Vernon 2024
TOTA AGM & Summit
“Immerse Yourself”
Recap of the 2024 TOTA AGM & Summit
We were thrilled to have such an engaged group of tourism industry professionals gathered on October 29 & 30, 2024 in Vernon, BC to participate in TOTA’s annual AGM & Summit. 15 speakers and panelists shared insights on topics including sustainability, data-driven strategic planning, establishing authentic Indigenous partnerships, and future tourism trends.
This year’s theme, Immerse Yourself, was not just a call to participate in the emerging trends within the industry, but was an invitation to engage with all sectors to develop a resilient future for the industry.
The AGM
The Thompson Okanagan Tourism Association (TOTA) Annual General Meeting (AGM) was held on Tuesday, October 29, 2024, at the Prestige Vernon Lodge & Conference Centre, on the traditional, unceded, and ancestral territory of the Okanagan Indian Band and the Syilx (Okanagan) People.
The meeting reviewed the fiscal year ending March 31, 2024, including a presentation of the Audited Financial Statements, Governance Report, and TOTA Annual Activities, as well as the announcement of the Board Election Results.
The Welcome Reception
Tourism Vernon and Destination Silver Star hosted an outstanding Welcome Reception at the Prestige Vernon Lodge which saw their ballroom transformed into a “speakeasy” where we enjoyed the tastes and sounds of all that Vernon has to offer. Several exhibitors were also in attendance for the evening including Symphony Tourism Services, GreenStep, go2HR and New Horizon Productions (NHP).
Local artists Duane Marchand and Jazz Implication kicked off the evening along with a sample menu of food and beverages from Cambium Cider, Planet Bee Honey Farm, Silverstar Brewing Co., and Okanagan Spirits. Attendees were invited to participate in apple tastings with Cambium Cider, a photo booth with Destination Silver Star, a live painting session with the Vernon Community Arts Centre, and a wheel of prizes from the North Okanagan Cycling Society.
After a warm welcome from Vernon Mayor, Victor Cumming, TOTA CEO Ellen Walker-Matthews, Destination Silver Star’s Executive Director Cassandra Zerebeski, and Tourism Vernon’s Tourism Manager Torrie Silverthorn, attendees were treated to three drag performances from Fuchsia Bush, Peter Packer, and Wanda Lust. The evening concluded with music provided by DJ Miss Demeanor.
The Summit
On Wednesday, October 30, 150+ tourism industry professionals gathered in the Predator Ridge Commonage Ballroom to Immerse themselves in TOTA’s 2024 Summit.
The day began with a welcome from Ellen Walker-Matthews who thanked the Okanagan Indian Band for hosting us on their unceded, ancestral, and traditional land. Ellen then shared remarks about the theme “Immerse Yourself”, and thanked Destination Silver Star and Tourism Vernon for the wonderful evening the night prior, and the event sponsors for making the conference possible.
Virginia Gregoire, an elder from the Okanagan Indian Band, then welcomed the group, with special thanks given to the Creator and a prayer for safe travel.
Ellen then shared a bit of TOTA history, showcasing photos of how far the industry has come over the past 50 years, and how we can still bring positive change within the industry today.
Mike Overend, Director of Destination Development and Stewardship then recognized the businesses within the region who have achieved the Biosphere Certified designation and are working towards a sustainable future in tourism.
Biosphere Certified Members:
Opening Keynote - What Just Happened? Understanding 2024
Chase Grey, Director of Strategy at Skift, provided an insight into global tourism trends in the opening keynote, noting that the post-covid travel trends, or “Revenge Travel” have made a strong recovery. Chase noted the challenges facing tourism, which include: over tourism, climate change, high interest rates, geopolitical challenges, and artificial intelligence. He then laid out a game plan for those in tourism, which include: creating a strategy, addressing seasonality, expanding choice, enhancing community readiness, and being proactive.
Interactive Workshop - Intro to Generative AI for Tourism Professionals
AI Strategist, Peter Pilarski, delivered a 60 minute course, diving into the history and potential of AI with "Intro to Generative AI for Tourism Professionals." The presentation stressed the importance of human discernment, policy, and a shift in mindset that AI tools will free up time to innovate and produce more, rather than replace. Attendees were then invited to use ChatGPT to create a marketing strategy for a hypothetical backpack brand, showcasing how the tools can be used.
Research Presentation & Panel - From Data to Decisions: Harnessing Research for Sustainable Tourism Growth
Robb MacDonald, Cassandra Zerebeski, Peter Larose, Ryan Staley and James Anderson provided insights about how tourism research is currently being used to promote sustainable tourism growth. James Anderson from Destination Canada showcased the Canadian Tourism Data Collective, Ryan Staley showcased how Destination BC is using tools like accommodations, bookings, and environics data, Peter Larose highlighted an economic impact analysis that was performed in Kamloops, and Cassandra Zerebeski showcased the project completed between Destination Silver Star and Symphony Tourism Services.
Indigenous Panel - Embracing Authentic Partnerships, Beyond Land Acknowledgements
Chatman Shaw, Rhys Laug, Jenelle Brewer, Justen Peters, and Jamie Bourne sat down for a discussion on embracing authentic Indigenous partnerships. The panelists discussed the importance of contacting and including local Indigenous communities to ensure authenticity, and how we can best create authentic partnerships.
Sustainability Panel - The Tourism Shakeup
Rodney Payne was joined by Angela Nagy, Dr. Donna Senese and Alison MacKay for a discussion about sustainability in the tourism industry following a video presentation from Rodney Payne called Travel Beyond. The discussion was based around the key themes presented in the video - the industry needs to come together to drive systemic change and influence policy towards a more sustainable future.
State of the Industry - What Happens Next and Where Do We Go From Here?
Walt Judas, of Tourism Industry Association of Canada and Alison MacKay of Destination BC, sat down for the final panel of the day to discuss the state of the tourism industry. Walt Judas opened with commentary about the recent provincial election, the value of tourism, and why tourism is everyone’s business. Alison MacKay provided commentary on the opportunities, trends, and shifts that the industry is facing.
Closing Keynote - The Value(s) of Tourism
Peter Larose ended the day with a discussion on the Value(s) of Tourism. Peter tied in personal anecdotes and professional findings in this panel with the overall trend in how we value tourism, and how to centre the destination.
AGM & Summit 2025 Location Announcement
TOTA is pleased to announce that the 2025 AGM & Summit will be held in Kelowna, BC, in partnership with Tourism Kelowna and the KF Centre For Excellence.
Thank You to the 2024 Sponsors
Corporate Sponsors
Lunch Sponsors
Exhibitor Sponsors
Transportation Sponsor
Contributing Sponsor
