TOTA’s Commitment
Thompson Okanagan Tourism Association’s Vision, Mission, and Values Organizational
Mission
To encourage and support sustainable tourism growth for Indigenous and non-Indigenous communities through collaborations and research.
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 the Thompson Okanagan.
Values
People
Stakeholder Engagement: Build strong relationships with staff, board members, communities, residents, and industry partners by addressing their unique challenges and opportunities. Prioritize direct engagement and implementable training. Create representation for tourism by educating communities on the value of tourism.
Diversity, Equity, Inclusion & Access: Foster a welcoming environment for all. Engage Indigenous and non-Indigenous communities to share history and culture. Provide industry guidance on creating inclusive experiences.
Planet
Stewardship: Act as responsible caretakers of the region, ensuring thoughtful destination management and sustainable tourism development.
Sustainability: Promote responsible tourism by expanding seasonal and geographic visitation, enhancing diversity and inclusion, and adopting regenerative practices.
Prosperity
Tourism Resiliency: Support sustainable regional tourism projects that align with strategic priorities. Help industry adapt to evolving conditions through education and innovation.
Global Recognition: Position the region as a top international destination by curating unique, sustainable experiences that resonate with global travelers and foster long-term visitor relationships.
The Thompson Okanagan Regional Tourism Strategy, known as Embracing Our Potential, is a 10-year roadmap guiding sustainable tourism growth, focused on creating year-round tourism opportunities and supporting community development. It aims to expand the region's tourism success beyond peak seasons through collaboration and partnerships. The strategy was developed through extensive research, stakeholder consultations, and regional workshops, ensuring alignment with environmental, social, and cultural sustainability.