From September 10 to 13, 2025, the Canadian Country Music AssociationⓇ (CCMAⓇ) brought its flagship events, including the 2025 CCMA Awards presented by TD and 2025 Country Music Week, to Kelowna, striking all the right chords with fans, boosting local businesses, and generating $17.7 million in economic impact for the city.

“Country Music Week in Kelowna was a true celebration of collaboration,” says Canadian Country Music AssociationⓇ President, Amy Jeninga. “The city wholeheartedly embraced the event, with incredible support from local partners, volunteers, and fans from across the region helping us create something uniquely special. From the outdoor concerts at Waterfront Park and premium fan experiences to the charity golf tournament, Kelowna’s energy and hospitality expanded our connection with fans, drove meaningful economic impact, and showcased the very best of what this community has to offer.”

The festivities drew more than 27,500 attendees to experience Kelowna’s dynamic mix of creativity, natural beauty and warm Okanagan hospitality, resulting in a boost in direct business sales of $11.7 million and total stimulus of $17.7 million.

“When British Columbia hosts major music events, we’re investing in more than a moment, we’re building a stronger creative economy,” remarks Prem Gill, CEO, Creative BC. “Canadian Country Music Week in Kelowna is a powerful example of how these celebrations translate into millions in local spending, new jobs, and lasting opportunities for artists, communities, and businesses. These impacts ripple far beyond the stage, reinforcing B.C.’s position as a destination for world-class talent and industry growth.”

Beyond the measurable success, hosting Country Music Week 2025 underscored Kelowna’s reputation as one of Canada’s most compelling destinations for major cultural and entertainment events. The city’s walkable waterfront, creative downtown, and signature Okanagan hospitality offered an unforgettable backdrop for artists and audiences alike.

“Hosting Country Music Week was an incredible opportunity for Kelowna, both economically and as a community,” says Lisanne Ballantyne, President & CEO of Tourism Kelowna. “Not only did the event deliver more than $17 million in economic impact, filling our hotels and boosting local businesses, it also brought people together from across Canada to enjoy all that our destination has to offer. It showcased Kelowna’s ability to host major national events with professionalism, creativity, and genuine warmth, strengthening local partnerships and showcasing the city’s vibrant energy on a national stage.”

Impact Summary:

  • Economic Stimulus: Direct business sales of $11.7 million and total (indirect and direct sales) of $17.7 million during the shoulder season.
  • Local Job Support:  The event directly supported 3,824 jobs in the community with a total of 5,085 jobs supported.
  • Community Profile: Significant exposure through visitation, more than 800 national media articles, reaching more than 249 million people and a highly viewed television broadcast highlighting the community.   
  • Hosting Capacity: Highlighted Kelowna’s event hosting expertise which will support future bid opportunities for other marquee events. 
  • Local Business Impact: Hotels saw a 10.5% increase in occupancy over the same time last year and 54% of businesses overall saw an increase in revenue from the CCMAs.
  • Community and Visitor Impact: Both community and visitor feedback was extremely positive with several attendees noting that Kelowna was the most picturesque and welcoming city to host the event.

Events of this scale are only possible through the commitment of dedicated community partners. Special thanks to the Canadian Country Music AssociationⓇ, the Province of British Columbia, Creative BC, our local Host Committee, our community partners, and the volunteers whose efforts helped make the event a tremendous success.

CCMA Awards Show 5

About The Canadian Country Music Association® 

Established in 1976, the CCMA® is a membership-based, not-for-profit organization dedicated to the promotion and recognition of Canadian country music. Built upon the foundation to educate, elevate, and celebrate Canadian talent, the CCMA progressively heralds the spirit, community, and creativity that country music fosters through year-round initiatives, culminating every fall with Country Music Week and the Canadian Country Music Association Awards.