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Exploring the North Okanagan focus of new tourism collective

Destination Silver Star has partnered with Toursim Vernon, OKIB, SilverStar Mountain Resort

A regional tourism collective has been formed with the aim of boosting tourism revenues by marketing all that’s worth exploring in the North Okanagan.

Explore the North Okanagan is a collaborative marketing campaign between Destination Silver Star, Tourism Vernon, Okanagan Indian Band and SilverStar Mountain Resort. Launched this spring, the collective has a new website,, and a strategy that includes unique branding and a digital marketing campaign, inviting people to explore nature, celebrate each season with special events and develop an understanding of the cultures and history of the region.

“The North Okanagan is a region worth celebrating and talking about, and we value the impact collaborative marketing and partnerships bring to projects,” said Torrie Silverthorn, manager for Tourism Vernon. “We were thrilled when Destination Silver Star approached us to be a part of this partnership, and we appreciate Destination BC’s support and the potential they, too, see in the North Okanagan as a tourism destination.”

Partial funding for the collective comes from Destination BC through its Cooperative Marketing Partnerships program, which since 2015 has helped partners drive consumer demand and increase tourism revenues in B.C. communities.

“The cooperative funding support has helped us collaborate with neighbouring communities to collectively market this region as a thriving outdoor sports and culture haven with many diverse experiences to discover. Travellers will find scenic beauty, a thriving artisanal scene, outstanding locally owned restaurants, and Indigenous culture and heritage,” said Cassandra Zerebeski, executive director of Destination Silver Star.

“We are grateful to the support of Destination BC; consortiums like this help us craft stories and drive inspiration for visitors to better understand the character of this region, the unique experiences available here, and the numerous ways to travel and experience the gems of the North Okanagan.”

Zerebeski said Lumby and Armstrong are expected to join the collective later in 2024.

The collective highlights many upcoming events in the region, including the SEISMIC Spring Mountain Festival which starts on Friday, March 29; the Tails on Trails skijoring event featuring teams of dogs and their humans on March 30; the iconic Sovereign2SilverStar Ski Marathon on April 6 and 7; and Silver Star Mountain’s official closing day on April 7.

And with the arrival of spring, the tourism partners encourage people to make use of the 300-plus kilometres of trails in Greater Vernon, the official Trails Capital of B.C.

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Brendan Shykora

About the Author: Brendan Shykora

I started as a carrier at the age of 8. In 2019 graduated from the Master of Journalism program at Carleton University.
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