Wednesday, 24 Feb 2021

Okanagan tourism industry strategizing to help soften coronavirus fallout

The Okanagan tourism industry is closely watching the developments of the coronavirus pandemic, wondering how it may impact the region and its businesses.

While some are nervous, others are “cautiously optimistic” outbreaks abroad might encourage Canadian travellers to stay close to home.

The situation has tourism organizations strategizing on how to help soften the blow from any COVID-19 fallout.

The president of Tourism Kelowna told Global News that if the current situation persists the marketing body may focus more of its advertising budget on the B.C. and Alberta markets, targeting visitors who can drive to the Okanagan.

It isn’t alone, a spokesperson for the Thompson Okanagan Tourism Association says. Many tourism-based organizations are redirecting their marketing dollars to focus on domestic marketing campaigns that encourage British Columbians and Albertans to travel within the province.

“We have already started strategizing with Destination B.C, Destination Canada, and the provincial government on what the future looks like,” said Ellen Walker-Matthews, vice-president of the Thompson-Okanagan Tourism Association.

“I know that already Destination B.C. has redirected their marketing dollars to a domestic marketing campaign…..they are redirecting their funds to encourage British Columbians to travel in the province and Albertans to travel here.”

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