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Shuswap Tourism showed resilience, innovation amid wildfires

New initiatives last year helped combat the wildfire challenges

Last summer’s wildfires presented exceptional challenges to Shuswap Tourism, but also sparked resilience and innovation as highlighted in its annual review.

“Reflecting on the year, it’s clear the wildfires left an indelible mark on communities. Yet, it also ignited a collective spirit to rebuild and innovate,” manager Morgen Matheson said in a media release. “Our efforts of the past year are encapsulated in the Annual Review… highlighting our progress, challenges and the strategic path forward.”

That included reinstating the Shuswap Tourism Advisory Committee, which features local businesses from around the region representing diverse sectors of the tourism industry. The finalized plan for 2024 emphasizes community-based destination management, quality, sustainability and collaboration.

The organization has also worked on a number of marketing partnerships with Golf in BC, BC Ale Trail, Fishing BC and the newly added BC Bird Trail. Ongoing collaboration with larger, higher level tourism boards helped launch the award-winning ‘Shuswap Chill’ social media campaign that significantly increased the region’s online presence and visitor engagement.

The campaign highlighted the region’s unique charm and off-peak season attractions, and not only got over two million views on its South Canoe trails mountain biking segment, but also earned recognition with a Marcom and Viddy Platinum award.

Last year also marked the launch of Farmstand Trail pilot project, an agri-tourism initiative that highlights the commitment to promoting sustainable tourism and celebrating the region’s agricultural heritage.

“This ambitious project will feature a dedicated website with a map of all the farmstands and experiences along the Salmon River and Yankee Flats areas, connecting Falkland with Salmon Arm,” Matheson said in the release. “We are hopeful to expand this pilot project to the rest of the Shuswap region in the coming years.”

The release adds that going forward, Shuswap Tourism is “committed to not just navigating the challenges, but to fostering a tourism sector that is resilient, sustainable and vibrant now and years to come.”

For more information on its initiatives, and to see the complete Annual Review, visit the website at, with the report under the travel inspiration tab.

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About the Author: Heather Black

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