Though Pride Week is over in Kelowna, celebrating pride and supporting the 2SLGBTQIA+ community is a 365 commitment. Now is the perfect time to consider your business practices and assess whether you’re ready to welcome 2SLGBTQIA+ travellers.This important and valuable travel market comprises highly-educated individuals with disposable income who want to spend money in welcoming destinations and at businesses that align with their values.

Here are some tips and resources to help ensure your business is welcoming so you can attract a piece of the $12 billion this market spends annually on travel.


1. Feature diversity in your marketing

Couple Walking on Bernard Avenue Downtown Kelowna 3
Photo credit: Kylie Mae

Travellers want to be able to see themselves in the destinations and businesses they plan to visit. This is important for the 2SLGBTQIA+ market, but also for all other demographics. Make an effort to showcase people from all demographics in your website imagery, on social media, and in any print or advertising media you create. If you’re a Tourism Kelowna member, you can register for access to our asset library for images and video footage that can be used in your marketing.


2. Educate and train yourself and your employees

While inclusive marketing is an important step, ensuring 2SLGBTQIA+ community members feel welcome and safe at your business is crucial. Diversity, equity, and inclusion (DEI) training is offered by many organizations.


3.  Don’t just focus on Pride Month

Couple at Bertram Creek Regional Park
Photo credit: Kylie Mae

Posting one Pride-related post to social media in the month of June won’t cut it. 2SLGBTQIA+ travellers do their research when planning and booking a vacation. They will review your website and social media channels. If they only see one post that welcomes them, it will appear inauthentic, and they will take their business elsewhere.

Here are some additional things you can do:

  • Make 2SLGBTQIA+ travellers feel safe, welcome, and accepted by participating in the Rainbow Registered Accreditation Program for 2SLGBTQI+ Friendly Spaces
  • Create evergreen content—unique pages, blog posts, or videos—for your website specific to the 2SLGBTQIA+ travel audience that can be viewed and shared throughout the year.
  • Plan content into your social media calendar that acknowledges and speaks to this market year-round.


4. Participate in Events that Support the 2SLGBTQIA+ Community

While Kelowna Pride Week 2024 is over, Kelowna Pride and many other local organizations, such as Etcetera 2SLGBTQIA+ Youth Group, Foundry Kelowna, and TransParent Okanagan, host events, workshops, and initiatives throughout the year, so you can show your ongoing support for 2SLGBTQIA+ residents and visitors.


5. Show your pride. Be an ally. Support local.

Tourism Kelowna - Pride March 2022
Tourism Kelowna's team taking part in the 2022 Pride March.

Adding a pride flag to your physical space and online channels is an easy way to signify that you welcome 2SLGBTQIA+ visitors and residents. 

Through its Memorandum of Understanding, Kelowna Pride and Tourism Kelowna continue their joint work to support the 2SLGBTQIA+ community, which includes: 

  • Attracting more visitors from the 2SLGBTQIA+ community, which positively impacts the local economy year-round.
  • Increasing participation and support of events that positively contribute to the visitor experience and quality of life of residents.
  • Working together to educate residents and visitors on 2SLGBTQIA+ issues, as well as the importance of supporting businesses within the community.

For more information about Tourism Kelowna's efforts to attract and welcome 2SLGBTQIA+ travellers, connect with me at carla@tourismkelowna.com.

Header photo captured at the 2019 Pride Festival and March.