Route 97 is one of the longest north-south highways in North America. It extends from Weed, California through Oregon and Washington before crossing the Canadian border into British Columbia. It becomes the Alaska Highway in Dawson Creek, BC, before concluding in Watson Lake, Yukon. Route 97 stretches 4,130 km (2,566 mi) through the semi-arid desert, interior rainforest, golden grasslands, mountain ranges and urban centres, making for a scenic journey north to Alaska.

Anchored in the east by the Columbia Mountain Range and in the west by the Cascade Range, the Columbia Cascades of Route 97 is a diverse section of the highway where lakes and rivers connect sagebrush desert to valley peaks.

our story

a joint partnership

Route 97 is a partnership between the North Central Washington Economic Development District (NCWEDD) and the Thompson Okanagan Tourism Association (TOTA) and endeavours to advance tourism in both regions by inspiring travel along this paramount Canada-United States corridor.

The cross-border tourism partnership pivots around road trips that can be taken throughout the area, with suggested loops and corridors that connect communities on and off the highway.

road trip map guide

The Route 97 Road Trip Map Guide is published annually in May and is distributed throughout British Columbia and Washington as well as promoted at key consumer shows in Western Canada and the United States throughout the year. The 2019/20 guide has been redeveloped to focus on the road trip routes throughout the Thompson Okanagan and North Central Washington and is supported by a refreshed website.

2019 Route 97 Map Guide.png

Want to hear more about advertising opportunities? Contact us.

guide distribution

Find a Route 97 Road Trip Map Guide at one of the locations featured below.
Want to be included next year? Contact Ingrid Dilschneider for more information.

online presence

In May 2019, the Route 97 Website was refreshed, giving it a cleaner, more focused look and acting solely as a trip-planning tool for touring and exploring throughout the Thompson Okanagan and North Central Washington. It features travel information (border crossing, customs, the rules of the road, etc.) and suggested road trip routes from Mount Robson to Wenatchee.

fall campaign

field & forest



contact us

Name *
Ryan Scott - Headshot.jpg


Digital Marketing Specialist


Ingrid Dilschneider - Headshot.jpg


Director of Marketing