A critical part of the region’s economy is trying to overcome flood, fire and public perception.
The Thompson Okanagan Tourism Association is launching efforts to let visitors from across Canada and around the world know that the area is open for business.
“I am sure we can all agree that 2017 has been an interesting year, certainly not without its challenges,” said Glenn Mandziuk, TOTA chief executive officer.
“First, with floods, and now with fires, there has been more the ample negative news for the media to capitalize on. Many of our stakeholders are still not in their homes or businesses or have just returned home and are trying to return to a version of normal and our thoughts and concerns continue to be with all of them.”
According to Mandziuk , stakeholders hundreds of kilometres from wildfire areas have also been feeling the effects.
“We’re hearing similar stories throughout the region with visitor cancellations and loss of business occurring due to air quality concerns, road closures, and a perceived threat to the public,” he said.
“The impact of the media coverage has been crippling, with an inaccurate representation of current conditions and hyperbolic messaging dissuading potential travellers from visiting B.C.”
TOTA staff are working actively with various partners across to try and clarify the messaging, while consumer marketing efforts are in full swing.
“We will be assisting Destination B.C. in its request for additional post-fire marketing,” said Mandziuk.
“Currently, our partner, Mobilize, which has about 150 young adults working in our region and Alberta, is instituting a social media campaign to elevate the current situation on the ground, posting photos and videos from around the region and posting to its social channels,” said Mandziuk, adding that tourism operators are are also being encouraged to join the marketing effort.
“In an effort to communicate our open for business messaging, we ask all effected stakeholders to engage their visitors in uploading user generated content daily, posting photos and videos under the #explorebc #stateofplay #communityname or the business name.
“We may never be able to outspend the news but with a focused effort and using the power of digital we collectively can get our message into the market.”