The Thompson Okanagan is committed to creating a strong and healthy tourism economy whilst minimizing the impact on natural and cultural resources by promoting sustainable business practices and responsible travel.
Increased social and environmental concerns among travellers and the growing awareness of the impact of their trips means that more people are consciously seeking sustainable travel destinations. Travellers are willing to pay for authentic cultural experiences, especially if they benefit local communities and don't harm natural resources.
87% of travellers want to travel sustainably
67% of travellers would pay more for travel that impacts environment less
33% of travellers aspire to feel good about an accommodation choice
34% of travellers seek a culturally relevant experience
“Source: The Case for Responsible Travel: Trends & Statistics 2018 and booking.com Report”
Brand Goals
Grow Visitor Economy increasing year-round visitation from 110 days to 200 / 365 days
Grow Partnerships that align with our defined target audience (Brands, DMOs, Stakeholders, Subject Matter Experts, Non-Traditional)
Educate Consumers about sustainable tourism practices
Inspire Industry to embrace responsible tourism and take action
Target Audience
Although we continue our efforts to attract international markets, there will still be focus on maintaining and growing the domestic market in fall, winter, and spring. Thompson Okanagan marketing efforts will endeavour to reach the "right" traveller, the one that aligns with brand messaging of sustainable and responsible tourism.
To ensure our budgets reach those travellers, we are focusing on specific geographic markets with values that align with our products and message.
Values
Market profiles will be created in digital marketing platforms that align with the social values represented here in this word cloud. This will also assist us when using research to measure if we are moving the needle in the type of traveller visiting our region.
Key Themes
Diversity and Inclusivity
Indigenous
Accessibility
LGBTQ2+
Outdoor Adventure
Hiking
Fishing
Alpine Sports
Backcountry
Biking
Food and Drink
Culinary
Local Flavours
Wine
Craft Beer
Connect Online
Content Development
The marketing team works as an extension of Destination British Columbia creating and curating stories, photography, video assets, as well as blog and social media posts that speak to regional themes. This includes a focus on sustainability in our messaging, travel information, and FAQ’s while aligning with provincial content and branding.
