About TOTA

The Thompson Okanagan Tourism Association, or TOTA as it’s more commonly known, is a not-for-profit society governed by the BC Societies Act. We are governed by an elected Board of Directors who represent business and community tourism interests throughout the region. We are one of five regional tourism organizations in the province of BC that work under the Super, Natural British Columbia brand, and whose mandate includes destination development and marketing.

Who We Are

We are an industry-led organization that represents and supports all business and community tourism interests throughout the Thompson Okanagan, while also assisting with the implementation of Provincial tourism policies.

Our Purpose

To sustain the Thompson Okanagan region as a competitive destination through setting strategic direction for the Thompson Okanagan Tourism Association and working as a policy board to ensure the long-term viability of the Association.


Our Mission

We stimulate ongoing sustainable growth by embracing the value of tourism through community engagement, innovative leadership in promoting authentic experiences, and inspiring creative collaboration.

Our Vision

The Thompson Okanagan will be a highly successful year-round destination, with a strong and attractive image that is clearly differentiated from its competitors. The region will be well known for the authenticity and quality of its tourism offers, and the cultural and environmental richness and diversity of the areas within it.

Our Corporate Values

TOTA is committed to:

  • Encouraging creativity and innovation in developing a leading destination for our guests and communities
  • Developing relationships with stakeholders characterized by respect, integrity and transparency
  • Build supportive partnerships and a collaborative approach for the purpose of delivering excellent results and sharing insights
  • Facilitate business and community growth that is environmentally, culturally and economically sustainable

About TOTA