News & Resources
The latest Thompson Okanagan tourism industry news from TOTA, tourism businesses, and communities.
TOTA Nominated for World’s Responsible Tourism Award at the 2019 World Travel Awards
Thompson Okanagan Tourism Association
The Thompson Okanagan Tourism Association (TOTA) has been nominated for the World's Responsible Tourism Award 2019 in the 26th Annual World Travel Awards.
TOTA was the recipient of the 2018 award and was named the 2019 Winner for North America earlier this year for our work and commitment to sustainability.
The World Travel Awards is a renowned global initiative that celebrates distinction and recognizes collective success in the travel and tourism industry. Throughout the past 26 years, the coveted Awards have grown to set the benchmark for excellence across the globe.
Verified travel professionals can complete the Travel Industry Voters section upon registration and have each vote they cast count as two votes, so long as a minimum of ten votes are submitted. As a member of the tourism industry, you are eligible for verification and thus, your vote for TOTA will be worth double.
We would greatly appreciate it if you could take a few moments to register and vote. Voting closes October 20th, 2019 with the Grand Finals Ceremony and Winners Announcement taking place in Muscat, Oman on November 28th, 2019.
Thank you for your participation and support. Happy Voting!
ABOUT THE WORLD TRAVEL AWARDS
The World Travel Awards (WTA) was established in 1993 to acknowledge, reward and celebrate excellence across all sectors of the tourism industry. Today, the WTA brand is recognized globally as the ultimate hallmark of quality, with winners setting the benchmark to which all others aspire. Each year, WTA covers the globe with a series of regional gala ceremonies staged to recognize and celebrate individual and collective success within each key geographical region. For more information, visit worldtravelawards.com.
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 Enters Into New Technology Partnership with Bell Media
Thompson Okanagan Tourism Association
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.
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.
Okanagan Valley A Winner in USA TODAY’s 10Best Readers’ Choice Awards
Thompson Okanagan Tourism Association
MEDIA RELEASE
For Immediate Release
September 6, 2019
The Okanagan Valley has been named one of ten winners in the USA TODAY 10Best Readers’ Choice Awards for Best Destination – Fall Foliage.
An expert panel announced the nominees at the end of July where it was then up to the public to vote for their favourites to determine the winners.
The Okanagan Valley is in great company placing 6th after Door County, Wisconsin; White Mountains, New Hampshire; Finger Lakes, New York; Pocono Mountains, Pennsylvania; and the Upper Peninsula, Michigan.
With the 10Best.com website averaging 5 million visitors a month, this level of exposure for the Okanagan Valley in fall is extremely exciting and we would like to thank everyone who took the time to vote. It is so greatly appreciated and a fantastic opportunity to share the Okanagan Valley with the USA TODAY audience.
Here’s a collection of fall foliage shots we love. Make sure to tag us or use #ThompsonOkanagan on social media to share your photos.
About USA TODAY 10Best Readers' Choice Awards
10Best.com provides users with original, unbiased, and experiential travel content of top attractions, things to see and do, and restaurants for top destinations in the U.S. and around the world. The Readers' Choice Award Nominees for all categories are chosen by a panel of relevant experts which include a combination of editors from USA TODAY; editors from 10Best.com; relevant expert contributors; and sources for both these media and other Gannett properties. 10Best.com averages 5 million visitors per month. It was acquired by USA TODAY in January of 2013.
USA TODAY is a multi-platform news and information media company. Founded in 1982, USA TODAY's mission is to serve as a forum for better understanding and unity to help make the USA truly one nation. Through its unique visual storytelling, USA TODAY delivers high-quality and engaging content across print, digital, social and video platforms. An innovator of news and information, USA TODAY reflects the pulse of the nation and serves as the host of the American conversation — today, tomorrow and for decades to follow.
Source: 10BestAwards.com (Provided)
TOTA Signs 3-Year Partnership Deal with National Geographic Traveller for Route 97 Publication
The Thompson Okanagan Tourism Association
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.
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.
TOTA President & CEO Elected to Global Sustainable Tourism Council Board of Directors
Thompson Okanagan Tourism Association
MEDIA RELEASE
For Immediate Release
August 30, 2019
Glenn Mandziuk, President and CEO of the Thompson Okanagan Tourism Association has been elected to the Global Sustainable Tourism Council (GSTC) Board of Directors. Mandziuk was voted in during the annual election, the results of which have now been validated by the GSTC Election Committee.
He joins Dr. Kelly S. Bricker (University of Utah, USA), Dr. Ioannis Pappas (Green Evolution, Greece), CB Ramkumar (Green Dreams for the Planet & Our Native Village, India), Koko Tang (Vinetree Tourism, China), and Patricio Diaz (Responsible Tourism Institute, Spain) in what will be a 3-year term of leadership for the organization.
Returning Board members include Chairman Luigi Cabrini, Dr. Jane Ashton (TUI Group), Chi Lo (Pacific Asia Travel Association), Randy Durband (GSTC), Dr. Anna Spenceley, Beatriz Barreal Danel (Sustainable Riviera Maya), Cathy Parsons (GSTC), Clark Stevens (Airbnb), Dr. Dave Randle (USF College of Global Sustainability), Heidi van der Watt (Better Tourism Africa), Ingunn Sornes (Innovation Norway), Jorge Moller (Darwin’s Trails Chile), Paul Snyder (InterContinental Hotels Group), Dr. Rosemary Black (Charles Sturt University, Australia), and Wu Wnda (Mt. Huangshan Scenic Area Administrative Committee).
“Welcome to the newly elected Directors and to those who will continue for a new term. The composition of the Board reflects the sectoral and geographical variety that makes the GSTC a really global organization” said GSTC Board Chair Luigi Cabrini with regard to the election results.
Mandziuk shares his excitement about the opportunity to contribute to the global organization: “I am extremely honoured to have been elected to the Board and to work closely with the GSTC, their members, and fellow Directors in leading the future of sustainable tourism development.”
The new terms commence September 1st, 2019.
About the Global Sustainable Tourism Council
The Global Sustainable Tourism Council (GSTC) manages the GSTC Criteria, the global baseline standards for sustainable travel and tourism; as well as acts as the international accreditation body for sustainable tourism certification. The GSTC is an independent and neutral organization that represents a diverse and global membership, including UN agencies, NGO’s, national and provincial governments, leading travel companies, hotels, tour operators, individuals and communities – all striving to achieve best practices in sustainable tourism.
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.
Media Contacts:
Glenn Mandziuk, President & CEO
Thompson Okanagan Tourism Association
250-860-5999 ext 216
ceo@totabc.com
Ellen Walker-Matthews, VP Destination Development
Thompson Okanagan Tourism Association
250-809-9290
industry@totabc.com
The World Travel Awards to be Hosted in the Thompson Okanagan, BC
Thompson Okanagan Tourism Association
MEDIA RELEASE
For Immediate Release
July 31, 2019
For the first time in its 27-year history, the World Travel Awards will be hosted Canada.
The Thompson Okanagan has won a 3-year bid to host the World Travel Awards in the region. Predator Ridge Resort in Vernon, British Columbia will host the first year, welcoming over 300 international delegates at the North American Gala Ceremony in October 2020, as part of the World Travel Awards Grand Tour.
Photo from the World Travel Awards European Gala Ceremony in Madeira, Portugal.
The host city for the second and third years will be announced in Spring 2020 and Spring of 2021, respectively. The event will place the Thompson Okanagan Region and its communities firmly on the World Stage as delegates from global airlines, tour operators, travel agents, international media, and hospitality professionals join us in the region for the award ceremony.
After a joint application was put forward by the Thompson Okanagan Tourism Association (TOTA), Predator Ridge Resort, and the City of Vernon earlier this year, the World Travel Awards announced the successful 3-year bid at the European Gala Ceremony in Madeira, Portugal. Previous host cities include New York, Montego Bay, Orlando, as well as Turks & Caicos, the Bahamas, and Antigua.
TOTA is a two-time recipient of North America’s Responsible Tourism Award (2018, 2019), and was named the winner of the esteemed World’s Responsible Tourism Award at the 25th Annual World Travel Awards last year in Lisbon, Portugal. President & CEO, Glenn Mandziuk, recognizes the impact an opportunity like this affords the region as a whole. “We are so honoured to welcome such a prestigious event to the Thompson Okanagan and look forward to hosting international tourism industry leaders in Vernon. This would not have been possible without the support of our stakeholder and community partners and it is a privilege to share our region with the world.”
Graham Cooke, Founder, World Travel Awards, said: “We are deeply honoured to host our North America Gala Ceremony 2020 in Thompson Okanagan. This fascinating region of British Columbia, Canada is leading the way in sustainable tourism practice and serving as a benchmark of how to preserve Mother Nature for the benefit of future generations.”
He added: “Thompson Okanagan is blessed with overwhelming beauty that ranges from towering waterfalls and soaring mountains to verdant valleys and glacial lakes. I look forward to welcoming the most senior decision-makers of North America’s travel industry for what promises to be a most memorable ceremony in this phenomenal region.”
Claus Larsen, Chair of the Tourism Vernon Commission, shared a similar sentiment. “As an emerging four-season tourism destination, being selected to host the World Travel Awards is an amazing opportunity for Vernon to be recognized as an attractive destination for international conferences and events.”
Predator Ridge, home to a thriving year-round community and two award-winning golf courses, is proud to have attracted such a high-profile event. “We are thrilled to be host to this international gala and very pleased to be once again partnering with TOTA and the City of Vernon. All of us who live here realize how special this region is and know that we have iconic tourism assets and it will be great to host the WTA awards that recognize leadership in the category,” said Brad Pelletier, Senior Vice-President of Wesbild Okanagan, owners of Predator Ridge Resort.
About the World Travel Awards
The World Travel Awards (WTA) was established in 1993 to acknowledge, reward and celebrate excellence across all sectors of the tourism industry. Today, the WTA brand is recognized globally as the ultimate hallmark of quality, with winners setting the benchmark to which all others aspire. Each year, WTA covers the globe with a series of regional gala ceremonies staged to recognize and celebrate individual and collective success within each key geographical region. For more information, visit worldtravelawards.com.
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.
MEDIA CONTACTS:
Ingrid Dilschneider, Thompson Okanagan Tourism Association
trade@totabc.com
Ange Chew, Tourism Vernon
achew@vernon.ca
Keeping Visitors to the Thompson Okanagan Safe During Emergencies
Government of British Columbia
From the Ministry of Tourism, Arts, and Culture
For Immediate Release
2019TAC0067-001125
“The last two summers of unprecedented wildfires were hard on tourism-dependent communities,” said Lisa Beare, Minister of Tourism, Arts and Culture. “We know that one of the biggest challenges the industry faced was getting accurate, up-to-date information to visitors. This year, we’re helping the tourism sector prepare to keep visitors safe during emergencies and making sure tourism in affected areas can rebound quickly.”
The B.C. government is providing a total of $200,000 in one-time grants to support regional destination marketing organizations’ emergency preparedness, including $25,000 to the Thompson Okanagan Tourism Association.
“Timely, accurate information is essential in emergencies,” said Jennifer Rice, Parliamentary Secretary for Emergency Preparedness. “The tourism sector can play a critical role in keeping people safe, especially in rural and remote areas. This investment is helping the industry plan ahead so people can get the information they need, when they need it, keeping visitors safe and local economies strong.”
The regional destination marketing organizations will use this funding to create a common set of communications tools, emergency management training for regional teams and co- ordinators, and expand their tourism database to enable real-time information sharing in the event of an emergency. Together, these activities will help mitigate the effects of natural disasters on B.C.’s tourism reputation through better preparedness, co-ordination and communication.
“On behalf of the Thompson Okanagan Region, we applaud the Province in recognizing the importance of improving our crisis management and in providing emergency management funds in order to make this a reality,” said Glenn Mandziuk, president and CEO, Thompson Okanagan Tourism Association. “In a short time, we will announce the addition of a crisis management co-ordinator in the Thompson Okanagan to work closely with our other regional partners. Through this process, we envision accurate, timely and concise information will be more readily available to residents and tourists alike during emergency situations.”
The government announced the grants as part of B.C. Tourism Week, May 26-June 2, 2019, which highlights the industry’s vital importance to B.C.’s economy by creating jobs, strengthening communities and promoting year-round tourism in all four corners of the province.
LEARN MORE:
Learn how tourism operators can prepare for emergencies: https://www2.gov.bc.ca/gov/content/safety/emergency-preparedness-response- recovery/preparedbc
Learn more about how to personally prepare for an emergency: http://www.emergencyinfobc.gov.bc.ca/
Read the minister’s statement on B.C. Tourism Week: https://news.gov.bc.ca/releases/2019TAC0039-001066
A backgrounder follows.
CONTACT:
Ministry of Tourism, Arts and Culture
Government Communications and Public Engagement
BACkgrounder
Facts about tourism and emergency preparedness:
The B.C. government supports municipalities by investing more than $145 million annually in the tourism sector.
B.C. is a top destination for visitors from around the globe:
In 2018, more than six million visitors came to B.C.
In 2018, the tourism sector generated approximately $18.4 billion in revenue and employed more than 137,000 people.
Over the most recent two years, the Province has invested $2.7 million to help attract tourists back to areas affected by wildfires.
To support community resiliency in the face of wildfires, floods and other emergencies, the B.C. government gave a $31-million boost to the Community Emergency Preparedness Fund (CEPF) for local governments and First Nations, bringing the total to $69.5 million.
The Province is also supporting volunteer and composite fire departments throughout B.C. with a $5-million boost for equipment and training through the Province’s CEPF.
In addition, the B.C. government provided $10 million in provincial funding to support communities in their recovery from the 2018 wildfire season.
Connect with the Province of B.C. at: news.gov.bc.ca/connect
Memorandum of Understanding Signed Between Thompson Okanagan Tourism & Cariboo Chilcotin Coast Tourism
Thompson Okanagan Tourism Association
Organizations pledge a collaborative approach to promoting growth of tourism on the Gold Rush Trail
For Immediate Release
May 31, 2019
Syilx/Okanagan Territory (Kelowna, BC)
Thompson Okanagan Tourism Association (TOTA) and the Cariboo Chilcotin Coast Tourism Association (CCCTA) signed a Memorandum of Understanding (MOU) during Tourism Week in British Columbia. The MOU recommits a coordinated and collaborative approach in promoting growth and development of tourism on the Gold Rush Trail.
“The Gold Rush Trail is a tourism must-see that ties together such a large part of the stunning and diverse landscape of the interior to the nationally-recognized historic site of Barkerville,” says Lisa Beare, Minister of Tourism, Arts and Culture. “The development and promotion of the Gold Rush Trail will highlight a historically-rich piece of British Columbia’s past, support new business growth in the area, while enriching the experience for visitors today.”
The parties agree there is an opportunity to promote awareness and connectivity to tourism stakeholders, policy makers, leaders and organizations to understand the value of the Gold Rush Trail corridor. This relationship will allow the organizations to leverage each other’s programs, expertise and resources to support this key economic corridor and help to cultivate a sustainable visitor economy in all parts of the province.
“There are exceptional experiences and untapped potential along the Gold Rush Trail,” shares Amy Thacker, CEO of Cariboo Chilcotin Coast Tourism Association. “I am thrilled with the memorandum of understanding signing as we recommit to this vital corridor and celebrate a living ‘History Shaped by Nature’ for future generations.”
TOTA and CCCTA developed the MOU to more clearly define their partnership in enhancing and expanding the Gold Rush Trail corridor, supporting communities and individual entrepreneurs as they develop new product and programming, respond to emergencies, grow marketing assets and support Indigenous tourism growth.
“This important commitment between our two organizations will ensure there are the resources made available to grow the tourism industry in the Gold Rush Trail corridor including increasing engagement programs with Indigenous communities, providing the latest research, advancing responsible sustainable tourism practises, and ensuring coordinated Emergency Management leadership and communications,” says Glenn Mandziuk, President & CEO of Thompson Okanagan Region.
The Gold Rush Trail Management Committee, made up of stakeholders from New Westminster to Barkerville, will continue to provide advice and guidance to the teams supporting tourism in the corridor.
About Thompson Okanagan Tourism Association
The Thompson Okanagan Tourism Association (TOTA) is a non-profit society governed by an elected Board of Directors who represent business and community tourism interests throughout the region and is supported by and representative of Destination British Columbia (DBC). 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. www.totabc.org
About Cariboo Chilcotin Coast Tourism Association
CCCTA is a non-profit, stakeholder-based Regional Destination Management Organizations that leads tourism in development and marketing in conjunction with the Ministry of Tourism, Arts & Culture, Destination British Columbia, Destination Canada and industry partners to help foster the growth of the tourism and the visitor economy. www.landwithoutlimits.com.
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Expedia Presents: Generation Alpha and Family Travel Trends
Expedia
How the world’s youngest generation is influencing family travel
Read the Full Article Here: Generation Alpha and Family Travel Trends
GETTING TO KNOW GEN ALPHA:
BORN AFTER 2010 and known as the children of Millennials, the first generation born entirely within the 21st century
DIGITAL NATIVES growing up with Instagram and the iPad (which both also debuted in 2010), this generation are already tech power-users
WILL REACH NEARLY 2 BILLION by the time the last of this generation is born in 2025, with 2.5 million born around the world every week
CULTURAL & ECONOMIC IMPACT of Alphas and Gen Z are expected to be equal to that of their parents or older siblings, the Millennials
GREAT POTENTIAL as Alphas are expected to be the most formally-educated, longest-living and wealthiest generation
KEY HIGHLIGHTS
On average globally, travellers with Gen Alphas are taking more than three family trips per year
Most Trips are domestic for those with Gen Alphas, whether travelling as a family or without kids
Family friendly fun for all, kid-friendly entertainment and safety drive family travel decisions
When it comes to family travel, experience beats expense
Entertainment when travelling also includes device time for Gen Alphas
Plane and Car are preferred modes of transportation for family travel
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/
Destination Canada: Australia Global Tourism Watch
Destination Canada
2017 Australia Public Summary Report
Read the Full Report Here: 2017 Destination Canada Australia Public Summary Report
Key Highlights Include:
Market Potential:
The immediate potential market increased significantly from the previous year: 2.67 million travellers are definitely or very likely to visit Canada in the next 2 years (versus 1.95 million in 2016).
Competitive Environment:
Although results are consistent to 2016, Canada’s ranking on unaided consideration moved from 6th to 4th in 2017. The US remains in 1st position, followed by the UK and Japan.
Knowledge of Canada has improved, resulting in a move up from 12th spot in 2016 to 7th place.
Path-to-Purchase:
Younger travellers aged 25-34 are more likely to be actively planning a trip to Canada.
Canada is a top performer when it comes to converting awareness into dreaming, but only average at converting travellers further along the purchase cycle.
Additional focus could be placed on moving travellers from creating a vacation movie to itinerary planning, where Canada performs much weaker than the US.
Destinations:
There are several significant shifts in likelihood to visit in 2017, with the Prairies, Regina, Mont Tremblant, and Fredericton trending downwards year-over-year.
St. John’s saw a significant increase as the most appealing destination.
Vacation Activities:
Natural attractions, Northern lights, cruises, historical sites, and local food and drink are the top trip anchor activities Australian travellers.
Popular activities that Canada could better promote to Australian travellers: historical sites, Northern lights, food and drink festivals, breweries/wineries, exploring places most tourists won’t go, fall colours, and spring blossoms.
Barriers:
Cost remains the key barrier to visiting Canada, followed by distance to travel.
Concerns about safety and delays/hassles at airports and borders are up significantly in 2017.
For younger travellers aged 25-34, concerns about lack of vacation time and language barriers are higher.
Older travellers 55+, have fewer barriers to visiting and are most likely to say nothing will prevent them from travelling to Canada.
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
TOTA Wins Prestigious International Marketing Award
Thompson Okanagan Tourism Association
NEWS RELEASE
For Immediate Release
April 4, 2019
The Thompson Okanagan Tourism Association (TOTA) has been named the Tourism Laureate and winner of the International Place Marketing Award at the Place Marketing Forum in Lille, France for its leadership work in Sustainable Responsible Tourism.
The awards “recognize the most emblematic achievements of place marketing worldwide” and projects are selected based on the following criteria:
Innovation or idea bringing a major improvement in one or more areas
Remarkable Results with unquestionable qualitative and quantitative results
Emblematic Projects practice or realization that is emblematic of current trends and new practices in place marketing
The Forum is an annual 2-day event organized by the New Place Marketing and Attractiveness Chair (A&NMT) of the Public Management Institute (Aix-Marseille University) that brings together international leaders, elected officials, and decision-makers to exchange best practices in destination marketing around the globe.
As part of winning this award, TOTA CEO and President, Glenn Mandziuk, was recognized as a Laureate by the University and presented on the collective efforts of the Thompson Okanagan region to the over 500 in attendance. “Our team is so honoured to be recognized for our collective work in sustainable destination marketing and to have this opportunity to share the exciting initiatives underway in our region with the world”, says Mandziuk. “This would not be possible without the strong collaboration of our industry stakeholders, community Destination Marketing Organizations, corporate partners, Destination BC and the Ministry of Tourism, Arts, and Culture, whom we are so grateful for their support and innovative activities.”
TOTA is committed to creating a strong and healthy tourism economy while minimizing the impact on our natural and cultural resources by promoting sustainable business practices and responsible travel. The Association is guided by “Embracing Our Potential,” a 10-year Regional Tourism Strategy, working to strengthen seasonality, territorial cohesion, preservation of the environment, and enhancing local culture.
In the tourism category, TOTA was able to receive the award over some incredible international organizations and projects including:
Amsterdam Marketing, City of Amsterdam – Netherlands
America’s Musical Journey, Brand USA – United States
Comptoir des Loisirs d’Evreux – France
Culture Captcha – Kenya Tourism Board – Kenya
Made in Pic Saint Loup Association – France
Bisca Grands Iacs Tourist Office – France
Route of Industrial Culture, Ruhr Region – Germany
Biot Glass Factory – France
Visit Victoria – Australia
Wonderful Copenhagen – Denmark
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/
TOTA Receives Second Major International Award This Year For Leadership In Sustainable Tourism
Thompson Okanagan Tourism Association
NEWS RELEASE
For Immediate Release
September 24, 2018
Montego Bay, JAMAICA
The Thompson Okanagan Tourism Association (TOTA) has been awarded North America’s Responsible Tourism Award 2018 at the 25th Annual World Travel Awards. The Awards Gala, which was hosted in Montego Bay this past weekend, is highly regarded as one of the most important hospitality events of the year, with government officials, industry leaders, and international media in attendance.
Frank Antoine (TOTA Chair) and Glenn Mandziuk (TOTA President & CEO) with the award for North America’s Responsible Tourism 2018
The World Travel Awards is a renowned global initiative, founded in 1993, that celebrates distinction and recognizes collective success in the travel and tourism industry. Throughout the past 26 years, the coveted Awards have grown to set the benchmark for excellence across the globe.
This recognition comes on the heels of another international accolade, with TOTA taking home the Tourism for Tomorrow Destination Award at the World Tourism and Travel Council’s Global Summit in Argentina earlier this year.
“We are so very honoured to be receiving this international award for the work we are doing in this important area of tourism management”, said Glenn Mandziuk, President and CEO of TOTA. “This recognition does not come without a great deal of effort and collaboration from industry, communities and partners who have come together with a common belief in the critical nature of protecting our economic, environmental, cultural and social systems for future generations”.
TOTA’s commitment to sustainability was established in 2012, when the region’s 10-Year Regional Tourism Strategy, “Embracing Our Potential,” was completed. The strategy, the first of its kind in North America, was officially endorsed by the 90 communities and hamlets, and 33 Indigenous communities in the region, and has provided the roadmap for tourism development since then.
In 2017, the Thompson Okanagan Region was officially certified as the first destination in the Americas to have successfully achieved the Biosphere Sustainable Tourism Destination accreditation from the Responsible Tourism Institute, an international accreditation body that is affiliated to the World Tourism Organization and is a member of the Global Sustainable Tourism Council.
TOTA has also been nominated for the prestigious World’s Responsible Tourism Award 2018, which will be awarded in Portugal on December 1, 2018. Voting is now open and can be found on the World Travel Awards website.
Destination BC: Thompson Okanagan Regional Profile (2017)
Destination BC
Read the Full Profile Here: Thompson Okanagan Regional Profile (2017)
The Thompson Okanagan Regional Profile summarizes tourism indicators and provides a general overview of the area. The most recent annual data are presented including visitor volume, accommodation and transportation indicators, and information about seasonality and activities.
Top Markets for the Thompson Okanagan
BC residents make up the largest share of overnight visitation (61%) and spending (44%) in
the Thompson Okanagan region. Alberta residents make up the second largest share of overnight visitation (19%) and spending (28%).
Trip Characteristics by Origin
The Thompson Okanagan received 3,721,000 overnight visits in 2014 and generated over $1.4 billion in related spending. Domestic overnight travellers accounted for 85% of visitation and 83% of related spending. International travellers accounted for 15% and 17%, respectively.
On average, travellers to the Thompson Okanagan region stayed 3.6 nights and spent $105 per night. BC travellers stayed 3.0 nights and spent $90 per night during their trip. Other Canadian travellers stayed 4.9 nights and spent $123 per night.
Overnight vs. Same-Day Travel
Same-day travel encompasses travellers who enter and leave a destination (i.e. region) in less than 24 hours. Same-day travellers accounted for 56% of visitor volume and 19% of visitor expenditures in the Thompson Okanagan region.
For more research information by Destination BC, Visit: https://www.destinationbc.ca/Research.aspx
For more research information by TOTA, Visit us online at: https://totabc.org/research/