Kelowna and Wine Tourism October 30, 2006

Success & Continued Growth   2001 2006 number of wineries 53 130 Acres of vineyard ~4,200 6,632 BC VQA Wine Sales in BC $57,638,465 $138,537,106 Market Share in BC 9.6% 20.37% Other BC VQA Sales (rest of Canada 15% & exports 5%) $532,537  34,634,277 Wine Tourists to Fall Wine Fest XX XXXX

“Kelowna Tourism actively Wine Tourism “Kelowna Tourism actively promotes wine tourism as a major draw to drive shoulder season visitation” Nancy Cameron, General Manager Tourism Kelowna

The world is listening… “Wine Okanagan Valley” Travel + Leisure Magazine, October 2006 “OKANAGAN: THE TOAST OF B.C.” Report on Business Globe & Mail, October 6, 2006 “The Okanagan: A Northern Napa Emerges” New York Times, October 6, 2006

Wine tourism destinations Napa Sonoma Bordeaux Tuscany Australia New Zealand

Economic Impacts of Wine Tourism Napa County Visitors 4.7 million Overnight Trips 2.0 million Total direct visitor spending $1.0 billion Revenue to hotels and B&B’s $216 million Revenue to restaurants $265 million Retail shopping $63 million Sightseeing & entertainment $42 million Visitor Spending in Napa 2005

The wine tourist Tourists that participate in wine and culinary activities that have also been to BC are older with higher education and income levels, most live in households without children. Well travelled and discerning (taste & style) Visitors to wineries are likely to be repeat visitors, based on experience from other jurisdictions.

What does the wine tourist want?

Best practices in the Okanagan

What can Kelowna do? it’s your choice