Travel Penticton is launching the South Okanagan Tourism Alliance to support tourism in Penticton and across the South Okanagan as the industry tries to recover from the coronavirus pandemic. (Shaun Kennedy/Moments Under Frame)

Travel Penticton launches ‘tourism alliance’ to combat COVID-19 economic effects

Pandemic has had significant ‘immediate and long-term effects’ on tourism in the South Okanagan

Travel Penticton is joining forces with other South Okanagan tourism agencies to support “post-COVID” travel to the area.

The coronavirus pandemic has had a massive impact on the tourism sector.

With the significant immediate and long-term effect on tourism in the South Okanagan region, Travel Penticton, in cooperation with other South Okanagan tourism agencies, has created a new strategic tourism marketing project called the South Okanagan Tourism Alliance.

READ MORE: Travel Penticton launches ‘support your local business’ initiative

This new initiative, lead by marketing director of Travel Penticton, Brad Morgan, is a collaboration with the Destination Marketing Organizations in the South Okanagan region.

“There is always strength in numbers, and this new South Okanagan Tourism Alliance is a natural way to approach tourism marketing of the region once the wheels of tourism are allowed to roll,’ said Thom Tischik, executive director of Travel Penticton. “We need to look at new ways to approach our markets, be collaborative, share knowledge and resources, pool funds and leverage whenever possible to ensure we can make a significant impact once the doors are back open to tourism.”

As a long-term initiative, this new alliance will also feature a “four-season” plan to promote “self-planned” South Okanagan circle-tour road trips and include various product sectors and industry stakeholders within the area including sport and adventure, wine and culinary, craft beer, touring and events among others.

The South Okanagan Tourism Alliance will serve to promote travel to the region “when the time is right” and follow the guidelines as set by the provincial health authorities.

The plan will include a new website coming soon,, which will serve as the central hub for the campaign, supported by an integrated digital and traditional media marketing strategy, stated Travel Penticton in a news release.

READ MORE: Air Canada extends suspension of Penticton flights to June 30

READ MORE: Introducing the West Coast Traveller: A voyage of the mind


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