Thompson Rivers University (TRU) and TOTA partner to benefit students in TRU’s tourism management program and support the TRU Tourism Innovation Lab

KAMLOOPS – Thompson Rivers University (TRU) and the Thompson Okanagan Tourism Association (TOTA) have signed a memorandum of understanding (MOU) to benefit students in TRU’s tourism management program and support the TRU Tourism Innovation Lab.

The partnership prioritizes collaboration between TRU and TOTA to support students entering the tourism field through learning resources and opportunities, industry mentorship and referrals. TOTA’s support for the TRU Tourism Innovation Lab also fuels business development in the tourism sector.

“I am thrilled to affirm our commitment to fostering the next generation of tourism leaders through our partnership with Thompson Rivers University. Together, we are empowering students with invaluable resources, mentorship and opportunities to innovate within the dynamic tourism sector. This collaboration not only enriches the educational experience but also fuels entrepreneurial spirit, driving forward the future of tourism in our region,” said Ellen Walker-Matthews, CEO of TOTA.

TRU, in partnership with Tourism Kamloops and the Kamloops Innovation Centre, launched the TRU Tourism Innovation Lab in February 2020. The entrepreneurship program leverages an existing tourism management course at the university and supports students to develop an innovative tourism product through research and industry mentorship.

Students can further develop their business ideas through the Tourism Venture Acceleration Program with support from the TRU Generator and Kamloops Innovation Centre to produce market-ready tourism products that fill current gaps.

“Industry partnership is critical to the success of our program, students and alumni because it keeps education up to speed with market activity and gaps, especially in BC,” said David Carter, assistant teaching professor and director of the Tourism Innovation Lab. “Our partnership with TOTA ensures students have access to resources that are current and reflect the state of the industry today.”

Success stories from the TRU Tourism Innovation Lab include:

• Pilot tour to the McAbee Fossil Beds Heritage Site with Jada Glen

• Guided hiking in Kamloops with Alex Page

• ShredLoops with Steffen Masaites (watch the video here)

Additionally, TOTA has renewed funding for the Tourism Excellence Award first established in 2014 to provide a $1,500 annual scholarship for the top academic student on the Bachelor of Tourism Management Program.

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Contacts:

David Carter, Director, Tourism Innovation Lab
Thompson Rivers University
DCarter@TRU.ca

Ellen Walker Matthews, President and CEO
Thompson Okanagan Tourism Association
Ellen@TOTABC.com

Thompson Okanagan Tourism Association Supports Women of Recreation, Tourism, and Hospitality through Sponsorship of Empower Her Event by WORTH Association

Date: Tuesday, October 18, 2022
Time: 6 - 9:30 PM
Location: Coast Capri Hotel, Kelowna

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The Thompson Okanagan Tourism Association (TOTA) has signed on as a Bronze Sponsor for the Empower Her series of events, organized by the Women of Recreation, Tourism and Hospitality (WORTH) Association. This sponsorship demonstrates TOTA’s commitment to supporting initiatives that elevate, educate, and empower women in the tourism industry.

TOTA and WORTH Association are in consultation to examine their roles as non-profit organizations in promoting diversity, equity, inclusion, and reconciliation efforts across the province of British Columbia.

“As an association, we envision a future free of bias, discrimination, and sexism,” said TOTA CEO Ellen Walker-Matthews. “This sponsorship is an investment to support WORTH Association in their work to advance gender equity initiatives.”

Empower Her is WORTH’s signature networking and panel discussion event for women in hospitality and tourism. After a two-year hiatus, WORTH is hosting the fifth edition of the event in 2022 and 2023 to educate, elevate, and empower women in the industry - and first in the Thompson Okanagan region.

The Thompson Okanagan event will be held on Tuesday, October 18 at the Coast Capri Hotel in Kelowna at 6 PM to 9:30 PM. Moderated by TOTA CEO Ellen Walker-Matthews, the panel will feature inspiring women working in the Okanagan tourism industry and will examine ways organizations and individuals can accelerate women into leadership roles at the senior level.

The panelists include:

• Lisanne Ballantyne, CEO, Tourism Kelowna

• Christina Ferreira, Owner, Impact Events & Project Management

• Sandy Leier, Winemaker, Laughing Stock Vineyards

• Shelley Robinson, Chef/Owner, Golden Lucky Peach Enterprises

Tickets are now available at WORTHAssociation.com/empower-her-kelowna-2022. Other Empower Her events are planned for Victoria, Vancouver, and Whistler.

WORTH’s mentorship, leadership, and empowerment programs have supported many women since 2019 and significant expansion is planned through support from partners such as TOTA.  

Previously, TOTA has supported WORTH by sharing resources, such as the WORTH Association Gender Equity Audit, hosting a webinar on Retaining and Developing Women of Recreation, Tourism & Hospitality, and donating funds towards programs.

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Background

About the Thompson Okanagan Tourism Association (TOTA):

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 B.C. 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. 

For more information, visit TOTABC.org.

About WORTH Association:

WORTH Association was incorporated in 2018 to combat inequities in the industry and provide opportunities for networking, mentorship, education, and leadership development for women of WORTH across British Columbia. WORTH advocates with industry associations to ensure a more equal future for women in industry leadership. WORTH Association is a non-profit society run 100% by volunteers, relying on donations from partners and friends to educate, elevate, and empower women.

For more information, visit WORTHAssociation.com.

Become a member for free (for a limited time) to stay connected and supported through WORTH’s newsletter, events and resources.

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For more information, contact:

Chelsea Travere
Corporate Communications Specialist
Thompson Okanagan Tourism Association (TOTA)
E: News@TOTABC.com

Joanna Jagger
President & Founder
WORTH Association
E: Info@WORTHAssociation.com

TOTA Joins Forces with Planet Happiness and Thompson Rivers University to Measure Happiness and Well-Being of Thompson Okanagan Residents

Kelowna, BC (October 06, 2020) - The Thompson Okanagan Tourism Association (TOTA), Planet Happiness, and Thompson Rivers University (TRU) have formed a long-term partnership to measure the happiness and well-being of residents and communities within the Thompson Okanagan region through the Happiness Index survey. Strengthening our understanding of the impact of tourism on the well-being of communities, use of the Happiness Index survey aims to demonstrate that measuring destination well-being and happiness is as important as tracking profits and visitor arrivals and supports responsible destination management.

"The long-term viability of destinations depends on tourism improving the quality of life of local communities. Over time, the Happiness Index will help measure how well this is being done by engaging with residents directly," said Glenn Mandziuk, President and CEO of TOTA. "These findings will assist TOTA in assessing how the region is meeting the United Nations Sustainable Development Goals, as well as inform our ongoing efforts toward tourism recovery and resiliency."

Planet Happiness works with tourism organizations and universities, such as TOTA and TRU, to deploy the Happiness Index and focus the attention of everyone involved on using tourism to improve the quality of life in tourism destinations.

“We support destinations to move beyond the narrow tourism dollar and GDP agenda. TOTA is promoting sustainable and quality tourism objectives in the region. We are delighted to join with both TRU and TOTA on the journey to happiness and well-being," said Dr. Paul Rogers, co-founder and director of Planet Happiness.

The Happiness Index is well established as part of a global initiative to measure well-being in tourism destinations linked to UNESCO World Heritage Sites, with partners in 14 tourism destinations across ten countries. Indicators include satisfaction with life, access to nature and arts, community engagement, standard of living, life-long learning, and health. The Thompson Okanagan region includes Mount Robson Provincial Park, a UNESCO World Heritage Site featuring the highest mountain in the Canadian Rockies. The Thompson Okanagan region is the first Planet Happiness partnership in Canada.

"Planet Happiness will support TRU and TOTA by deploying what is perhaps the most progressive, adaptable, and easy to use Happiness Index survey on the planet," said Laura Musikanski, author, lawyer, and co-founder of Planet Happiness, a project of the Happiness Alliance. 

TRU tourism faculty member Dr. John Hull will assist with the project in the Thompson Okanagan region.

"Sustainability is a core value at TRU, where the university has been recognized as Canada's first platinum-ranked sustainable university and where the new vision for the university places priorities on community partnerships, lifelong learning, and research," said Doug Booth, Dean of the Faculty of Adventure, Culinary Arts, and Tourism at TRU. 

Visit TOTABC.org/happiness-index to learn more and stay updated on the launch of the first Thompson Okanagan Happiness Index Survey. 

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About the Thompson Okanagan Tourism Association (TOTA):
The Thompson Okanagan Tourism Association is a non-profit society, governed by an elected Board of Directors, which represents business and community tourism interests throughout the region, and is supported by the British Columbia Ministry of Tourism, Arts, & Culture. It 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. For more information, visit TOTABC.org.

About Planet Happiness:
Planet Happiness is a grassroots, big data project to introduce happiness  and well-being science, policy and practice to local communities, governments, and businesses connected to the travel and tourism industry. Dr. Paul Rogers, co-founder and director of Planet Happiness, has over 20 years of experience as a tourism advisor to national and local governments and has worked in more than a dozen countries across Asia, Africa, and Australia. For more information, visit OurHeritageOurHappiness.com.

About Happiness Alliance:
Happiness Alliance is a non-profit organization with a mission to contribute to the transformation of economies and societies so that the happiness of people, the well-being of communities, and the sustainability of ecosystems is the primary aim of governance, enterprise, and people. Since 2010, the Happiness Alliance has provided happiness and well-being tools and resources, including the Happiness Index. Executive director Laura Musikanski has authored multiple books and articles, and is also the co-author of the Happiness Policy Handbook. For more information, visit HappyCounts.org. 

About Thompson Rivers University (TRU): 
Since 1970, TRU has taken pride in providing an excellent education to students from a wide variety of backgrounds and perspectives, serving more than 25,000 students on campuses in Kamloops and Williams Lake, and via distance or online courses and programs through Open Learning. From traditional academics to trades, from certificates to graduate degrees, TRU offers over 140 on-campus programs and 50-plus Open Learning programs. Research, creation and innovation thrive in TRU’s open, flexible learning environment. For more information, visit TRU.ca.

TOTA and go2HR Partner to Support Businesses on Occupational Health & Safety Through COVID-19 Pandemic

Kelowna, BC (July 31, 2020) - The Thompson Okanagan Tourism Association (TOTA) and go2HR are supporting Biosphere Committed Companies in the region with resources for occupational health and safety, including enhancements specifically pertaining to the COVID-19 pandemic.

As part of the Biosphere Commitment Program, go2HR provides Biosphere Committed Companies with added value through the go2HR Occupational Health and Safety (OHS) Biosphere Framework. The go2HR OHS Framework offers a roadmap for participating organizations to help them establish and maintain an effective health and safety program. Eligible businesses may choose to progress to the Certificate of Recognition (COR) program, a voluntary audit and incentive program.

"In the midst of a global Pandemic, occupational health and safety are of immeasurable importance for industry and community resiliency. Our partnership with go2HR has been of great value to businesses aligned with the Biosphere Adhesion Initiative," said Glenn Mandziuk, TOTA President and CEO. "go2HR provides best practice training and resources for tourism businesses looking to enhance their workplace health and safety operations, which is now more important than ever. This partnership also helps our region align with several key Sustainable Development Goals as we continue to align with global sustainability objectives."

The go2HR OHS program includes one-on-one consultations, training sessions, online webinars, access to resources, and opportunities to complete certification programs.

“The importance of health & safety cannot be overstated, in the interest of workers, communities, and guests. go2HR is very pleased to partner with TOTA to support tourism employers in the region create and maintain safe workplaces, especially during these challenging times,” said Krista Bax, CEO, go2HR.

TOTA and go2HR have been in partnership for several years to enhance regional efforts and align tourism businesses with the Biosphere Destination Certification and the United Nations 17 Sustainable Development Goals.

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To learn more about this program, please contact:

Mike Overend
industrysupport@totabc.com
(778) 721-5462

Ginger Brunner
gbrunner@go2hr.ca
(250) 469-1032

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About the Thompson Okanagan Tourism Association (TOTA):
The Thompson Okanagan Tourism Association is a non-profit society, governed by an elected Board of Directors, which represents business and community tourism interests throughout the region, and is supported by the British Columbia Ministry of Tourism, Arts, & Culture. It 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. For more information, visit TOTABC.org.

About go2HR:
goHR is BC's tourism human resource and health and safety association and Certificate of Recognition (COR) certifying partner with WorkSafeBC. A non-profit, industry-led organization, go2HR provides health and safety and HR support and resources for industry employers as well as training and certification programs for prospective and current tourism and hospitality employees. For more information, visit go2.hr.ca.

Eco Efficiency Program: TOTA Partners with FortisBC, GreenStep Solutions, and BC Hotel Association to Help Tourism Businesses Cut Costs

For Immediate Release

The Eco Efficiency Program will Provide One-On-One Support to Aid Economic Recovery Through Resource Conservation

Kelowna, BC (July 9, 2020) - The Thompson Okanagan Tourism Association (TOTA) is working in partnership with FortisBC, GreenStep Solutions, and the BC Hotel Association to reduce costs for tourism businesses and aid economic recovery within the Thompson Okanagan region. The overarching goal of our partnership is to support regional tourism businesses by identifying operational inefficiencies, providing tools to address them, and ultimately reducing utility bills. As our industry continues to show incredible resiliency, this program is providing timely support to reduce costs and build a foundation for future utility savings and resource conservation.

A dedicated Energy Analyst, employed by TOTA and funded through FortisBC, will act as a technical resource and energy advocate for tourism stakeholders. The Energy Analyst will work closely with TOTA’s Destination Stewardship Team and GreenStep’s Business Advisors to implement the Eco Efficiency Program, which will include an onsite assessment and analysis of utility bill data. The Eco Efficiency Program will provide businesses with a detailed understanding of utility usage patterns and equipment performance and includes:

• Energy consumption analysis, reporting and rebate opportunities;

• Water consumption analysis and reporting;

• Waste analysis and reporting, and;

• Carbon software training and access to a carbon measurement platform to effectively measure your organization's carbon footprint.

"The business case for sustainability has never been more important. The tourism industry has been one of the hardest hit as a result of COVID-19, and experts agree that a green economic recovery will help businesses to save money while also meeting important environmental goals," said Angela Nagy, CEO of GreenStep Solutions. "We are thrilled to be partnering on this exciting initiative to help businesses identify opportunities to reduce both their costs and their eco footprint."

“We are proud to help Okanagan tourism businesses reach their energy efficiency goals affordably by lower operating costs,” commented Colin Norman, Manager, Conservation and Energy Management Portfolio and Marketing Strategies at FortisBC. “This is one of the ways we're demonstrating that, by working together, we can find ways to meet the province’s climate action goals.”

As a Regional Destination Management Organization, TOTA has committed to long term responsible tourism management as a Biosphere Certified Gold Destination and also the measurement of sustainable practices through the International Network of Sustainable Tourism Observatories (INSTO).

Biosphere Committed companies who are interested in the full Eco Efficiency assessment will receive priority in the first phase of the program. Businesses that are not interested to join the Biosphere Commitment Program at this time and are only seeking an energy assessment can express their interest for a virtual energy-only assessment delivered by TOTA’s Energy Analyst. They will receive a detailed analysis of energy utility data benchmarking against similar properties in Canada, a report summarizing cost saving opportunities, and energy efficiency measures with a list of rebates and incentives available.

The BC Hotel Association is also offering the services of their dedicated Energy Analyst to conduct energy-only assessments for their members.

Through this partnership, regional tourism utility consumption data will also be collected and aggregated to share with the expanded monitoring programs TOTA has committed to, including the Biosphere Destination Gold Certification, the Biosphere Commitment Program, and our newly formed partnership with the United Nations World Tourism Organization as a Sustainable Tourism Observatory. This data will assist in achieving TOTA's goal of developing financial and environmental sustainability for the regional tourism industry.

To get started with the Eco Efficiency Assessment:

• TOTA Biosphere Committed Companies are eligible for a full assessment (energy, water, waste and carbon footprint) at no cost through the Eco Efficiency Program and can register their interest at totabc.org/eco-assessment.

• Tourism businesses in the Thompson Okanagan region can sign up for a complimentary energy assessment at totabc.org/eco-assessment.

• BCHA members can apply through the BC Hotel Association GoGreen Analysis program at bcha.com/gogreen-analysis.html.

About the Thompson Okanagan Tourism Association (TOTA):
The Thompson Okanagan Tourism Association is a non-profit society, governed by an elected Board of Directors, which represents business and community tourism interests throughout the region, and is supported by the British Columbia Ministry of Tourism, Arts, & Culture. It 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. For more information, visit TOTABC.org.

About FortisBC:
More than 2,400 employees work hard to provide natural gas and electricity to just over 1.2 million British Columbians, every day. As one of the largest energy providers in BC, FortisBC is putting more than 100 years of knowledge into creating a cleaner, healthier tomorrow. FortisBC understands the importance of a lower-carbon future and is committed to leading the way. For more information, visit FortisBC.com.

About GreenStep:
GreenStep was founded in 2008 to help small to medium sized enterprises reduce their environmental impacts and create a sustainability strategy for the future. To date, the organization has worked with over 2000 organizations of all sizes in a variety of industries such as tourism and hospitality, retail, professional services and manufacturing. Ultimately their goal is to help businesses improve their sustainability performance while also increasing their profits. For more information, visit GreenStepGlobal.com.

About BC Hotel Association:
With over 800 member hotels and associate members representing over 60,000 employees and 80,000 rooms contributing in excess of $3.2 Billion in revenue, the hotel industry’s value to the hospitality sector, the tourism industry, and the BC economy is significant. The BCHA works with the government and regulatory authorities to ensure a positive operating environment for the hotel industry to thrive in, particularly during economically challenging times. As the voice of the hotel industry at the Federal, Provincial and Community level, the BCHA is acknowledged as the champion of hotel related issues, including matters of taxation, tourism, marketing, corporate relations, labour, and consumer services, visit BCHA.com.

For more information, contact:

Ellen-Walker Matthews
Vice President, Market Stewardship
Thompson Okanagan Tourism Association
industry@totabc.com
(236) 361-4433

TOTA and Community Futures Partner Together to Support Local Business

FOR IMMEDIATE RELEASE

Kelowna, BC (July 7, 2020) - The Thompson Okanagan Tourism Association (TOTA) and nine Community Futures offices across the Region have, for the first time, signed a formal agreement to strike a task force committing to develop an active and meaningful relationship on the path to rebuilding a resilient tourism industry in the wake of the COVID-19 pandemic.

"The negative impact of the pandemic on the Tourism Industry has been unprecedented, “ said Glenn Mandziuk, President and CEO of TOTA. “Building the industry back requires strong and collaborative partnerships that can provide foundational support and out of the box thinking."

TOTA and Community Futures’ efforts and strategies will be focused on tourism growth, development, sustainability, and long-term resiliency. Ongoing exchange and discussion will facilitate further advancement of best practices relating to the development of sustainable communities and destinations. Specific joint strategies will target identification and support of business funding opportunities as well as advancing knowledge on the visitor experience, training, employment, and innovation.

"We are pleased to be working in collaboration with other regional Community Future's offices and the Thompson Okanagan Tourism Association, to help move the Tourism Resiliency Program forward and assist our tourism industry in overcoming the challenges presented by the current COVID-19 crisis," commented George Caismar, Executive Director for the Central Interior First Nations Community Futures office.

“The partnership between TOTA and Community Futures is very timely. The COVID-19 pandemic has had a dramatic and devastating effect on tourism businesses in the Thompson Okanagan. Helping industry recover and become more resilient for the long term is imperative," noted Rob Marshall, Executive Director for Community Futures Shuswap and Community Futures Provincial Board Member. "Our two organizations have come together to implement projects, access needed resources, and share best practices to revitalize, support, and grow our tourism sector, during the pandemic and beyond. In short order, valuable synergies have been developed and will certainly result in successful outcomes.”

“This new agreement is a positive sign for people working in the tourism sector who have been adversely affected by the pandemic,” said Lisa Beare, Minister of Tourism, Arts and Culture. “It will take everyone continuing to work together to build our economy back up and this partnership is an excellent example of the teamwork needed to help tourism rebound in BC."

About the Thompson Okanagan Tourism Association (TOTA)
The Thompson Okanagan Tourism Association is a non-profit society, governed by an elected Board of Directors, which represents business and community tourism interests throughout the region, and is supported by the British Columbia Ministry of Tourism, Arts, & Culture. It 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. For more information, visit totabc.org.

About Community Futures
Community Futures is a non-profit organization supporting small businesses through a range of services and tools. With experts offering local assistance from 34 offices throughout rural BC, Community Futures is committed to helping business owners achieve their goals and withstand challenges. TOTA is proud to form a joint tourism industry resiliency task force with this outstanding organization and collaborate on positive advancements for the tourism industry, local businesses, and communities.

Community Futures Partners

• Boundary - BoundaryCF.com

• Central Interior First Nations - CFDCofCIFN.com

• Central Okanagan - CFDCCO.bc.ca

• Nicola Valley - CFDCNV.com

• North Okanagan - FuturesBC.com

• Okanagan Similkameen - CFOkanagan.com

• Shuswap - BeYourFuture.ca

• Sun Country - CFSun.ca

• Thompson Country - CommunityFutures.net

For more information, contact:

Ellen-Walker Matthews
Vice President, Market Stewardship
Thompson Okanagan Tourism Association
industry@totabc.com
(236) 361-4433

TOTA Enters Into New Technology Partnership with Bell Media

MEDIA RELEASE
For Immediate Release
September 17, 2019

The Thompson Okanagan Tourism Association (TOTA) has entered into a unique digital technology partnership with ‘Canada’s leading content creation company,’ Bell Media.

Bell Media Mobile launched a Route 97 Digital Mobile Campaign on September 15, utilizing proprietary mobile technology in layered targeting strategies.

This competitive advantage allows Bell Media to employ historical geo-targeting to remarket in conjunction with device origin and live location data for effective and relevant results. Additionally, detailed insights provided by advanced reporting will measure offline attribution, tracking conversions and allowing TOTA to measure campaign effectiveness.

Glenn Mandziuk, President and CEO of TOTA, speaks to the power of technology in tourism. “I am thrilled to be partnering with Bell Media on this initiative. I’m looking forward to utilizing new technology and hyper-focused targeting to determine ROI on destination marketing.”

Brock Raddatz, Account Manager, shares the sentiment. “Bell Media is excited to provide our mobile advertising services to the Thompson Okanagan Tourism Association. Our advanced mobile marketing technology will allow TOTA to target key geographic locations and consumers who fit their specific target profiles. We look forward to helping promote all of the incredible tourism experiences our region has to offer.”

For more information, please contact Ingrid Dilschneider, Director of Marketing.

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About Route 97

Route 97 is a partnership between the North Central Washington Economic Development District (NCWEDD) and the Thompson Okanagan Tourism Association (TOTA) and endeavours to advance tourism in both regions by inspiring travel along this paramount Canada-United States corridor. The cross-border tourism partnership pivots around road trips that can be taken throughout the area, with suggested loops and corridors that connect communities on and off the highway.

About the 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 throughout the region, and is supported by and representative of Destination British Columbia. It 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. Find TOTA on Twitter and Facebook. For more information, visit totabc.org.

TOTA Signs 3-Year Partnership Deal with National Geographic Traveller for Route 97 Publication

MEDIA RELEASE
For Immediate Release
September 4, 2019

The Thompson Okanagan Tourism Association (TOTA) has secured a three-year agreement with National Geographic Traveller Magazine (UK) to produce and publish its Route 97 guide.

The partnership is the first of its kind in North America and will see TOTA’s Route 97 Road Trip and Map Guide Initiative evolve into National Geographic Traveller Discover Route 97. The magazine will be written and photographed entirely by National Geographic Traveller’s editorial team with the first edition set to hit stands in May 2020.

TOTA President and CEO, Glenn Mandziuk, couldn’t be more thrilled with the opportunity. “It is such a privilege to work with such a well-regarded, leading global brand on this initiative and I’m excited to put both Route 97 and the Thompson Okanagan on the map for international audiences.”

National Geographic Traveller Magazine will produce 100,000 copies of the Discover Route 97 publication with 50,000 to be distributed throughout the United Kingdom, and 50,000 to be distributed through British Columbia and Washington. In addition to the physical edition, a hub will be created on www.nationalgeographic.co.uk to host articles and the Route 97 website will host a digital copy of the magazine as well.

“National Geographic Traveller UK is thrilled to be partnering with Route 97 for the next three years creating a destination guide for the region. As one of the most beautiful and iconic driving routes in the world our team are excited to work together with the Route 97 team to develop content that will inspire visitors to explore the opportunities on offer throughout the region,” commented Matthew Jackson, Publisher of National Geographic Traveller (UK).

A digital campaign will announce the launch of the magazine in the United Kingdom and National Geographic Magazine is set to feature a two-page spread on Route 97 in their February 2020 publication.

Advertorial participation is available to relevant businesses, communities, and organizations and any interested stakeholders should direct any interest or queries directly to Director of Marketing, Ingrid Dilschneider.

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About Route 97

Route 97 is a partnership between the North Central Washington Economic Development District (NCWEDD) and the Thompson Okanagan Tourism Association (TOTA) and endeavours to advance tourism in both regions by inspiring travel along this paramount Canada-United States corridor. The cross-border tourism partnership pivots around road trips that can be taken throughout the area, with suggested loops and corridors that connect communities on and off the highway.

About the 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 throughout the region, and is supported by and representative of Destination British Columbia. It 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. Find TOTA on Twitter and Facebook. For more information, visit totabc.org.

About National Geographic

National Geographic Partners LLC (NGP), a joint venture between The Walt Disney Company and the National Geographic Society, is committed to bringing the world premium science, adventure and exploration content across an unrivaled portfolio of media assets. NGP combines the global National Geographic television channels (National Geographic Channel, Nat Geo WILD, Nat Geo MUNDO, Nat Geo PEOPLE) with National Geographic’s media and consumer-oriented assets, including National Geographic magazines; National Geographic studios; related digital and social media platforms; books; maps; children’s media; and ancillary activities that include travel, global experiences and events, archival sales, licensing and e-commerce businesses. Furthering knowledge and understanding of our world has been the core purpose of National Geographic for 131 years, and now we are committed to going deeper, pushing boundaries, going further for our consumers … and reaching millions of people around the world in 172 countries and 43 languages every month as we do it. NGP returns 27 percent of our proceeds to the nonprofit National Geographic Society to fund work in the areas of science, exploration, conservation and education. For more information visit natgeotv.com or nationalgeographic.com.