2024 was a milestone year for Tourism Kelowna's Business Development Team, marked by impactful initiatives, cross-market collaborations, and significant results.This year demonstrated our team’s commitment to promoting Kelowna as a premier destination for meetings, conferences, sports, and major events.

Here's at look at some of this year’s accomplishments, segmented by key focus areas.


Eastern Market: Expanding Horizons

Toronto Spring Client Event - May 2024
Toronto Venue Series event, The Garden Lunch, presented by Tourism Kelowna

The Eastern Market activities led by Vanessa Osborne solidified Kelowna's position in high-potential markets. Tourism Kelowna’s participation in the three Venue Series events in Toronto and Montreal was a standout achievement.  We were also pleased to host several clients from the Ontario market for various site visits and a familiarization tour that showcased Kelowna's infrastructure, natural beauty, and hospitality offerings.

Through targeted outreach, Vanessa has connected with over 145 clients at various tradeshows and events and had 113 client appointments this year, leading to over $19 million in additional estimated economic impact from the eastern market.  Collaborative efforts with local partners enhanced our ability to promote tailored experiences that resonated with the needs of eastern clientele.


Western Market: Strengthening Foundations

IMEX America 2024
Pictured: Dana Haudenschild, Corporate Sales Director, 50th Parallel Estate; ​Nicolle Gomez de Sousa, Interim Department Head, Business Development, Tourism Kelowna.

Nicolle Gomez de Sousa spearheaded the Western Market initiatives, leveraging existing relationships to drive incremental growth. Highlights included hosting three in-market client events that saw 45 key decision-makers from the lower mainland and Calgary come together with our local partners to learn about Kelowna’s event-hosting capabilities and forge relationships.

2024 marked a significant year of partnership with Destination Canada, amplifying Kelowna’s visibility on a national scale. Initiatives included participation in the Team Canada Marketplaces at PCMA and IMEX America and an exclusive invitation to participate at Innovate Canada in Edmonton. Destination Canada's international network also provided valuable connections, bringing Kelowna into the spotlight for global planners.


Sports and Major Events Portfolio

SEC 2024
Pictured: Sara Correa Haslehurst, Business Development, Sports & Events, Tourism Kelowna; Brad Duquette, Community Development Coordinator, City of Kelowna. 

Sara Correa Haslehurst’s leadership in the Sports and Major Events portfolio brought unprecedented success this year. By attending the annual Sport Event Congress and hosting various client events and site visits, Sara has secured bidding opportunities for a wide variety of events well suited to our destination. 

Additionally, Kelowna was chosen as the host destination for several major events, including Montana’s Brier and CCMA Country Music Week, slated for 2025, and the Memorial Cup set to take place in May 2026. Securing these events is a testament to event organizers' confidence in Kelowna's ability to deliver world-class experiences. 


Additional Highlights

Newly developed marketing assets emphasizing Kelowna's sustainability practices have also been well received and have contributed to a strong lead conversion ratio of over 36%. The focus on eco-friendly venues and immersive activities aligned perfectly with growing market trends, reinforcing Kelowna’s reputation as a progressive destination.

In addition to coordinating many of the Business Development team's activities, Julia Garner has worked to share stories of Kelowna's Corporate Social Responsibility via Destination Canada's national storybook. She has also been diving deeper into how to amplify Kelowna's efforts to support sustainable events.

By the Numbers: A Record-Setting Year for Business Development

  • Leads Generated: 166
  • Estimated Economic Impact: $53,582,010 (compared to $34,228,861 in 2023)
  • FAM / SITES Hosted: 16, with 31 participants
  • Client Engagements at Tradeshows, Sales Mission and Events: 707 touchpoints


Looking Ahead

The successes of 2024 lay a strong foundation for the years ahead. With an expanded focus on reaching new markets, maintaining our collaborative approach, and ongoing refinement of our sustainability practices and innovation, Tourism Kelowna's Business Development team is poised to achieve even more significant milestones in the year ahead.

We extend our gratitude to our program and industry partners, including Destination Canada, and the local organizations whose collaboration makes our vision a reality. Together, we continue to elevate Kelowna as a top-tier destination for business, sports, and major events.


Learn More

Explore the Meetings & Conferences and Sports & Events categories in our Industry News Centre to learn more about our Business Development team's activities. Follow our Meet in Kelowna LinkedIn channel for additional updates and information. 

Connect with a member of the Business Development team: