences for foodies, adventurers, and nature lovers provides beer enthusiasts with over 225 breweries to discover across the province in all seasons. A visit to the BC Ale Tail website provides travellers with information on different regions, food and beverage offers, and experiences, as well as a link to download the BC Ale Trail mobile app, which highlights partner liquor stores, tap houses, sip & stays, tours, Visitor Centres, attractions, and more.
The Fishing BC marketing initiative brings together the fresh and saltwater fishing sectors under one provincial collaborative marketing effort to get more anglers fishing in BC. A visit to the Fishing BC website takes travellers through a broad range of year-round fishing experiences destinations across BC. They have raised awareness of fishing opportunities for people with mobility challenges, and this year, the sector will also create visitor education marketing campaigns that promote safe, respectful, and sustainable use of resources, including boat and river safety.
As well as:
A notable example related to sustainable tourism:
Now in its second year, Don’t Love it to Death has become a leader in visitor education marketing. Through social ads, videos, ambassador partnerships, community installations, and more, it aims to educate residents and visitors in the Sea-to-Sky corridor to be mindful of the impact they can have, providing tips and tongue-in-cheek calls to action for responsible outdoor recreation. The Co-op initiative is led by Tourism Whistler, with partners Tourism Squamish, Vancouver’s North Shore Tourism Association, Discover Surrey, Sunshine Coast Tourism, Tourism Abbotsford, Tourism Burnaby, Tourism Pemberton, Tourism Hope, Cascades & Canyons, and Tourism Harrison River Valley.
For more information, see the Destination BC announcement.