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.
Risk of Invasive Mussels to Okanagan Lakes & Waterways
The Okanagan Basin Water Board (OBWB) has increased calls for action after the announcement of invasive mussels in a tributary to the Columbia River, which connects to the Okanagan. The OBWB began calling for a temporary moratorium on watercraft coming into BC. Support for the moratorium has been gathering steam with letters coming in from BC municipalities, chambers of commerce, TOTA, and others.
The Don't Move a Mussel campaign website has resources to learn more about risks and prevention, and to raise awareness.
The Okanagan Basin Water Board (OBWB) has been stepping up calls for action after last September’s announcement of quagga mussels in the Idaho’s Snake River, a tributary to the Columbia River which connects to the Okanagan, and only an 11-hour drive to the BC and Alberta border.
Idaho’s desperate response was to spread toxic copper chelate into the river, killing almost seven tonnes of fish and poisoning a 26 km stretch of the river. The effectiveness won’t be known until this spring.
In October, the OBWB began calling for a temporary moratorium on watercraft coming into BC until results from Idaho’s efforts are known and the Province has closed any gaps in its Invasive Mussel Defence Program. Support for the moratorium has been gathering steam with letters coming in from BC municipalities, chambers of commerce, the Thompson Okanagan Tourism Association, and others.
Tourism businesses and residents can review the Don't Move a Mussel campaign website to learn more about risks and prevention, and access resources to raise awareness.
New Grant and Mentorship Program to "Spark" Innovative Tourism Ideas Along Rainforest to Rockies Iconic Route | Apply by March 1
A new program aimed at sparking and supporting innovative tourism ideas along the Rainforest to Rockies iconic route across southern British Columbia was announced by Destination BC, in partnership with Tourism Innovation Lab, TOTA, and other tourism partners.
The Rainforest to Rockies “Spark” Mentorships & Grants Program will match selected applicants with a tourism mentor and provide a $3,000 grant and additional partner support to help take their new tourism ideas to the next level of development.
A new program aimed at sparking and supporting innovative tourism ideas along the Rainforest to Rockies iconic route across southern British Columbia was announced by Destination BC, in partnership with Tourism Innovation Lab, TOTA, and other tourism partners.
The Rainforest to Rockies “Spark” Mentorships & Grants Program will match selected applicants with a tourism mentor and provide a $3,000 grant and additional partner support to help take their new tourism ideas to the next level of development.
The goal of the program is to find, advance, and support new tourism ideas that will enhance the road trip experience along British Columbia’s Rainforest to Rockies corridors by motivating travellers to stop and explore a unique tourism experience, encouraging them to stay longer, and visit more communities along the way.
Eligible Projects
Rainforest to Rockies is the first Iconic brand to launch from Destination BC’s Invest in Iconics Strategy and takes visitors from the Pacific Coast to the Canadian Rockies, through the Thompson Okanagan through Highways 1, 3, 5, and 99, to Gold Country, Thompson Valley, Similkameen, South Okanagan, Boundary Country, and Shuswap areas.
The Spark Program is seeking new tourism ideas that enhance the experience of the road-trip traveller along British Columbia’s Rainforest to Rockies corridors in one or more of the following ways:
Motivate travellers to stop their vehicle and explore a unique tourism experience along the Iconic Route
Motivate visitors to stay longer or visit more communities along the way,
Address gaps in tourism products and services by offering something that does not yet exist or is in demand along the route or in the area
Share or convey captivating stories about the place, providing an opportunity for the visitor to connect with the destination in a meaningful way
Preference will be given to applications that demonstrate how your tourism idea supports economic, social, and/or environmental sustainability. Ideas that support or advance principles of diversity, equity, inclusion, and accessibility are encouraged.
Learn More and Apply
Applications are open to tourism entrepreneurs, small businesses, and non-profit organizations based in BC until March 1, 2024.
Following a review process, 20 finalists will be invited to four virtual pitch sessions, resulting in a total of 12 “Spark” Program winners.
For more information about the Rainforest to Rockies “Spark” Mentorships & Grants Program and upcoming info sessions, visit TourismInnovation.ca/R2R.
New Biosphere Commitment Member: Song Sparrow Hall
Song Sparrow Hall is a concert hall and event venue located in the historic Newnes Building in downtown Salmon Arm. Operated as a social venture, the team aims to bring people together and inspire them toward a kinder, more inclusive, and regenerative world.
Join TOTA in welcoming Song Sparrow Hall to the Thompson Okanagan Biosphere Commitment Program.
Song Sparrow Hall is a concert hall and event venue located in the historic Newnes Building in downtown Salmon Arm, BC. This beautiful space was redesigned in 2020 with a focus on performing arts, celebration, and the sharing of ideas. The 235-person capacity venue features a state-of-the-art acoustically designed main hall with an advanced sound system and interactive LED lighting.
Song Sparrow Hall welcomes active community involvement by non-profit groups and individuals seeking to collaborate on innovative events.
Sustainability Initiatives
Operated under Lakeshore Village Limited as a social venture that strives to make sustainable facility and programming decisions, the organisation feels it is a natural fit for Song Sparrow Hall to join the Thompson Okanagan Biosphere Commitment Program.
With every event they produce, the team is mindful of the intersections between socio-cultural, environmental, and economic sustainability. They believe in the power of the arts to bring people together and inspire them toward a kinder, more inclusive, and regenerative world.
By working toward aligning with the UN Sustainable Development Goals, they are proud to join a global network of change-making organizations.
New 3D Virtual Tours Highlight Accessible Features at Tourism Venues in the Thompson Okanagan
TOTA and Spinal Cord Injury BC have partnered to share 22 Virtual Venue Tours of Thompson Okanagan accommodation and attractions. The virtual tours showcase priority accessible features to help people easily plan a visit based on their specific requirements.
View tours: https://ThompsonOkanagan.com/virtual-tours
Kelowna, B.C. - Thompson Okanagan Tourism Association (TOTA), Spinal Cord Injury BC (SCI BC), and their Access BC program have launched Virtual Venue Tours, a mapping project to improve access and inclusion for people exploring the Thompson Okanagan region of British Columbia. 22 tours are available on ThompsonOkanagan.com as of March 2023 showcasing priority accessible features of various accommodations and attractions in Kelowna, Kamloops, Penticton, Naramata, Keremeos, Cawston, and Chase.
The virtual platform is easy to navigate on desktop and mobile devices, allowing people to explore venues and determine whether accessible features meet their specific requirements. When planning a visit, trip planners can explore the venues virtually and make informed decisions about which ones to experience in person.
The Virtual Venue Tours project was created for the Thompson Okanagan Biosphere Commitment Program, which supports businesses to improve access and inclusion for visitors and staff through various services; with support from the Targeted Regional Tourism Development Initiative (TRTDI) fund from the Province of BC.
"This project will help improve access and inclusion for all visitors to the Thompson Okanagan region. We want to ensure that everyone has the opportunity to experience the beauty of the region, and this program will make it easier for people to do so," said TOTA CEO Ellen Walker-Matthews.
At launch, these tours showcase the accessible features of the following venues who have participated in the Thompson Okanagan Biosphere Commitment Program or are committed to access and inclusion:
Chase:
Kamloops:
Penticton:
The 3D images were created by Jody Wall Photography, a BC-based photographer and are hosted on the TourMkr platform.
More virtual tours will be added as funding becomes available.
To view the tours, visit ThompsonOkanagan.com/virtual-tours
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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.
As a Biosphere Certified Destination, TOTA is committed to working towards the United Nations Sustainable Development Goals, including goals related to access and inclusion, such as “Reduced Inequalities” and “Sustainable Cities & Communities.” becoming a world-renowned accessible tourism destination and to promote “Access & Inclusion” in all aspects of community and tourism experiences, products, and services in the Thompson Okanagan region.
Learn more at TOTABC.org.
About Spinal Cord Injury BC:
Spinal Cord Injury BC (SCI BC) is a non-profit organization based in British Columbia, Canada, that provides support and resources for individuals who have sustained a spinal cord injury, as well as their families and caregivers. The organization was founded in 1957 and has since grown to become a leading resource for those affected by spinal cord injury.
SCI BC offers a wide range of programs and services, including peer support, information and referral, community outreach, and advocacy. One of the key initiatives of SCI BC is the development of accessible technology and equipment for people with spinal cord injuries, with a focus on enhancing mobility and independence. The organization also provides education and awareness programs to promote understanding and inclusion in the community.
Learn more at SCI-BC.ca.
For more information, contact:
Ellen-Walker Matthews
Chief Executive Officer (CEO)
Thompson Okanagan Tourism Association (TOTA)
"Do the Shu" New Shuswap Destination Website
The South Shuswap Chamber of Commerce launched a new website on May 6 at its annual Tourism Kickoff Breakfast. The website was developed in collaboration with the Chase Chamber of Commerce and the North Shuswap Chamber of Commerce.
The website is an economic development initiative for the western gateway to the Shuswap, developed through grants received from the Government of Canada, the Thompson Okanagan Tourism Association, and the Economic Trust of the Southern Interior.
The website has been introduced to inform residents or visitors of the area and to ensure their time spent in the region will meet or exceed their expectations.
The South Shuswap Chamber of Commerce launched a new website on May 6 at its annual Tourism Kickoff Breakfast. The website was developed in collaboration with the Chase Chamber of Commerce and the North Shuswap Chamber of Commerce.
The website is an economic development initiative for the western gateway to the Shuswap, developed through grants received from the Government of Canada, the Thompson Okanagan Tourism Association, and the Economic Trust of the Southern Interior.
The website has been introduced to inform residents or visitors of the area and to ensure their time spent in the region will meet or exceed their expectations.
Shuswap and Kelowna Listed in Leading Places: The 100 Most Loved Travel Destinations Around the World
The Tourism Sentiment Index has released a report, Leading Places: The 100 Most Loved Destinations Around the World for 2021. For the first time ever, destinations around the world have been ranked to uncover those that are truly most loved, according to the Tourism Sentiment Score. To produce the rankings, Tourism Sentiment Index conducted a study of a massive volume of online data – more than 1.6 billion online conversations and content pieces publicly available about 21,330 global destinations.
In the Thompson Okanagan, the following destinations were in the Top 100:
96. Kelowna
99. Shuswap
Congratulations to Kelowna and the Shuswap for earning some of the world's most positive feedback and content in 2021.
The Tourism Sentiment Index has released a report, Leading Places: The 100 Most Loved Destinations Around the World for 2021.
For the first time ever, destinations around the world have been ranked to uncover those that are truly most loved, according to the Tourism Sentiment Score. To produce the rankings, Tourism Sentiment Index conducted a study of a massive volume of online data – more than 1.6 billion online conversations and content pieces publicly available about 21,330 global destinations.
In the Thompson Okanagan, the following destinations were in the Top 100:
96. Kelowna
99. Shuswap
Congratulations to Kelowna and the Shuswap for earning some of the world's most positive feedback and content in 2021.