I recently returned from a summer getaway at one of the resorts along British Columbia’s famous Fishing Highway (Highway 24), in the heart of the Land of Hidden Waters.
Needless to say, it was a wonderful trip. With more than a hundred lakes scattered across the region and countless trails to explore, we barely scratched the surface: Green Lake, Fawn Lake, Bridge Lake, Watch Lake, Hathaway Lake, Sheridan Lake, Deka Lake, Lac des Roches, Goose Lake, Latremouille Lake, etc.
Our days were filled with horseback riding, fishing, hiking, birdwatching, and simply drifting on the lake, watching the world float by.
Unfortunately, wildfire smoke dimmed much of the scenery, so I never got to experience the moonlight shimmering across the water — even though Harvest Moon was the song that originally inspired me to make this trip.
Yet there was one magical break in the smoke when the sky briefly opened, and a pair of loons and their chick appeared beside our boat. They caught far more fish than we did, and that moment became one of the highlights of the entire vacation.
The beauty of this region feels almost limitless: rolling grasslands, rugged shorelines, sheltered bays and islands, wild berry bushes, and forest trails that weave together an extraordinary network of crystal-clear lakes.
Beyond the scenery, what stood out to me was the strong sense of place — a profound pride and grit, shaped by the resourcefulness of people who have built their lives around this land.
A Destination with Incredible Potential
As a visitor, I found myself thinking about how some additional tourism experiences could encourage travellers to stay longer, explore deeper, and contribute more to the local economy.
The Fishing Highway 24 already does a wonderful job showcasing its natural attractions, outdoor adventures, accommodations, and places to eat and shop. Yet for visitors who are looking for locally made products, artisan experiences, or meaningful souvenirs that reflect the character of the land, there may be an opportunity to make these experiences easier to discover.
One area that caught my attention was the region’s creative economy — its artists, artisans, handmade goods, and locally inspired products.
Given the spectacular landscapes, I expected to encounter more visible connections to local artists, artisans, galleries, studios, and shops featuring locally made products along Highway 24 and surrounding communities.
I have no doubt these landscapes inspire creativity. But the challenge is visibility.
Many lakes and resorts are located away from the highway, meaning these experiences are not always immediately apparent to passing travellers. Without a way to discover them, visitors may never know they exist when they pass by.
The Opportunity Within Existing Resort Shops
In many cases, the first connection between visitors and local creativity may already exist within tourism businesses themselves.
Many resorts along the Fishing Highway have small shops attached to their front offices, offering fishing supplies, convenience items, ice, ice cream, popsicles, snacks, and other essentials that make guests’ stays more comfortable.
At Fawn Lake Resort, where we stayed, the owners gave us a wonderful flyer called WANDER the SOUTHERN CARIBOO, produced by the local Tourism Task Force. The flyer features participating businesses across accommodation, activities, food and beverage, and retail, with discounts and special offers available to visitors who present the flyer onsite.
This is a wonderful example of collaboration that encourages visitors to explore more of the region and discover local businesses. Perhaps there is an opportunity to build on initiatives like this by expanding the network to include more arts, crafts, artisan goods, and resort souvenir shops.
Another great example of tourism businesses working together to strengthen the overall visitor experience is Lone Butte Fishing Adventures, a guided sport fishing operator based in Lone Butte.
While promoting their own fishing charters, they also recognize that a successful fishing trip involves more than time on the water. Their website includes a dedicated “Places to Stay” section highlighting accommodation providers they work with, helping visitors plan their entire trip more easily.
They also provide an illustrative map showing the lakes where visitors can enjoy exceptional fishing experiences — an effective way to help travellers understand the geography of the region and discover more of what the area has to offer.
This type of cross-promotion demonstrates how individual tourism businesses can contribute to a stronger destination ecosystem.
When operators connect their offerings — accommodation, activities, food, retail, and local experiences — visitors are more likely to stay longer, explore further, and create greater economic benefits for the community.
Imagine these existing visitor touchpoints becoming curated showcases of the region — collections of goods created by nearby ranches, farms, and artisans, alongside non-perishable souvenirs that reflect the character of the landscape.
Postcards featuring local landscapes, handmade soaps, magnets, carved wooden coasters, chopping boards, textiles, keychains, caps, hats, and other locally inspired products could provide visitors with meaningful mementos while creating additional revenue opportunities for tourism businesses and local makers.
Visitors are increasingly looking for authentic connections with the places they visit. Thoughtfully curated local retail experiences can help tell the stories of the destination, support local creators, and give travellers another reason to explore, stay longer, and return.
At Fawn Lake Resort, the office and souvenir store already reflected this spirit. It featured fishing gear, colourful lures, handmade crafts, and artwork created by local artists.
Throughout the resort, the décor beautifully reflected the wilderness character of the region and was enjoyed not only by guests, but also by the squirrels and birds that seemed perfectly at home there.
I later learned that even the artisan soaps in the guest rooms were handmade by the owner — a lovely detail that quietly reflects the creativity found throughout the area.
What If the Fishing Highway Had an Arts, Artisan & Local Products Discovery Map?
This led me to a simple idea: what if the Fishing Highway had an arts, artisan, and local products discovery map?
British Columbia already has inspiring examples of curated discovery experiences. Initiatives such as the Sunshine Coast Purple Banner Art Guide & Map and the Fraser Valley Circle Farm Tour demonstrate how connecting local makers, producers, and experiences can encourage visitors to explore beyond the main attractions.
A similar approach could help travellers discover the creative side of the Fishing Highway and the Inter-Lake areas.
Imagine an online interactive map connecting local artists, studios, galleries, artisan shops, farm-gate producers, and resort gift shops carrying locally made goods — each with a short introduction, location information, and links for visitors to learn more.
Physical signage would also remain valuable. Cell service can be patchy in parts of the region, so highway signs identifying nearby studios, artisan stops, and local product experiences would continue to play an important role.
Some rest areas could also feature an updated illustrated map of the broader view stops of interests, creating a sense of discovery and encouraging travellers to explore beyond the main highway.
To bridge the physical and digital visitor experience, these maps could include QR codes directing travellers to an online version that can be continuously updated as new businesses, artisan offerings, seasonal activities, and local products become available.
This would allow the region to maintain a timeless visitor touchpoint while keeping information current in a rapidly changing digital landscape.
Digital Discoverability Matters
Today’s visitor journey happens both on the road and online.
Google Search, Google Maps, and increasingly AI-powered search tools have become important wayfinders for travellers planning their experiences. A visitor cannot choose an experience they cannot find.
For many small tourism businesses, artists, and artisans, establishing a basic digital presence can make a meaningful difference. A portfolio website, an up-to-date Google Business Profile, and accurate online information can help travellers discover these hidden gems before and during their trip.
Physical signage, regional maps, and digital visibility all work together to create a seamless traveller experience.
Connecting Hidden Gems with Visitors
Supporting arts, crafts, and local products is not only about adding tourism amenities. It is about extending visitor stays, increasing local spending, strengthening community connections, and creating greater resilience in seasonal tourism economies.
For businesses operating in highly seasonal destinations, opportunities that encourage longer stays and additional visitor spending can make a meaningful difference.
The Fishing Highway 24 and the Land of Hidden Waters in the Southern Cariboo Region already possesses something extraordinary: water, wilderness, wildlife, and people with a profound connection to the land.
Destination marketing organizations, governments, the fishing sector, and tourism businesses are collaborating to strengthen destination development, enhance visitor experiences, and build a more sustainable tourism future for the region.
With stronger storytelling, digital visibility, and curated ways to explore, these hidden gems could become an even more meaningful part of the traveller experience.
I’m looking forward to returning and seeing how these hidden gems continue to be connected, showcased, and shared with travellers.
About the Author
Leona Zheng is the founder of Meridian Span Strategic Advisors and a tourism consultant with 27+ years of experience in British Columbia’s tourism industry. She specializes in travel trade development, international market readiness, tourism products strategy, and Chinese digital marketing. She supports tourism operators and destination organizations in expanding global market reach, strengthening travel trade partnerships, and improving competitiveness through practical, hands-on consulting.