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Creating spaces that spark connection and discovery
Tourism organizations have long focused on promotion—but today, the role is evolving. More and more, destination marketing is expanding into destination management, with a sharper focus on building vibrant, visitor-ready communities through thoughtful 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.
In the process of developing the plan, three focus areas were established.
Facilitate the evolution of Kelowna in a way that incorporates and benefits all stakeholders
Protect and improve the elements that will allow Kelowna to thrive even in the face of challenges
Pursue place-making as an opportunity to improve the visitor experience and quality of life for both visitors and residents
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 chris@tourismkelowna.com.
The pulse of Kelowna’s visitor economy. Dive into the latest news, bold innovations, and community-driven highlights that showcase how we’re growing together—creating unforgettable experiences, building stronger connections, and shaping the future of our vibrant, year-round destination.
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