Who We Are

The Thompson Okanagan Tourism Association (TOTA) is a not-for-profit society governed by the BC Societies Act. TOTA is an industry-led organization, governed by an elected Board of Directors, who represent and support business and community tourism interests throughout the Thompson Okanagan region.

TOTA is one of six Regional Destination Management Organizations (RDMO) in the province of British Columbia that work under the Super, Natural British Columbia brand as an official representative of Destination British Columbia, and whose mandate includes Industry Development, Destination Marketing, Destination Stewardship, and Destination Development.

Values / Guiding Principles

People

Engage Internal and External Stakeholders: Build and strengthen relationships with stakeholders, including staff and board members, communities, residents and industry partners by understanding the unique challenges and opportunities each is facing, now and into the future. Our strength is in our ability to have one-on-one contact with stakeholders and to deliver training and programs that industry partners are able to implement immediately. Understanding that travel is a privilege and not a right, we must work with communities and their residents to provide education and awareness on the Value of Tourism to earn the right to develop tourism and hospitality resources and continue to welcome visitors.
Diversity, Equity, Inclusion, and Access: Assist in welcoming all people to the area, to the industry and to TOTA. Engage with Indigenous and non-Indigenous communities to invite and encourage the sharing of history and culture. Provide industry with information and education on developing products and services that are welcoming and inclusive for all.

Planet

Stewardship: Recognize the role that TOTA plays as a steward of the region and commit to careful and responsible management of the destination that has been entrusted to our care; to take a thoughtful and mindful approach to the direction and development of the region, and delivery of tourism products and services.
Advance Sustainability: Integrate the ethos of responsible destination management in all aspects of activities. Work with industry partners to expand seasonal and geographic visitation, focus on diversity and inclusion, and move toward a regenerative approach that maximizes the positive environmental impacts of tourism.

Prosperity

Long Term Tourism Resiliency: Support regional destination development projects that align with regional and provincial strategic priorities, which build on foundational principles of responsible, sustainable tourism. Work with industry to find new approaches to service delivery through changing conditions by bringing awareness, information, and education on how to adapt and evolve to overcome challenges.
Internationally Recognized Destination: Support becoming an internationally recognized destination through our ability to curate unique regional experiences that resonate with international markets and address their value for sustainable tourism experiences. Facilitate a two-way connection that emphasizes the mutual benefits of attracting and retaining international visitors.

Vision

We are industry leaders in sustainable tourism, focused on the pillars of people, planet, and prosperity. We are recognized for our respectful collaborations and commitment to revealing the cultural and environmental richness that surrounds us.