New Program Aims to “Spark” Innovative Tourism Ideas in Thompson Okanagan: Valleys & Vineyards

A new program aimed at sparking and supporting innovative tourism ideas across Valleys & Vineyards – a new destination brand celebrating the Okanagan and Similkameen Valleys in British Columbia – was officially announced today by Destination BC, in partnership with the Tourism Innovation Lab along with the Thompson Okanagan Tourism Association.

Part of the Super, Natural British Columbia® brand family, Valleys & Vineyards is located within the territories of the Syilx Okanagan Nation and Secwépemc Nation in the Okanagan and Similkameen Valleys. It’s where rolling hills, refreshing waters, and lush valleys shape the landscape. Here, a vibrant food and wine culture invites you to slow down, connect with nature, share meaningful moments, and savour life’s simple pleasures.

The Valleys & Vineyards “Spark” Mentorships & Grants Program will match selected applicants with a tourism mentor, provide a $3,000 grant, and offer additional partner support to help take their new tourism ideas to the next level of development.

The goal of the program is to find, advance, and support new tourism ideas that will enhance the experience for Refined Globetrotters – travellers motivated by world-class destinations, fine dining, and the history and authentic charm of new places – and other visitors to the area.

Applications are encouraged from tourism entrepreneurs, small businesses, and non-profit organizations based in British Columbia from October 1 – November 12, 2025. Following a review process, five finalists will be invited to a virtual pitch session, resulting in a total of three “Spark” Program winners.

The “Spark” Program was first launched in Ontario in 2018 by the Tourism Innovation Lab and has since expanded to several regions across British Columbia.

The Valleys & Vineyards “Spark” Program is presented by Destination BC in collaboration with the Thompson Okanagan Tourism Association and the Tourism Innovation Lab.

For more information about the Valleys & Vineyards “Spark” Mentorships & Grants Program and upcoming Information Sessions, visit www.tourisminnovation.ca/ValleysandVineyards

QUOTES

Hon. Anne Kang, BC Minister of Tourism, Arts, Culture and Sport

“The Valleys & Vineyards ‘Spark’ Program exemplifies the kind of grassroots innovation that drives British Columbia’s tourism sector forward. By pairing emerging tourism entrepreneurs with experienced mentors, this initiative empowers local visionaries to bring fresh, community-rooted experiences to life. We’re proud to support programs like this that foster creativity, strengthen regional tourism economies, and showcase the diverse experiences and landscapes that make B.C. a world-class destination.”

Richard Porges, President & CEO, Destination BC

“The “Spark” Program will support entrepreneurs in developing new tourism ideas that enhance existing offerings, bring cultural stories to life, and expand the range of products and services across Valleys & Vineyards. These new experiences will inspire visitors to connect more deeply with the destination, encourage travel in the summer and fall, and create lasting benefits for communities.”

Ellen Walker-Matthews, CEO, Thompson Okanagan Tourism Association

“Tourism thrives on the creativity and drive of entrepreneurs. With the launch of this new ‘Spark’ program, we’re opening doors for people with bold ideas to turn them into reality. It’s a chance to be supported, mentored, and connected as you bring something new to our region’s visitor experience.”

Alex Berlyand, Program Lead, Tourism Innovation Lab

“We are excited to be partnering with Destination BC to launch the Valleys & Vineyards “Spark” Program. This initiative is about sparking and supporting new tourism ideas that reflect the region’s unique blend of landscapes, culture, food, and wine. By encouraging fresh experiences that resonate with the Refined Globetrotter, we hope to inspire more travellers to slow down, connect with nature, and savour the rich stories and flavours of the Okanagan and Similkameen Valleys.”

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Media Contacts:

Destination BC Media Relations
Email: [email protected]

Thompson Okanagan Tourism Association Communications
Email: [email protected]

Alex Berlyand, Program Lead, Tourism Innovation Lab, 416-454-5215
Email: [email protected]

Social Media:

Destination BC
LinkedIn:@DestinationBritishColumbia
YouTube: @destinationbritishcolumbia

Thompson Okanagan Tourism Association
LinkedIn: @TOTABCNews
Facebook: @TOTABCNews
Twitter: @TOTABCNews

Tourism Innovation Lab
LinkedIn: @TourismInnovationLab
Facebook: @TourismInnovationCanada
Instagram: @TourismInnovationCanada
X (formerly Twitter): @TourInnovation

ABOUT

About Destination BC
Destination British Columbia (Destination BC) is a provincially funded, industry-led Crown corporation that supports a strong and competitive future for BC’s tourism industry through a combination of global marketing, destination development, industry learning, cooperative community-based programs, and visitor servicing. Destination BC’s programs help to improve the visitor experience, support businesses and communities across the province, and strengthen BC’s worldwide reputation as a destination of choice. For more information about Destination BC’s programs and services, please visit: http://www.DestinationBC.ca/

About Thompson Okanagan Tourism Association
The Thompson Okanagan Tourism Association (TOTA) is a non-profit society, governed by an elected Board of Directors, which represents business and community tourism interests of the Thompson Okanagan region of British Columbia. TOTA is supported by and representative of Destination British Columbia and the BC Ministry of Tourism, Arts, Culture, and Sport.
TOTA is an industry-led organization that represents and supports all business and community tourism interests in the region, while also helping to implement provincial tourism policies. Learn more at www.TOTABC.org.

About the Tourism Innovation Lab
The Tourism Innovation Lab is a non-profit initiative created to find, foster and support new tourism ideas, experiences and partnerships, to cultivate and propel collaborations between the tourism and tech sectors, and to build a community of tourism innovators, idea makers and entrepreneurs. Launched in Ontario in 2018, the Lab and its “Spark” Mentorships & Grants Program are expanding to new regions across Canada. The Tourism Innovation Lab is a program of Hackforge and has a BC home base in Squamish. Learn more at www.TourismInnovation.ca/.

About the Invest in Iconics Strategy

Through the creation of iconic place brands, together with experiential development across British Columbia, the Invest in Iconics Strategy aims to encourage travellers to visit all areas of the province in all seasons.

Learn more at www.DestinationBC.ca/iconics or www.destinationbc.ca/what-we-do/bc-destination-brands/valleys-vineyards/

Email: [email protected]