The outlook for tourism in the Thompson Okanagan region looks bright, even with the world’s economic ups and downs. Sandra Oldfield, the new chair of the Thompson Okanagan Tourism Association (TOTA), shared her optimism about the upcoming 2025 season. She noted that bookings for spring and summer are already surpassing last year’s numbers.
Oldfield suggests that many Canadians might prefer to explore their home country, similar to the trends seen during the pandemic. Recent data from Statistics Canada revealed that almost 32% fewer Canadians returned from the U.S. by car in March compared to March 2024. This marks the most significant decline since the pandemic started, showing a shift in travel habits.
Comments from U.S. leaders, particularly former President Trump, have also influenced how Canadians feel about traveling to the U.S. Oldfield hopes that Canadians will turn this sentiment into an opportunity to discover local attractions.
For American tourists, the value of the U.S. dollar remains an appealing factor for visiting Canada. Oldfield points out, “While they may not focus on the exchange rate, Americans tend to find that their money stretches further here.” She believes these interactions between Canadians and Americans are vital to the travel experience and the overall warmth of the region.
Having moved from California to Canada and begun Tinhorn Creek Vineyards with her husband, Oldfield understands the unique relationship both nations share. She believes personal connections are what make vacations truly memorable. “When people choose us for their trips, they want unforgettable experiences,” she said.
Sustainability is another priority for TOTA under Oldfield’s leadership. They aim to promote eco-friendly tourism that highlights Indigenous cultures and fosters collaboration among various tourism operators. “We need to communicate effectively and find ways to support each other,” she added, emphasizing the importance of adaptability in an ever-changing landscape.
Oldfield is also optimistic about the shift in tourism patterns, noting an increase in interest during the shoulder seasons, like spring and fall, which traditionally get less attention. The wine industry, for instance, is witnessing more visitors in April and May now, even as they spend more money in September and October.
As she takes on her new role, Oldfield acknowledges the contributions of her predecessor, Michael Ballingall. Ballingall, who has been with TOTA since 1997, has been a strong advocate for the region’s tourism, and she appreciates his ongoing input as a past chair.
Oldfield is active not only in TOTA but also manages her beverage and tourism consulting business and has created initiatives to help local producers succeed in their ventures. She was recognized as one of Canada’s Top 100 Powerful Women in 2016, showcasing her impact in the industry.
With a team that includes Kimo Landers and Cassandra Zerebreski in key roles, TOTA is poised to support a vibrant tourism scene in the Thompson Okanagan. Amid the challenges, the spirit of exploration remains undeterred. As Oldfield puts it, “Despite everything, people still want to explore new places, and we are ready to meet that desire.”
Check out this related article: Urgent Efforts to Preserve North Okanagan’s Historic Mansion: Join the Fight for Heritage Conservation!
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