Each year, Destination British Columbia (DBC) runs a cooperative marketing program that enables destinations to leverage provincial funds and either participate in marketing to specific sector groups or work collaboratively with other communities to achieve a common goal. This year, in conjunction with Tourism Week in Canada 2023, DBC announced more than $6 million in funding for the expanded program, which will support 70 initiatives throughout the province, including Traveling Out in the Thompson Okanagan (TOTO).

Launching in 2023/24, TOTO is a collaborative campaign between Tourism Kelowna, Travel Penticton, Destination Osoyoos, Tourism Vernon, and Tourism Kamloops, targeting the 2SLGBTIQIA+ travel market. The intention of this initiative is to become a well-known and welcoming destination area that offers exceptional experiences where members of the 2SLGBTQIA+ feel safe to be themselves while exploring seasons outside of summer.



In addition to TOTO, Tourism Kelowna also participates in five additional tourism sector campaigns:

BC Ale Trail

The BC Ale Trail is a series of self-guided itineraries highlighting local craft brewery destinations and the super, natural landscapes that surround them. Each Ale Trail outlines how to explore the respective destination—this includes information on craft breweries, pubs, restaurants, cafes, liquor stores, outdoor activities, sightseeing, accommodations, and more.

Golf British Columbia

This initiative aims to have BC recognized nationally and internationally as a leading golf destination. In addition, the program is meant to grow the game of golf in BC by generating incremental rounds from golf tourism, thereby driving green fees, overnight accommodation, food and beverage, transportation, etc.

Mountain Biking BC

Mountain Biking BC began in 2010 as an initiative of the Western Canada Mountain Bike Tourism Association (MBTA) to unite the fragmented and fledgling mountain bike sector and to position British Columbia as the most diverse mountain biking region in the world. This initiative connects riders with the best trails across the province while providing trip ideas and a directory of services to meet bikers' needs. In addition to Destination Marketing Organizations, Mountain Biking BC works collaboratively with businesses, bike clubs, events, resorts, and government agencies to advance the collective goal of making BC the best mountain biking destination on the planet.

The BC Bird Trail 

The BC Bird Trail was developed as the leading source of information on attractions, activities, and accommodations related to birdwatching travel in BC. Through easy-to-follow itineraries, the program encourages respectful travel through the province as folks from all backgrounds discover the wonders of birding. Since launching in September 2020, the BC Bird Trail has grown to include five regional bird trails in Central Vancouver Island, Columbia Valley, Fraser Valley, Sea To Sky, and South Fraser, plus bird trail outposts in communities like Langford and Osoyoos. We are excited that Kelowna is being added as an Outpost this year, with information currently being created to be added to the website.


Launched in 2022, Paddle BC is a collaboration between paddling associations and tourism organizations with two main goals:

  1. To promote British Columbia as a world-class paddling destination that offers some of the most varied and fun waterways on the planet. With over 25,000 kilometres of ocean coastline to explore, innumerable rivers and tributaries, and more than 20,000 lakes of all sizes in an area larger than France and Germany combined, it is worth letting the rest of the world in on the secret that paddling in BC is epic.
  2. To endorse the safety of the sport with the help of local experts. To that end, they point paddlers towards the people, businesses, associations, clubs, events, accommodations, services, and agencies that will ensure their paddling experience in British Columbia is memorable and safe. They also recommend trips, waterways, articles, and more to help reinforce the fact that BC is one of the best paddling destinations on the planet.

 Kelowna information is currently being gathered to be added to the website to highlight our beautiful lakes and the Kelowna Paddle Trail.

Interested in learning more about the Co-op Marketing Initiatives Tourism Kelowna is a part of? Reach out to me at carla@tourismkelowna.com.