Kelowna’s tourism being hit hard by devastating wildfires

Kelowna has always been a popular go-to spot for visitors looking to get a touch of sun in the Okanagan, but as the current wildfire situation rages on, the city’s tourism is being hit hard.

President and CEO of Tourism Kelowna Lisanne Ballantyne says the tourism sector of central Kelowna is worth about $2.1 billion annually.

“The impact is pretty obvious. When you get to this area to our region, you’re able to see the smoke in the atmosphere, and the real lack of people on the streets as everybody is either in place and sheltering or staying off the roads and away from areas that are affected by fires so we can let the first responders do their work,” she told CityNews.

It’s in stark contrast to how the city usually looks in August — the biggest month for tourism in the region.

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“It was starting to look like a good recovery year after the last couple of years of challenges,” Ballantyne said. “Where the small businesses were seeing great foot traffic come through. And even some of the larger hotels and attractions were also seeing really good, what we would call ‘typical visitation numbers.'”

Ballantyne notes the tourism sector is now preparing for what they describe as a “pause” in tourism sentiment due to the wildfires.

“But what Kelowna has going forward is, it is primarily a return-visitor market. And that means close to 60 per cent of our travellers that come here are returned travellers.

“We are easy to get to. People know the amazing experience they’re going to have when they get here. So, we’re basing it on 2018, and what happened with forest fires then — we are confident the visitors will be back at the right time and when it’s safe.”

But Kelowna isn’t just a summer-time destination, Ballantyne explains. Peachland, Lake Country, and the general Central Okanagan area are fast becoming year-round destinations.

“Our fall and our winter are quickly turning into busy times as well. So, that’s our saving grace. It’s obvious now is not the time for non-essential travel — people can wait until later in the fall and the winter to enjoy skiing, and other winter activities, as well as the late wine season.”

While Tourism Kelowna doesn’t yet have a dollar figure linked to the wildfire impact, Ballantyne says the fires will have a direct economic impact on wildfire-affected areas across the province.

“But we know that [the tourism] industry has a ripple effect through many other industries, and really touches everybody living and working here in the Okanagan”