Since the beginning of the pandemic, Tourism Kelowna has had to adapt to evolving situations and update its stakeholder programs in response to changing consumer trends and the evolving needs of visitors.
The shift in consumer trends, due in part to health and safety concerns, includes a decreased interest in physical brochures and an increased interest in digital options. Additionally, many businesses and organizations no longer hand out physical collateral items, which has resulted in decreased distribution of our materials. In response to these changes, Tourism Kelowna will not be printing an Official 2022 Visitors' Guide.
As an organization, we are continually searching for new and innovative ways to provide value to our visitors and our stakeholders, better serve in-market visitors, and drive traffic to local businesses. While we won't be printing the Visitors' Guide, there will be an increased focus on digital initiatives and online listings. Over the last 18 months, Tourism Kelowna has launched a series of new digital offerings and benefits aimed at increasing the awareness and exposure of our stakeholders, while simultaneously creating a safer and more interactive experience for visitors.
These new initiatives include the launch of the #exploreKelowna digital passport program; this year, three individual and exclusive passports have been launched highlighting over 100 businesses. An Itinerary Builder was added to the Tourism Kelowna website allowing visitors who are researching and planning for future trips to create personalized guides that include business listings, events, and blog content. This tool can also be used by our team at the Kelowna Visitor Centre when helping visitors plan their routes, which can then be easily printed off or digitally shared. Lastly, a Guide to Explore Kelowna, based on the information normally found in the Visitors' Guide, was added to the Tourism Kelowna website earlier this year, allowing visitors and residents to easily access relevant and detailed information.
For the segment of consumers still interested in physical collateral, we will continue to offer the Kelowna visitors' map and to display rack cards from those stakeholders who provide them.