News & Resources
The latest Thompson Okanagan tourism industry news from TOTA, tourism businesses, and communities.
Rebuilding the Visitor Economy- FAQ
Destination Canada
As the national organization responsible for sustaining a vibrant and profitable Canadian tourism industry through marketing, research, destination development and partnerships, we are committed to working with industry to rebuild confidence and help travellers navigate the new landscape.
What are the most important elements for the recovery of the industry besides human resources and sanitary measures?
There are many important elements for recovery of the industry but the number one thing we need is for Canadians to keep their holiday dollars in Canada this year to speed up our sector’s recovery. We encourage you to do whatever you can to channel domestic demand to your business and DC is doing the same.
To help do this, we need to do the following:
Increase Canadians’ understanding of the importance of Canada’s tourism industry.
Inspire confidence and desire to travel domestically – this includes showcasing all of the extensive health and hygiene protocols you’ve put into place and also reminding Canadians what a beautiful country we live in!
Re-ignite the welcoming spirit of Canadian communities – to ensure they feel ready to welcome visitors back again.
Learn More
For more research information by TOTA, Visit us online at: https://totabc.org/research/
For more research information by Destination Canada, Visit: https://www.destinationcanada.com/en/research
B.C. Launches New Roadmap to Bolster Tourism As Economic Driver
Government of British Columbia
A new strategic framework, launched at the annual Tourism Industry Conference, will guide year-round tourism growth that benefits people and communities while protecting British Columbia’s natural environment.
The industry has proven itself as an economic force in B.C., with nearly 6.1 million international visitors from around the globe choosing destinations throughout the province last year – a new record and an increase of 6.4% over 2017.
This framework, entitled Welcoming Visitors, Benefiting Locals, Working Together: A Strategic Framework for Tourism in British Columbia, outlines the government’s vision for continued, sustainable growth in B.C. tourism.
“People from all over the world are discovering all that our beautiful province has to offer and are taking those memories back home with them, “ said Lisa Beare, Minister of Tourism, Arts and Culture. “With diverse vacation opportunities like wildlife viewing, storm watching and world-class festivals, every corner of B.C. offers a unique, once-in-a-lifetime experience. We want to see this momentum continue to build, and that’s why we launched this new strategic framework. We’re making sure the tourism industry’s benefits are shared with people and communities throughout the province, throughout the year.”
In conjunction with the Tourism Industry Association of BC’s conference, Destination BC released the 2017 Value of Tourism Snapshot. The snapshot shows that in 2017, B.C.’s tourism industry generated $18.4 billion in revenue — up 8.4% over 2016 and 41.3% since 2007.
The tourism industry contributed $9 billion to the B.C. economy, as measured through the gross domestic product (GDP) in 2017. This is an increase of 6.7% over 2016, compared to the GDP of B.C.’s economy as a whole, which grew by 4.0% in 2017.
These statistics show that B.C.’s tourism industry added the largest value to the provincial economy between 2007 and 2017, relative to primary resource industries, such as oil and gas, mining, forestry and logging, and fishing.
B.C.’s tourism economy will continue to be supported through marketing and destination development. Budget 2019 included an increase of $1 million to Destination BC for the next three years. This increase will allow Destination BC to continue to promote B.C. to international and Canadian visitors in order to develop and grow that industry.
Quotes:
Marsha Walden, CEO, Destination British Columbia –
“Over a 10-year period, tourism contributed the largest added value to the B.C. economy, relative to other primary resource industries. As an industry, this is something we can all be immensely proud of. And by all accounts, 2019 is going to be another strong year for tourism across the province – bringing jobs and opportunities to communities across British Columbia. As B.C.’s tourism marketing organization, we look forward to working closely with Minister Beare, ministry staff and British Columbia’s vibrant tourism industry to implement the new strategic framework.”
Walt Judas, CEO, Tourism Industry Association of British Columbia –
“The Province’s new strategic framework for tourism provides a blueprint for both the growth and sustainability of B.C.’s visitor economy for the foreseeable future. We commend the Province for its extensive consultation with tourism leaders to develop a framework that allows the industry to reach its full potential as one of B.C.’s leading business sectors.”
Quick Fact:
GDP is the total monetary value of all finished goods and services produced within a geographic area during a specific time period, usually a year.
Learn More:
For more information on the Economic Value of Tourism in British Columbia, visit:
https://www.destinationbc.ca/content/uploads/2019/02/Pages-from-2017-Value-of-Tourism_Snapshot_FINAL.pdf
For tourism information and planning: www.hellobc.com/
For more information on Welcoming Visitors, Benefiting Locals, Working Together: A Strategic Framework for Tourism in British Columbia:
https://www2.gov.bc.ca/gov/content/tourism-immigration/tourism-resources/bcs-tourism-framework
British Columbia’s Regional Tourism Secretariat Supports Minister’s Strategic Framework
Thompson Okanagan Tourism Association
NEWS RELEASE
For Immediate Release
March 1, 2019
Tsleil-Waututh, Musqueum and Squamish Territory (Vancouver, BC)
Members of the BC Regional Tourism Secretariat were present as the Minister of Tourism, Arts & Culture, Lisa Beare unveiled the new strategic framework for tourism in BC at the annual tourism industry conference in Vancouver.
“On behalf of the BC Regional Tourism Secretariat, representing each of the Provinces’ Tourism Regions, we could not be more proud with the bold leadership and direction outlined in this strategic framework for tourism by Minister Beare today,” shared Secretariat Chair, Glenn Mandziuk, CEO of the Thompson Okanagan Tourism Association. “This bold new strategy presents a blueprint for the Province’s future, clearly articulating a responsible and sustainable approach to the advancement of tourism which respects and recognizes people, culture and our environment as the critical path to success.”
Putting people, culture and environment at the heart of tourism are principals strongly supported by our members. The Secretariat looks forward to supporting implementation of this transformative strategy with industry and staff across government ministries.
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About British Columbia’s Regional Tourism Secretariat
British Columbia’s Regional Tourism Secretariat is a coalition of industry-led, not-for-profit organizations that provide a trusted voice for businesses, communities and residents. Consisting of the five regional tourism organizations, the goal of Secretariat is to put people and communities at the heart of BC’s tourism industry.
Thompson Okanagan Tourism Association:
Glenn Mandziuk, CEO E: ceo@totabc.com
Northern BC Tourism Association:
Clint Fraser, CEO E: clint@nbctourism.com
Kootenay Rockies Tourism Association:
Kathy Cooper, CEO E: kathy@kootenayrockies.com
Tourism Association of Vancouver Island:
Anthony Everett, CEO E: anthony@tourismvi.ca
Cariboo Chilcotin Coast Tourism Association:
Amy Thacker, CEO E: amy@landwithoutlimits.com
TOTA Celebrates Potential with Industry
Thompson Okanagan Tourism Association
NEWS RELEASE
For Immediate Release
February 22, 2019
The Thompson Okanagan Tourism Association (TOTA) — a not-for-profit society which represents business and community tourism interests throughout the region — congratulated their stakeholders by hosting a “Celebrating Our Potential” event at the Kelowna Yacht Club on Wednesday, February 20.
The evening was all about thanking and congratulating industry for their role in the success of the regions and their ongoing initiatives and marketing in responsible tourism.
Over the last three months, TOTA has won several prestigious responsible tourism awards. Namely, the World Travel Award for World’s Responsible Tourism, and for the second time, North America’s Responsible Tourism Leader at the World Travel Awards. In addition, TOTA winning the WTA North America's Responsible Tourism Award in September and the World Travel and Tourism Council's Tourism for Tomorrow Award in April, in addition to numerous other commendations this year.
"We, as a tourism industry, need to take a strong leadership role to ensure our destination — which we all call home — is not negatively impacted by its developments and activities," said Glenn Mandziuk, President & CEO of TOTA. "The honour of our Association and our region receiving this important international recognition shows we are on the right track with our collective focus on responsible and sustainable tourism."
"Such positive outcomes do not happen without a great deal of help and leadership," said Mandziuk. "Without the support of Destination Canada; BC Ministry of Tourism, Arts and Culture; Destination BC; the community; non-governmental organizations; corporate partners; and our 4,500 industry tourism stakeholders, this recognition would not be possible."
The Region's many accolades are, to a significant degree, the result of a hugely ambitious strategic program which launched in 2012, titled "Embracing Our Potential." This 10-year regional tourism strategy has an aim to maximize the benefits of the region's popularity, while simultaneously protecting its natural, cultural, social, and economic heritage. To date, individual actions under the strategy have included the installation of more than 1,000 electric-car charging stations at key tourism locations; the establishment of Human Resources, Indigenous Tourism, and Accessibility Tourism strategies and Specialists; a series of free online webinars to help local tourism stakeholders operate more sustainably; regional rail trail initiatives; and usage of "Big Data" to market and attract visitors at the right time, to the right locations, with the right commitment to the future protection and understanding of the region, and much more.
In late 2017, the Thompson Okanagan Region was officially certified as the first destination in the Americas to have successfully achieved the Sustainable Tourism Destination accreditation from Biosphere International and the Responsible Tourism Institute. The designation showcases that the Region is both undertaking and committed to the 17 sustainability development goals (SDGs) set out by the United Nations and the World Tourism Organization.
The Thompson Okanagan attracts more than four million visitors annually generating over $2.2 billion in direct revenue, making tourism the region's top economic driver. It is TOTA's aim, through the focus on Responsible Tourism, to ensure that for decades to come, the region will have a healthy and sustainable economic, social, environmental, and cultural future.
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. For more information, visit totabc.org.
For further information:
Media Contact:
Ellen Walker-Matthews
Vice President, Destination & Industry Development
Thompson Okanagan Tourism Association
Destination Canada: USA Global Tourism Watch
Destination Canada
2017 United States Public Summary Report
Read the Full Report Here: 2017 Destination Canada USA Public Summary Report
Key Highlights Include:
Market Potential:
The immediate potential market has increased from the previous year: 53.0 million travellers are definitely or very likely to visit Canada in the next 2 years (versus 47.6 million in 2016).
The international outlook for US travellers continues to soften, while the outlook for domestic travel, both within and beyond state of residence, has seen significant increases.
Competitive Environment:
Domestic destinations continue to dominate on an unaided basis, spurred by increases for California.
Canada has jumped 2 spots to 7th in terms of aided mentions due to significant declines in mentions for New England and the Midwest.
Travellers from New York are among the most likely to mention Canada on both an unaided and aided basis.
Path-to-Purchase:
New Yorkers and travellers aged 25-44 are among the most likely to be actively planning a trip to Canada.
Canada’s performance is no longer below average at converting US travellers between the creating a movie and itinerary planning stages.
Additional focus could be placed on moving travellers from the consideration phase to creating a vacation movie, where conversion is weakest.
Destinations:
There are several significant downward shifts in likelihood to visit in 2017, including with BC’s Rocky Mountains, Edmonton, Fredericton, other PEI regions, and the Prairie provinces (including Churchill, Regina, and other regions within Saskatchewan).
Montreal saw a significant decline in 2017 for most appealing destination
Vacation Activities:
Natural attractions, Northern lights, historical sites, cruises, nature parks, trying local food and drink, and wildlife viewing are the top trip anchor activities for US travellers.
Popular activities that Canada could better promote to US travellers: Northern lights, food and drink festivals, cruises, canoeing/kayaking/paddle boarding, amusement parks, and fall colours.
Barriers:
Cost remains the primary deterrent to visiting Canada. Mentions of inclement weather have fallen significantly.
Not enough time to take a vacation is the 2nd most frequently mentioned barrier among those at both the evaluation (gathering information or planning a visit) and consideration stages.
For more research information by TOTA, Visit us online at: https://totabc.org/research/
For more research information by Destination Canada, Visit: https://www.destinationcanada.com/en/research
Expedia’s 2018 Year in Review Trends Report
Expedia
Read the Full Report Here
Based on Expedia flight data, the following cities all saw an increase in U.S. visitors of at least 40% in 2018, compared to the year prior.
Barcelona, Spain
Victoria, B.C., Canada
Alexandria, Virginia, USA
Valencia, Spain
Vientiane, Laos
George’s, Bermuda
Mykonos, Greece
Azores, Portugal
Kenai, Alaska
Inverness, Scotland
Novelty reigns supreme when it comes to accommodation type
Travelers are increasingly interested in staying somewhere novel or unique during their getaways. “Tentalows” (a cross between a tent and a bungalow, usually outfitted with plumbing and other modern-day comforts), agritourism properties (think farms, ranches, etc.), castles and chalets all saw increased demand this year.
For more research information by Expedia, visit: https://advertising.expedia.com/
For more research information by TOTA, Visit us online at: https://totabc.org/research/