Certainly, tourism is an industry, a business and an economic engine.
But, it is also a social, cultural and environmental force.
For recognizing and advocating tourism's multi-faceted importance, the Thompson Okanagan Tourism Association has won the North America Responsible Tourism Award for a third straight year.
Responsible tourism is not just reaping the economic benefits of people visiting a region and spending on hotels, transportation, dining, activities and entertainment and shopping.
It's making sure that economic activity happens while respecting the region's social, cultural and environmental fabric.
As such, the Thompson Okanagan promotes Aboriginal-owned tourism operators and understanding of the Sylix culture, recognizes that tourism has to co-exist within the existing community and has to preserve the environment for future generations.
With COVID, the responsible tourism award also took into consideration the Thompson Okanagan Tourism Association's efforts to help hard-hit members with one-on-one advice, training and education and advocacy to rebuild the industry through the BC Regional Tourism Secretariat Tourism Resiliency Program.
The World Travel Awards, which hands out the Responsible Tourism Award, were to have been held in the Okanagan this year along with the conference attracting tourism types from across the globe.
However, COVID forced cancellation of the conference and the awards to be held virtually.
The Okanagan looks forward to welcoming delegates in 2021 and hosting in-person World Travel Awards.
"Never before in the history of our industry have we faced the challenges brought about by the COVID-19 pandemic," said Thompson Okanagan Tourism Association CEO Glenn Mandziuk.
"It has only highlighted the need for all of us to work collaboratively on building back a more sustainable, resilient and responsible tourism industry."
The Thompson Okanagan Tourism Association also won the North America Responsible Tourism Award in 2018 and 2019.
A North America title automatically puts the winner in the running for the World's Responsible Tourism Award.
Voting for that global accolade has closed and the winner will be announced in the near future.
