Strategy targets regional tourism

Plan developed to attract more visitors to the Thompson-Okanagan

Tourism leaders throughout the Thompson-Okanagan now have a new regional strategy to attract more travellers from around the world.

The plan aims to increase the region’s $1.73-billion annual tourism industry by five per cent over the next decade, and to boost the number of travellers who visit – especially in the slower spring and fall seasons.

“While close to 3.5 million travellers visit the region every year and tourism is a major economic engine, it faces the challenges of extreme summer-heavy seasonality, a lack of themed storytelling in its marketing, and increasing worldwide competition,” said Glenn Mandziuk, chief executive officer of the Thompson Okanagan Tourism Association.

Mandziuk believes the strategy will be effective because TOTA has included insight from the Canadian Tourism Commission’s Explorer Quotient program.

The program identifies people as belonging to one of nine traveller types based on their values and travel preferences.

“By targeting three of these types – free spirits, cultural explorers and authentic experiencers – tourism operators around the region will be able to develop compelling marketing messages that showcase particularly appealing experiences in the Thompson-Okanagan,” he said.

The strategy notes that the Thompson-Okanagan has major tourism strengths including its weather, scenery, distinctive rural experiences, festivals, local flavours, urban facilities, and aboriginal offerings.

In order to attract its most likely visitors to authentic experiences, the strategy calls for five main areas for action: identifying iconic, memorable experiences distinctive to the region; showcasing local flavours such as cuisine, wines and local produce; developing stories about history, culture and other themes that create an emotional connection; developing travel experiences that include learning; and helping visitors understand how the region differs culturally from their home.

The strategy is still considered a draft.

TOTA will hold more consultation meetings with tourism stakeholders over the next three months for possible refinements, and the 10-year tourism road-map will be finalized by March 2012.

 

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Spall golfers sizzle

Countback needed to determine low gross winner in first flight

Coldstream provincial park trail gets assessment

Vernon Search and Rescue, BC Parks, assess trail on Kal Lake Provincial Park’s east side

Vernon Vipers add experience to roster

Western League veteran joins Snakes, who also sign player out of prep hockey

Therapeutic art for sale at Vernon show

17th annual Awakening the Spirit Art Show and Sale presented by Vernon Canadian Mental Health Assoc.

QUIZ: Do you know the truth?

In what has been described as a post-truth era, how much do you know about truth and lies?

53 new COVID-19 cases, no new deaths cap off week of high infection rates in B.C.

Roughly 1,500 people are self-isolating because they either have COVID-19 or have been exposed to it

Mitchell’s Musings: Hockey’s comeback begins in earnest in August

Sports is back. Well, at least sports in a bubble is back.… Continue reading

Local state of emergency declared near Okanagan home

Slope failure cited as City of Penticton issues notice at home in 600 block of Heather Road

Simon Cowell breaks his back falling from electric bike

Incident happened at his home in California

VIDEO: Internet famous Yukon-based bhangra dancer explores Vancouver Island

Gurdeep Pandher spreads joy through dance, forms cross-cultural connections amid pandemic

Fentanyl-laced powder being sold as cocaine in Kamloops

Interior Health has released a warning about very strong fentanyl in Kamloops

Unofficial holidays: the weird and wonderful things people celebrate around the world

On any given day of the year, there are several strange, silly or serious holidays to observe

Video: Enraged man terrifies staff and customers at Shuswap restaurant

Video on Facebook shows the man hurling profanity at workers during the dinner rush on Aug. 7.

Moving on: Tanev scores 11 seconds into OT as Canucks oust Wild

Vancouver beats Minnesota 5-4 to move into first round of NHL playoffs

Most Read