Travel Media
TOTA’s Travel Media team works alongside Destination British Columbia, with journalists, freelance writers, occasionally content creators, editors, and broadcasters on travel-focused stories to build destination awareness in our top international markets. By inviting travel media professionals to the
Travel Media helps with research, travel planning, image sourcing, interview contacts, filming, and more to promote the Thompson Okanagan region as a travel destination. TOTA assists media with research, travel planning, image sourcing, interview contacts, and filming to build destination awareness in key markets. Travel Media offers the opportunity to tap into audiences we may not be able to otherwise, by being featured on official outlets that have a major following.
TOTA maintains national and provincial partnerships with organizations such as Destination Canada, Destination BC, Indigenous Tourism Canada, Indigenous Tourism BC, and the BC Wine Institute to share story ideas and fulfill media requests. Regionally, TOTA collaborates with Community Destination Marketing Organizations (CDMOs) and tourism businesses to share story ideas, announce new products, and host media in the region.
To continue to share stories of the region and new products, the TOTA media team attends media conferences and events along with sharing a quarterly media newsletter. This effort is to build relationships with media and to pitch them in the hopes it will result in an opportunity to host and eventually a published piece. If you have a new business or initiative, you think would be media ready, please share it with us by emailing digital@totabc.com.
Opportunities to work with TOTA
Engage with the Thompson Okanagan and TOTA channels by tagging the @Thompson_Okanagan accounts on social media and sharing current events, business updates with the TOTA Comms team. To see your visual assets be used by TOTA, Destination BC, and beyond, send you photo and video assets to the TOTA Communications team so they can upload them to the provincial asset hub. Reach the team by emailing digital@totabc.com.
Travel Trade
The Thompson Okanagan Tourism Association works in partnership with Destination BC to work with the Travel Trade, building destination awareness in our key markets, The United Kingdom (UK), the United States (US), Mexico, Germany, Australia, China, and Canada.
Regional Partnerships
TOTA works with the following regional partners to share story ideas, new product announcements, and hosting Travel Trade in region:
Tourism Vernon
SilverStar Resort
Tourism Kelowna
Big White Resort
Tourism Valemount
Tourism Wells Gray
Tourism Sun Peaks
Tourism Kamloops
Explore Gold Country
Tourism Merritt
Focus & Strategy
Attract new business and increase overnight stays by targeting key accounts that bring tour groups and FIT (Free Independent Travelers) to the region.
Provide research, travel planning, new product bulletins, sample itineraries, destination information, and trade familiarization (FAM) trips.
Partnerships
Collaborate with Destination BC, Destination Canada, Indigenous Tourism Canada, and Indigenous Tourism BC on domestic and international trade initiatives.
Maintain regional partnerships with various tourism organizations and resorts to share stories, promote products, and host travel trade professionals.
Work with private PR firms, industry associations, and cross-promotional partners (e.g., Cariboo Chilcotin Coast Tourism and North Central Washington Economic Development District).
Marketplaces & Events
Attend major travel trade marketplaces, including Rendez-vous Canada, Explore BC, CITAP, and other domestic and international trade events.
Export-Ready Product Support
Inform the travel trade industry about new products, transportation updates, and renovations to existing tourism offerings.
Provide resources and guidance for businesses looking to become “travel trade ready.”
Hosting Travel Trade Familiarization (FAM) Tours
Partner with Destination BC and Destination Canada to host key tour operators and travel planners for short but impactful visits to the region.
Focus on promoting travel to different sub-regions during shoulder and low seasons.
Work with stakeholders to develop customized itineraries.
Destination Information & Media Support
Supply tour operators and agencies with destination information, images, and b-roll through an online travel trade planner and provincial image library.
Travel Trade CRM & Communications
Maintain a CRM system to track and manage travel trade accounts, ensuring continuous engagement and updates after trade events and meetings.
Websites
Thompson Okanagan
The Thompson Okanagan brand and it’s secondary brands Stay a While, and Stay to Discover, hope to attract those seeking sustainable travel destinations, promote authentic experiences, and encourage visitation throughout the region year round.
This initiative supports TOTA’s commitment to the creation of a strong and healthy tourism economy, whilst minimizing the impact on natural and cultural resources by showcasing our 7 Generations Regional Pledge, sustainable business practices, and encouraging responsible travel.
Thompson Okanagan aligns with the Super, Natural British Columbia brand as an official representative of Destination British Columbia.
This channel includes a dedicated website, social media channels, digital advertising initiatives including search engine marketing, content development, and influencer and affiliate marketing.
BC Rail Trails
The BC Rail Trails initiative was developed to showcase our iconic attraction in the region that differentiates the Thompson Okanagan from other worldly destinations. The objective is to increase awareness about the rail trails found throughout the region that act as a pathway connecting communities throughout the spring, summer, fall, and winter seasons.
The initiative began with the promotion of the Kettle Valley Rail Trail and the Columbia Western Rail Trail and has grown to include trails throughout the Thompson Okanagan region and beyond, including the Okanagan Rail Trail.
This brand includes a dedicated website and content found on the Thompson Okanagan channels. It will continue to grow with further partnerships to other BC regions that are home to rail trails.
7 Affirmations for 7 Generations
The beauty of the Thompson Okanagan is rooted in the diversity and well-being of the natural spaces that surround us, as much as the people and communities calling it home. As a visitor, you are entering a region that values its environment, communities, and history. The Pledge is a promise to travel with care, respecting the land and the people for their preservation for future generations. Take the pledge and deepen your travel experience with intention and connection.
The 7 Generations Pledge was created out of a need to develop guidelines for sustainable tourism and conscious travel. Based on the Seven Generations Principle, rooted in Indigenous philosophy: The decisions we make today will have an impact for as many as seven generations to come.
Join us in taking responsibility of our individual impacts and transforming it into positive collective action.