Building off the success of an active 2023 Travel Media Program—which highlighted itineraries on sustainability, food culture, local sips, outdoor experiences, and cycling—we kicked off 2024 by partnering with Thompson Okanagan Tourism Association (TOTA) and Destination BC to host media for a Sip & Ski winter trip.

The Sip & Ski trip included a day in Kelowna where we highlighted winter activities in the city, such as The View Winery's Sip & Slip snowshoe and fondue experience, coffee tasting at Craft 42 Roasters, and a cooking class at The Okanagan Table.

We also partnered with TOTA to host Brian Riepe, a US-based writer, editor, and publisher who will showcase Kelowna in Cross Country Skier Magazine. We anticipate articles from Brian's visit and the Sip & Ski trip to be published later this year, furthering exposure to Kelowna's winter offerings.

Cyclepath Owner Garry Norkum and writer Erik Trinidad.
Cyclepath Owner Garry Norkum (left) and writer Erik Trinidad (right).

In March, we hosted the first of many writers we connected with at International Media Marketplace (IMM) in January of this year. The event allowed me to meet one-on-one with more than 20 high-profile media from leading North American and global publications, including Erik Trinidad. During his March visit, Erik took part in a cycling and culinary itinerary we organized for him. Through the itinerary, we highlighted Lakeshore Road and our members along it, as well as downtown activities using a road bike generously loaned to Tourism Kelowna by the team at Cyclepath Kelowna.

Writers visit Quails’ Gate Estate Winery on e-bike tour
Writers visit Quails’ Gate Estate Winery on e-bike tour

During the spring, we also hosted our first group press trip. This year's theme was ‘Kelowna: Unplugged,’ showcasing activities that included birding, a nocturnal hike, an Indigenous-guided plant walk, a cooking class, and an e-bike wine tour. Some of the published pieces that came out of this trip include:

In June, we hosted an itinerary for Accessible Journeys Magazine, highlighting accessible experiences in the destination including Ablesail, Myra Canyon, and wine touring. The full article will be coming out this fall, following the summer teaser article, which can be read here on page 64.

Spring Hawes and Tanelle Bolt visit SpearHead Winery
Spring Hawes and Tanelle Bolt visit SpearHead Winery

To round off our current coverage, we are pleased to share the ‘Pedalling in the Okanagan’ published in Canadian Cycling Magazine by Christina Palassio, who we hosted last fall. Canadian Cycling Magazine reaches over 2 million consumers per month through print, digital, and social.

As we look ahead to fall and winter, we will host more press trips and launch creator campaigns to showcase our shoulder seasons.

Interested in learning more about our travel media initiatives? Contact me at shereen@tourismkelowna.com or (250) 861-1515 ext. 209.

You can also reach out if you're interested in showcasing your Kelowna area business for a future itinerary; please outline your experience so it can be considered when planning trips or responding to media requests.