From April 29 to May 2, Tourism Kelowna took part in the annual Travel Media Association of Canada (TMAC) Conference and Media Marketplace in Richmond, BC, engaging with media from across Canada and bringing a taste of Kelowna and the Central Okanagan's warmth, vibrancy, and year-round experiences to the national stage.

During the two-day Media Marketplace, a key component of the event, Lindsay and I participated in 43 one-on-one meetings, engaging with prominent media representatives from outlets including The Globe and Mail, National Geographic, Canadian Geographic, CNN Travel, Calgary Herald, The Toronto Star, Travel & Leisure, and The Calgary Herald, to name a few. We also met with a diverse mix of bloggers, photographers, and creators from across the country.

Each pitch was tailored to align with the publication or creator’s audience, while showcasing the experiences and stories that make Kelowna unique. Our messaging reflected Tourism Kelowna’s 2026 priorities, highlighting Kelowna as Canada’s first and only UNESCO Creative City of Gastronomy, alongside Indigenous heritage, sustainable stewardship, outdoor adventure, major events, and emerging nocturnal tourism offerings. These layered stories complement our foundational tourism strengths, such as wine and craft beverages, guided tours, wellness, and the destination's year-round draw.

Across conversations, we noticed a shared interest in domestic travel and a desire to support Canadian destinations. Media were particularly interested in Kelowna’s recent designation as a UNESCO City of Gastronomy, our agricultural community, the collaboration between local businesses, and how businesses are connecting with the land through sustainable practices. Slow travel, solo-female travel, soft adventure, 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 guided tour of the Richmond Olympic Oval, including an exhilarating wheelchair basketball game, interactive exhibits at the Richmond Olympic Experience museum, and valuable opportunities to connect with industry partners and travel media members.
• A behind-the-scenes experience at Fuggles Brewery, learning about the craft beer brewing process, followed by an afternoon building relationships with other industry and travel media members.
• An evening at the historic Cannery in the Gulf of Georgia Cannery National Historic Site, and an inspiring keynote from Richmond-born and raised Olympian, Evan Dunfee.
• A FIFA-themed dinner at the River Rock Casino sponsored by Tourism Richmond, Destination BC, and Indigenous Tourism BC.

We’d like to extend our thanks to TMAC, Tourism Richmond, and Destination BC 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 and our role within it.
 

TMAC Post Conference Tour

As part of the conference experience for media attendees, TMAC offers curated pre- and post-conference tours designed to immerse journalists and creators in the stories, landscapes, and people that shape the surrounding host city destinations.

In collaboration with the Thompson Okanagan Tourism Association, Tourism Kelowna welcomed five media guests for a two-day, one-night stop in Kelowna following the conference as part of the “Valleys & Vineyards” post-conference tour. With a focus on outdoor adventure, the itinerary explored the region via bike from Vernon to Penticton and aligned with Destination BC’s Valleys & Vineyards experience pillar. 

The Kelowna itinerary highlighted our destination’s blend of nature, culinary experiences, and wine culture, while also showcasing Kelowna’s UNESCO City of Gastronomy designation. The visit began with lunch at Britannia Brewing, followed by a hike up Knox Mountain to catch the final bloom of the Arrowleaf Balsamroot and demonstrate how seamlessly visitors can transition from the heart of downtown to immersive outdoor experiences.

Guests then enjoyed a guided tasting at Sandhill Wines before gathering for an intimate Chef’s Table dinner at The Okanagan Table. The evening featured a multi-course, wine-paired menu curated by Chef Rod Butters, alongside local winemakers David Paterson from Tantalus Vineyards and Kailee Frasch from Quails' Gate Winery, who joined guests throughout the dinner experience to share stories and insights into the region’s wine industry.

Media stayed overnight at Hotel Eldorado at Eldorado Resort and began the following morning with breakfast at Lakeside Dining before concluding their Kelowna experience with a guided ride through the historic Myra Canyon Trestles with Myra Canyon Bike Rentals.

These hosted experiences create opportunities for meaningful storytelling and authentic connections to place, allowing media to experience Kelowna firsthand through its people, landscapes, flavours, and history. We look forward to seeing the stories, features, and social content that emerge from these visits, and to continuing to build lasting relationships with media and creators who help share the best of Kelowna and the Okanagan with audiences across Canada.

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