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.
New Biosphere Commitment Program Member: Sharpe Distillery
Join TOTA in welcoming Sharpe Distillery to the Thompson Okanagan Biosphere Commitment Program. Situated in Cawston, BC, this family-owned distillery crafts locally sourced spirits paying homage to their heritage. Becoming Biosphere Committed marks a significant milestone in their journey towards sustainable business practices.
Join TOTA in welcoming Sharpe Distillery to the Thompson Okanagan Biosphere Commitment Program.
Tracy Sharpe, Amy Jo Sharpe, and CEJ Mussell, the family behind Sharpe Distillery, have always been aware of the well-being of the planet and others, so becoming Biosphere Committed and joining an internationally recognized sustainability management program was a natural next step for them. Sharpe Distillery offers visitors an authentic taste of locally produced spirits. Located in Cawston, BC, Sharpe Distillery combines rich family knowledge with ingredients sourced from their backyard, including water from the Similkameen River, to create craft spirits. These unique products are a tribute to their grandfather, Jack Sharpe, and his impact on their community.
Natural and local ingredients come together to create Sharpe Distilleries signature line of spirits.
Sustainability Initiatives
While working closely with their program success advisor, the team at Sharpe Distillery were pleased to find that many of their ongoing practices already fit into the measurable actions of the program, which gave them a solid footing that could lead to becoming Biosphere Committed.
Along with utilizing local products in their lineup of products and using recycled materials to build tiny homes, the team at Sharpe is continuing to work towards aligning with the United Nations Sustainable Development Goals. For example, the team recently attended the TOTA-hosted and Canada’s 2SLGBTQI+ Chamber of Commerce (CGLCC) run “2SLGBTQI+ Diversity & Inclusion Training: Creating a Welcoming & Accessible Tourism Workplace” and are becoming Rainbow Registered to foster equality and inclusion in their community.
Biosphere Commitment Program
The Thompson Okanagan Biosphere Commitment Program is a sustainability program developed by the Thompson Okanagan Tourism Association. The focus is to equip tourism businesses in the region with the necessary tools and resources to continuously measure, manage, and report sustainability management efforts. The program aligns ongoing and future business operations with the United Nations Sustainable Development Goals and the Thompson Okanagan Biosphere Destination Certification to prepare businesses for a globally recognized certification. By accessing the Biosphere Sustainable Lifestyle platform, organizations can create customized sustainability plans and utilize dedicated support from industry experts.
Learn more about TOTA’s Biosphere Commitment Program
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.
Destination BC Launches First Iconic Brand, Rainforest to Rockies
The first Iconic brand to launch from Destination BC’s Invest in Iconics strategy is now live for the world to see. Rainforest to Rockies, is an iconic Canadian journey along ever-changing landscapes, inspiring travellers to visit more places in the province.
Destination BC is branding, marketing, and supporting destination development of new, globally compelling routes and places that span the entire province of British Columbia. These new place brands will inspire more travellers to visit more places in the province, throughout the year.
The first Iconic brand to launch from Destination BC’s Invest in Iconics strategy is now live for the world to see. Rainforest to Rockies, is an iconic Canadian journey along ever-changing landscapes, inspiring travellers to visit more places in the province.
On HelloBC.com/Rainforest-to-Rockies, travellers can choose their own adventure and enjoy the journey from Vancouver on the Pacific Coast to the Canadian Rockies through several routes, like Highway 3, 5, and 1, to various communities, including destinations in the Thompson Okanagan, such as Kamloops, Mt Robson, Osoyoos and the Kettle Valley Rail Trail.
The TOTA team looks forward to working with Destination BC to promote this iconic route through the region.
Learn More at DestinationBC.ca.
New Highway 3 Trip Planning Website
The Highway 3 Tourism Alliance - a collaboration led by three regional destination marketing organizations (Kootenay Rockies Tourism Association, Thompson Okanagan Tourism Association, and Vancouver, Coast & Mountains) - launched a new website Hwy3BC.ca encouraging travellers to take the ‘winding route to adventure’.
Highway 3 from Hope, British Columbia to the Alberta border is soon to be known as the best-loved touring route in BC, thanks to a unique multi-regional partnership to help market the route to visitors. The Highway 3 Tourism Alliance - a collaboration led by three regional destination marketing organizations (Kootenay Rockies Tourism Association, Thompson Okanagan Tourism Association, and Vancouver, Coast & Mountains) - launched its new website Hwy3BC.ca encouraging travellers to take the ‘winding route to adventure’.
The website showcases all the BC communities along Highway 3 like a ‘string of pearls’ and curates itineraries and stories from the road that have been themed to engage traveller passion for adventures, like Arts & Culture, Historic Highway 3, Food, Craft Beer & Wine, Lakes & Rivers, and Outdoor Adventure.
This collaborative regional initiative activates the vision of the Destination BC led Destination Development Strategy and action-planning for Highway 3, co-created with tourism partners from the entire length of the route. This 2016 strategy identified the opportunity to feature the many adventures along Highway 3 and encourage travellers to slow down and enjoy a classic road trip, touring from community to community at all times of year with the intention of driving visitation and spending in more places, across more seasons.
With support from both the Provincial Rural Dividend Fund and PacifiCan Tourism Relief Funding, the three regional destination management organizations (DMOs) together with community DMOs worked with Victoria-based creative agency, The Number, to create a new brand identity for Highway 3.
The new brand features a bold, modern take on the crow, inspired by the history of the Crowsnest Highway. Market research informed the website design and a digital campaign subsequently launched on September 5, 2023 to encourage autumn travel.
A corridor-long Festivals and Events strategy is also underway and the group hopes to continue their work together to secure funding and implement branded signage and wayfinding at key gateways and stops of interest.
Learn more and start exploring Hwy3BC.ca
FOR MORE INFORMATION:
Kootenay Rockies Tourism
Wendy Van Puymbroeck
Wendy@kootenayrockies.com
Thompson Okanagan Tourism Association
Mike Overend
Mike@TOTABC.com
Vancouver, Coast & Mountains
Allison Picard
Allison.Picard@destinationbc.ca
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)