Tourism Kelowna's 2022 Report to the Community

2022 REPORT TO THE COMMUNITY

Reimagining Tourism: Working Together for Sustainable Growth

"We imagine a travel and vacation destination where visitors are embraced as temporary residents. Where tourists and residents alike act as passionate stewards of the beautiful natural resources and enviable quality of life available in the Okanagan Valley."

MESSAGE FROM THE PRESIDENT & CEO

The challenges of the past two years have taught us to adapt quickly in order to meet the immediate needs of our local tourism and hospitality industry, while at the same time recognizing the emergence of a new, longterm vision for the Okanagan Valley visitor economy.

In 2022, we returned to a semblance of normality as most of our industry indicators approached 2019 benchmark levels. Leisure travel pacing remains strong, and meetings and group travel have begun rebooking their events, strengthening visitation forecasts for spring, fall, and winter in the coming years.

It was especially gratifying to see our partners at the Kelowna International Airport once again on track to serve more than 2 million passengers annually with exciting plans for campus and terminal expansions, including an onsite hotel.

While we are moving in the right direction, we know many tourism businesses continue to struggle, not only with pandemic recovery but with persisting labour shortages, rising costs, changing consumer demand,

About Tourism Kelowna

and continuing uncertainty around how shifting global affairs might impact us locally.

As your destination marketing and management organization, Tourism Kelowna remains committed to monitoring these external trends that inform our work locally, and our marketing initiatives across the country. Through this Report to the Community, we will showcase the work our team executed in 2022 anchored around the four pillars in our Strategic Plan: Seasonality, Destination Management, Internal Excellence, and External Engagement.

With gratitude, we acknowledge this work could not happen without the support and engagement of the Tourism Kelowna Board, our members, industry partners, and stakeholders throughout the region.

From our team to yours, thank you.

Lisanne Ballantyne President & CEO Tourism Kelowna

As a leading Destination Marketing & Management Organization, Tourism Kelowna supports Kelowna and the Central Okanagan, currently Canada’s fastest-growing Census Metropolitan Area, while continuously upholding its vision of developing the region as a sustainable, four-season destination that attracts visitors from around the world.

Tourism Kelowna collaborates with tourism businesses in the region, including its close to 400 members, to create a tourism economy that is sustainable and welcoming for both visitors and residents. Our team also works in conjunction with tourism industry associations and partners, local business and economic development agencies, and area municipalities to strengthen the long-term sustainability of our destination.

LISANNE BALLANTYNE

INDUSTRY PERFORMANCE

Through the past few years, our local tourism industry had to focus on the short-term, navigating and adapting to the changes that were happening on an almost daily basis. In 2022, with most restrictions having been lessened or removed, recovery accelerated and the performance of Kelowna’s tourism industry moved along a positive trajectory.

Most industry indicators for the year showed increases that approached 2019 levels, which was a benchmark year for tourism in the region.

2022 TOURISM INDUSTRY INDICATORS

Tourism in Kelowna & Central Okanagan

1.8M UNIQUE OVERNIGHT VISITORS TO KELOWNA*

1.7M PASSENGERS THROUGH KELOWNA INTERNATIONAL AIRPORT (YLW)**

Shining Moments

• Kelowna secured the number 2 spot in the 2022 Canada's Best Small Cities Report, compiled by Resonance Consultancy.

• CedarCreek Estate Winery was named Winery of the Year and SpearHead was recognized as Best Performing Small Winery at the 2022 WineAlign National Wine Awards of Canada, while Okanagan Spirits was named Artisanal Distiller of the Year at the 2022 Canadian Whisky Awards

• The state-of-the-art KF Centre for Excellence opened, providing a new venue for meetings, conferences, and events.

• For the first time in its history, Spartan Race's North American Championship was hosted outside the U.S., taking place at Big White Ski Resort.

• The Central Okanagan Brewers Association (COBrA) was launched to unify the rapidly growing brewery community in and around Kelowna.

$149M ROOM REVENUEž

60% AVERAGE HOTEL OCCUPANCY+

$190 HOTEL AVERAGE DAILY RATE (ADR)+

$115 HOTEL REVENUE PER AVAILABLE ROOM (REVPAR)+

* Data provided by 2022 TELUS Insights. TELUS has implemented industry-leading Privacy by Design standards to ensure that privacy is not compromised. All the data analyzed by TELUS Insights is strongly de-identified. For further information, please visit telus.com/insights or email TELUSInsights@telus.com.

**Kelowna International Airport (YLW) Facts & Statistics

ž Data available: gov.bc.ca/gov/content/data/statistics/business-industry-trade/industry/tourism | Room Revenues and Property Counts

+Hotel data provided by: 2022 STR, LLC / STR Global, Ltd. trading as “STR”

VALUE OF TOURISM

The Central Okanagan’s $2.1 billion tourism industry contributes to the region’s economic growth and helps fund the renowned quality of life enjoyed here by residents and visitors alike.

Tourism Kelowna helps to profile the hundreds of small and mid-size businesses that make up our local tourism and hospitality experiences, in addition to highlighting our region’s iconic attractions. Through our local partnerships,

we also work to demonstrate the significant benefits tourism brings through trade and investment, education, infrastructure development, and immigration.

We are proud to be a part of provincial and national initiatives designed to increase the understanding of tourism as a powerful engine for economic, cultural, and social well-being.

Golf Courses 19 Galleries & Museums

12

Parks, Beaches, & Lakes

300+

Wineries, Breweries, Cideries, and Distilleries 70+

Since 2018, Kelowna's short-term rental accommodators have collected over $2.38 million in guest-tax revenue allocated to support the City’s affordable housing plans, to date resulting in the acquisition of two properties for the purposes of building affordable housing.

2018 ECONOMIC IMPACT SUMMARY*

Tourism in Kelowna & Central Okanagan

$2.1B

12,970

TOTAL ECONOMIC OUTPUT $1B TOTAL GDP $204M TAX CONTRIBUTIONS

$443M VISITOR SPENDING BY OVERNIGHT & DAY VISITORS

TOTAL JOBS GENERATED $573M WAGES GENERATED

$121M (59%): Federal Taxes

$65M (32%): Provincial Taxes

$18M (9%): Municipal Taxes

*InterVistas 2018 Economic Impact Study

Ski Resorts

2

Restaurants & Cafés

300+

“A vibrant tourism sector often leads to important improvements to our local infrastructure and drives cultural development. It also brings awareness to our area when the tourists return home or continue on their travels, sharing their experiences with others.”

STEPHANIE STANLEY, WINEMAKER | O'Rourke's Peak Cellars

2022/23 BOARD OF DIRECTORS

Strong leadership and guidance are provided to Tourism Kelowna by its Board of Directors, representing a broad spectrum of Kelowna's tourism industry. Many members of the 2022/23 Board of Directors, who all volunteer their time and expertise, have provided several years of service to our organization, delivering consistency during an unpredictable few years. We are poised to welcome new Directors for the 2023/24 Board, who will further the work done by our existing Board.

Executive Committee

Chair: Joseph Clohessy | Delta Hotels by Marriott Grand Okanagan Resort

Vice Chair: Kelly Watt | Sandman Hotel & Suites

Past Chair: Thom Killingsworth | Kelowna Yacht Club

Treasurer: Edan Fay | The Royal Kelowna

Secretary: Annika Betts | Andrew Peller Limited

Directors

Audrey Surrao | RauDZ Creative Concepts

Carla Carlson | Comfort Suites Kelowna

Cedric Younge | Hyatt Place Kelowna

Dale Sivucha | Coast Capri Hotel

Gail Given/Charlie Hodge | Kelowna City Council

Jon De Bruyne | Kelowna Concierge

Kristi Caldwell | Wiseacre Farm Distillery

Michael J. Ballingall | Big White Ski Resort

Nataley Nagy | Kelowna Art Gallery

Natalie Corbett | Accent Inns & Hotel Zed

Penny Gambell/Tricia Brett | District of Lake Country Council

Sam Samaddar | Kelowna International Airport

Pictured

Top row (left to right): Natalie Corbett; Kelly Watt; Carla Carlson; Cedric Younge; Kristi Caldwell; Nataley Nagy; Edan Fay; Gail Given.

Bottom row (left to right): Jon De Bruyne; Annika Betts; Dale Sivucha; Michael J. Ballingall; Audrey Surrao; Sam Samaddar.

Not pictured: Joseph Clohessy; Thom Killingsworth; Penny Gambell; Charlie Hodge; Tricia Brett.

2022-2025 STRATEGIC PLAN

Vision Tourism Kelowna is a leading destination management organization that supports Kelowna and the Central Okanagan as a sustainable, four-season destination that attracts visitors from around the world.

Mission

Tourism Kelowna collaborates with tourism businesses in Kelowna and the Central Okanagan to create a tourism economy that is sustainable and welcoming for both visitors and residents.

SEASONALITY

GOAL

1

Establish Kelowna and the Central Okanagan as a four-season travel destination.

Strategic Objectives

1.1

Increase visitation in spring, fall, and winter seasons.

1.2

Identify and attract ideal visitor profiles.

DESTINATION MANAGEMENT GOAL

2

Foster the sustainable growth of the destination.

INTERNAL EXCELLENCE

EXTERNAL ENGAGEMENT

GOAL

3

Ensure organizational excellence.

GOAL

4

Engage partners and external stakeholders to collaboratively grow the Central Okanagan visitor economy.

Strategic Objectives

2.1

Increase resident support and engagement in the visitor economy.

2.2

Promote and reinforce visitor contributions to the economic, social, and environmental sustainability of the destination.

2.3

Provide access to tools and resources that help the tourism industry implement economically, socially, and environmentally sustainable practices.

2.4

Develop and implement a strategy to engage short-term rental operators in the sustainable growth of the destination.

Strategic Objectives

3.1

Increase financial resiliency.

3.2

Strengthen and promote the value proposition for membership.

3.3

Strengthen processes for employee and volunteer engagement and retention

3.4

Improve board member engagement.

Strategic Objectives

4.1

Develop and implement the Tourism Destination Development Plan.

4.2

Create and host a crosssectoral committee to identify and implement strategies to improve destination reputation.

4.3

Ensure Tourism Kelowna is the recognized voice of the visitor economy, and that tourism is recognized as a critical component of Central Okanagan community decisions.

SEASONALITY

Increasing Visitation in Spring, Fall, and Winter

Our team significantly increased our destination marketing activities in 2022, supporting the recovery and long-term resilience of the local tourism economy. With spending on paid advertising approaching pre-pandemic levels, we invited more visitors to come back safely, regain perspective, and get centred while reconnecting with our beautiful destination.

In 2022, our team:

• Increased our paid advertising efforts to target the seasons with the most growth potential, that being spring, fall, and winter. Summer is traditionally a strong season for visitation, so our work focused on maintaining, rather than growing, visitation during those peak months.

• Made our largest investment in fall/winter paid advertising, targeting travellers in ON, AB, and BC. This included a successful media placement on the digital columns in Toronto’s Union Station, one of Canada’s highest traffic corridors.

• Placed ads within Air Canada’s flight network and distribution channels as part of our targeted bilingual campaign in the Greater Montreal Area to support flights from Montréal-Trudeau International Airport to Kelowna International Airport.

• Engaged with travel media in Vancouver and Calgary to pitch stories and seek opportunities for destination coverage targeting spring, fall, and winter stories.

• Took account of 384 travel media articles containing mentions of Kelowna and the Central Okanagan.

628K Social Media Engagements

71M Social Media Impressions

3M Website Page Views

1.8M Website Sessions

ESTABLISH KELOWNA AND THE CENTRAL OKANAGAN AS A FOUR-SEASON TRAVEL DESTINATION.

Attracting Meetings, Conferences, and Events

Event, group, and business travel plays a vital role in economic recovery and long-term resilience of our industry. This year marked the welcome return of meetings and events to our region, with our Business Development team working across Canada to secure leads in the spring, fall, and winter seasons.

Major Events

Our Major Events Strategy, launched in 2017, continues to drive Kelowna’s award-winning reputation as a sport and event destination of choice for mid-sized cities. Working in partnership with the City of Kelowna and other community partners, Tourism Kelowna promotes our collaborative and experienced destination across North America, focused specifically on securing spring, fall, and winter events.

In 2022, this sector was only beginning to emerge from the recovery phase, and yet our team was still able to:

• Partner with Big White Ski Resort to secure the 2022 North American Spartan Championship. In its first time being held outside the United States, the event generated just over $2.2 million in economic activity for Kelowna.

• Work alongside the City of Kelowna to proudly support the successful bid for BreakOut West 2023, which will return to Kelowna in the fall.

• Support the Rivalry Series event, which was successfully hosted at Prospera Place in midNovember. This was the first rematch of the 2022 International Ice Hockey Federation Women’s World Championship gold medal game.

Economic Sector Strategy

The OKGo campaign, part of our organization’s Economic Sector Strategy (ESS), is an award-winning, collaborative program that promotes Kelowna’s unique value proposition—namely its industries and its residents’ entrepreneurial, innovative spirit—to attract business events and add value for meeting planners and delegates. This year, our team:

• Secured fifteen leads through the campaign, generating a potential economic impact of more than $2.5 million.

• Introduced the region to key decision makers at an intimate dinner in Montreal, alongside campaign partners, Central Okanagan Economic Development Commission (COEDC) and Accelerate Okanagan, and select Kelowna ambassadors.

• Showcased Kelowna as a destination of choice for business events at conferences and tradeshows including Advancing Women in Agriculture West Conference, Lift Cannabis Business Conference and Expo, and Collision Tech Conference.

• Welcomed the inaugural BC Craft Cannabis Summit and the Canna Golf Classic to Kelowna, which will return to the region in 2023.

• Celebrated the campaign winning four 2022 Economic Developers Association of Canada (EDAC) Marketing Canada Awards.

2022 MEETINGS & CONFERENCES

Tourism in Kelowna & Central Okanagan

$25M ESTIMATED ECONOMIC IMPACT VALUE

$2.5M OKGo POTENTIAL ECONOMIC IMPACT

137 LEADS

37K LEAD ROOM NIGHTS

“While each partner organization has a unique mandate and individual goals, OKGo tells a cohesive regional story that can be shared and leveraged through each partner’s networks and stakeholders, increasing the impact of our messaging.”

KRISTA MALLORY, MANAGER | COEDC

DESTINATION MANAGEMENT

Engaging Residents and Visitors

The Kelowna Visitor Centre (KVC) is a valued community hub, providing services to both visitors and residents. Our Community & Visitor Engagement team provides welcoming and authentic service to visitors and locals, while at the same time promoting area businesses, activities, and attractions to encourage longer stays, increased spending, and return visits, which positively impacts Kelowna’s vital tourism economy.

In the past year, our team:

• Welcomed 203,011 guests to the KVC, directly interacting with close to 78,000 people.

• Introduced a successful Mobile Visitor Services summer program for the District of Lake Country, directly serving more than 1,900 people and visiting 60 local businesses to introduce the new program.

• Increased the presence of our Mobile Visitor Centre thanks to the return of events, connecting with just under 6,900 visitors and residents.

• Welcomed more than 1,000 people to the KVC on the third annual Love for Kelowna Day, which was launched in 2020 to increase resident support and engagement in the local tourism industry.

"This collaboration recognizes the many ways our associations can work together to support the 2SLGBTQIA+ community now and into the future. We hope this collaboration is the first of many that will celebrate and promote the growth of the Central Okanagan.”

FAHMY BAHARUDDIN, PRESIDENT | Kelowna Pride

Acting as Stewards of the Destination

Sustainability and responsible tourism are integral to building a resilient tourism industry. Economic, social, and environmental sustainability are top of mind in all the work our team does. We promote and reinforce the contributions visitors make to all areas of sustainability, while also providing our members with tools and resources that support their sustainability practices.

In 2022, our Stewardship Committee started developing a Stewardship Framework, aligning with our Strategic Plan and guiding our teams work as stewards of our destination. This framework will include furthering our organization’s diversity, equity, inclusion, and accessibility (DEIA) initiatives.

FOSTER THE SUSTAINABLE GROWTH OF THE DESTINATION.

Some of the DEIA work that occurred in 2022 includes:

• Signing a Memorandum of Understanding with Kelowna Pride to formalize the work our two organizations have been doing for years to attract more visitors from the 2SLGBTQIA+ travel market, to increase participation and support of local events, and to help educate residents and visitors on the importance of being an inclusive, diverse community.

• Adding an accessibility module to Tourism Kelowna’s website to effectively deliver content to more audiences.

• Ensuring that new content includes/involves diverse people, including but not limited to race, ethnicity, ability, gender identity and expression, and age, whenever possible.

• Launching the #exploreKelowna Creator Program and Local Love for Kelowna series to share fresh and diverse perspectives from area residents through our digital communication channels.

Digital Passport Program

Our Digital Passport Program was launched in 2021 to help drive traffic directly to Tourism Kelowna member businesses in a trackable and measurable way, with the goal of generating local spending. The program was also developed to create new and engaging experiences for visitors and locals while encouraging dispersion, which in turn supports more businesses.

In 2022, our team launched:

• The second year of the #exploreKelowna Local Savings Pass with targeted incentives and promotions from over 60 local businesses to encourage residents to shop locally and visit area activities and attractions. More than 1,950 individuals signed up for the pass.

• The Kelowna Key passport, created exclusively for business travellers, and the Industry Insiders passport, to encourage front-line staff to explore Kelowna

• A pass in conjunction with Meet Me on Bernard, encompassing a scavenger hunt throughout downtown and beyond while at the same time encouraging spending at local businesses.

94% 77% 92% 85%

2022 RESIDENTS SURVEY

residents agree that tourism is an important industry in Kelowna and the Central Okanagan. residents recognize the value of Tourism Kelowna’s work and its impact on residents.

2022 MEMBERSHIP SURVEY

were satisfied overall with Tourism Kelowna's work over the past year. were satisfied overall with Tourism Kelowna fulfilling its mission.

INTERNAL EXCELLENCE | ENSURE ORGANIZATIONAL EXCELLENCE.

Repositioning for Future Success

To build a more resilient destination that is poised for success, our Senior Leadership Team and Board of Directors rolled out our updated strategic plan and developed a reformatted and expanded operations/tactical plan to accompany it, which is guiding our work in 2023 and beyond.

The close to 30 key tactics outlined in the operations plan align with the objectives in the 2022–2025 Strategic Plan; next year’s Report to the Community will highlight the results and accomplishments our team achieves from executing select tactics in 2023.

Capturing Up-to-Date Visitor Data

To ensure our team has the most current information possible regarding consumer travel habits and spending in our region, a Visitor Intercept Survey was initiated in 2022. The results of the survey will become part of our larger Economic Impact Study, which is scheduled for release in mid-2023. We will use this data to reinforce the value of tourism in our community and to make decisions on future destination marketing activities.

Transitioning to a Membership Model

"On behalf of the Kelowna Hotel Motel Association, we would like to thank Tourism Kelowna for their efforts in “re-opening” the travel industry in our community. We appreciate their effective planning, continuous efforts, and out-of-the-box thinking. We’re all emerging successfully from the pandemic thanks in part to Tourism Kelowna’s ongoing efforts to generate visitation in the shoulder seasons, a long-standing struggle for the industry in years past. Our group of hotel leaders is looking forward to future collaborations with Tourism Kelowna, showcasing our region as a top destination of choice in Canada."

CEDRIC YOUNGE, PRESIDENT | Kelowna Hotel Motel Association

In response to shifts in the tourism industry and the landscape of our local business community, Tourism Kelowna moved from a stakeholder to a membership model in the fall of 2022, which is being rolled out over a 12-month period. This change allows our organization to meet our local businesses’ current needs and work more effectively for our current member base. Local businesses can now join Tourism Kelowna either as members or advertisers.

Supporting a Diverse, Equitable, Inclusive, and Accessible Workplace

In addition to the external DEIA work our organization has been doing, we have also completed some internal initiatives, including:

• An internal DEIA audit, the results of which will be used as a benchmark and guide in improving Tourism Kelowna’s policies, procedures, and practices, and assisting in planning future training for staff.

• Increased participation by team members in valuable DEIA training sessions, focused on topics like anti-racism, truth and reconciliation, and welcoming 2SLGBTQIA+ travellers.

Increasing Financial Resiliency

Increasing our self-earned revenue through retail sales at the Kelowna Visitor Centre improves our financial resiliency, while also supporting social and economic sustainability within the destination. In 2022, our team:

• Expanded the Consignment Retail Program, bringing on approximately 25 new local vendors, for a total of more than 130 program participants showcasing more than 1,600 locally created or inspired products and art.

• Achieved more than $530,000 in combined sales from the Consignment Retail Program and from our Love for Kelowna and Kelowna Vibes brands.

• Paid out just over $177,000 of the sales made through the Consignment Retail Program to local suppliers.

$530K RETAIL SALES AT THE KELOWNA VISITOR CENTRE

$177K PAID OUT TO LOCAL SUPPLIERS THROUGH THE CONSIGNMENT RETAIL PROGRAM

EXTERNAL ENGAGE PARTNERS AND EXTERNAL STAKEHOLDERS TO COLLABORATIVELY ENGAGEMENT GROW THE CENTRAL OKANAGAN VISITOR ECONOMY.

Developing a Sustainable Destination

Since 2019, Tourism Kelowna has been working with the City of Kelowna, tourism stakeholders, businesses, and locals to co-create the Tourism Destination Development Plan (TDDP), a multi-year guiding document that identifies the challenges and opportunities surrounding Kelowna’s national, growing reputation as a highly desirable travel destination.

The resulting research findings, themes, and strategic objectives of the TDDP, which we proudly released in December 2022, focus on the vital role community and industry collaboration will play in creating a welcoming destination for visitors and residents.

"Tourism provides tremendous value to our region, not only because of its vital economic contributions but for the ways in which it positively contributes to the fabric of our community. Through the co-created Tourism Destination Development Plan, we will work collaboratively with Tourism Kelowna to grow the sector sustainably, increasing the positive benefits for visitors and area residents."

MAYOR TOM DYAS | City of Kelowna

Destination Development Priorities

1 Formalizing stakeholder engagement.

2 Attracting values-aligned visitors.

3 Increasing visitor and resident education.

4 Improving accessibility and connectivity.

5 Encouraging the development of affordable housing.

6 Protecting the environment.

7 Developing and activating more public spaces.

8 Pursuing purpose-based niche market segments.

9 Developing and/or protecting backstage experiences for residents.

10 Developing a rich ecosystem of experiences.

Reimagine Tourism:

A new vision for sustainable growth

Tourism Destination Development Plan

Collaborating for Success

EXPERIENCE BC

Tourism Kelowna partnered with six other Destination Marketing Organizations to create an Experience BC aisle at the Canadian Meetings + Events Expo in August 2022, showcasing the best of BC to meeting and event planners from across the country. During the latter half of the year, the Experience BC initiative was replicated at other tradeshows and events in Eastern Canada. The collaboration came together thanks to the Government of BC’s Business Events and Conferences Restart Fund.

MEET ME ON BERNARD

For the second year in a row, our team partnered with the City of Kelowna and Downtown Kelowna Association to plan and execute Meet Me on Bernard (MMOB), a summer activation of downtown Kelowna’s main street, open to pedestrian traffic only. In 2022, Tourism Kelowna once again set up and managed a mobile visitor centre on Bernard Avenue, which served more than 1,000 people throughout its two months in operation. An MMOB mobile-exclusive digital passport was also launched to encourage support of local businesses and disbursement throughout and beyond downtown.

OKANAGAN + CO.

In November 2022, Tourism Kelowna spearheaded a collaboration to open Okanagan + Co., a new retail kiosk in the departures lounge at Kelowna International Airport (YLW). The kiosk allows travellers to shop select items from our popular Love for Kelowna and Kelowna Vibes merchandise lines, along with apparel from Okanagan Lifestyle and select items from local businesses and artisans.

LOCAL FAMILIARIZATION TOURS

After being on hold through the past couple of years, our staff and volunteers were able to connect with our local community by organizing several familiarization tours, allowing us to re-engage with local businesses, learn more about new offerings, and build further connections within our own team.

“Tourism contributes to the development of infrastructure and services in the local community…it showcases what we have to offer as a community in terms of lifestyle and standard of living, which in turn results in population growth.”

BOBBY BISSESSAR, DIRECTOR, SALES & MARKETING | The Cove Lakeside Resort

ADMINISTRATION & FINANCE

Our Administration & Finance team manages Tourism Kelowna’s daily operations, which includes supporting the Society’s Board of Directors and acting as stewards of the organization’s external funding and self-earned revenue. After working extensively with the City of Kelowna in 2021 to complete the renewal process for the Municipal and Regional District Tax (MRDT), our team was proud to announce the successful renewal of the program in mid2022. The MRDT renewal is in effect for five years (20222026), with Tourism Kelowna continuing as the City of Kelowna’s designated destination marketing and management provider. We extend our thanks to the City of Kelowna, local accommodators, and tourism stakeholders for their support during the renewal process.

TOURISM KELOWNA OPERATING STATEMENT

Total Revenue $5,754,114

In 2022, the team continued to guide our organization through the ongoing fiscal impact of the pandemic, which included:

• Developing and overseeing the Society’s conservative budget strategy.

• Managing ongoing forecasting of the operations budget, as needed, while applying for and managing the administration of government grants.

• Overseeing a third unique year of revenue analysis and reporting requirements associated with unpredictable MRDT funding.

• Maintaining Tourism Kelowna’s history of delivering a clean annual audit report of all financial statements, risk management, and balance and controls.

BUILDING A RESILIENT DESTINATION

There is no doubt the new normal may look different than what we’ve seen in the past, but the pent-up demand for travel remains strong, with domestic, short-haul tourism continuing to support the recovery of tourism economies. Being resilient means we are ready to adapt to the new normal, driving the success that will bolster Kelowna as a sustainable, four-season destination that attracts visitors— or temporary residents—from around the world. While destination marketing will remain at the core of our work, destination management will increase exponentially in the coming years thanks to the launch of the Tourism Destination Development Plan (TDDP). This guiding document contributes to our Strategic Plan, taking a holistic approach to supporting the region through three focus areas: transitioning together, raising resilience, and enhancing experiences.

Through these focus areas, concerns like encouraging the development of affordable housing, improving accessibility and connectivity, and protecting the environment will be addressed. As we look ahead, our team will:

• Lead, partner, and advocate to responsibly manage growth in a manner that supports and benefits the whole community.

• Engage and collaborate with industry and community partners, as well as area residents, who provide the social license to invite visitors to our region.

• Prioritize truth and reconciliation by deepening our relationships with the area’s Indigenous communities, who are the knowledge keepers and stewards of the land on which Kelowna sits.

Working together, we will reinforce the foundation that supports our rebounding destination, find innovative solutions to the challenges facing our region, and uncover future opportunities. All of this will encourage long-term, sustainable growth that will see our region continue to flourish in the years ahead as we reimagine tourism.

ACKNOWLEDGEMENTS

Tourism Kelowna thanks the following partners and organizations who have either assisted with direct funding or collaborated with us to leverage budgets:

Government of Canada

Government of British Columbia

City of Kelowna

City of West Kelowna

District of Lake Country

Westbank First Nation

Destination Canada

Destination British Columbia

Tourism Industry Association of BC

BC Hotel Association

Thompson Okanagan Tourism Association

Kelowna International Airport

Kelowna Hotel Motel Association

THANK YOU

To our Board of Directors, we extend our thanks for your ongoing insight, expertise, and support as we navigate recovery and look ahead to sustainable growth. To our team members and volunteers, we are grateful for your continued focus and determination through ongoing uncertainty, keeping spirits high while inspiring and encouraging visitors and locals to explore Kelowna, and supporting Tourism Kelowna members.

As always, we applaud our local tourism industry for its resiliency and unwavering spirit. We thank you for your continued support and look forward to working with you as we rebuild an even more resilient and sustainable tourism economy.

TOURISM KELOWNA'S TEAM

Shereen Abbas | Travel Media & Communications

Lisanne Ballantyne | President & CEO

Carla Bechard | Marketing Programs & Partnerships

Sara Correa | Business Development, Membership, Sports & Events

Kassidy Cote | Retail Coordinator

Julia Garner | Business Development

Pat Gappmayr | Business Development Consultant

Nicolle Gomez de Sousa | Business Development Consultant

Lauren Lander | Director of Finance

Chris Lewis | Director of Destination Development

Melissa McCluskey | Industry Communications Consultant

Nikki Robinson | Director of Business Development

Chris Shauf | Director of Marketing & Communications

Steve Small | Digital Marketing & Content

Sydney Solland | Manager of Community & Visitor Engagement

Cheryl van den Bold | Executive Assistant

Denae Weighill | Volunteer & Events Coordinator

Community & Visitor Engagement

Reegan Bond

Hannah Day

Lyla Donn

Jesse-Ann Jacobson

Daniel Lopez

Hanna Lowe

Emma Oddy

Meghan Olson

Jamie Pescod

Tracy Shell

Robyn Solland

Jaclyn Stuart

Ainsley Wood

Thanks to our team of 45 Community & Visitor Engagement volunteers who provided more than 3,600 hours of service in 2022, which equates to almost $69K in labour savings.

If you build a place people want to visit, you will build a place where people want to live.

If you build a place where people want to live, you’ll build a place where people want to work.

If you build a place where people want to work, you’ll build a place where business needs to be.

And if you build a place where business has to be, you’ll build a place where people have to visit.

MAURA GAST, PAST CHAIR | DESTINATIONS INTERNATIONAL

#exploreKelowna