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.”
About Tourism Nicola Valley
Discover the Heart of Destination Marketing in Merritt, BC
About Tourism Nicola Valley (TNV) is your go-to Destination Marketing Organization (DMO) dedicated to promoting the vibrant tourism opportunities of Merritt and the Nicola Valley. We lead with innovation and passion, connecting travelers, businesses, and community stakeholders with unforgettable four-season experiences. Located in the heart of British Columbia, TNV helps put Merritt, BC on the map for adventure seekers, culture lovers, and rural tourism advocates alike.
About Tourism Nicola Valley: Who We Are
Tourism Nicola Valley is more than just a travel brand — we are an award-winning community-based DMO focused on growing tourism and supporting local businesses. As outlined in our official constitution and bylaws, TNV operates with a clear mandate:
- Support and market Merritt and the Nicola Valley as premier BC travel destinations.
- Champion sustainable tourism practices that strengthen the local economy and improve quality of life.
- Lead strategic tourism initiatives with broad industry impact across Merritt and the Nicola Valley.
We proudly serve as the voice of tourism for the region, providing a collaborative platform for businesses, stakeholders, and government partners to align under a shared vision.
Tourism Nicola Valley: Our Mission in Action
At Tourism Nicola Valley, our mission is clear: drive tourism growth while enhancing visitor experiences. Our key priorities include:
- Boosting visitation: We aim to increase overnight stays and year-round travel to the Nicola Valley.
- Increasing revenue: Through extended visitor stays, we create more opportunities for local business success.
- Promoting experiences: TNV highlights local events, nature-based adventures, and cultural attractions that define the Nicola Valley lifestyle.
- Encouraging service excellence: We offer training and support to ensure top-tier tourism delivery across the region.
- Marketing Merritt and the Nicola Valley: Our team positions the area as a leading travel and tourism destination in British Columbia.
Furthermore, our mission aligns with both local economic development strategies and provincial tourism mandates, ensuring we remain competitive and future-focused.
Our Destination Marketing Philosophy
About Tourism Nicola Valley is grounded in core guiding principles. These values shape every decision and marketing campaign we launch:
- Transparency: We maintain open communication with stakeholders and the community.
- Accountability: TNV measures the results of its investments and adjusts to evolving market conditions.
- Integrity: Our partnerships are built on trust, collaboration, and shared objectives.
- Sustainability: We pursue tourism that supports local services, cultural preservation, and environmental responsibility.
- Innovation: Tourism Nicola Valley embraces digital strategies, market trends, and destination storytelling to remain relevant.
Because of our inclusive and results-driven approach, TNV is regarded as a leader in regional tourism promotion across interior BC.
Why Choose Tourism Nicola Valley?
When you partner with TNV or travel through Merritt and the Nicola Valley, you experience the best of British Columbia. We offer:
- Proven destination marketing that delivers real economic impact.
- Community-based tourism solutions with regional and provincial support.
- Ongoing professional development for local businesses and tourism operators.
- A dynamic four-season travel experience rich in culture, nature, and recreation.
In fact, many visitors return year after year — drawn by the Nicola Valley’s authenticity, hospitality, and outdoor adventure.
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
- Paul Rose
- Chris Langhaug
- Sandy Merchant
- Ron Sanders
- Kathy Castro
- Noah Williams
- Simon Rizzardo
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
Sandy Merchant (Director)
My family and I have called Merritt home since 2019. I have experience in the financial industry and currently work at a local bank. Outside of work, I’m enthusiastic about supporting tourism – especially when it involves convincing visitors that Merritt really does have more to offer than just great gas station snacks! I’m also committed to contributing to the growth and wellbeing of our community.
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…?
Noah Williams (Director)
My name is Noah Williams. I am a Kenyan who moved here about 3 years ago. I am a Chef by profession. I have over 15 years of kitchen experience obtained from Kenya, Kuwait (I lived in Kuwait for 16 years) and last but not least Merritt. I am currently working at Sagebrush Golf Course, where I ensure golfers are well fed. I also work for Interior Health at Gillis House in Merritt in the same capacity. My experience in different cuisines comes alive when I am in the kitchen!
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.
Greg Girard
Tourism Strategist / Advisor
Greg Girard brings over 20 years of tourism marketing and digital storytelling experience to Tourism Nicola Valley. As a co-founder of one of Canada’s leading adventure travel websites, he has personally researched and explored more than 1,000 small towns across the country, gaining a deep understanding of rural and community-based tourism. His work has earned numerous awards for innovation and impact in tourism development, showcasing his commitment to promoting authentic Canadian experiences and empowering local destinations like the Nicola Valley to thrive.
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.
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?
Cras ultricies ligula sed magna dictum porta. Sed porttitor lectus nibh. Donec rutrum congue leo eget malesuada. Cras ultricies ligula sed magna dictum porta.Cras ultricies ligula sed magna dictum porta. Sed porttitor lectus nibh. Donec rutrum congue leo eget malesuada.
Community Partners
