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DESTINATION DEVELOPMENT STRATEGY FINTRY Photo: Andrew Strain OKANAGAN VALLEY DESTINATION DEVELOPMENT STRATEGY FINTRY Photo: Andrew Strain DESTINATION BC Seppe Mommaerts MANAGER, DESTINATION DEVELOPMENT Jonathan Heerema SENIOR PROJECT ADVISOR, DESTINATION DEVELOPMENT [email protected] THOMPSON OKANAGAN TOURISM ASSOCIATION Ellen Walker-Matthews VICE PRESIDENT, DESTINATION & INDUSTRY DEVELOPMENT 250 860 5999 ext. 215 [email protected] MINISTRY OF TOURISM, ARTS, AND CULTURE Amber Mattock DIRECTOR, LEGISLATION AND DESTINATION BC GOVERNANCE 250 356 1489 [email protected] INDIGENOUS TOURISM ASSOCIATION OF BC Greg Hopf INDIGENOUS TOURISM SPECIALIST 250 860 5999 EXT. 208 [email protected] OKANAGAN VALLEY | 2 TABLE OF CONTENTS I. EXECUTIVE SUMMARY ........................................................................1 Tourism Strategy II. ACRONYMS ...........................................................................................6 6. A DISTINCTIVE DIRECTION ..........................................................30 a. Vision 1. FOREWORD AND ACKNOWLEDGEMENTS..............................7 b. Goals 2. INTRODUCING THE STRATEGY .....................................................9 c. Guiding Principles for Destination Development a. Program Vision and Goals d. Motivating Experiences b. Purpose of Strategy e. Development Themes c. A Focus on the Supply and Experience f. Interaction of Development Themes and Motivating Experiences d. Methodology 7. STRATEGIC PRIORITIES .................................................................. 36 e. Project Outputs a. Objectives and Actions 3. ALIGNMENT .........................................................................................14 8. IMPLEMENTATION FRAMEWORK .............................................58 4. SUCCESS NETWORK........................................................................ 16 a. Catalyst Projects b. Provincial and Regional Priorities 5. A DISTINCTIVE DESTINATION ...................................................... 19 c. Funding Programs a. Description of the Population Base, Communities included, and First Nations 9. MEASURING AND MONITORING SUCCESS ........................ 63 b. Description of Economy Base — Historical and Current c. Overview of Tourism Performance APPENDIX ................................................................................................64 d. Key Visitor Markets Appendix 1: Planning Considerations e. Overview of Tourism Assets, Infrastructure, and Unique Appendix 2: Alignment Details — plans reviewed Selling Propositions f. Summary of Key Strengths, Challenges, and Opportunities g. Development Context — the Thompson Okanagan Regional FRONT COVER PHOTO: KETTLE VALLEY RAILWAY, Kari Medig (C) 2017 — Destination BC Corp. All rights reserved. No part of this guide may be reproduced in any form or by any means, electronic or mechanical, without permission in writing from Destination BC. This guide is produced to provide information to assist tourism operators in British Columbia. Destination BC does not endorse, recommend or assume any liability for any of the operations or organizations referenced in this document. Super, Natural; Super, Natural British Columbia; HelloBC and Visitor Centre and all associated logos/ trade-marks are trade-marks or Official Marks belonging to Destination BC Corp. EXECUTIVE SUMMARY I. EXECUTIVE SUMMARY The Okanagan Valley Destination Development Strategy has been developed to enhance the competitiveness of the planning area over the next 10 years and beyond. This strategy is part of Destination BC’s • Foster joint action and inter- Destination Development Program. community dialogue The Program is a critical part of The strategy is intended to serve as a Destination BC’s corporate strategy guide for tourism partners as they and facilitates the collaboration of proceed with implementation and should local, regional, and provincial agencies, be tracked on a regular basis. While First Nations, destination marketing tourism has two primary revenue drivers organizations (DMOs), tourism operators, — supply and demand, destination and other community interests to guide development focuses on the supply side the long-term growth of tourism in the and what is required to create a compelling Okanagan Valley. visitor experience to attract new visitors In addition to supporting the underlying and entice repeat visitation. This goals of the provincial program, the document is one of seven strategies purpose of the strategy is to: prepared for the Thompson Okanagan tourism region and one of 20 for the • Provide strategic direction for province. It was developed based on the planning area and guidance for extensive, collaborative effort during an local and regional strategies nineteen-month process that culminated • Enhance the Okanagan Valley’s in the creation of a situation analysis ability to leverage their resources report and document. and programs OKANAGAN VALLEY | 1 The Okanagan Valley planning area Westbank First Nations, Penticton encompasses the Regional District Indian Band, and the Osoyoos Indian of Central Okanagan (RDCO), Band — all part of the Okanagan electoral areas A (Osoyoos Rural), Nation Alliance. C (Oliver Rural), D (Kaleden/OK Falls), E (Naramata), and F (Okanagan Lake The Okanagan Valley planning area A semi-arid valley and West/West Bench) of the Okanagan includes most of the Okanagan Valley, plateau region offering a Similkameen Regional District, and part Skaha Lake, and the Okanagan River. distinctive diversity of of electoral area E (West Boundary) of The region is known for its sunny the Regional District of Kootenay climate, dry landscapes, and lakeshore lakes, orchards and Boundary. Municipalities include Lake communities and associated lifestyle. vineyards, pine forests, Country, Kelowna, West Kelowna, Agriculture is a central theme of and mountain Peachland, Summerland, Penticton, economic and cultural life — the Oliver, Keremeos, and Osoyoos. First Okanagan has the highest concentrations backcountry — bursting Nations include Okanagan Indian Band, of orchards, vineyards, and wineries with a cornucopia of in BC and Canada. flavours and providing a backdrop for year-round A. THE DIRECTION active fun and challenge. The vision for the planning area is based on A destination offering the 10-year aspirations for the Okanagan relaxed urban energy fused with the inter-play Valley expressed by tourism partners during of traditional and living the consultation process. Okanagan Nation culture, and the heritage In identifying development priorities for This vision is also aligned with the the Okanagan Valley planning area, existing community plans and related and stories of more consideration was given to building on strategy frameworks. It also highlights recent times. the Embracing Our Potential strategic underlying elements that differentiate framework. Embracing Our Potential is the area. These form the basis of the the Thompson Okanagan’s ten-year strategy’s motivating experiences. regional tourism strategy. With this vision in place, the development focus is on four themes: • managing and sustaining the • industry readiness natural environment • visitor experience • transportation, connectivity, and supporting infrastructure OKANAGAN VALLEY | 2 B. THE OBJECTIVES In total, 40 objectives have been identified for the Okanagan Valley as a tourism destination for the next 10 years. These are outlined by development theme. ACTIONS THEME 1: Planning and sustaining the natural environment IMPROVING APPROACHES TO PLANNING AND COLLABORATION Create a mechanism to implement the Destination Development Strategy and monitor its implementation, including following 1. up on any related initiatives. Provide tourism operators and communities with a more accessible resource that outlines acceptable tourism uses on Crown land 2. and the Agricultural Land Reserve. Encourage local government to include tourism policies and management direction in their Official Community Plans and to align 3. bylaws with neighbouring municipalities. Design a tourism disaster and emergency program that helps communities and industry prepare for, educate, measure, mitigate, and 4. adjust to major natural environmental events. STRENGTHENING MECHANISMS THAT WILL FOSTER SUSTAINABILITY 5. Provide guidance for managing and mitigating tourism carrying capacity issues. 6. Develop a greater sense of place in terms of the Okanagan Valley’s special relationship with water. 7. Provide research and support for the proposed South Okanagan Grassland National Park Reserve. Foster sustainability practices that improve the capacity and competitiveness of the tourism industry while leveraging TOTA’s 8. Biosphere destination accreditation. 9. Utilize big data in the management of tourism within the planning area and the Thompson Okanagan tourism region. OKANAGAN VALLEY | 3 ACTIONS THEME 1: Planning and sustaining the natural environment DEVELOPING AND MANAGING SUSTAINABLE TRAIL SYSTEMS 10. Develop a world class identity for the Okanagan Valley as a trails destination. 11. Develop a vision and strategy forum for an integrated trails network in the Okanagan Valley. 12. Support the development of non-motorized designations on the Kettle Valley Railway. 13. Encourage greater Indigenous involvement in trail experiences. 14. Promote motorized trail services and guided experiences, building on the Bear Creek Recreation Site infrastructure. Work with RSTBC and local government to develop a framework for building, operating, and maintaining the trail network 15. in
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