News & Resources
The latest Thompson Okanagan tourism industry news from TOTA, tourism businesses, and communities.
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
The Forum Virtual Program for Women Entrepreneurs in Tourism | Apply by January 6 for January 2022 Sessions
Women in tourism can apply for a free virtual program tailored specifically for women-led tourism business managers and entrepreneurs. Developed by The Forum and Vancouver, Coast & Mountains, the program will provide expertise and resources to support women in tourism January 13 and 20, 2022.
Applications will be accepted until January 6 or until all available spots have been filled.
The Vancouver, Coast & Mountains Tourism Region, managed by Destination BC, is collaborating with The Forum, a B.C.-based charity for women entrepreneurs, to create a tourism program tailored specifically for women-led businesses and entrepreneurs.
This free two-day virtual program will provide expertise and resources to support women in tourism, delivered by The Forum and other subject matters experts on January 13 and 20, 2022.
Applications will be accepted until January 6, 2022 or until all available spots have been filled.