Route 97: Our Story. Be Curious. Learn More. Go.

Route 97 Touring and Exploring Program

Discover Route 97 showcases the entire Thompson Okanagan region of British Columbia and North Central Washington through a series of Road Trips. This extensive network of routes and corridors connect all tourism experiences in and around our communities.

Check out the Route 97 brand message above. Be curious…

About Route 97

Route 97 targets the touring and exploring markets in BC, AB, WA and ONT and CA. is promoted as a the key resource for route information. Review the information below on how you can participate.

1. Advertising – Annual Print Guide /

Advertising opportunities include the annual Route 97 Road Trip Map Guide with an online ad on or option to buy the online ad only.

The Route 97 Road Trip Map guide publishes annually in May. When buying a print ad you receive a digital ad on Route as part of our seasonal campaigns.

For more information on booking your ad see the rate card.

The 2018 edition of the Route 97 Road Trip Map Guide was 72 pages + plus 8-page insert map covering key information on the road trips to move people in and around the entire region. An increased print run of 50,000 copies allowed additional fulfillment of guide requests and expanded distribution into the Seattle and Spokane markets. The 2×3′ poster size map is distributed to visitor centers and select locations throughout the region.

2019 Guide Distribution

Distribution of the guide includes consumer shows through our partnership with the Camping and RVing BC Coalition and CanaDream RV Rentals through Vancouver and Calgary. Distribution area includes North Central Washington and Thompson Okanagan region Visitor Centres, other BC Visitor Centres and Duty Free Shops on both sides of the border and select high traffic attractions such as the Grand Coulee Dam and travel shows.

Route 97 Road Trip Map Guide Distribution via Camping and RVing BC Coalition

2019 Consumer Show Schedule Show Dates
Vancouver Motorcycle Show, Abbotsford, BC Jan 18-20, 2019
Calgary RV Show, Calgary, AB Jan 24-27, 2019
Spokane RV Show/Inland NW RV Show, Spokane Jan 24-27, 2019
Seattle RV Show, Seattle, WA Feb 7-10, 2019
Edmonton RV Show, Edmonton, AB Feb 7-10, 2019
Earlybird RV Show, Abbotsford, BC Feb 14-17, 2019
Island RV Show, Nanoose Bay, BC April 2019
Interior RV Show, Penticton, BC April 2019
Additional shows will be posted at a future date….

Coalition partners include BC Lodging and Campground Association; BC Parks; BC Society of Parks Facilities Officers; Parks Canada, Recreation Sites and Trails BC, RV Rental Association of Canada, RV Dealers Association of BC, Fresh Water Fishery Society of BC.

2. Benefits of our Network

Route 97Keep informed about Route 97 Opportunities by signing up for email alerts.

We encourage you to engage with us by:

  • Hyperlink to Route 97 from the footer of your website. Download the Route97 logo file and link to
  • Follow and tag the Route 97 Facebook page:
  • Use #Route97 on your Twitter and Instagram posts
  • Share your favourite pages from the website or social media channels through your social platforms
  • Distribute the Route 97 Road Trip Map Guides (available at all visitor centres)
  • Share your imagery for use on the website, social media, blog, by contacting
  • Submit a BLOG to

3. Consumer Shows

Route 97 is promoted at Consumer Shows through partnerships. TOTA will be attending the Quartzite RV Show, Arizona, Jan 19-29, 2019, in partnership with Destination BC.  In addition, we have attended the Seattle RV Show Feb 9-12, 2018 in partnership with the Camping and RVing BC Coalition and on our own at the Vancouver International Travel Expo Sept 29 & 30, 2017.

Route 97 is distributed throughout the BC, AB and WA through our partnership with the Camping and RVing BC Coalition.

We will be announcing attendance at these shows for 2019 in the coming weeks.

Consumer Shows Consumer Shows

4. Content Development

Content Development for Route 97

A series of Road Trip videos filmed over 2017 and 2018 will be released throughout 2018. The “North Thompson Valley | Discover The Wilderness“ video has generated over 220,000 views on Facebook.

The “Dinner in the Vineyard” has generated over 232,000 views on Facebook.

Partner with us on video, imagery or storytelling.

5. Join Our Network

Stay connected…

The Route 97 touring and exploring program is continuously evolving. By simply signing up for email communications you will stay current with program information and opportunities to participate.

You control the type of information you would like to receive and we will keep you informed.

We encourage your input and feedback on the program – let us know what you think.


Route 97 Updates


Event Notices

Marketing Opportunities




By submitting this form, you are granting: Thompson Okanagan Tourism Association, 2280-D Leckie Road, Kelowna, British Columbia, V1X 6G6 Canada, permission to email you the alerts you have indicated. You can revoke permission at any time using the unsubscribe link found at the bottom of every email. We take your privacy seriously.

6. Partnership Approach

The Route 97 Touring program, Discover Route 97 is a joint partnership between the Thompson Okanagan Tourism Association (TOTA) and the North Central Washington Economic Development District (NCWEDD).

This partnership has the full and active support of elected officials from three counties and their cities in Washington State (Okanogan, Chelan, and Douglas), the elected officials from the three Regional Districts and their communities in British Columbia (RDOS, CORD, NORD), the Colville confederated Tribes and the Okanagan Nations Alliance.

Part of our mission is to promote this unique region, with particular emphasis on the Columbia Cascades section of the Highway 97 corridor and all its tributaries, for the benefit of all its varied communities.

          Route 97        NCWEDD


7. Submit a Blog

Destination Guest Blogger Program

Share your destination story through a Route 97 blog. All blogs will be reviewed prior to publishing and we will add a link to the corresponding Route 97 road trip page that features your community. Blogs are promoted through our digital marketing.

To participate, submit the following: Less than 500 words ideally focused around a central theme or idea. The goal is to use this as native advertising, no need to sell, sell, sell. Some examples: 5 Things to Do in Merritt, 24 Hours in Kamloops, 3 Parks to Camp at This Summer, etc. Keep the content light, informative, and consumer-friendly. Make sure any outbound links are provided. Photos for consideration ideally reflect the Destination BC brand. User-Generated Content can also be sourced. Please provide photo credits where necessary, the name of the blogger (if applicable) or the organization for credit. Images need to be at least 1200px wide, can be any shape or size as long as resolution is med-high.

Submit to:

Submit a blog

8. Rail Trails – KVR Web/Map

We have developed the KVR Trail web portal to highlight this iconic trail in support of our Regional Rail Trails initiative. The portal provides maps, trip planning, blogs and key trail events as well as a list of operators.

If you offer a rail trail experience contact us to get your business listed.

We promote this site as part of the Route 97 marketing strategy.

In partnership with the Kettle Valley Express publication we have re-designed the Kettle Valley Rail Trail map.

KVR Trail website screenshot
KVR Trail Map
KVR Trail Map

9. Research – Target Your Market

We utilize market research through use of the Environics Analytics Prizm5 market segmentation system. We target our markets using Destination Canada Explorer Quotient traveller types in each of our markets. In addition to this research we have piloted visitor research with Telus “Insights” to profile visitors to the region.

For more information on how your business or community can benefit from purchasing this research learn more. Want to know more about your existing customers? We can profile them using your postal codes.

10. Route 97 Connector Visitor Centre

We have re-branded our Visitor Centre on Highway 97C to the “Route 97 Connector Visitor Centre”.  Open May-October Annually.

If you are interested in racking your brochures or would like a fence sign contact us.

Route 97 Visitor Centre fence sign

11. Wonder of Winter

Winter Content on Route

Wonder of Winter on Route 97

12. What’s Next

Route 97 participation opportunities are evolving…sign up for email alerts to stay informed

What’s Next…

  • New look and layout in the 2019 Road trip Map Guide that focuses on Road Trips
  • Spring 2019 will launch a new website focusing on road trips that promote tourism businesses and activities along Route 97 Road Trips.

What's next