DESTINATION DEVELOPMENT STRATEGY - HIGHLIGHTS SHUSWAP-NORTH OKANAGAN
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SHUSWAP-NORTH OKANAGAN DESTINATION DEVELOPMENT STRATEGY HIGHLIGHTS
OKANAGAN LAKE
Photo: Don Weixl
THANK WHAT’S
YOU INSIDE
The Shuswap-North Okanagan Thank you to our tourism partners
1. INTRODUCTION
Destination Development Strategy who participated in the process
is the outcome of a twenty-one by attending planning workshops, 2. REALIZING
THE POTENTIAL
month, iterative process of gathering, conducting interviews, hosting site
synthesizing, and validating information visits, and responding to surveys. 3. AT A GLANCE
with stakeholders about the current 4. GEARING UP
and future direction of tourism in Special thanks to the members
the Shuswap-North Okanagan of the Working Group, as well as
planning area. the facilitators of the Shuswap-
North Okanagan destination
We thank the Secwépemc People development process.
on whose traditional territories
we gathered for our meetings in
Enderby and Salmon Arm.
SHUSWAP-NORTH OKANAGAN | 2
1 INTRODUCTION
WHY A STRATEGY? (TNRD). The key settlements include Salmon Arm, A KEY IMPERATIVE
Sicamous, Chase, Falkland, Enderby, Armstrong,
The Shuswap-North Okanagan Destination The recommendations contained within the Shuswap-
Vernon, Coldstream, and Lumby. The planning area is
Development Strategy was developed to enhance North Okanagan Destination Development Strategy
located on two key corridors — Highway 1 midway
the competitiveness of the Shuswap-North Okanagan form the foundation for additional, focused, and
between Vancouver, BC and Calgary, AB, and Highway
planning area over the next 10 years and beyond. The aligned discussions regarding implementation. It will
97. The region is well served by these transportation
strategy was developed as part of Destination BC’s be important to ensure that the strategy becomes
routes. Air access into the region is through Kelowna
Destination Development Program to support and embedded in local, regional, provincial, and federal
International Airport and Kamloops Airport.
guide the long-term growth of tourism in British decision making processes. It is only by working
Columbia. This document presents the key highlights collaboratively in an integrated way, with a shared
of the Shuswap-North Okanagan strategy. WHERE DOES IT FIT? agenda, that the full potential of the Shuswap-North
Okanagan will be realized.
The Shuswap-North Okanagan planning area is one
WHO IS IT FOR? of 20 planning areas across BC for which destination
The Shuswap-North Okanagan Destination
development strategies are being developed. Each AT A GLANCE
planning area represents a logical destination for
Development Strategy is a guide for tourism partners In what follows, the distinctiveness of the Shuswap-
visitors in and around the province. As planning areas
as they work collaboratively to grow the visitor North Okanagan destination is summarized, and its
span multiple jurisdictions, the importance of adopting
economy. The strategy will be reviewed and updated vision for tourism introduced. While acknowledging
an integrated approach with a shared vision and
to reflect changing tourism objectives, priorities, the challenges the sector faces, its potential for growth
coordinated investment is critical. The Shuswap-North
and market conditions. Results will be tracked and is set out in terms of key opportunities and experience
Okanagan Destination Development Strategy is
outcomes will inform future implementation activities development potential. A consideration of each
one of seven planning area strategies being prepared
thereby optimizing their effectiveness in increasing development theme and associated actions then
for the Thompson Okanagan tourism region. The
economic, social, and cultural benefits for the entire follows. While further detail on each of these elements
other six are the Okanagan Valley, the North
Shuswap-North Okanagan planning area. is available in the full strategy, they are brought together
Thompson and Nicola Valleys, the Gold Rush Trail,
“At A Glance” to demonstrate the scope of the
Interlakes, Highway 1 Corridor, and Highway 3
integrated nature of the approach being taken.
WHERE IS IT FOR? Corridor. In time, informed by the outcomes of all
relevant planning area destination development
The Shuswap-North Okanagan planning area
strategies, regional strategies will be developed. These
encompasses the Regional District of North Okanagan
will, in turn, inform the creation of a provincial
(RDNO), the Shuswap electoral areas of the Columbia
strategy, thereby ensuring a truly integrated and
Shuswap Regional District (CSRD), and the Village
cohesive combination of bottom-up and top-down
of Chase in the Thompson Nicola Regional District
destination planning.
SHUSWAP-NORTH OKANAGAN | 3
2 REALIZING THE POTENTIAL
OKANAGAN LAKE
A DISTINCTIVE DESTINATION small and medium sized communities that give the Photo: Grant Harder
visitor a range of opportunities to connect with locals,
The Shuswap-North Okanagan planning area is located in
and to experience the wealth of artists, artisans, and
the southern Interior of British Columbia, approximately
musicians that reside/perform in the planning area.
half way between Vancouver and Calgary on Trans-
Canada Highway 1. To the south is the Okanagan The Shuswap region owes its identity to the Secwépemc,
Valley which is major year-round tourist destination who have lived in the area since time immemorial.
that is linked to the Shuswap by Highway 97. The With their rich and sophisticated culture these true
mountainous area to the east encompasses Revelstoke stewards of the land, the plants, and the animals,
and Golden, while Kamloops is situated due west. continue to lead the way in developing a culture of
Highway 1 runs roughly east-west connecting Revelstoke, stewardship and collaboration, particularly in relation
the communities of the Shuswap, and Kamloops. to the planning and management of trails. More
specifically this area is home to five First Nations
For those travelling westwards, the emergence of
Bands — the Adams Lake Indian Band, the Little
Shuswap Lake, along with long, distant views and the
Shuswap Lake Indian Band, the Nesknolith Indian
ranches and farms of the area, herald a change from
Band, the Okanagan Indian Band, and the Splatsin
the mountain landscapes and mark a considerable
(Spallumcheen) Band.
transformation in the travel setting. For those travelling
east, Shuswap Lake with its lush green setting and small The planning area is particularly renowned for its trails,
communities signals a welcome change from the dry and its water-based activities. The opportunities to
landscapes of the Kamloops region. As the principal engage in outdoor activities are extensive. Visitors
feature of the region, Shuswap Lake is at the center of enjoy biking, hiking, horseback riding, geocaching,
a large stream and lake network and the focal point of birdwatching, fishing, paddling, rafting, rock climbing,
many tourism activities. canoeing, kayaking, windsurfing, stand-up paddle
boarding, ziplining, scuba diving, skydiving, skiing,
The region is hugely varied comprising remote
snowboarding, snowmobiling, and snowshoeing. In
mountains and wild streams, popular lakes, rich farm
addition, there is an eclectic mix of arts and culture
lands, and historic towns. It offers a diversity of
attractions, Indigenous experiences, and local flavours
landscapes and waterscapes associated with Shuswap
of interest to visitors which brings a level of vibrancy to
Lake, Shuswap River, Shuswap Highlands, the Interior
the area that makes the Shuswap-North Okanagan a
Plateau, Okanagan Lake, Kalamalka Lake, and a range
distinctive planning area within BC.
of smaller lakes. The destination is characterized by
SHUSWAP-NORTH OKANAGAN | 4
2 REALIZING THE POTENTIAL
A SHARED VISION KEY OPPORTUNITIES • Water-based recreation — Shuswap
Lake with its system of four arms and
Adopting a sustainable approach to the development of the planning area, partners working The destination faces a number of challenges 1,000 kilometres of shoreline; is stocked
together are keen to realize the following vision: such as connectivity between communities for fishing opportunities and there are
seasonality, accommodations, access to Crown water-based provincial parks that
VISITORS EXPERIENCE A SENSE OF land, and lack of coordination between
provide camping and day use facilities.
businesses in delivering memorable experiences.
WELCOME AND REJUVENATION However, key opportunities include: • Living landscapes — with a focus on
the farmed landscape set within the
YEAR-ROUND IN A DESTINATION THAT • Growing demand for authenticity,
valleys and against the backdrop of the
creativity, and self-fulfillment
IS KNOWN FOR ITS PASTORAL LANDSCAPES, ITS • Global growth in cycling
mountains there is a growing emphasis
on local flavours. Those flavours
DIVERSITY OF WATER-BASED ACTIVITIES AND • Strengthening of Alberta and the include orchards, gardens, ranches,
greenhouses, dairies, and markets, in
TRAILS. THE PLANNING AREA IS ALSO KNOWN FOR US markets
addition to wineries and vineyards,
• Development of an iconic rail trail from
ITS RANGE OF AUTHENTIC AND WELL-CONNECTED Shuswap to South Okanagan
breweries, distilleries, restaurants, and
more conventional food outlets.
COMMUNITIES WITH THEIR STRONG SENSE OF • Broadening the tourism dialogue to
• First Nations — with a focus on the
include more resource sectors
PLACE, THE RICH CULTURAL HERITAGE OF FIRST Switzmalph Cultural Society’s Shuswap
• Potential to tap retiree market for HR/ Centre, Quaaout Lodge and Spa
NATIONS, AND THE MORE RECENT TRADITIONS enhanced training Resort, and the new Splatsin Community
AND STORIES OF PIONEERS AND SETTLERS. WE • Sharing economy Centre, which is a venue for gatherings
and events.
WILL CONTINUE TO FOCUS ON ESTABLISHING • Leveraging ski development
• Cultural heritage — with a focus on
in Revelstoke
AND ADOPTING BEST PRACTICES BY WORKING cultural heritage attractions and
community museums presenting the
COLLABORATIVELY TO DEVELOP A COMPETITIVE EXPERIENCE POTENTIAL pioneer and settler stories of the
DESTINATION, PROTECTING ITS ENVIRONMENT, Product experiences with world class appeal planning area. There is an extensive
to motivate travel, encourage longer stays, array of artists and artisans and a vibrant
CULTURAL INTEGRITY, AND DELIVERING and sustain year-round tourism throughout performance scene, with a range of
the destination include: public art galleries, private studios, and
MEMORABLE EXPERIENCES THAT CREATE shops showcasing local and visiting talent.
• Trail-based adventure — with a focus
SUSTAINABLE GROWTH OF THE TOURISM ECONOMY. on hiking, mountain biking, equestrian,
Nordic, paddle trail experiences,
and snowmobiling.
SHUSWAP-NORTH OKANAGAN | 5
3 AT A GLANCE
WHAT MATTERS MOST: THE NATURAL ENVIRONMENT
VISION STATEMENT Visitors experience a sense of welcome and rejuvenation year-round in a destination that is known for its pastoral landscapes, its
diversity of water-based activities and trails. The planning area is also known for its range of authentic and well-connected communities with their
strong sense of place, the rich cultural heritage of First Nations, and the more recent traditions and stories of pioneers and settlers. We will continue to
focus on establishing and adopting best practices by working collaboratively to develop a competitive destination, protecting its environment,
cultural integrity, and delivering memorable experiences that create sustainable growth of the tourism economy.
GET DOWN TO BUSINESS: CREATE AN ATTRACTIVE BUSINESS CLIMATE FOR NEW AND EXPANDING TOURISM BUSINESSES
THEME 1
ALL-IN ON TRACK HUB & SPOKE LONG DISTANCE TRAIL
Extend the Shuswap Trails Roundtable model Within the context of a Shuswap-North Ensure existing trails are maintained and all Work collaboratively within a regional forum to
of collaboration, including its operational Okanagan Trails Forum, look at new trails can accommodate, where develop the Sicamous to Osoyoos long distance
structure, to the North Okanagan. Ensure First opportunities to develop the Sicamous to feasible, year-round use. Promote the rail trail. Within the context of a consolidated
Nations’ title, rights, values, and interests are Armstrong Rail Trail; improve the development of hut-to-hut experiences and management strategy for the trail, address,
enshrined within agreements for the shared mapping of, and connectivity between, trail encourage communities with a significant amongst other matters, its naming and branding,
management and future use of the area, systems, and create new, cross- accommodation base to position governance and funding, connectivity and
including the realization of its tourism potential. jurisdictional trail experiences and themselves as hubs within the emerging linkages, business opportunities, and
associated support services. network of trails. experience development.
SUSTAINABLY DRIVEN ADVANCING ACCESS INTO THE BLUE RIVER RULES SQUEAKY CLEAN
Map and assess the capacity of the Identify, map, and address land and Develop an inventory of suitable In response to the growth in motorized In line with the critical importance
resource base to sustain and water access issues, including: access and launch sites, together recreation on the Shuswap River, of safeguarding water quality
accommodate motorized recreation parking capacity at trailheads, with trailhead infrastructure. develop a code of conduct for users and promoting water safety, ensure
trails. Develop an ORV trail strategy access over private lands, and Promote the concept of blueways and information (digital and print) to that the recreational needs of
and adopt a strategic approach access to Crown lands. In light of — paddle trails — within the familiarize visitors with the river, its the Shuswap, Little Shuswap,
to meeting the needs of this particular concern over access to waterfront broader community and further regulations, and its places of interest. Mara, and Adams Lakes are
user group, whilst mitigating areas, review regulations regarding develop this opportunity to Raise awareness of its ecological value sustainably addressed.
the impact of unauthorized ORV dock size for private facilities and encourage access onto the water. through interpretive signage;
trail networks. boundary fences into the water. strengthen the River Ambassadors
program, and engage users and First
Nations in a River Guardians program.
WATER’S EDGE A SHARED RESPONSIBILITY FOLLOW-THROUGH BE PREPARED
In identifying recreational management Developing adaptability and resiliency to In strengthening the link between Put a disaster and emergency program in place
zones, address the issue of motorized and managed growth, work collaboratively to sustainability practices and improved to enable the destination to respond to major
non-motorized boat launch sites. Create agree on indicators, and share data on the industry competitiveness, leverage natural events such as floods and wildfires. Provide
boating destinations within the lakelands as cumulative impacts of visitor use. Support the destination’s Biosphere accreditation best practices research on response options for
well as a coherent system of signage for policy and program measures to protect to develop innovative approaches to the sector relative to cancellations, refunds,
promoting the safe and appropriate use of the environment and introduce a product development, energy efficiency, re-bookings, and customer relationship policies.
the waterways. stewardship fund for environmental initiatives. and carbon footprint tracking.3 AT A GLANCE
VITAL LINKS: CONNECTIVIT Y
THEME 2
BE DRIVEN FAR & WIDE HIT THE ROAD IN PARALLEL FULLY CONNECTED
In developing a business case Work with BC Transit and other Within the context of work Ensure that the opportunity to Within the context of developing a
for a shuttle service, work with BC relevant partners to identify underway to upgrade Highway 1 develop the Chase to Sun Peaks regional plan for internet coverage, work
Transit to improve the scheduling innovative solutions to providing a from Kamloops eastwards, ensure road is pursued; its economic benefit with the government of BC and the
and coordination of the transit consistent and regular transit that the measures timetabled demonstrated and the interests of telecommunications sector to achieve
service to connect with airports. system to enable visitors to move for the Shuswap area address its advocates are aligned in support enhanced connectivity throughout the
Explore the opportunities for both around the region. Develop a congestion and safety. of its realization. Expedite the rural region. Support the tourism industry as it
the private sector and the sharing regional transit plan for the Make provision, through adequate roads initiative which is designed to moves towards adopting innovative
economy to provide effective Shuswap and expedite the signage, for those businesses provide safe parallel routes along all key technological solutions to enhance the
airport connectivity solutions. introduction of a ride-sharing likely to be affected by the rural corridors and enhance the road visitor experience.
framework to tackle the challenge changes to maintain their cycling experience.
of transportation in rural areas. visibility to passing traffic.
GET DOWN TO BUSINESS: INDUSTRY READINESS
THEME 3
FRONTLINE FOCUS FUTURE PROOFED THE HOUSING CHALLENGE MEASURE & REPORT ATTRACT & RETAIN
Learning from the success Adopt a coordinated approach Profile the specific housing Work with relevant partners to In collaboration with relevant partners,
of similar initiatives elsewhere, to looking at the specific business needs of tourism workers within measure the value of tourism. Adopt a strengthen the appeal of tourism as a
develop and secure the uptake retention and expansion needs the context of providing coordinated approach to reporting on career and work towards securing a living
of a Tourism Ambassador program of the tourism sector, including the innovative solutions to meeting economic impact data and find ways to wage for sector employees by 2028.
for the planning area. Continue to development of a customized plan. their housing needs. Establish a measure business confidence. Work
encourage participation in working group that can fully strategically with lending institutions to
SuperHost training and invite assess the current state of the promote their understanding of the
further participation in Destination housing market and determine visitor economy.
BC’s ongoing learning the extent to which the availability
opportunities. of affordable accommodation is
constraining the delivery of
quality experiences.
EXCEED EXPECTATIONS: THE VISITOR EXPERIENCE
THEME 4
WHEELS IN MOTION INDIGENOUS TOURISM CURATE & CELEBRATE TRUE FLAVOUR WONDERFUL IN WINTER
Build on the opportunity to develop Empower First Nations communities Establish a regional working group Engage farmers, growers, artisans, Informed by the EQ program,
the Shuswap-North Okanagan as and local entrepreneurs to build to develop an integrated arts and operators in creating outstanding encourage operators to focus on
an internationally recognized cycle up new experiences; connect and cultural heritage strategy to culinary experiences. Introduce developing signature winter
tourism destination. Leverage consumer-ready product with the advance the opportunities identified and extend various agritourism experiences. Assess the opportunity
initiatives such as the rail trails, the wider marketplace, and facilitate in existing plans. Develop a programs designed to nurture a strong for winter trail experiences as part
parallel pathways, and the focus on the development of partnerships to coordinated approach to the network and well-connected of the development of a year-round
transportation networks to strengthen the delivery management and promotion distribution system between local trail use plan for the entire
accommodate the needs of this of experiences. of events and leverage the suppliers and restaurants, including the planning area.
market and provide supporting and capacity of the arts, heritage, and artisan retail sector.
complementary services. culture to motivate visitor interest
and add value to the experience.4 GEARING UP
SILVER STAR MOUNTAIN RESORT
FRAMEWORK SUCCESS NETWORKS Photo: Blake Jorgenson
This strategy is intended to inform The strategy presents the destination
actions for the future, which over development objectives using a
time may be embedded in the local, consistent framework to determine the
regional, and provincial decision making. prioritization of each objective and the
The result will be an integrated system of relative timing for implementation.
priorities to achieve better development Objectives with a provincial or regional
decisions, drive greater tourism revenues, scope are identified as well and will
and realize benefits for businesses and inform the regional and provincial
communities in the Shuswap-North destination development strategies.
Okanagan planning area. All this will
contribute to a thriving, vibrant, and
growing economy.
High Value
1. QUICK
2. LONGER TERM
Joint strategy ownership among all WINS
ACTIONS
planning area tourism partners is a (2019–2022)
(2023–2029)
critical component of this program’s
success. The strategy identifies a
suggested success network of tourism
4. LEAVE OUT
partners to champion and move actions 3. SET ASIDE
UNTIL OF STRATEGY,
within each objective forward. RESOURCES REEVALUATE
Low Value
ALLOW IN FUTURE
Low Complexity High Complexity
SHUSWAP-NORTH OKANAGAN | 84 GEARING UP
VERNON
CATALYST PROJECTS Photo: Destination Canada
The following nine actions were identified as
catalyst projects for immediately moving the
strategy into implementation.
What Matters Most: The Natural Environment Get Down to Business: Industry Readiness
• Continue to implement all existing • Promote participation in Destination
trails strategies and pursue BC’s ongoing learning opportunities.
opportunities to promote more • Work with the tourism business
regional integration in trails systems. community and Destination BC to
• Build a comprehensive understanding measure the value of tourism.
of all access related issues.
• Support the work of the Shuswap Trails Exceed Expectations: The Visitor Experience
Roundtable in developing cumulative • Strengthen the appeal of the area for
effects assessment tools and processes. road cycling with the objective of
having a robust internationally
Vital Links: Connectivity recognized cycle tourism sector in
• Work with local governments and the place by 2028.
private sector to establish a regular • Work with all sectors to identify new
shuttle service between communities opportunities for winter experiences.
and airports.
• Continue to work with community
and regional partners to support the
implementation of transportation
systems in the region, including the
further development of parallel pathways.
SHUSWAP-NORTH OKANAGAN | 9LOOKING
Find it in the more detailed Shuswap-North Okanagan
Destination Development Strategy or you can reach us at:
DESTINATION BC
FOR MORE
destinationdevelopment@destinationbc.ca
MINISTRY OF TOURISM, ARTS AND CULTURE
amber.mattock@gov.bc.ca
INFORMATION?
INDIGENOUS TOURISM ASSOCIATION OF BC
indigenous@totabc.com
THOMPSON OKANAGAN TOURISM ASSOCIATION
industry@totabc.com
FRONT COVER PHOTO: SILVER STAR MOUNTAIN RESORT, Blake Jorgenson.
SICAMOUS
Photo: Darren Robinson
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