Page 64 - Grapevine March-April 2020

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it’s good for people as well as for the environment: According to British Columbia’s Minister of
Tourism, Arts and Culture, Lisa Beare, the prov-
1. Focus on the small steps producers and con- ince’s stunning scenery and unspoiled wilderness is
sumers can take today. a key draw for visitors from around the globe, and
the region’s tourism strategy reflects that.
2. Frame sustainability as a positive choice: talk
about positive benefits. “Our strategic framework for tourism seeks to
responsibly grow the visitor economy by re-spect-
3. Use groupthink for good: invite customers to ing nature and the environment, and making sure
be part of a larger movement to make greener that everyone sees the benefits of this import-
choices. ant industry,” Beare said in a press release about
TOTA’s award win.
4. Appeal to feelings, not facts: logic is not as per-
suasive as emotion.

5. Be brief: keep messaging succinct. The Editor would like to acknowledge
the Unified Symposium insert placed in
The second edition of the U.S. Sustainable
Winegrowing Summit will be held this year on May the January/February 2020 issue of
5-6 in Long Island, New York. The event will feature The Grapevine Magazine was incorrect.
tours of sustainable wineries in the area, as well as The correct insert was mailed separately
a full conference program. Tickets are $50. More
details are online at https://www.sustainablewine- to all subscribers. We regret any
growing.org/summit/. confusion this may have caused.

British Columbia to Host
Global Sustainable Tourism Conference

The Thompson-Okanagan region is also hosting
the 2020 Global Sustainable Tourism Confer-ence
November 19-22—the first time the annual event
will be held in Canada—at the Delta Ho-tels by
Marriott Grand Okanagan Resort in Kelowna.

The event will feature expert speakers and panel-
ists from around the world. Over 500 local, national
and international delegates are expected to attend,
including destination marketing professionals, air-
lines, travel agents, international media and tour-
ism-oriented business lead-ers.

According to President and CEO of Tourism
Kelowna, Lisanne Ballantyne, industry research
indicates that interest in sustainable tourism des-
tinations is growing. She said recent reports have
found 87% of consumers want to travel sustainably,
and 67% are willing to pay more for travel that has
a less negative impact on the environment.

In 2019, for the second year in a row, TOTA was
named the World Responsible Tourism Award
Winner at the Annual World Travel Awards.

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