1. Kelowna and Wine Tourism
October 30, 2006

2. 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

3. “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

4. 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

5. Wine tourism destinations
Napa
Sonoma
Bordeaux
Tuscany
Australia
New Zealand

6. 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

7. 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.

8. What does the wine tourist want?

9. Best practices in the Okanagan

10. What can Kelowna do?
it’s your choice