World Tourism Day, celebrated annually on September 27 since 1980, is designated by the United Nations World Tourism Organization (UNWTO) to create "awareness of tourism’s social, cultural, political, and economic value and the contribution that the sector can make towards reaching the Sustainable Development Goals." This year's theme, Tourism and Peace, focuses on how tourism helps to create collaborative, respectful, and strong communities.
As outlined in the official UNWTO message for World Tourism Day 2024:
- Sustainable tourism can transform communities – creating jobs, fostering inclusion and strengthening local economies.
- Valuing and preserving cultural and natural heritage can help reduce tensions and nurture peaceful coexistence.
- Tourism can promote economic interdependence between neighbours, encouraging cooperation and peaceful development.
- Tourism broadens horizons—every traveller can be an ambassador, engaging respectfully with local populations, recognizing our diversity and shared humanity, and the values that unite us all.
The UNWTO is inviting tourism industry members and the general public to help spread the word about World Tourism Day by accessing assets to share on social media.
Through its work, Tourism Kelowna continues to promote responsible, sustainable tourism while taking opportunities to preserve and promote local culture and heritage. After many years of working together, Tourism Kelowna and the City of Kelowna were proud to release a Tourism Destination Development Plan for Kelowna. Developing the plan took a holistic approach to evaluating a destination based on economic, environmental, and social considerations. A few of the strategic priorities outlined in the plan that align with this year's World Tourism Day theme include attracting values-aligned visitors, increasing visitor and resident education, and protecting the environment.
"Tourism continues to be one of the Central Okanagan’s leading industries, contributing to the growth and well-being of the local economy,” says CEO & President of Tourism Kelowna, Lisanne Ballantyne. “While the economic impact of Kelowna's $2.4 billion tourism industry is undeniable, the ripple effects of the visitor economy extend beyond a dollar value—a healthy, vibrant tourism industry positively impacts residents' quality of life, strengthens relationships between neighbouring communities, fosters inclusivity and cultural awareness, and so much more."
To further its stewardship work within the community, Tourism Kelowna is hosting its inaugural Stewardship Symposium on Wednesday, September 25, at the Laurel Packinghouse. The day will be filled with insightful discussions regarding sustainability, inclusivity, stewardship, and networking opportunities. Attendees will have the opportunity to learn from industry experts, share their experiences, and connect with like-minded individuals.
Earlier this year, four new visual installations, created in collaboration with Westbank First Nation, were added to the Kelowna Visitor Centre. The vinyl panels feature local imagery and words in the syilx language, nsyilxcen, a land acknowledgement, and the Okanagan Song written by Delphine Derickson, Jeannette Armstrong, and Herman Edward. Through these visual displays and other ongoing reconciliatory efforts, Tourism Kelowna aims to demonstrate support for valuing and preserving the Central Okanagan's natural and cultural heritage.
Through collaboration with tourism businesses and partners in Kelowna and the Central Okanagan, Tourism Kelowna will continue to support the region as a sustainable, four-season destination that attracts visitors from around the world.
Click here to learn more about Tourism Kelowna's commitment to stewardship. To learn more about Tourism Kelowna's destination development work, contact Director of Destination Development, Chris Lewis, at chris@tourismkelowna.com.
