Tourism Kelowna's Business Development team's work focuses on strategic activities that build awareness of Kelowna as an ideal destination for business events, generate leads for future meetings, conferences, and events, and convert opportunities into business for its program partners and the destination as a whole.

Every tactic the team executes, including attending the events highlighted in this post, is done to deliver measurable value to its Meetings & Conferences Program partners. The team builds on the momentum from attending these types of events to increase group business and generate long-term economic impact for the region, benefiting not only our program partners but the tourism industry as a whole. 

American Society of Association Executives (ASAE) Annual Meeting & Exposition

Over four vibrant days in mid-August, Director of Business Development, Nicolle Gomez de Sousa, and Business Development Sales Manager, Nicole Martinez, joined DMO partners from across the country as part of Destination Canada’s delegation at the American Society of Association Executives (ASAE) Annual Meeting & Exposition, held this year from August 9 to 12 in Los Angeles, California.

During the four-day event, they welcomed association leaders to the Canada expo booth, where they were able to:

• Learn more about how Kelowna’s key sectors, including aerospace, agriculture, viticulture, and more, are shaping the world.
• Discover how our destination, and its exceptional venues, suppliers, and local businesses, can bring their events to life.
• Take part in Team Canada’s unique collaborative challenge for a fun, interactive team experience.

Canada Night, hosted by Destination Canada and its partners, provided further opportunities to connect with attendees and showcase our country's story, reminding the team that collaboration is the heartbeat of our work.

Attending ASAE allowed the team to bring Kelowna to the attention of influential U.S. associations, many of which have Canadian chapters. These connections can quickly turn into real opportunities to host their meetings in the region, filling hotel rooms, driving traffic to local businesses, and delivering lasting economic impact. Every conversation helps keep Kelowna top of mind as a fresh, competitive choice for association events.

U.S. associations are showing a more substantial interest in growing their Canadian chapters and see real value in bringing events north, thanks to easy air access, a favourable exchange rate, and the chance to learn from Canadian members. They’re also looking for fresh destinations to inspire their delegates. By building on the connections made at ASAE, the team will work to convert this interest into concrete opportunities for Kelowna, driving new business for partners and long-term impact for our community.

Canadian Meetings + Events Expo (CMEE)

^{Pictured (left to right): Toby Kolada, Eldorado Resort; Krista Zillt, Delta Grand Okanagan; Mallory Boucher, Sandhill Wines; Erin Urquhart, Cantrav; Anthony Chalmers, 50th Parallel Estate Winery; Vanessa Osborne, Tourism Kelowna.}

Alongside several program partners, Tourism Kelowna had the pleasure of connecting with passionate industry leaders, exploring new opportunities, and sharing the story of Kelowna’s life-giving energy with event planners and conference professionals from across the country at the Canadian Meetings + Events Expo (CMEE), held on August 12 and 13 in Toronto. 

As in recent years, Tourism Kelowna exhibited as part of the Experience BC aisle, with Business Development Sales Manager, Vanessa Osborne, representing the organization with partners from 50th Parallel Estate Winery, Cantrav, Delta Hotels by Marriott Grand Okanagan Resort, Eldorado Resort, and Sandhill Wines. To activate the booth and showcase an agriculture success story from the region, the team served refreshing Farming Karma Fruit Company mocktails to attendees. 

Attending CMEE allowed the team to generate new qualified leads, deepen connections with national decision-makers, and expand awareness of Kelowna among those actively sourcing destinations for the next two to five years. Moving forward, the focus will be on personalized follow-up, sharing tailored proposals, and inviting prospects to experience Kelowna firsthand through site visits and familiarization opportunities.

The conversations at CMEE also highlighted broader industry trends—event professionals are prioritizing destinations that deliver authentic local experiences, emphasize sustainability and wellness, and embrace innovative tools to engage diverse audiences. These takeaways align directly with Kelowna’s strengths, reinforcing our region's reputation as an authentic, welcoming destination with a fresh perspective that continues to capture the attention of Canada’s meetings and conferences community.

Incentive Canada

In late July, Nicole Martinez represented Tourism Kelowna at Incentive Canada, a three-day event hosted by Destination Canada, where Canadian partners and global incentive buyers came together through shared experiences, purposeful conversations, and memorable activities, sparking connections that will inspire future programs for years to come.

In a series of focused ten‑minute appointments, Nicole met with every attending international client and media representative. Many were discovering Kelowna for the first time, seeing the destination as a perfect fit for future incentive programs.

Read our recent Industry News post to learn more about Nicole's time at Incentive Canada. 

Looking Ahead

In the weeks to come, the Business Development team will host a partnered client event for planners in Calgary and attend a PCMA Speed Networking Event in Montreal, connecting with planners in Eastern Canada. 

Through the activities they've executed so far this year, including those highlighted above, the team has identified 131 leads and service requests, with a potential estimated economic impact of more than $34.7M. Some of these leads have led to confirmed business, while others are still being pursued.

If you'd like to learn more about Tourism Kelowna's Business Development activities related to meeting and conference sales, contact Nicolle Gomez de Sousa at nicolle@tourismkelowna.com.