About TOTA

Thompson Okanagan Tourism Association's
Corporate Mandate
A New Direction

A Message from the CEO and Chair

THIS PAST YEAR HAS SEEN EXCITING CHANGES WITHIN THOMPSON OKANAGAN TOURISM (TOTA) AS WE MOVED FROM BEING A MEMBERSHIP-BASED ASSOCIATION TO ONE THAT REPRESENTS ALL TOURISM INTERESTS IN THE REGION.

Our strategic focus has broadened considerably as we seek to work with industry to heighten the appeal of the Thompson Okanagan as a region and increase the value of the overall tourism economy. To be truly successful in this role, we need to work together to strengthen all elements of the industry, whether it relates to access issues, innovative marketing and media relations, or building skills and knowledge within individual companies, communities and product sectors. The global tourism marketplace has become much more competitive and today’s economic climate remains challenging—but focusing on innovation and delivering memorable experiences will go a long way to achieving goals that we all share.

TOTA is thrilled to have recently expanded its staff and looks forward to delivering an increasing range of customized programs and services that meets the current needs of industry. We would like to take this opportunity to thank our Board colleagues and staff for their strategic input and commitment in recent months, and look forward to seeing what can be accomplished in this new era.


Glenn Mandziuk, CEO ceo@totabc.com	Michael J Ballingall, Chair chair@totabc.com

OUR MISSION
To support the ongoing growth and sustainability of our tourism industry by establishing Thompson Okanagan Tourism as a champion of excellence and innovation in destination marketing, management and industry development.

OUR VISION
To strengthen Thompson Okanagan’s position as a preferred destination for all travellers in our target markets.

OUR TARGET MARKETS
BC, Alberta, Washington, Ontario and long-haul international in UK, Germany, Asia Pacific and emerging South & Central America.

OUR KEY SECTORS
Golf, ski, wine, culinary, outdoor adventure, Aboriginal tourism, and festivals and events.

WHO WE ARE
An industry-led organization that represents and supports all business and community tourism interests throughout the Thompson Okanagan, while also assisting with the implementation of Provincial tourism policies.

Our Corporate Values

TOTA is committed to:

Encouraging creativity and innovation in developing a competitive destination
Developing working relations with stakeholders that are characterized by respect, integrity and transparency
Building supportive partnerships for the purpose of delivering excellent results
Facilitating business and community growth that is environmentally, culturally and economically sustainable
Respecting and responding to the issues and concerns of our stakeholders through developing effective engagement and communication with industry

Our Region

Over 3,200 stakeholders
Over 90 communities and hamlets
Rich diversity in landscapes
Wide array of visitor experiences
Almost $300 million per annum in room revenue from accommodation

What makes a tourism destination truly competitive

is its ability to increase tourism expenditure, to increasingly attract visitors while providing them with satisfying, memorable experiences, and to do so in a profitable way, while enhancing the well-being of destination residents and preserving the natural capital of the destination for future generations. (Ritchie & Crouch)

Our Strategic Focus

To create optimum relevance for our stakeholders through:

Developing a Regional Destination Development Plan
Capitalizing on the 2010 global exposure from the Winter Olympics in all our programs
Developing new training opportunities and business advisory services
Advocating for improved access to the region
Working with partners to facilitate the implementation of a regional research strategy
Penetrating new media channels and maximizing the benefits gained from social marketing
Improving all internal business operations and building a cohesive motivated and skilled staff team
Redeveloping the TOTA website to increase value to all users

Our Recent Accomplishments

The management of over $3 million public and private funds for investment in tourism market and product development
The establishment of two new departments – Industry Development and Research & Monitoring following our success in attracting $260,000 in federal funds
The expansion of the Community Development program
Tourism Partners Program – subscribed to fully on an annual basis
2010 – produced 110,000 Vacation Planners with extended distribution into Alberta and Washington
New electronic Travel Trade Tour Planner
The development of a monthly newsletter focusing on TOTA activities, regional and provincial tourism news, and market trends

Our Purpose

To sustain the Thompson Okanagan region as a competitive destination through setting strategic direction for the Thompson Okanagan Tourism Association and working as a policy board to ensure the long-term viability of the Association.

The 2010 TOTA Board

Our Core Functions and Contacts

To Increase leisure travel in our targeted markets through our CONSUMER MARKETING programs – marketing@totabc.com
To increase international exposure of the region and connect export ready product with wholesale buyers through our TRAVEL TRADE programs – trade@totabc.com
To increase market awareness of the Thompson Okanagan as a preferred destination and strengthen the profile of the region through our MEDIA RELATIONS programs – media@totabc.com
To increase competitiveness of individual communities through our COMMUNITY DEVELOPMENT programs – community@totabc.com
To increase industry capacity and visitor appeal of the overall destination through our INDUSTRY DEVELOPMENT programs – industry@totabc.com
To increase our consumer-centric focus and the region’s appreciation of the value of tourism through our RESEARCH & MONITORING programs – research@totabc.com