Destination Development

Tourism destination organizations have traditionally been associated with a promotion-focused mandate to market the destination, however, over the past several years organizations have been transitioning into destination management and in the process developing more sophisticated approaches to supporting their regions through a focus on destination development. 

Tourism Kelowna has been working for many years alongside the City of Kelowna and together have developed a Tourism Destination Development Plan. The objective of this plan is to innovate around solutions to challenges and uncover opportunities in shaping the evolution of Kelowna and the Central Okanagan. The plan is just the beginning but it is also a commitment from Tourism Kelowna to shift more toward destination management.



The purpose of the destination development plan is to identify the direction and priorities required to shape the visitor economy in a way that positively impacts all stakeholders from residents to visitors.


The process is centred around stakeholder engagement, collaboration, and co-creation. It also employs principles to take a holistic approach to evaluating a destination based on economic, environmental, and social considerations.

Focus Areas:

In the process of developing the plan, three focus areas were established. 

Transition Together 

Facilitate the evolution of Kelowna in a way that incorporates and benefits all stakeholders

Raise Resilience

Protect and improve the elements that will allow Kelowna to thrive even in the face of challenges

Enhance Experiences

Pursue place-making as an opportunity to improve the visitor experience and quality of life for both visitors and residents 

Tourism Kelowna's Role 

Destination development cannot be done by just one organization it must be pursued through partnership, advocacy or a combination of all three. Through the various priorities, Tourism Kelowna will lead, partner, and advocate to responsibly manage growth in a manner that supports and benefits the whole community. 

If you have any questions about Destination Development, please contact Chris Lewis, Director of Destination Development, at


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