For Immediate Release
September 19, 2024
Thompson Okanagan Tourism Association CEO Ellen Walker-Matthews Advocates for Balanced Reporting on Wildfire Impacts
Calls for Thoughtful Media Coverage and Responsible Language
Photo credit: Destination BC/Kari Medig
Kelowna, B.C. - Ellen Walker-Matthews, CEO of the Thompson Okanagan Tourism Association (TOTA), has penned a compelling op-ed, “Let’s Not Normalize ‘Wildfire Season,’” recently featured in Business in Vancouver. In her piece, Walker-Matthews urges a shift towards more thoughtful reporting on forest fires and heat waves in British Columbia.
Walker-Matthews underscores the term "Wildfire Season," fosters alarmist narratives that misrepresent summer conditions. She emphasizes the need for nuanced reporting to avoid unjustly impacting the region's tourism and economic vitality.
“Public safety is our priority, and we have, and will, fully support evacuation orders and alerts,” shares the industry CEO. “However, sensationalized language including ‘wildfire season’ can overshadow the beauty of our province and deter visitors from experiencing everything the Thompson Okanagan and the province of BC has to offer. Accurate and balanced reporting is crucial to ensuring that both residents and tourists can continue to enjoy our region’s stunning landscapes and vibrant tourism experiences.”
“British Columbia’s diverse landscape has faced varying wildfire impacts this summer,” notes Walker-Matthews. “While some regions saw significant fire activity earlier this summer, the Okanagan enjoyed an almost perfect July and August. Despite improved conditions and fewer areas being affected, visitation was noticeably down. There is certainly a correlation between generalized media coverage of fire concerns and negative economic impacts. Balanced, solution-focused reporting is crucial to help both residents and visitors appreciate the region’s scenic beauty and thriving tourism.”
The Thompson Okanagan, home to over 750,000 residents, attracts 3.9 million visitors annually, generating over $3.37 billion in revenue and supporting more than 40,000 jobs. Walker-Matthews highlights the importance of accurate reporting in safeguarding this vital economic sector.
She also points out that human activities cause at least 40% of forest fires in the province. By advocating for responsible behaviour and effective mitigation strategies, such as fuel management and prescribed burning, Walker-Matthews calls for a shift from fear-based narratives to constructive discussions on managing and reducing wildfire risks.
The op-ed also recognizes the efforts of the Ministry of Emergency Management and Climate Readiness, the Ministry of Forests, and the Ministry of Tourism, Arts, Culture, and Sport in addressing climate events. Walker-Matthews commends their commitment while advocating for a balanced approach to public messaging.
For more information or to read Ellen Walker-Matthews’ full op-ed, visit Business in Vancouver.
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About Thompson Okanagan Tourism Association:
The Thompson Okanagan Tourism Association (TOTA) is a not-for-profit society that represents a geographic area nestled in the Southern Interior of British Columbia, Canada. The region’s name is derived from two major geographic features: the Thompson River and Okanagan Lake. TOTA plays a support, leadership, and growth role in the tourism industry as a regional destination management organization. It aims to stimulate ongoing sustainable growth by embracing the value of tourism through community engagement, innovative leadership in promoting authentic experiences, and inspiring creative collaboration. Key initiatives include; Biosphere Certified Gold Destination, 7 Generations Pledge, and Glasgow Declaration on Climate Action in Tourism.
For more information about TOTA, visit TOTABC.org, or visit the consumer facing website ThompsonOkanagan.com. Connect socially at @Thompson_Okanagan
Media Contact:
Krista Lochhead
Hatch Comms
778.227.2396
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