Our Organization


who we are

The Thompson Okanagan Tourism Association (TOTA) is a not-for-profit society governed by the BC Societies Act. We are 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. We are one of five regional tourism organizations 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 destination development and marketing.


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.


We stimulate ongoing sustainable growth by embracing the value of tourism through community engagement, innovative leadership in promoting authentic experiences, and inspiring creative collaboration.


The Thompson Okanagan will be a highly successful year-round destination, with a strong and attractive image that is clearly differentiated from its competitors. The region will be well known for the authenticity and quality of its tourism offers, and the cultural and environmental richness and diversity of the areas within it.

corporate values

  • Encourage creativity and innovation in developing a leading destination for our guests and communities

  • Develop relationships with stakeholders characterized by respect, integrity, and transparency

  • Build supportive partnerships and a collaborative approach for the purpose of delivering excellent results and sharing insights

  • Facilitate business and community growth that is environmentally, culturally, and economically sustainable