I recently had the privilege of representing Tourism Kelowna at Incentive Canada, an event hosted by Destination Canada, set against the timeless elegance of the Fairmont Empress in Victoria. Over three unforgettable days, Canadian partners and global incentive buyers came together through shared experiences, purposeful conversations, and memorable activities, sparking connections that will inspire future programs for years to come.

The 2025 program also allowed us to explore and experience Destination Victoria firsthand. From its vibrant harbourfront to its boutique culinary offerings, each moment highlighted Canada’s ability to deliver distinctive, authentic, and transformational experiences for incentive travel. The message was clear: Canada offers limitless possibilities, scalable for intimate executive retreats or large-scale recognition programs, while championing sustainability and creativity through its certified suppliers and destinations.

One of the most valuable components was the Marketplace meetings, hosted at the scenic Sea Cider Farm & Ciderhouse. In a series of focused ten‑minute appointments, I met with every attending client and media representative (16 in total), many of whom were discovering Kelowna for the first time. For U.S.-based planners, the Okanagan’s reputation as the “Napa of the North” struck an immediate chord. For international guests, from Mexico to Argentina, our world-class wine country, lakeside beauty, and ongoing bid to become Canada’s first UNESCO City of Gastronomy captured their imagination. Many saw Kelowna as a perfect fit for future incentive programs seeking a rare blend of culinary excellence, agricultural prowess, Indigenous heritage, and unforgettable outdoor adventures.

Kelowna’s presence was further elevated by Clee Varon from Iconic Wineries of British Columbia (Mission Hill Family Estate) and James Fry from Cantrav, two Tourism Kelowna partners whose deep connections to our region and expertise in delivering exceptional programs reinforced the Okanagan Valley’s standing as a world-class destination. Together, we showcased the region’s unmatched ability to deliver immersive, high-end experiences with seamless execution.

^{Team Canada group shop at Fisherman's Wharf, Victoria inner harbour. Image credit: Ben Johnson}

On the final day of the event, Annette Gregg, CEO of the Society for Incentive Travel Excellence (SITE), led a powerful discussion on the evolving landscape of incentive travel. Her message was clear: post-pandemic, success lies not in the most expensive program, but in the most memorable one. Customization is essential, whether that means curating an AI-generated playlist based on attendees’ favourite songs, offering personalized “bucketed” excursions so guests can choose their adventure while still reconnecting as a group, or intentionally building in two to three hours of downtime. She shared inspiring examples such as walking meetings with executives for personal connection, community give-back projects to create impact, or immersive cultural moments like joining a local festival parade. These are the stories attendees take home, share, and remember.

Kelowna is perfectly positioned to deliver those once-in-a-lifetime stories. Our destination blends breathtaking landscapes, award-winning culinary and wine experiences, and an authentic culture, including the deep traditions and storytelling of the syilx/Okanagan people, that cannot be replicated. With venues that adapt effortlessly to both intimate retreats and large-scale showcase events, Kelowna offers incentive programs that go far beyond the expected, creating transformative experiences that inspire, connect, and leave a lasting imprint on every guest.

If you'd like to learn more about Kelowna or discuss your future incentive program needs, contact me at nicolem@tourismkelowna.com.