Visitors Arrive, But Wallets Stay Closed
This summer, Okanagan tourism has been buzzing with activity, as Kelowna visitors fill hotels, flights, and beaches. Yet, many businesses say spending has slowed dramatically. For operators like Sagebrush Tours, which specializes in wine excursions, the season has been underwhelming. Co-owner Frank Fraser expected a rebound after 2023’s wildfire disruptions. Instead, he’s seeing tourists cut back on discretionary activities, choosing free outings like beach days over paid tours.
Strong Travel Numbers, Weak Spending Habits
Tourism Kelowna reports encouraging signs, including a 61% rise in hotel booking interest and steady traffic at Kelowna International Airport. Despite this, many operators feel the pinch. Fraser explained that while weekends are strong, weekdays have been unexpectedly quiet, with last-minute bookings adding uncertainty. He believes economic pressures, combined with wildfire advisories and past landslides, continue to weigh on consumer confidence.
Local Businesses Feel the Strain
Restaurants across the valley are noticing the same trend. Cantina del Centro, located along Kelowna’s popular Meet Me on Bernard program, has seen a modest improvement over 2023 but still reports a softer season. Supervisor Theo Mackenzie described weekends as steady, yet not as busy as Kelowna’s reputation would suggest. Rising costs, combined with cautious consumer spending, have left many diners opting to eat out less frequently.
Industry Calls for Clearer Messaging
Fraser also criticized past provincial messaging during wildfire season, when officials advised tourists to avoid the Okanagan altogether. He believes this blanket warning, without consultation, damaged tourism’s image unnecessarily. At the same time, many U.S. visitors remain unaware of the Canadian dollar’s value, limiting potential cross-border benefits. Data from Destination British Columbia shows U.S. arrivals slipping in May, adding further pressure to the sector.
A Region Still Filled With Optimism
Despite slower spending, community leaders see resilience. Paula Quinn of the Downtown Kelowna Association said beaches and streets remain vibrant. She believes memories are still being made and businesses must adapt to shifting tourism patterns, perhaps extending hours to better serve visitors. Fraser remains hopeful as repeat customers continue to return, though he admits sales have yet to reach pre-pandemic levels.
Stay tuned to Surreyspeak for more insights on regional tourism trends. Surreyspeak — bringing you timely, trusted news that matters.
