Times Chronicle Staff
The Oliver Tourism Association (OTA) is leaving the pandemic behind as it prepares for a new season with renewed optimism.
In a presentation document to town council, OTA reports that 2021 was a challenging year with continued health orders, border closures, wildfires, floods, heat wave, labour shortages, and event cancellations.
But some positive changes came when business started opening up more in 2022 and visitor numbers increased in BC. In fact, the Oliver Visitor Centre assisted 4,783 visitors compared to 4,164 in 2021. Thirty per cent of these parties were local residents, while 51 per cent represented visitors from BC, with 10 per cent from Alberta. No visitors were reported from Washington State or California.
The Oliver Tourism Association currently has 8,800 followers on Facebook and Instagram.
The board of directors for OTA consist of Judy Born (UnCorked B&B), Danielle Hutton (Fairview Cellars), Ritchie Kendrick (Sagebrush Nurseries), Troy Ravndahl (Nk’Mip Cellars), Jackie Frederick (Cactus Tree Inn), Jean Marc Enixon (Culmina), the Osoyoos Indian Band (advisory member), and town council members Aimee Grice and Petra Veintimilla.
In 2023, OTA plans to revisit the visitor centre strategy by enhancing their services with a cafe or food truck, incorporate a bike station with supplies, and establish a “social hub.”
Marketing programs and campaigns include: hosting six travel writers in Oliver in conjunction with tourism partners, barrel signage program, business awards, world’s largest wine barrel, picnic, photo contests, Penticton airport signage for Oliver, hike and bike adventure travel, and wayfinding – identifying new routes.
Jumping on the world’s largest wine barrel campaign, OTA believes this would attract visitors from all over the province and become an iconic symbol of Canada’s Wine Capital. It could also be a starting point for events and be a host for meetings and weddings.
Ian Lobb, OTA’s executive director, could not be reached for comment on this year’s goals.
Last year OTA celebrated success with the return of Festival of the Grape and Cask and Keg, with signature events such as The Amazing Race and Beer Olympics. It was reported that more than 4,000 people attended those weekend events.
The association’s continued focus in 2023 is to rebuild festivals and events, develop Oliver as a four-season destination (increasing length of stays), enhance cycling accessibility, and develop the visitor centre as a hub for social interaction and adventure.
