Thompson Okanagan Tourism Association

What Thompson Okanagan Tourism Association does

Thompson Okanagan Tourism Association (TOTA) is a nonprofit regional destination marketing organization (DMO) incorporated under British Columbia law and headquartered at 2280-D Leckie Road in Kelowna. The organization promotes the Thompson Okanagan region — covering 10 sub-regions including Central Okanagan, North Okanagan, South Okanagan, Shuswap, North and South Thompson, Similkameen Valley, Gold Country, and Boundary Country — as a tourism destination, with explicit acknowledgement of the traditional territory of the Syilx, Secwépemc, and Nlaka'pamux Interior Salish nations.

TOTA's core product is its digital platform, thompsonokanagan.com, which delivers travel inspiration, itinerary planning, regional guides, and themed journey routes including the sub-brands Valleys & Vineyards and Rainforest to Rockies. Supporting programs include the 7 Generations Pledge sustainability initiative, the Biosphere Certified Gold Destination program (with 85+ enrolled regional businesses), the Indigenous Tourism content vertical, and the eSSENTIAL Accessibility partnership for WCAG 2.0 Level A and AA conformance. The technology stack is a content management–driven website with Google Maps integration and accessibility tooling, distributed across Instagram, Facebook, X, YouTube, and Pinterest channels and via a dedicated trade/media portal.

TOTA's revenue model relies on membership dues from regional tourism operators (wineries, accommodations, restaurants, Indigenous tourism businesses, adventure providers) and likely provincial/DMO funding; pricing is not publicly disclosed and the organization does not sell products directly to consumers. GTM motion is event- and content-driven: digital content marketing, social media engagement, trade and media familiarization trips, and partnerships with corporates (Air Canada, FortisBC, Telus, Wellness Travel BC) and provincial partners (Hello BC).

Name

Thompson Okanagan Tourism Association

Legal name

Thompson Okanagan Tourism Association

Website

https://thompsonokanagan.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Thompson Okanagan Tourism Association is a nonprofit regional destination marketing organization promoting the Thompson Okanagan region of British Columbia to tourists, travel trade, and media via its website, sub-branded journey routes, sustainability programs, and Indigenous tourism content.

Ownership category

akta.pro rank

Product category

Destination Marketing Services

NAICS

Convention and Visitors Bureaus (561591), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industry

National Park & Protected Area Tours (THAJAIAA)

Keywords

• Destination marketing organization
• Regional tourism promotion
• Sustainable tourism services
• Travel information platform
• Tourism industry partnership

Headquarters

HQ city

Kelowna

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership and Industry Services: TOTA operates as a destination marketing organization providing services to tourism operators, accommodations, wineries, and local businesses across the Thompson Okanagan region. The organization promotes sustainable tourism practices and manages the regional tourism brand.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Thompson Okanagan Tourism Association is a nonprofit regional destination marketing organization that promotes the Thompson Okanagan region of British Columbia to tourists, travel trade, and media. Its core deliverable is the thompsonokanagan.com digital platform, which provides curated travel inspiration, regional destination guides, themed travel routes, and sustainability initiatives including the 7 Generations Pledge and Biosphere Certified Gold Destinations program.

Product overview

Thompson Okanagan Tourism Association operates as a destination marketing organization promoting the Thompson Okanagan region in British Columbia. The organization's primary offering is its tourism promotion platform (thompsonokanagan.com) which provides travel inspiration, itinerary planning resources, and regional destination information. The website features themed travel routes including Valleys & Vineyards and Rainforest to Rockies, alongside curated content about Indigenous experiences, outdoor adventures, culinary and agricultural destinations, sustainable travel practices, and accessibility information. The association also manages the 7 Generations Pledge initiative and Biosphere Certified Gold Destination designation program.

Differentiator

Problem solved

Functional benefit

Brands

• Thompson Okanagan: The primary brand name used for the destination marketing of the Thompson Okanagan region
• Rainforest to Rockies
• Valleys & Vineyards
• 7 Generations Pledge
• Biosphere Certified Gold Destinations

Products and services

• Thompson Okanagan Destination Website The main tourism promotion website and digital platform for the Thompson Okanagan region, offering travel inspiration, destination guides, itineraries, and booking resources for visitors exploring the area.
• Valleys & Vineyards Themed Route A themed travel route spanning the Okanagan and Similkameen valleys, focusing on food and beverage experiences, Indigenous culture, and soft adventures across lakes and rail trails.
• Rainforest to Rockies Themed Route An iconic travel route taking visitors through ever-changing landscapes from rainforest to mountain environments, featuring scenic drives, hiking trails, and diverse outdoor adventures.
• 7 Generations Pledge An initiative based on Indigenous philosophy honoring seven generations, encouraging sustainable and responsible travel practices through seven affirmations.
• Biosphere Certified Gold Destinations Program A certification program recognizing businesses and destinations demonstrating sustainable practices aligned with responsible tourism principles.
• Indigenous Tourism Guide A comprehensive guide to Indigenous tourism experiences throughout the Thompson Okanagan region, highlighting Indigenous-owned and operated tourism businesses including Nk'Mip Desert Cultural Centre and Nk'Mip Cellars.

Quantifiable outcome

• 200+ wineries across Okanagan, Thompson Valley, and Similkameen Valley regions
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• Air CanadacoreGTM or Marketing PartnerMajor airline partner providing access to Thompson Okanagan region through Air Canada flights, supporting tourism visitor access to the region
• FortisBCminorGTM or Marketing PartnerEnergy utility partner supporting sustainable tourism initiatives in the Thompson Okanagan region
• TelusminorGTM or Marketing PartnerTelecommunications partner supporting regional tourism marketing initiatives
• Wellness Travel BCminorGTM or Marketing PartnerPartner organization promoting wellness travel experiences within British Columbia including Thompson Okanagan
• eSSENTIAL AccessibilitycoreTechnology or IntegrationDigital accessibility partner providing assistive technology application and ongoing website accessibility evaluation to ensure inclusive digital experience for visitors with disabilities. Partnered to conform to WCAG 2.0 Level A and AA standards.
• BC Rail TrailsminorChannel Partner/ Reseller/ DistributorPartner website for BC rail trail information linking to Thompson Okanagan trail resources
• Route 97minorChannel Partner/ Reseller/ DistributorPartner website for Highway 97 travel route linking to Thompson Okanagan regional information
• Hello BCcoreChannel Partner/ Reseller/ DistributorOfficial British Columbia tourism website partner providing provincial tourism promotion linking to Thompson Okanagan region
• Investment Agriculture Foundation of B.C.minorStrategic or Co-development PartnerPartnership with Investment Agriculture Foundation of B.C. to acquire no-till drill equipment for regenerative farming practices at Tantalus Vineyards

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Destination Canada: National DMO marketing Canada to international leisure and trade audiences. Functions at a tier above TOTA but operates the same DMO playbook (content marketing, trade partnerships, sustainability storytelling) and competes for international visitor attention against regional bodies.
• Visit California: State-level DMO marketing California as a destination. Comparable in mandate (multi-region state marketing with wine, outdoor, Indigenous, and sustainability storytelling) and a useful reference for content strategy and trade partnership programs at TOTA's scale.
• Tourism New Zealand: National DMO marketing New Zealand internationally. Comparable in operating model (content-led destination marketing with sustainability positioning, Indigenous/Māori cultural integration, and adventure storytelling) and as a benchmark for trade/media partnership structures.
• VisitBritain: National tourism agency for the UK. Comparable as a destination marketing body operating content marketing, trade programs, and sustainability initiatives, with a similar mix of leisure inspiration and B2B trade support functions.
• Destination British Columbia (Hello BC): Provincial DMO for British Columbia that operates a tier above TOTA. Directly comparable as a destination marketing body promoting BC tourism, with overlapping target markets (Travel Trade, Media, leisure travelers) and shared partnership with TOTA via the Hello BC portal.

Direct peers

• Travel Alberta: Provincial DMO marketing Alberta to leisure travelers. Closely comparable in mandate (single-province regional marketing with adventure, Indigenous, culinary, and sustainability pillars), serving overlapping international source markets and competing for traveler share of voice.
• Tourism Vancouver: Regional DMO promoting Greater Vancouver as a destination. Directly comparable in scope (single-region marketing body serving leisure and trade audiences) and overlapping Indigenous and sustainability content offerings within the broader BC tourism ecosystem.
• Tourism Toronto: Urban DMO promoting Toronto to leisure and business visitors. Comparable as a destination marketing organization with content marketing, trade/media programs, and accessibility/sustainability initiatives targeting similar B2C and B2B audiences.
• Banff & Lake Louise Tourism: Canadian resort-region DMO marketing Banff and Lake Louise. Comparable as a destination marketing body for a Canadian outdoor and adventure region with sustainability credentials, Indigenous cultural content, and wine/culinary storytelling.
• Tourism Whistler: Resort-focused DMO marketing Whistler as a four-season destination. Comparable as a single-destination marketing organization within BC targeting adventure, culinary, and event travelers with a sustainability positioning and trade/media program.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TOTABCNews
• YouTubeyoutube.com/channel/UCUeljz0aUqEORszTgF4wytg
• Facebookfacebook.com/ThompsonOkanagan
• Instagraminstagram.com/thompson_okanagan
• Pinterestpin.it/1jFs3qGiF
• LinkedInlinkedin.com/company/totabcnews

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Thompson Okanagan Tourism Association