Kootenay Rockies Tourism

What Kootenay Rockies Tourism does

Kootenay Rockies Tourism Association (KRTA) is a registered non-profit society and one of British Columbia's five officially designated Regional Destination Management Organizations (RDMOs), established in 1978 and headquartered at 1905 Warren Avenue, Kimberley, BC. The organization represents over 850 tourism businesses and operators across the Kootenay Rockies region of Southeastern British Columbia, spanning resorts, accommodation, wellness, golf, ski, adventure, communities, retail, food & beverage, transportation, arts & culture, and attractions. KRTA is governed by a volunteer policy board of nine directors elected by Active Voting Partners, and operates in formal alignment with the provincial DMO Destination BC and the BC Ministry of Tourism, Arts, Culture and Sport.

KRTA's core product surface consists of the main destination marketing website (krtourism.ca), the Kootenay Rockies Image Bank (an online repository of high-resolution regional photos and video assets available free to travel trade and media), KR Guides (print and digital destination brochures), the Kootenay Regional Film Commission (a jointly operated regional film production attraction service), and Emergency Preparedness Resources aligned with the BC Tourism Emergency Management Framework. The underlying technology is a content publishing and asset distribution platform rather than a transactional or SaaS system; there is no proprietary software product, mobile application, or API layer disclosed.

The organization is funded primarily through provincial government grants (Destination BC, Ministry of Tourism, Arts, Culture and Sport), supplementary funding from agencies such as Pacific Economic Development Canada, Creative BC, BC Arts Council, Columbia Basin Trust, and the Economic Trust of the Southern Interior, and member/partner contributions from its 850+ tourism business constituents. KRTA does not sell products directly to consumers and does not disclose pricing. GTM motion is sales-led through partner registration, with ecosystem partnerships (Nelson Civic Theatre Society, go2HR, Destination Think, BCHA, BCRTS, TIABC, TIAC) supporting industry development, workforce, advocacy, and destination stewardship across the region.

Name

Kootenay Rockies Tourism

Legal name

Kootenay Rockies Tourism Association

Website

https://krtourism.ca

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Short description

Kootenay Rockies Tourism (KRTA) is a non-profit Regional Destination Management Organization established in 1978, representing 850+ tourism businesses in Southeastern British Columbia through destination marketing, image bank services, film commission operations, and emergency preparedness programming, funded primarily by provincial government and partner contributions.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Program Performance & KPI Dashboards (THACAOAB)

akta.pro secondary industries

Travel Spend, Data & Performance Analytics (KPIs/BI) (THACAMAF), Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH)

Keywords

• Destination marketing services
• Tourism industry support
• Regional tourism management
• Film commission services
• Tourism partner network

Headquarters

HQ city

Kimberley

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Non-profit Tourism Organization Funding: As a registered non-profit society, Kootenay Rockies Tourism operates with funding from provincial sources (Destination BC, Ministry of Tourism, Arts, Culture and Sport) and represents member tourism businesses. Revenue model appears to be based on membership/partner fees and government funding rather than direct product sales.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Kootenay Rockies Tourism Association (KRTA) operates as a Regional Destination Management Organization (RDMO) providing destination marketing, industry representation, and support services to over 850 tourism businesses and operators in the Kootenay Rockies region of Southeastern British Columbia. Core offerings include a destination marketing website, the Kootenay Rockies Image Bank of high-resolution regional photography, KR Guides destination brochures, the Kootenay Regional Film Commission, and emergency preparedness resources for tourism operators.

Product overview

Kootenay Rockies Tourism is a Regional Destination Management Organization (RDMO) offering a portfolio of tourism marketing services and digital platforms. The core offerings include the main destination marketing website, the Kootenay Rockies Image Bank (an online repository of high-resolution regional photos for industry use), KR Guides (brochure distribution), the Kootenay Regional Film Commission (film production attraction services), and Emergency Preparedness Resources for tourism operators. These products collectively support destination promotion, industry stakeholder engagement, and crisis preparedness for the Kootenay Rockies region of British Columbia.

Differentiator

Problem solved

Functional benefit

Products and services

• Kootenay Rockies Tourism Website

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• Nelson Civic Theatre SocietycoreStrategic or Co-development PartnerPartnership through Memorandum of Understanding for the Kootenay Regional Film Commission (KRFC). The collaboration creates economic benefits for both the film and tourism industries, combining tourism/destination management expertise with film presentation and production capabilities.
• Creative BCcoreGTM or Marketing PartnerProvincial film commission that supports Kootenay Regional Film Commission. One of eight regional film commissions collaborating with the provincial film commission. Provides provincial funding for film commission activities.
• go2HRminorStrategic or Co-development PartnerBC's tourism and hospitality human resource and health & safety association. Empowers and equips employers with human resources and health & safety management programs.
• Destination ThinkminorGTM or Marketing PartnerGlobally recognized leader in destination marketing with experience in executing outstanding destination solutions combined with a global perspective.
• BC Hotel Association (BCHA)minorStrategic or Co-development PartnerAdvocate and spokesperson for accommodation industry interests throughout BC. Represents an industry that generated $3.2B+ revenue prior to COVID-19, with more than 80,000 rooms and 6,000 employees.
• BC Regional Tourism Secretariat (BCRTS)coreStrategic or Co-development PartnerCollaboration between the five regional destination management organizations including Kootenay Rockies Tourism. Operates the BC Tourism Resiliency Network providing one-on-one support to tourism businesses.
• Tourism Industry Association of BC (TIABC)coreStrategic or Co-development PartnerAdvocates for British Columbia's $21.5 billion visitor economy. Works collaboratively with private sector tourism businesses, industry associations and destination marketing organizations.
• Tourism Industry Association of Canada (TIAC)coreStrategic or Co-development PartnerNational private-sector advocate for Canada's $102 billion tourism sector, founded in 1930. Takes action on behalf of Canadian tourism businesses and promotes positive measures for industry growth.
• Destination BCcoreStrategic or Co-development PartnerProvincial DMO that Kootenay Rockies Tourism works closely with and aligns with. Provides provincial tourism marketing, research, and emergency management frameworks.
• Ministry of Tourism, Arts, Culture and Sport (BC)coreStrategic or Co-development PartnerProvincial ministry that Kootenay Rockies Tourism works in alignment with for tourism development in the region.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Travel Alberta: Provincial DMO for Alberta that mirrors Destination BC's relationship with KRTA. Operates the equivalent regional DMO network and executes destination marketing in a comparable Canadian mountain/western region.
• Tourism Industry Association of Canada (TIAC): National private-sector tourism industry association and KRTA partner. Comparable as a non-profit industry advocacy body representing tourism operators, though operating at the national level.
• Destination BC: Provincial DMO that KRTA aligns with and is funded by. Operates the broader BC tourism mandate under which KRTA functions as a regional delivery arm — directly comparable as a destination marketing and stewardship organization.
• Banff & Lake Louise Tourism: Major Canadian mountain-region destination marketing organization with a comparable outdoor/adventure tourism focus to KRTA's Kootenay Rockies region. Represents a similar set of tourism operators (resorts, accommodation, ski, outdoor activities) under a DMO structure.
• Destination Canada: National Canadian tourism marketing organization referenced by KRTA partners. Provides the federal-level destination marketing context in which KRTA operates as a regional delivery partner.
• Tourism Industry Association of BC (TIABC): Provincial industry advocacy body for BC tourism that KRTA partners with. Comparable as a tourism industry representation organization, though focused on advocacy rather than destination marketing.

Direct peers

• Tourism Whistler: Destination marketing organization representing a specific resort region in BC. Comparable mandate of regional tourism marketing, member services, and partnership with Destination BC, though operating at significantly larger scale.
• Tourism Vancouver: Another BC-based destination marketing organization promoting a defined region to visitors and travel trade. Shares the DMO operating model, membership structure, and partnership-with-Destination-BC framework with KRTA.
• go2HR: BC's tourism and hospitality human resource association, a direct KRTA partner. Comparable as a non-profit, member-supported BC tourism services organization providing workforce development support to tourism operators.

Regional players

• BC Hotel Association: BC accommodation industry association that KRTA partners with. Comparable as a non-profit industry association representing tourism businesses within BC, although vertical-specific to lodging rather than multi-vertical like KRTA.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubevimeo.com/kootrocks
• Facebookfacebook.com/KootRocks
• LinkedInlinkedin.com/company/kootenay-rockies-tourism
• Instagraminstagram.com/kootrocks

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kootenay Rockies Tourism