Tourism plan focuses on branding, sports and experiences in 2024

Feb 27, 2024 | 5:00 AM

Vernon Tourism has some key focuses for drawing in visitors in 2024.

At city council’s regular meeting Monday, Feb. 26, Torrie Silverthorn, Manager of Vernon Tourism, said the annual plan has six key pillars to follow this year, three of which will be more prominently featured.

“What’s really going to be new and different for 2024 is we’re going lean into a couple of these, in particular we’re going to lean into leading with our new branding. Some of you may have noticed already we have a new website; we’re going to leverage growth from the sports sector; and we’re also going incubate some products and experiences, in particular with the corporate sector in Vernon,” Silverthorn explained, noting the other key pillars involve marketing to key audiences, establishing and maintaining strong partnerships, and showcasing local pride.

Tourism Vernon’s manager said amplifying Vernon’s brand will be a key focal point for attracting visitors this year.

“In general you’re going to see a very mobile-first approach to all of our online marketing. A really clean design, letting our images speak for themselves, and branding that speaks to our ideal visitors,” Silverthorn remarked.

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“We’ve also been able to, with a grand refresh, really strengthen our identity that still stays versatile in the brand application. And what I mean by that is, looking at our e-newsletters, for example, or our website, there will be a familiarity amongst our consumers that will eventually, hopefully, build loyalty.”

She added the brand values include offering up real experiences instead of tourist traps, having protected natural spaces for people to enjoy now and in the future, and embracing both leisure and fast-paced activities.

Silverthorn said leveraging specific sports is another key facet of the strategic plan, and would be heavily focused in 2024.

“Our partnership with the Sport and Cultural Society of the North Okanagan has been proving very successful in attracting and building relationships with reputable sport and culture brands and organizations at a provincial and a federal level,” the tourism manager said.

“We’ve been able to put bids in and win several events. Quidditch, the Senior Curling Championships, and Hockey Canada Women’s U18 Esso Cup are examples of work that has been done with this partnership.”

Encouraging the corporate and business sector to choose Vernon as the location to hold events and conferences will also be a big focus.

“Basically what it comes down to is the filling of conference and meeting spaces in Vernon, and partnering with our hotels and facilities in the community to do that,” Silverthorn told council, noting Vernon had not previously been a hub for these types of events.

“While it will be new step for Vernon, I really firmly believe this is what leveling up as a DMO (destination marketing organization) will look like for us in 2024.

“This idea came about at the Tourism Commission level, right from our hoteliers that work and try to fill everyday their corporate and event spaces, and they’re looking for a bit of extra support, they seek demand and they just need somebody to help fill the spaces.”

Silverthorn added these types of events that see people fill up local hotels also bring economic benefits to the community as a whole.

These pillars are key aspects of Tourism Vernon’s five year strategic plan, with the overall goals of increasing year-round visitation, visitor satisfaction, stakeholder engagement and community support for tourism.

“In general, I’m feeling very optimistic for 2024 and I hope you are as well. I think we’re set to put our best foot forward and have one of our best years yet for Tourism Vernon,” Silverthorn added.

Council received the presentation for information at Monday’s meeting.

Speaking with Vernon Matters following the meeting, Councillor and Acting-Mayor Kari Gares said Tourism Vernon had done a great job capturing the community’s values to be presented to the broader general public.

“I had mentioned it once before: marketing is often of the most difficult things to get right, and from what I can see, they put a lot of thoughtful insight into achieving their ultimate goal, which is to present Vernon and the local area with such immense positivity that hopefully it will attract people to come to our area,” Gares told Vernon Matters.

“Our tourism is really, really important for the economic benefit of our entire taxpayers, so I’m happy with it, it really hit a chord with me.”

by Liam Verster

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