NEWS RELEASE
For Immediate Release: Thursday, October 20, 2011

TOURISM SUMMIT WILL BOOST KEY INDUSTRY IN THE THOMPSON OKANAGAN

In less than two weeks tourism leaders from across the Thompson Okanagan will meet to see how they can make their industry – which already generates thousands of jobs and $1.75 billion per year in economic activity – an even bigger contributor to the Region’s economy.

About 200 tourism leaders will gather at Sun Peaks on Nov. 2-4 for the Thompson Okanagan Tourism Summit, to hear world-class speakers suggest ways of attracting more visitors to the Region through new approaches to marketing, sales, and the delivery of visitor experiences..

The Summit host organization, the Thompson Okanagan Tourism Association (TOTA), will also unveil a draft 10-year Regional Tourism Strategy, which outlines a framework for strengthening the industry based on input from stakeholders throughout the Region . The strategy is expected to identify key directions for the industry so it can attract the growing number of “experience-seeker” travellers from key markets in B.C., Alberta, Ontario, the U.S., Europe, Asia and Australia.

Summit-goers will also be able to offer input into a new Tourism Human Resources Plan for B.C. being developed by go2, the province’s tourism and hospitality human resource association. In addition, the Summit will feature a banquet and presentation of the 2011 Tourism Excellence Awards for the region.
“Tourism businesses are a key part of most communities throughout our region – from Valemount to Osoyoos, Kamloops to Merritt, Penticton to Grand Forks, and Salmon Arm to Kelowna,” says TOTA Chief Executive Officer Glenn Mandziuk.

“This Summit offers our businesses, communities and marketing people a chance to network and learn from top tourism experts – and come away with the latest best practices and strategies that we can all use to help raise Thompson Okanagan tourism to the next level,” he adds. The Summit program will look at what motivates visitors to come to the Thompson Okanagan, how to market in a way that truly connects with travellers, and how to increase sales and profits. The program has been created by TOTA Industry Development Specialist Jennifer Houiellebecq.

Mandziuk notes that the Region is blessed with an amazing combination of beautiful natural landscapes, resourceful people and an excellent tourism and business infrastructure– and by pulling together, the Region can become even more globally competitive and stakeholders can prosper. “

The Summit’s theme is ‘The Values Matrix’, and will provide new insights into ‘people, product, price and promotion’. The Summit is the biggest tourism industry event of the year in the Thompson Okanagan. Featured speakers will include Environics Research president Dr. Michael Adams, Canada Wide Media CEO Peter Legge, industry coach Dr. Nancy Arsenault, Canadian Tourism Commission senior vice-president Greg Klassen and experiences specialist Will Harding, digital marketing expert Tod Maffin, management consultant Fred Sarkari, human resources specialist Cindy Tripp, and leadership authority Hugh Culver.

Summit attendees come from the fields of economic development, resort management, community development, marketing, eco-tourism, hotels, wineries, the golf or ski industries, the culinary and restaurant sector, and many other businesses and organizations in the Thompson Okanagan.

People wanting more information about the Summit are invited to contact Meaghan Caruana, TOTA Sales Specialist, at 250-860-5999 ext. 203 or email: sales@totabc.com. Summit information and registrations forms are also available online at: www.totabc.org/2011summit.

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FOR INFORMATION:
Glenn Mandziuk
Chief Executive Officer
TOTA
250-860-5999 ext 216
ceo@totabc.com