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

Route 97 Touring and Exploring Program

The Route 97 touring and exploring program showcases the entire Thompson Okanagan region of British Columbia and North Central Washington. Through an extensive network of routes and corridors that connects all tourism experiences in and around our communities, we tell our story through road trips that are linked via Highway 97. Be curious…

About Route 97

Route 97 targets the touring and exploring markets in BC, AB and WA. Promotional focus is creating awareness of as the key resource for trip planning and information while touring throughout the region. Seasonal campaigns run in Fall, Winter and Spring/Summer. Other elements support the Route 97 initiative. Learn More….

1. Advertising – Annual Print Guide /

Route 97 website and Road Trip Map Guide coverAdvertising opportunities include the annual Route 97 Road Trip Map Guide with an online listing on or option to buy digital only.

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

For more information on booking your ad contact us.

The 2018 edition of the Route 97 Road Trip Map Guide is 72 pages + plus 8-page insert map covering key information on the road trips and loops to move people in and around the entire region. An increased print run of 50,000 copies allows 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.

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 TOTA attends.

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

2018 Show Schedule Show Audiences
Island RV Show – Nanoose Bay – April 14-16, 2017 Island RVers and Tenters
BC Interior RV Show – Penticton – April 21-23 2017 BC RVers and Tenters
Snowbird RV Show – Tradex Abbotsford – Sept 21-24, 2017 BC RV Snowbirds and Campers
Motorcycle Show – Tradex Abbotsford – January 18-21, 2018 BC Motorcycle Enthusiasts and ATV’s
Calgary RV Show – January 25-28, 2018 Alberta RVers and Tenters
Edmonton RV Show – February 8-11, 2018 Alberta RVers and Tenters
Seattle RV Show – February 8-11, 2018 Washington State RVers
Early Bird RV Show Abbotsford – February 15-18, 2018 BC RVers and Tenters
Meridian RV Open House – February 15-18, 2018 BC RVers and Campers

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 97As a community or business in our region you are represented in the Route 97 program. Keep informed about program information by signing up for email alerts.

Many program opportunities do not cost anything to participate such as.

  • Hyperlink to Route 97 from the footer of your website. Download the Route97 logo file and link to
  • Use #Route97 on your social media posts
    • Facebook Handle: Route 97
    • Twitter Handle: @DiscoverRoute 97
    • Instagram Handle: discoverroute97
  • Share your favourite pages from the website or social media channels through your social platforms
  • Provide feedback on the website — we will be developing new sections over the next year. For more information contact
  • Distribute the Route 97 Map Guides (available at all visitor centres)
  • Share your imagery for use on the website, social media, blog, etc. by contacting
  • Register your winter experience and get a free link on
  • Register your business for the KVR Rail Trail website contact us
  • Submit a BLOG
  • Post key events from your community, business or organization for FREE at

Screenshot of Route 97 events page

3. Consumer Shows

Route 97 is promoted at Consumer Shows through partnerships. TOTA attended the following consumer shows Quartzite RV Show, Arizona Feb 19-29, 2018 in partnership with Destination BC; 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.

Previous consumer shows included Seattle RV Show Feb 9-12, 2017 and the Snowbird RV Show Sept 22-25, 2016 at the Abbotsford, Tradex.

Consumer Shows Consumer Shows

4. Content Development

Content Development for Route 97

Content to promote Route 97 will continue over the coming year creating a strong seasonal story of the region while showcasing touring routes with sample itineraries, sector themes and signature events to create awareness and interest to travel to the Columbia Cascades section of 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 are re-branding our Visitor Centre on Highway 97C to the “Route 97 Connector Visitor Centre”. We look forward to sharing the updated look with you. Re-opening May 2018.

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

Register Your Winter Experience with

Winter experiences are featured on the Wonder of Winter section on

Registration for your business is FREE to all businesses that have winter product. Be sure to also list your events in the Events section and use #route97 in your social media posts.

The Route 97 website content highlights key experiences that link direct to operators and is available to any stakeholder in the region to register for the program.


Wonder of Winter on Route 97

12. What’s Next

The program is evolving…sign up for email alerts to stay informed of the program

Route 97 program initiatives evolve as more partnerships are formed and in response to our ever changing environment.

What’s Next…

  • Wildfire Recovery Marketing and Natural Disaster Readiness
  • Route 97 Spring Digital Campaigns
  • Route 97 Re-branding Highway 97C Visitor Centre
  • Roll out of video series: Road Trips and Indigenous Stories
  • Route 97 Road Trip Map Guide – 2018 edition
  • Re-development of
  • KVR Trail and enhanced trail map
  • Route 97 Artisan Trail

What's next