About Tourism Nicola Valley
Tourism Nicola Valley is the Official DMO (Destination Marketing Organization) for the region responsible for the growth and marketing of tourism in the Nicola Valley.
“Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.”
Our Vision
Tourism Nicola Valley is recognized as an industry-leading Community and Regional Destination Marketing Organization (DMO). As outlined in our constitution and bylaws, the vision of Tourism Nicola Valley Society is:
- to support and market the tourism destination of Merritt and The Nicola Valley in a sustainable manner that strengthens the local economy, and enriches the quality of life;
- to advise, approve and implement the overall marketing direction and strategies on broad tourism issues affecting Merritt and The Nicola Valley
- to seek funding opportunities and manage funding for the support and marketing of tourism in Merritt and The Nicola Valley.
Our Mission
- Increase overnight visitation and occupancy rates for Merritt and the Nicola Valley accommodation and local businesses;
- Increase the length of visitor stays and tourism revenue;
- Promote events, attractions, and experiences to encourage visitation, with focus on the four seasons;
- Encourage excellence in tourism service and product providers and offer professional development opportunities to enhance tourism knowledge and skills;
- Work as a DMO to promote Merritt and The Nicola Valley.
Guiding Principles
- Our vision and mission will be supported in a manner while keeping within the boundaries of our societies purpose and bylaws
- Our business relationships are a model of trust and integrity.
- We will pursue tourism and destination development that contributes to community amenities and services.
- Marketing will be based on strategic and collaborative alignment with respect to our partners, stakeholders, the community, and the region.
- We will be accountable to our partners, stakeholders, and community in measuring the results of our investments, communicating regularly, and adjusting to changing market conditions.
- Our activities will be efficient and leveraged to secure maximum return on resources invested.
- Our processes will be open and transparent, and we will operate in a manner that is fair and inclusive.
- We value and respect the opinions of our members and strategic partnerships.
- We strive for excellence to continuously improve our effectiveness.
Our Brand Positioning.
In 2018 Tourism Nicola Valley (TNV) revitalized their brand to “Experience Nicola Valley” (storytelling) and “Experience Merritt” (travel website). The new brand was developed to communicate the story of Merritt and The Nicola Valley and reflect what the community has to offer more effectively.
The “Experience Nicola Valley” and “Experience Merritt” brand has evolved since then. Through repeated exposure, a strong association with our surrounding environment and collaboration with businesses and locals, the community is rapidly positioning itself as a four-season destination. TNV programs and initiatives encourage visitors to explore more, stay longer and spend more in our local economy.
Building a personal relationship between our visitors and Merritt and The Nicola Valley is a critical element of our tourism brand and is accomplished by staying relevant and engaged through our print media, online websites and social platforms. We will continue to take a proactive approach to our marketing.
Our Board of Directors
Melvina White (President)
Hi
My name is Melvina White. I am the President of Tourism Nicola Valley (Merritt & Nicola Valley Destination Marketing Society). Tourism has played a huge roll in my love for and success in the Hospitality and Music Industries. Oh…Did I mention I love to invite people, entertain them, and show off our beautiful community of Merritt and The Nicola Valley? Wells, that’s what I love to do. See you when you’re in town!
Paul Rose (Vice President)
My Name is Paul Rose.
I am the Vice President of Tourism Nicola Valley. My family has been in the Nicola Valley for more than 150 years. Raised in the industry, my expertise is in the Hospitality, Golf and Tourism Sectors
My Vision is to work with my team to expand on our current inventory and show off our beautiful City and Valley to Canada and the World.
Looking forward to meeting you on your visit to Merritt and The Nicola Valley.
Chris Langhaug (Director)
“I consider myself most fortunate to be working with such a great group as that which forms our Tourism Nicola Valley Board of Directors.
Positivity and creativity…first and foremost!”
Commercial Electrical Contractor – 30 years
Commercial Realtor – 20 years
Land Developer – 20 years
Tony Luck (Director)
After living the majority of my life in the Lower Mainland my wife and I decided to move to Mereitt and the Nicola Valley about 6 years ago. We have embraced the outdoor life style and enjoy spending our time hiking, biking, camping and other activities in the Nicola Valley area. I enjoy being a realtor and helping people find their perfect home so they can also experience what the valley has to offer.
Ron Sanders (Director)
Ron Sanders is an active member of the community here in Merritt, having been the president of the Canadian Country Music Heritage Society and a founding member of its precursor, the Merritt Walk of Stars Society. He was President of the Walk of Stars Society during the period where the Mural Project was created.
Ron has been a key driver of other community activities including:
– Sanders and Company sponsored a $1000 high school bursary for many years.
– Contributed to the building of the Merritt Golf Course and has contributed both time and equipment to its maintenance over the years. Ron has also served on the Board of Directors for the Club.
– Previous partner in the ownership of the Merritt Centennials
– Served on City of Merritt committees including the City Centre Board
– Long time member of the Chamber of Commerce
Kathy Castro (Director)
I am a Director of Tourism Nicola Valley.
I have 27 years of business experience in the Beauty and Customer Service Industry. I managed and provided souvenirs to the hundreds of thousands of guests and tourists visiting Merritt and the Nicola Valley to attend The Merritt Mountain Music Festival.
As a group we have a Tourism plan, and I am thrilled to be a part of the ongoing development of our tourism sector in Merritt and The Nicola Valley.
See you at the lake… wait a minute maybe the Rodeo or…?
Suzie Furey (Director)
Suzie Furey is the General Manager (Innkeeper) of the Knights Inn, Merritt. An immigrant from Ireland who has a succesful background in sales and marketing in Toronto.
Suzie’s calling however, was in hospitality. Suzie loves the beauty and landscapes of Nicola Valley and all of British Columbia. Her delight is in meeting new people every day through her career.
Simon Rizzardo (Director)
Raised in Merritt, Simon Rizzardo has worked with Emcon Services and Divisions for the last 26 years. Involved heavily in his passion for snowmobiling in the area and amateur radio, Simon had hundreds of volunteer hours under his belt. Seeking to entice travelers and visitors to the Nicola Valley to enjoy the marvels of the Merritt’s back country Simon has recently joined the TNV in 2023 to add winter in Merritt on the map of places to go sledding.
Our Team
Mae Ketter
Administrator
I moved with my family from Terrace to Merritt in 1977, and worked for the Bank of Montreal. I also worked for the Notary Public, and then for a local Law firm before joining Community Futures Nicola Valley in 2003, retiring in 2020. It was rewarding working with the local business community, being involved in various projects, and I was delighted to share in their success. I am now happy to hang out with Team Tourism Nicola Valley and looking forward to all the remarkable things planned. Stay tuned.
Our Community Tourism Programs
Experience Merritt
60+ page interactive travel website with tourism business listings, attractions, restaurants, art, maps, videos, road cams, events, radio and more information on over 35+ summer and winter activities.
Experience Nicola Valley
Locals, now bloggers, writing stories about the adventures, activities, events, businesses, etc in Merritt, BC and throughout the Nicola Valley. Group meets monthly and learns new skills about online marketing and social media.
Moose Academy
Moose Academy is a Resource Library of training materials including videos, tutorials, check lists, and courses for tourism and small businesses.
AWARDS and ACCOLADES
Best Marketing Program in Canada “[i]n a relatively short space of time [Tourism Nicola Valley] has clearly created something unique in the market that is making a big difference to people in the community. The program is both informative and educational and really helps put a focus on local businesses and what they do well. There is no question [that] the program will encourage more to visit the region. We are very pleased to recognize [this] hard work.” Tom Avon, Canada Prestige Awards.
Best British Columbia Community Marketing Program for communities under 20,000 pop. “the BCEDA has given these awards to individuals and groups who have dedicated their time to community-based economic development. These awards recognize BCEDA members’ outstanding work in supporting their local economies, and making a meaningful difference in their communities.” Dale Wheeldon, BCEDA President and CEO
Want to Join The ENV Club?
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Community Partners
