News & Resources
The latest Thompson Okanagan tourism industry news from TOTA, tourism businesses, and communities.
Destination BC Learning Centre - Digital Foundations - Search Engine Optimization
Digital Foundations is a self-guided program that explores the why, what, where, and how of digital marketing.
The third of the seven modules, called Search Engine Optimization, will help you understand the components of a successful SEO strategy and identify some of the ways you can get started.
Destination BC Learning Centre - Digital Foundations - Social Media
Digital Foundations is a self-guided program that explores the why, what, where, and how of digital marketing.
The second of the seven modules, called Social Media, will help you explore key social channels to determine which are a fit for your business and will share tips to engage your audience in good times and bad.
GreenStep and Canada’s Queer Chamber of Commerce have partnered to Advance Inclusive, Sustainable Tourism Across Canada
GreenStep and Canada’s Queer Chamber of Commerce (CQCC, formerly CGLCC) have partnered to help tourism businesses across Canada become both more inclusive and more sustainable.
Through this partnership, GreenStep will promote the CQCC’s Rainbow Registered accreditation, and the CQCC will promote GreenStep’s Sustainable Tourism Pathway program.
This partnership will promote inclusivity, sustainability, and community impact.
TOTA and other communities & businesses in the Thompson Okanagan have completed the CQCC’s Rainbow Registered accreditation, and continue to promote inclusivity and sustainable tourism throughout the region.
The Thompson Okanagan is a Biosphere Gold Certified Destination
We are pleased to announce that after a successful renewal audit, the Thompson Okanagan remains a Biosphere Gold Certified Destination, which moves sustainability forward by encouraging the business community to make sustainable efforts, communicating with the business community, and having access to real-time information on the global state of sustainability of the destination and its business community.
Sustainability is an underlying principle of the Thompson Okanagan Tourism Association (TOTA). TOTA is committed to facilitating business and community growth that is environmentally, culturally, and economically sustainable, in alignment with the UN's 17 SDGs. As a signatory of the Glasgow Declaration, TOTA supports halving emissions over the next decade and reaching Net Zero emissions before 2050. TOTA is motivated to take action from both directly experiencing the impacts of climate change and understanding the co-benefits of social, economic, and environmental activities designed to address climate change. TOTA will lead by example by continuously sharing knowledge, raising awareness ,and driving collaborative action on sustainability in the region.
Through TOTA, the Thompson Okanagan region is a Biosphere Certified Gold Destination. On November 2, 2017, the Thompson Okanagan region was officially certified as the first destination in the Americas to have successfully achieved the Biosphere Tourism Destination Certification from the Responsible Tourism Institute.
Destination BC Activity Research
Destination BC has released five publications and research profiles relevant to various activities and sectors in British Columbia. These reports detail 2025 sector profiles for outdoor recreation, cycling tourism, Indigenous tourism, ski tourism, and wine tourism.
Destination Canada’s Radical Ambassadors Visit the Thompson Okanagan
Destination Canada has created The Canada Specialist Program that entails bringing a select group of Australian Travel Agents to Canadian destinations with the mission of showcasing Canada, naturally to their networks. In fall 2025 TOTA in collaboration with Destination BC hosted this select group of travel agents in the region.
Destination Canada has created The Canada Specialist Program that entails bringing a select group of Australian Travel Agents to Canadian destinations with the mission of showcasing Canada, naturally to their networks. This fall, the Thompson Okanagan Tourism Association (TOTA) in collaboration with Destination BC hosted this select group in the Thompson Okanagan.
The group began their adventure in Penticton then travelled north to Kelowna and ended in Vernon and then carried on to Vancouver and the Yukon.
This program offers the agents the opportunity to experience the destination they are selling and showcase it on their channels. The group was amazed by the vibrancy of an Okanagan fall and the kindness they found in the people they met along the way.
Read their recap of their adventures in their piece in KARRYON.
Thank you to the businesses and communities that helped us host this group.
Photos by Eunica Pineda and Monica Leeck
Destination BC Learning Centre - Digital Foundations - Getting Started with Digital Marketing
Digital Foundations is a self-guided program that explores the why, what, where, and how of digital marketing.
The first of the seven modules, called Getting Started with Digital Marketing, will help you determine what you aim to achieve with digital marketing and help you identify your target audience and the priority channels where you will focus.
TOTA Team Hosts a Valleys and Vineyards Media Trip
The TOTA Marketing and Communications Team in collaboration with Destination BC hosted a group of top tier international media in the Thompson Okanagan to showcase the Okanagan Valley and Destination BC’s new branding, Valleys and Vineyards.
The Thompson Okanagan Tourism Association (TOTA) Marketing and Communications Team in collaboration with Destination BC hosted a group of top tier international media in the Thompson Okanagan to showcase the Okanagan Valley and Destination BC’s new branding, Valleys and Vineyards. The trip hosted six media from Canada, the United States, Australia, China, and Mexico.
The group began in Kelowna and made their way south to Summerland, Penticton, Naramata, Oliver, and Osoyoos. The theme of the trip was savouring the gifts of the Okanagan highlighting the incredible farm to table cuisine, wineries, and outdoor experiences the region has to offer. Including the dark sky designations of Johns Family Nature Conservancy Regional Park as only the third Nocturnal Preserve and the efforts of Dark Sky Naramata, reinforcing the beauty in taking a step back and enjoying the wonders of nature.
Thank you to the businesses and communities that helped us host this group.
Photos by Garfield Wang, Monica Leeck
Resulting Coverage:
B.C.’s most delicious destination? I visited Canada’s first UNESCO ‘City of Gastronomy,’ and that was just the start - Toronto Star by Wing Sze Tang
Destination BC’s First BC Accelerator Program Hosted in Kelowna
The TOTA Marketing and Communications Team attended and helped plan Destination BC’s inaugural BC Accelerator Program bringing the opportunity for businesses to meet with top tier travel trade buyers from BC’s key international markets.
Destination BC hosted their inaugural BC Accelerator Program in Kelowna at the Eldorado Resort from October 20 to 22. This program was launched as a pilot project aimed at furthering growth opportunities for tourism businesses in the province and connecting businesses with top tier tour operators. The event brought together 41 international travel trade buyers and 41 tourism suppliers from across the province for the opportunity to connect and learn more about the travel trade industry and what the province has to offer.
The TOTA team was happy to assist in the planning of this event and appreciated the opportunity to showcase this region to top tier international buyers. The feedback from businesses and buyers has been overwhelmingly positive and we hope to see this program continue in the future.
Photos by Darren Hull and Destination BC
Along with having the conference hosted in the Thompson Okanagan in Kelowna, we had the opportunity to host a Pre FAM (Familiarization Tour) in collaboration with Destination BC. Taking 12 international buyers from from Mexico, China, Canada, United States, and the United Kingdom through the Thompson Okanagan along Highway 97 through the Valleys and Vineyards. The group travelled along Highway 3 to Osoyoos then continued North to Oliver, Penticton, Vernon, and back to Kelowna.
The buyers were thrilled to experience the Highway 97 road trip for their own reference when selling BC road trips to their customers and admired the variety of experiences this region has to offer, along with the warmth and professionalism of the business owners and staff.
Thank you to the communities and businesses that hosted this group.
Kelowna designated as Canada’s First UNESCO Creative City of Gastronomy
Kelowna has been designated a UNESCO Creative City of Gastronomy. Kelowna is Canada’s first city to receive this designation in the creative field of gastronomy, joining other cities in North America such as San Antonio (Texas, USA) and Mérida (Mexico).
Gastronomy is important to Kelowna’s economy, attracting over 2 million visitors annually and generating $1.17 billion in tourism revenue. Kelowna is home to more than 500 restaurants, contributing $394 million annually. Local agriculture occupies over half of Kelowna’s land, which adds $3.6 billion to the economy, and supports nearly 5,000 jobs.
Kelowna’s application for the UNESCO designation earlier this year was a collaborative effort supported by the City of Kelowna, Westbank First Nation, Tourism Kelowna, and Okanagan College, with input from a wide range of industry professionals and community members, including growers, producers, chefs, business owners, not-for-profit organizations, and technology companies.
Financial Capability Workshop for Indigenous Women Entrepreneurs
All Nations Trust Company (ANTCO) will be running a financial capability workshop for Indigenous Women Entrepreneurs in Kamloops following the success of their Penticton based workshops.
In this workshop, you will learn how to create a personal budget that supports both your financial goals and your business success.
WHERE: ANTCO Boardroom, 520 Chief Eli La Rue Way, Kamloops BC
TIME: 9:00am - 4:00pm
DATE: November 24th OR November 25th, 2025
TO REGISTER CONTACT: April at 778-471-8340 or aprilp@antco.ca
Participants will enjoy a light breakfast, lunch, swag, door prizes, and a small honorarium.
You must be an Indigenous Female to attend. (First Nations, Inuit, or Metis).
TOTA and Tourism AI Network are Partnering to Develop a Data-Driven Tool for Tourism
The Tourism AI Network (TAIN), in partnership with Thompson Okanagan Tourism Association (TOTA) and RJA Consulting, has announced a new collaboration to design and develop TourismOps AI, a data-driven tool aimed at solving the industry's biggest challenge: fragmented data and complex reporting.
The planned TourismOps AI platform is initially being designed to help organizations:
Unify Data: Combine internal data into one secure AI platform.
Automate Reporting: Simplify and automate multi-funder reports.
Reduce Administrative Burden: Spend less time on spreadsheets and systems.
Tell a Deeper Story: Move beyond simple visitor spend to highlight the full impact of your destination.
Destination BC Beautiful Seats Campaign
Vancouver will be hosting the FIFA 2026 World Cup and Destination BC is looking to extend the Beautiful Seats Campaign to show the world that British Columbia offers another kind of seat, one with beautiful views of this province.
Your content could be featured in international campaigns, print, platforms, and events.
What they’re looking for:
Content that clearly shows a ‘seat’ in British Columbia: horseback riding through a valley, mountain biking down a rugged trail, taking in a stunning view from a park bench, relaxing on a beach blanket on a sunny shore…you get the picture!
Photos and/or short video clips.
New material or existing content from your image bank is welcome.
Provide the highest resolution you have available.
Both horizontal and vertical formats are encouraged.
Authentic, natural images work best, whether people-centred or place-centred.
Vertical formats are strong for social media, while horizontal formats are often used in campaign and media placements.
How to take part
Share your Beautiful Seat photos or videos with Destination BC by November 30, 2025. It’s a simple, free and powerful way to put your destination in front of a global audience.
Submit your Beautiful Seat here.
TOTA 2025 AGM & Announcement of Board Directors
The Thompson Okanagan Tourism Association (TOTA) Annual General Meeting (AGM) was held on Tuesday, October 24, 2023, at the Penticton Lakeside Resort, on the traditional, unceded, and ancestral territory of the Syilx (Okanagan) People.
The meeting included an overview for the year ending March 31, 2023, the presentation of the Fiscal Year 2022/23 Audited Financial Statement, Governance Report, TOTA Activities, and the Board Election Results.
Please join us in congratulating the new and returning board of directors.
The Thompson Okanagan Tourism Association (TOTA) Annual General Meeting (AGM) was held on Wednesday, October 22, 2025, at the KF Centre for Excellence on the traditional, unceded, and ancestral territory of the Okanagan Indian Band and the syilx Okanagan People.
The meeting reviewed the fiscal year ending March 31, 2025 including a presentation of the Audited Financial Statements, Governance Report, and TOTA Activities, as well as the announcement of the Board Election Results.
Board Director Election
We would like to thank all of those in attendance as well as the candidates that let their names stand in this year's election.
Please join us in congratulating the new and returning board of directors:
Executive Directors
Chair:
Sandra Oldfield, Elysian Projects (Elected for Additional Term)
South Okanagan | Sector: Business Services
Vice-Chair:
Kimo Linders, ERTCU Travel Group (Continuing Term)
All sub regions | Sector: Receptive Tour Operator
Secretary-Treasurer:
Cassandra Zerebeski, Tourism Industry Association of BC (Elected for Additional Term)
North Okanagan | Sector: Non-profit
Past Chair:
Michael J. Ballingall, Big White Ski Resort (Elected for Additional Term)
Boundary Country | Sector: Attraction
Directors
Mandi Carroll, Westbank First Nation (Continuing Term)
Central Okanagan | Sector: Other
Sam Collins, Mission Hill Family Estate Winery (Iconic Wines of BC) (New)
Central Okanagan | Sector: Wine & culinary
Vicki Dalgleish, Sandman Hotel Group (Continuing Term)
North Thompson, South Thompson, Gold Country, North Okanagan, Central Okanagan, South Okanagan, and Similkameen | Sector: Accommodation
Kelley Glazer, Destination Osoyoos (Continuing Term)
South Okanagan | Sector: DMO
Lumin Kite, Trails to the Boundary Society (Continuing Term)
Boundary Country | Sector: Other
Aaron Macdonald, Sun Peaks Resort (Elected for Additional Term)
North Thompson | Sector: Leisure
Jim Moroz, Kamloops Airport (Vantage Group) (New)
South Thompson | Sector: Other: Transportation
Lara Pethybridge, Andrew Peller Ltd (Continuing Term)
Central, South Okanagan | Sector: Wine
Dale Sivucha, Coast Capri Hotel (Elected for Additional Term)
Central Okanagan | Sector: Accommodation
Aggie Weighill, Okanagan College (New)
North Okanagan, Central Okanagan, South Okanagan, Shuswap | Sector: Other: Education
Welcome to all of the new and continuing board members. We thank you for your dedication and commitment to the Thompson Okanagan tourism industry and the region.
Learn more about the directors at TOTABC.org/Board.
Contact TOTA
If you have any questions or comments, please email AGM@TOTABC.com.
TOTA Research Snapshot - October
Once a month, through our newsletter and News Centre, TOTA will bring you a sample of the key visitation and accommodation trends shaping our industry, courtesy of the team at Symphony Tourism Services.
Below is a detailed overview of October's report. We encourage you to monitor our newsletters for ongoing research highlights.
Michael J. Ballingall named the 2025 Business Leader of the Year
Michael J. Ballingall, the Senior Vice President of Big White Ski Resort Ltd., has been named the 2025 Business Leader of the Year by the Kelowna Chamber of Commerce’s Business Excellence Awards independent judging panel.
He is being recognized for providing leadership and long-standing contributions to the tourism and hospitality industry, his role in expanding the international reach of Big White Ski Resort, and his commitment to tourism development across the Thompson Okanagan region. He will be presented with the award at the Chamber’s Business Excellence Awards Gala on October 30, 2025.
BetterTable x Food Mesh Webinar
Did you know that reducing food waste isn’t just good for the planet—it can also boost your bottom line?
Join FoodMesh and BetterTable for an interactive 30-minute webinar designed specially for hospitality professionals in the North Okanagan. You’ll discover simple, practical ways to cut waste, save money, and strengthen your connection to the local community.
Why attend?
- Boost profits: Learn proven strategies to reduce waste and maximize your food cost savings.
- Stay ahead of the curve: Get insights on food waste trends, policies, and best practices shaping the industry in the Okanagan and beyond.
- Get inspired by peers: Hear real-world examples from chefs and restaurateurs already making food waste work for them.
- Do good locally: Find out how donating surplus food supports Okanagan residents, while unlocking tax incentives and meeting regulations with ease.
This session is short, engaging, and packed with takeaways you can start using right away in your restaurant, café, or food service operation.
Don’t miss this chance to turn food waste into profit and purpose.
Date: Wednesday, November 5, 2025
Time: 2:00 PM PST
Length: 30 minutes
Where: Online (free with registration)
Register today and start turning food waste into profit and purpose: https://us02web.zoom.us/webinar/register/WN_0rDU7zQyRt6rqwcRUEFaGg#/registration
Applications are open for the Valleys and Vineyards “Spark” Program
The Valleys & Vineyards “Spark” Mentorships & Grants Program will match selected applicants with a tourism mentor, provide a $3,000 grant, and offer additional partner support to help take their new tourism ideas to the next level of development.
Applications from tourism small businesses, entrepreneurs, and non-profit organizations based in British Columbia are encouraged to apply from October 1 - November 12, 2025.
Applications can be submitted on the Tourism Innovation website.
What is Valleys & Vineyards?
Valleys & Vineyards is one of the six destination brands that are part of Destination BC’s Super, Natural British Columbia® brand family.
Valleys & Vineyards is located within the territories of the Syilx Okanagan Nation and Secwépemc Nation in the Okanagan and Similkameen Valleys.
TOTA Team Attended GoMedia 2025
The TOTA Marketing and Communications Team attended Destination Canada’s GoMedia Conference and had the opportunity to host a GoMedia Pre FAM in collaboration with Destination BC.
The Thompson Okanagan Tourism Association (TOTA) Marketing and Communications Team attended Destination Canada’s GoMedia Conference, September 14-18, 2025, hosted in Jasper Alberta along with 206 attendees, 79 international media and 79 industry partners. Here, the team had the opportunity to meet with sixteen international media in the marketplace, participate in professional development sessions, and network with industry partners and media from around the world.
Photos by Destination Canada
The team also had the opportunity to host a Pre FAM (Familiarization Tour) in collaboration with Destination BC. Taking six top tier media from Mexico, Germany, the United Kingdom, Japan and China through the Thompson Valley on a Rainforest to Rockies road trip. The group began in Whistler and continued through to Kamloops, then Clearwater, and ended in Valemount.
The group was amazed by the beauty of the ever changing landscapes of this road trip, the unlimited access to the beautiful outdoors and parks in the region, and the kind people willing to share their home with visitors.
Thank you to the communities and businesses that hosted this group.
Photos by Kieran Murphy, Lin Chang, and Jenna Labossiere
Destination Think’s 24 Hours of Tourism Innovation
Destination Think is launching the second annual 24 Hours of Travel Innovation, on World Tourism Day 2025, September 25, 2025.
This is a free, online, global event showcasing 27 destinations from Canada, the U.S., Europe, New Zealand, and Australia. This event highlights innovative case studies demonstrating how tourism can positively impact the environment, culture, communities, and economies. This will create a knowledge hub to inspire responsible tourism practices worldwide.
The event starts September 26, 2025 (09:00 NZST / September 25, 14:00 PST), and those interested can register using the link below.