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Tourism marketing succeeds in Penticton despite funding setback

Image Credit: Canadian Tourism Commission
July 21, 2014 - 2:52 PM

PENTICTON - Tourism officials say tourism is not in danger this season despite a pending court decision for the lawsuit between the City and the Penticton Hospitality Association regarding provincial funds.

Earlier in the season, provincial hotel tax funds were frozen because of an ongoing dispute with the city and the hospitality association about how the funds were to be used for marketing ventures. The association did not provide the city with detailed reports of how the money was to be spent, and the city, therefore, suspended the association’s access to the account.

Civil Supreme Court has not yet released a decision on the court case and the hotel tax funds cannot be used by anyone until a decision has been made.

Despite this setback, Penticton is having a successful tourism season so far, said Chris Bower, executive director of Tourism Penticton.

The organization receives funds from the City, and Bower said they are maximizing those dollars by using basic tools such as social media for their marketing efforts.

Bower, who became part of the organization in June, said there was a lot of good work done for tourism marketing in earlier seasons as well as this year, so now they are taking the next step.

“We’re almost there,” he said. “Penticton has the elements we need.”

He said the key element to successful marketing in the city is communication and working with other organizations, including the hospitality association, to ensure all fronts are covered.

Regardless of whether the association or the city wins the court case (if the city wins the tax fund dollars will go to Tourism Penticton), Bower said he will work with the association because they know everything about hospitality. And Tourism needs to know that information to make sure they have the proper marketing materials.

“Marketing in Penticton is everyone working together to give the best product possible,” he said. “Everyone has the same thing in mind and that is the best for Penticton.”

To contact the reporter for this story, email Meaghan Archer at or call 250-488-3065. To contact the editor, email or call 250-718-2724.

News from © InfoTel News Ltd, 2014
InfoTel News Ltd

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