SUMMARY
Social, economic and environmental issues are becoming increasingly important in tourism strategies. The Thompson Okanagan project is emblematic of this trend, as it has proved highly successful, achieving results and international recognition. The collaborative, co-constructed approach to the process has not only enabled us to gain a better understanding of the issues facing players and communities, but also to bring them together. " Embracing our potential " has boosted the region's attractiveness , while smoothing out the seasonal nature of activities, strengthening territorial cohesion, preserving the environment and highlighting local culture .
Keywords: sustainable development, governance, stakeholder involvement, tourism brands, Place Marketing Forum Award, PMF19, strategy, tourism, roaming tourism, experiential tourism
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