New highway signs promoting Merritt as a tourism destination have been installed at two prominent, high visibility locations.

One has been placed at the entrance to Merritt on the Coquihalla and another is near the approach to Merritt on the Okanagan Connector.

The billboards depict Merritt’s four seasons, and the many activities visitors can partake in during each of those seasons.

It is the hope of Tourism Nicola Valley that these signs will increase tourism visits to the City of Merritt and the Nicola Valley.

“Drive by traffic is huge in Merritt, so it’s advertising,” said Anoop Sekhon, President of Tourism Nicola Valley.

“It may not be immediate, but we’re hoping that in the future, with the amount of drive by traffic we have in Merritt, somebody may plan their next holiday or weekend getaway here in Merritt. Whether it be mountain biking, cross country skiing, snowshoeing, snowmobiling, whatever it maybe they might plan that here.”

The project was made possible in part due to financial support from the Rural Dividend Fund.