News & Resources
The latest Thompson Okanagan tourism industry news from TOTA, tourism businesses, and communities.
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.
Community Spotlight: Village of Valemount
Get to know the communities of the Thompson Okanagan region, such as the vibrant Village of Valemount, situated along the Yellowhead Highway just twenty minutes from Mount Robson. Tourism Valemount is a Biosphere Committed Destination and participates in sustainability initiatives such as releasing salmon into waterways.
The Community Spotlight will highlight communities in the region to help tourism professionals get to know the 90+ villages, towns, Indigenous nations, and cities of the Thompson Okanagan region.
Tourism Valemount shared some information on the destination and their sustainability initiatives:
Where is Valemount?
Surrounded by majestic mountains the vibrant Village of Valemount is tucked into the picturesque Robson Valley, situated along the Yellowhead Highway just twenty minutes from Mount Robson. Valemount is at the northern tip of the Thompson Okanagan region.
What are the main activities that attract visitors?
There are seemingly unlimited outdoor recreation and local cultural experience, with diverse trail networks, natural gems, and quiet serene locations where you can relax and enjoy scenic views, all year round.
Those who enjoy the adrenaline rush of white-water rafting, sledding, and downhill biking will find many reasons to keep coming back.
Prefer activities like hiking, paddling, and fishing? They have that too.
For those who enjoy browsing through museums, galleries, shopping in local markets and boutiques, meeting artisans, hearing musicians, and going to live theatrical performances Valemount has it all.
Take a stroll, or pedal along the Bigfoot Trail which loops through the community giving a great way to explore the village without a vehicle.
Learn more at the official DMO website, VisitValemount.ca.
What are the main events this summer?
Valemountain Days starting June 9 is an action-packed weekend with plenty of family activities, including a car show, parade, live music, and bouncy castles. Take in this three-day event to discover why Valemount is known to be such a friendly and welcoming community.
Bike Fest 2023 on June 17 will have shuttles, food, music, and epic trail riding.
The Valemount Farmers’ Market is on Thursdays from 4-7 PM, starting June 15
For the full events schedule, check out VisitValemount.ca.
What sustainability initiatives is Tourism Valemount involved with?
The Chinook salmon have been greatly impacted by the Big Bar Slide so Tourism Valemount partnered with the Simpcw Nation and Spruce City Wildlife Association to co-host the release of over 20,000 Chinook salmon fry into Swift Creek.
The Swift Creek Chinook salmon population is of particular importance because it is considered an at-risk or endangered population. Factors such as habitat degradation, overfishing, pollution, and climate change have contributed to declines in their numbers.
Protecting and restoring at-risk salmon populations like the Swift Creek Chinook salmon is crucial for maintaining the health and biodiversity of freshwater ecosystems. Salmon play a significant ecological role as they bring nutrients from the ocean to freshwater systems, providing food for other organisms and contributing to the overall balance of the ecosystem.
Efforts are being made to protect and restore the Swift Creek Chinook salmon population. These efforts involve habitat restoration projects, such as improving water quality, restoring spawning grounds, and creating fish passages to enable their migration.
Thompson Nicola Entrepreneurs Awarded Grants and Mentorships to Help Spark New Tourism Ideas
Three finalists who made winning pitches for the Thompson Nicola “Spark” Program were each awarded a $3,000 seed grant and mentorship to help them get started with their new tourism ideas.
KELOWNA, B.C. – Three finalists who made winning pitches for the Thompson Nicola “Spark” Program were each awarded a $3,000 seed grant and mentorship to help them get started with their new tourism ideas.
The Thompson Nicola “Spark” Program is presented by Destination British Columbia in collaboration with Thompson Okanagan Tourism Association (TOTA), Tourism Valemount, Tourism Kamloops, Tourism Sun Peaks, Explore Gold Country, Tourism Wells Gray, and the Tourism Innovation Lab.
The program’s goal is to find, foster, and support new tourism ideas, experiences, and partnerships that will enhance current offerings, address gaps or challenges, motivate travel and longer stays, and increase year-round visits in the area.
Seven applications were received, with the top five being invited to present their new tourism ideas at the virtual Pitch Session held on December 1. Judge panels of local partner representatives and tourism innovators from outside the region selected the three winning applicants.
The Thompson Nicola “Spark” Program winners are:
Maveric Northcott - Wells Gray Outfitters
Matt Sych - Dunn Folkin' Around? Music Festival
Daphne Spencer - Nicola Valley Rodeo Association
In addition to seed funds, mentorship, and additional partner support, selected applicants gain access to a network of tourism innovators, entrepreneurs, and leaders across the province.
For more information visit https://TourismInnovation.ca/ThompsonNicola.html
Quotes
Richard Porges, President & CEO, Destination BC
“We are excited to be supporting local tourism entrepreneurs in the Thompson Nicola area by awarding “Spark” grants and mentorships that will create new tourism experiences and offerings. We look forward to seeing all the winners bring their creative and innovative initiatives to life as they strive to enhance the visitor experience and add value to local communities.”
Ellen Walker-Matthews, CEO, Thompson Okanagan Tourism Association
“The “Spark” program has provided an opportunity to learn about many exciting initiatives and ideas in the Thompson Nicola. We congratulate the winners and look forward to watching as their plans unfold and help to grow visitor experiences. We also encourage others to continue to follow their dreams and passions, and bring new experiences to the Thompson Okanagan region.”
Justin Lafontaine, Program Lead, Tourism Innovation Lab
“We congratulate the three winners of the Thompson Nicola “Spark” Program, and are excited to work with them to help develop new and exciting tourism offerings in the region.”
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Media Contacts
TOTA Communications
Chelsea Travere, Communications Specialist, Thompson Okanagan Tourism Association (TOTA)
Email: News@TOTABC.com
Destination BC Media Relations
Email: Media.Relations@DestinationBC.ca
Justin Lafontaine, Program Lead, Tourism Innovation Lab
Email: Info@TourismInnovation.ca
Social Media
Thompson Okanagan Tourism Association (TOTA)
LinkedIn: @TOTABCNews
Facebook: @TOTABCNews
Twitter: @TOTABCNews
Destination BC
Twitter: @DestinationBC
LinkedIn: @DestinationBritishColumbia
Tourism Innovation Lab
Facebook: @TourismInnovationCanada
Instagram: @TourismInnovationCanada
Twitter: @TourInnovation
About Thompson Okanagan Tourism Association:
The Thompson Okanagan Tourism Association (TOTA) is a non-profit society, governed by an elected Board of Directors, which represents business and community tourism interests of the Thompson Okanagan region of British Columbia. TOTA is supported by and representative of Destination British Columbia and the BC Ministry of Tourism, Arts, Culture, and Sport.
TOTA is an industry-led organization that represents and supports all business and community tourism interests in the region, while also helping to implement provincial tourism policies.
Learn more at www.TOTABC.org.
About Destination BC:
Destination British Columbia (Destination BC) is a Provincially funded, industry-led Crown corporation that supports a strong and competitive future for BC’s tourism industry through a combination of global marketing, destination development, industry learning, cooperative community-based programs, and visitor servicing. Destination BC’s programs help to improve the visitor experience, support businesses and communities across the province, and strengthen BC’s worldwide reputation as a destination of choice.
For more information about Destination BC’s programs and services, please visit: www.DestinationBC.ca.
About the Tourism Innovation Lab
The Tourism Innovation Lab is a non-profit initiative created to find, foster and support new tourism ideas, experiences and partnerships, to cultivate and propel collaborations between the tourism and tech sectors, and to build a community of tourism innovators, idea makers and entrepreneurs. Launched in Ontario in 2018, the Lab and its "Spark" Mentorships & Grants Program are expanding to new regions across Canada. The Tourism Innovation Lab is a program of Hackforge and has a BC home base in Squamish.
Learn more at www.TourismInnovation.ca.
National Geographic Features Thompson Okanagan as "British Columbia’s Best Road Trip"
Destination Canada and National Geographic partnered with two British Columbia locals to share an epic road trip through the Thompson Okanagan region. According to the National Geographic article, "British Columbia’s Best Road Trip" starts from Vancouver with a drive through the Similkameen Valley to Osoyoos, then follows Route 97 through Oliver, Penticton, Naramata, Kelowna, Kamloops, Clearwater, and Valemount, then back to Vancouver.
Screenshot of National Geographic article “British Columbia’s best road trip: Winding through wine country”
Destination Canada and National Geographic partnered with two British Columbia locals to share an epic road trip through the Thompson Okanagan region. According to the National Geographic article, "British Columbia’s Best Road Trip" starts from Vancouver with a drive through the Similkameen Valley to Osoyoos, then follows Route 97 through Oliver, Penticton, Naramata, Kelowna, Kamloops, Clearwater, and Valemount, then back to Vancouver.
The article offers ample inspiration to entice people to plan a trip in the form of helpful recommendations, stunning photos, and mesmerizing videos. The producers have included everything needed to plan a road trip, with recommendations for places to stay, eat, and experience.
Featured activities include:
Picnic or hike in the Similkameen Valley’s E.C. Manning Provincial Park
Celebrate Indigenous culture in Osoyoos
Taste local produce in Oliver
Hike or bike in Penticton’s Skaha Bluffs Provincial Park and Naramata
Hike or bike the Kettle Valley Rail Trail to the Myra Canyon Trestles from Kelowna
Go apple picking and wine tasting in Kamloops
Hike to a waterfall or go rafting in Wells Gray Provincial Park from Clearwater
Helicopter tour of Mount Robson Provincial Park and the highest peak in the Canadian Rocky Mountains near Valemount
Wiegele’s donation to TRU benefits North Thompson students
Thompson Rivers University
Source: Thompson Rivers University
FOR IMMEDIATE RELEASE
MONDAY, MARCH 2, 2020
KAMLOOPS—Mike Wiegele, the founder of Mike Wiegele Helicopter Skiing, has funded several new awards at TRU for students from the North Thompson and the Simpcw First Nation.
Wiegele donated $50,000 to fund 14 awards for students in the Faculty of Adventure, Culinary Arts and Tourism. The donation contributes to TRU’s Limitless Campaign to raise $50 million, coinciding with TRU’s 50th anniversary this year.
TRU Dean of Adventure Studies, Culinary Arts and Tourism Management Douglas Booth (left) shares a moment with Mike Wiegele (right).
“I believe the future of the North Thompson Valley is tourism,” Wiegele said. “Tourism needs more financial support and better access to professional development. It’s important to develop and create a source of employment for young people, to be structured in hospitality, business and economics, and to aid young people in the North Thompson to achieve a high level of service and international standards.”
Just like TRU, Mike Wiegele Helicopter Skiing is also celebrating its 50th anniversary in 2020. Wiegele established the premier heli-ski resort in Blue River in 1970 and is marking five decades of operations with the community that made it possible. While the North Thompson faces economic struggles with the downturn in BC’s forest industry, it’s important to provide access to education for those who will enhance the future of tourism.
This year, two $8,000 scholarships for students from the Simpcw First Nation, and four entrance awards and four scholarships of $2,000 for students from the North Thompson will be awarded.
“We employ up to 240 people at the highest level of tourism with good-paying jobs,” Wiegele said.
“We would not be here today without the backing of the local community and we want to continue to give back to and support its residents.
“We greatly value our friendship with the Simpcw First Nation, with whom we share not only the mountains in which we work and play, but also the vision of sustainable and environmentally responsible economic development,” he added.
The donation also funds two Adventure Studies scholarships and two Adventure Studies leadership awards and provides additional funding for the program to purchase avalanche training equipment.
“The Faculty of Adventure, Culinary Arts and Tourism gratefully acknowledges the generous donation by Mike Wiegele,” said Dean Douglas Booth.
“This donation will have an enormous impact on the lives of those students who receive scholarships. In addition to the financial support, the scholarships will also give students an introduction, and point of connection, to the Mike Wiegele Helicopter Skiing resort, a world-leading tourism operation in British Columbia. Through connections like this, TRU helps students find their way in the world while also assisting local tourism operators.”
Call Me Crazy, a film chronicling Mike Wiegele’s legendary life, is featured during the Kamloops Film Festival on Friday, March 6, at the Paramount Theatre.
So far, TRU’s Limitless Campaign has raised $43 million for student support, research, capital projects and equipment, and community initiatives. For more information, go to tru.ca/limitless
Contact:
Matic Vecko, General Manager, Mike Wiegele Helicopter Skiing
250-673-2415 | matic@wiegele.com
Douglas Booth, Dean, Faculty of Adventure Studies, Culinary Arts and Tourism Management
250-852-7138 | dobooth@tru.ca
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Michele Young
Content Specialist
Marketing and Communications
Thompson Rivers University
Clocktower CT203
805 TRU Way
Kamloops, BC V2XC 0C8
250-828-5361