As we kick off 2026, we want to take a moment to spotlight a handful of standout achievements from 2025, a year in which the energy, creativity, and collaborative spirit of our region's tourism industry were on full display.
Celebrating Kelowna's Recognition as Canada's First UNESCO Creative City of Gastronomy
This year, Kelowna was designated as Canada’s first and only UNESCO Creative City of Gastronomy, joining other North American cities in this field, such as San Antonio (Texas, USA) and Mérida (Mexico).
Kelowna’s application for the UNESCO designation in early 2025 was a collaborative effort supported by the City of Kelowna, Westbank First Nation, Tourism Kelowna, and Okanagan College, with input from a wide range of industry professionals and community members, including growers, producers, chefs, business owners, not-for-profit organizations, and technology companies.
This designation represents a transformative opportunity for Kelowna and the entire Okanagan Valley, cementing our place on the world stage as a not-to-be-missed culinary destination.
Refreshing Kelowna's Brand to Showcase its Life-Giving Energy
Our team launched a lively, refreshed brand in 2025, focused on the core idea of “life-giving” to describe the vibrant energy that flows through Kelowna and the Okanagan Valley.
Throughout the brand development process, Partners + Hawes worked with and on behalf of our team to connect with regional partners—including Lake Country, West Kelowna, Westbank First Nation, and Peachland—and numerous industry and community stakeholders, creating a collaborative process and brand that represents all that Kelowna and its surrounding communities have to offer.
Rolling out the Red Carpet for Major Events
Our region's reputation as a premier destination for events continues to grow, driving increased visitation, significant economic impact, and positive community spirit. This was particularly evident in 2025, as Kelowna successfully hosted three major events: the 2025 Montana’s Brier; Country Music Week 2025, which included the nationally televised CCMA Awards presented by TD; and the Olympic Curling Qualification Event.
Secured in part through Tourism Kelowna's Major Event Strategy, the Brier and Country Music Week collectively generated more than $40 million in economic impact. Hotel occupancy increased 20.7% YOY during the Brier and 10.5% YOY during Country Music Week. These events, along with the Olympic Curling Qualification Event in December 2025, drove visitation and elevated Kelowna’s profile as a vibrant, year-round host destination.
Looking ahead, we're getting ready to welcome the 2026 Memorial Cup presented by Kubota from May 21–31, followed by Touchdown Kelowna on June 27 and July 4.
Tom Green and guests on the CCMA Awards red carpet at the Rotary Centre for the Arts. Image credit: Ken Hagen
Showcasing Kelowna as a Must-Visit Business Events Destination
Following Kelowna's successful bid for the 2025 SITE Canada Exchange, our team worked with SITE Canada and local partners to deliver a high-value incentive program that showcased our region and strengthened future incentive travel opportunities.
In 2025, we partnered with Destination BC and Thompson Okanagan Tourism Association (TOTA) to host the inaugural BC Accelerator Program. We also hosted the TOTA AGM & Summit welcome reception in collaboration with several local partners/sponsors, welcoming delegates from across the region and province to Kelowna.
Through the ongoing OKGo campaign and as part of Destination Canada’s contingent at events like IMEX America and Innovate Canada, we further promoted Kelowna as a business events destination of choice.
Achieving Success Through Strategic Marketing & Communication
Over the past year, our strategic, targeted domestic advertising campaigns have helped Kelowna achieve year-over-year increases in regional visitor spending, hotel occupancy, and air passenger volume at Kelowna International Airport.
In the first three quarters of the year, our earned media efforts garnered 276 media placements nationally and internationally for Kelowna, with a total reach of 83 million. We hosted 25 travel writers and content creators, and attended the Travel Media Association of Canada Conference and Media Marketplace and the Travel Blog Exchange North America Conference, where we met with nearly 70 national and international travel media writers and bloggers. Extending Kelowna’s reach into trusted earned media channels generates high-value coverage, driving year-round visitation from audiences who are most likely to engage, explore, and return.
Shining a Spotlight on Tourism Excellence
Throughout the year, numerous Kelowna and area tourism industry businesses earned well-deserved recognition on local, provincial, national, and international stages, helping to shine a spotlight on our destination. From award-winning wineries and hotels to outstanding local guides and experiences, area businesses have not only set new standards of excellence but also showcased the best of the Okanagan to the world.
