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Osoyoos Tourism Master Plan

A Tourism Master Plan will identify a shared community vision for tourism, and strategies to achieve that vision.

Destination Osoyoos is working on the first-ever Tourism Master Plan for Osoyoos to identify a shared community vision for tourism, and strategies to achieve that vision for 2024-2034.


Tourism is the main economic driver in the Osoyoos region, employing one-third of the workforce directly, in addition to thousands of jobs that are supported indirectly by tourist spending, tourism business purchases, and employee incomes spent in the local economy.

Tourism is the backbone of the Osoyoos economy, with tourists spending $175 million in Osoyoos in 2021 – which is equal to approximately $25,000 per resident.

In early 2023 Destination Osoyoos began the process of bringing together organizations to develop an inclusive and grassroots-led plan to guide the development of a Tourism Master Plan for the community (2024-2034). This collaborative plan – developed by the community, for the community – will ensure that tourism is a positive contributor to the local economy, enhances environmental resilience, and supports the region’s diverse and rich local cultures.


Several communities in British Columbia have identified the need for, and benefits of developing a collaborative plan to guide tourism planning, policy, investments, and marketing. This includes Ucluelet, Fernie, Tofino, Cranbrook, and others.

A Tourism Master Plan will identify a shared community vision for tourism, and strategies to achieve that vision. The plan will build on the tourism assets and partnerships that have made tourism successful to date, leverage the community’s strengths, align with resident needs and expectations, and identify new opportunities for navigating the increasingly complex world of travel and sustainability.


Probably more than any other industry, the success of tourism is dependent on several factors. Most importantly, it requires the meaningful collaboration amongst local, regional and provincial organizations, and Indigenous governments, as well as local tourism operators and industry support organizations.

Just as importantly, local residents must be meaningfully engaged in the process, alongside organizations that support the very fabric of the community, such as not-for-profits supporting the arts, cultural organizations, and recreation / environmental conservation organizations.

The planning process provides an opportunity for all of these organizations to:
• Identify a tourism Vision that supports broad community interests and aspirations;
• Understand tourism resources and diversification potential;
• Identify and capitalize on existing and emerging tourism opportunities;
• Address tourism obstacles to overcome;
• Allocate resources to pursue actions in the short / medium / long term; and:
• Provide a framework for monitoring and evaluating progress over time.


The process for the development of the Osoyoos Tourism Master Plan is summarized in the Gantt chart below:

The tourism plan process will be managed by a consulting team led by Larose Research & Strategy and supported by WCS Engagement + Planning, who have developed dozens of reports and strategies for B.C. resort communities.

A Project Task Force has already been struck and held an inaugural meeting in May 2023 to review and provide initial direction for the project. Initial members of the Task Force include:  

  • Destination Osoyoos Executive Director and Chair of the Board of Directors 
  • Destination Osoyoos board members (one large accommodation, one small accommodation)
  • Mayor and CAO of the Town of Osoyoos
  • Town of Osoyoos Council representative on DO Board of Directors 
  • Regional District of Okanagan-Similkameen staff representative
  • Regional District of Okanagan-Similkameen director (Area A)
  • Osoyoos Desert Centre
  • Indigenous Tourism BC / TOTA Indigenous tourism
  • BC Wine Institute
  • Osoyoos Museum
  • Wide Arts National Association
  • South Okanagan Chamber of Commerce


In 2021 Destination Osoyoos conducted a first-ever survey of residents of Osoyoos, and the results were astounding.

In total, 844 people responded to the survey; one of the highest response levels of any tourism resident surveys ever conducted in British Columbia.

The message was clear: residents wanted to have their voices heard. Residents were able to provide input on dozens of topics, including how many tourists they would like to see in Osoyoos in different seasons (see chart below).

The resident survey was also combined with a first-ever Economic Impact Analysis (EIA) of the value of tourism in Osoyoos, as well as a survey of visitors to Osoyoos, and an expert review panel to discuss key findings and recommend next steps.

Click here to review the Economic Impact and Value of Tourism Report for Osoyoos (April 2022).

Destination Osoyoos Documents

5 Year Strategic Plan (2024-2029)

Tactical Marketing Plan (2023)

Economic Impact and Value of Tourism Study (2022)


In late summer and early fall 2023 the project team will have a number of ways that residents, stakeholders, and other interested people can provide input to the project.

  • Saturday August 26 – information booth at the Osoyoos Farmers’ Market
  • August – September 2023: follow-up resident survey on the future of tourism in Osoyoos
  • Mid-late Fall 2023: Public Open House to communicate interim findings and direction to residents and stakeholders


Kelley Glazer
Executive Director
Destination Osoyoos

Peter Larose
Consulting Lead
Larose Research & Strategy

Osoyoos Tourism Master Plan Task Force Members