From June 4 to 8, Tourism Kelowna took part in the annual Travel Media Association of Canada (TMAC) Conference and Media Marketplace, engaging with media from across Canada and bringing a taste of Kelowna’s warmth, vibrancy, and year-round experiences to the national stage.

During the two-day Media Marketplace, a key component of the event, Chris and I jointly participated in 22 one-on-one meetings, engaging with prominent media representatives from outlets including The Globe and Mail, National Geographic, Canadian Geographic, CNN Travel, Toronto Star, Huffington Post Canada, and The Calgary Herald. We also met with a diverse mix of bloggers, photographers, and creators from across the country.
 

We tailored our pitch for each appointment, highlighting what sets Kelowna apart. We focused on themes aligned with our 2025 priorities: the Bounty of the Okanagan and our pursuit of UNESCO’s City of Gastronomy designation; Indigenous tourism experiences; sustainable stewardship; birding and biking opportunities; major events; and Kelowna’s nocturnal tourism. These layered stories complemented our foundational tourism strengths such as wine and craft beverages, culinary, guided tours, outdoor adventures, and the destination's year-round draw.
 

^{Team BC at the Champêtre County familiarization tour}

Across conversations, we noticed a shared interest in domestic travel and a desire to support Canadian destinations. Media were particularly interested in Kelowna’s status as one of Canada’s fastest growing cities, our role as home to one of the country’s busiest airports, the collaboration between local businesses, and how businesses are connecting with the land through sustainable practices. Slow travel, soft adventure, lowering interprovincial barriers, wellness, and low-impact tourism were recurring themes.

As part of the event, we also had the privilege to join local familiarization experiences that included:

• A moving visit to Wanuskewin Heritage Park, which is on its journey to becoming a UNESCO World Heritage Site.
• A behind-the-scenes experience at Remai Modern, which showcases local and international modern and contemporary art.
• A fun evening at Champêtre County, a wild west country ranch in St-Denis, SK.

We’d like to extend our thanks to TMAC, Discover Saskatoon, and Tourism Saskatchewan for hosting a welcoming and well-organized event. From professional development sessions to conversations with destinations across North America, the conference offered an energizing glimpse into the evolving landscape of travel media.

Our opportunities to connect with media continue this month, as we head to Quebec City for TBEX North America 2025, which has been bringing together destination marketing organizations, creators, and brands since 2009. 

If you have stories or developments you'd like Tourism Kelowna to consider sharing with media, please reach out to lindsay.kelm@tourismkelowna.com.