Okanagan Valley
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OKANAGAN VALLEY DESTINATION DEVELOPMENT STRATEGY HIGHLIGHTS MYRA CANYON Photo: Grant Harder THANK WHAT’S YOU INSIDE The Okanagan Valley Destination Thank you to our tourism partners 1. INTRODUCTION Development Strategy is the outcome who participated in the process by of a nineteen-month, iterative process attending community meetings, 2. REALIZING THE POTENTIAL of gathering, synthesizing, and participating in surveys and validating information with tourism interviews, engaging in follow-up 3. AT A GLANCE partners about the current status conversations, and forwarding 4. GEARING UP and future direction of tourism in relevant documents and insights. the Okanagan Valley planning area. Special thanks to the members of the Working Group, as well as the We thank the Syilx people and the facilitator of the destination Okanagan Nation on whose traditional development process. territories we gathered for meetings in Kelowna and Summerland. OKANAGAN VALLEY | 2 1 INTRODUCTION WHY A STRATEGY? District, and part of electoral area E (West Boundary) the creation of a provincial destination development of the Regional District of Kootenay Boundary. strategy thereby ensuring a truly integrated and The Okanagan Valley Destination Development Municipalities include Lake Country, Kelowna, West cohesive combination of bottom-up and top-down Strategy was developed to enhance the competitiveness Kelowna, Peachland, Summerland, Penticton, Oliver, destination planning. of the Okanagan Valley planning area over the next 10 Keremeos, and Osoyoos. The planning area includes years and beyond. The strategy was developed as part most of the Okanagan Valley, Sakha Lake, and the of Destination BC’s Destination Development Program Okanagan River. A KEY IMPERATIVE to support and guide the long-term growth of tourism in British Columbia. This document presents some of The recommendations contained within the Okanagan the key highlights of the Okanagan Valley strategy. Valley Destination Development Strategy form the WHERE DOES IT FIT? foundation for additional, focused, and aligned discussions The Okanagan Valley is one of 20 planning areas regarding implementation. It will be important to ensure WHO IS IT FOR? across BC for which destination development the strategy becomes embedded in local, regional, strategies are being developed. Each planning area provincial, and federal decision making processes. It is The Okanagan Valley Destination Development represents a logical destination for visitors in and only by working collaboratively, in an integrated way Strategy is a guide for tourism partners in the planning around the province. As planning areas span across with a shared agenda, that the full potential of the area as they work collaboratively to grow the visitor multiple jurisdictions, the importance of adopting an Okanagan Valley planning area will be realized. economy. The strategy will be reviewed and updated to integrated approach with a shared vision and reflect changing tourism objectives, priorities, and coordinated investment is critical. The Okanagan market conditions. Results will be tracked and learning Valley Destination Development Strategy is one of AT A GLANCE outcomes will inform future implementation activities, seven that will be prepared for the Thompson thereby optimizing their effectiveness in increasing In what follows, the distinctiveness of the destination is Okanagan tourism region. The other six planning area economic, social, environmental, and cultural benefits summarized, and its vision for tourism introduced. strategies include the Shuswap-North Okanagan, the for the entire Okanagan Valley planning area. While acknowledging the challenges the sector faces, North Thompson and Nicola Valleys, the Gold Rush its potential for growth is set out in terms of key Trail, Interlakes, the Highway 1 Corridor, and the opportunities and experience development potential. WHERE IS IT FOR? Highway 3 Corridor. In time, informed by the A consideration of each development priority and outcomes of all relevant planning area destination associated actions then follows. While further detail on The Okanagan Valley planning area encompasses the development strategies, regional strategies will be each of these elements is available in the full strategy, Regional District of Central Okanagan (RDCO), electoral developed. In the case of the Thompson Okanagan they are brought together “At A Glance” to demonstrate areas A (Osoyoos Rural), C (Oliver Rural), D (Kaleden/ tourism region, these planning area strategies will work the scope of the integrated nature of the approach OK Falls), E (Naramata), and F (Okanagan Lake West/ towards an update of the 2012 regional strategy called being taken. West Bench) of the Okanagan Similkameen Regional Embracing Our Potential. These will, in turn, inform OKANAGAN VALLEY | 3 2 REALIZING THE POTENTIAL A DISTINCTIVE DESTINATION KEY OPPORTUNITIES EXPERIENCE POTENTIAL The Okanagan is a landscape of low hills, oblong lakes, The planning area faces a number of challenges, including The current and future experiences that will motivate travel the affordability and availability of accommodations, the lack and differentiate the destination with a compelling, sustainable and large glacial deposits left by the last ice age. visitor experience include: Sediments eroded by water and wind resulted in large of integrated regional transportation, lake access, signage and way-finding, the sustainability of trails, market awareness • A RECREATIONA: OASIS — water-based recreation alluvial fans and deltas on which the major cities of experiences, seasonal closures, and the management and beaches, mountain biking, golf, ski, winter fun, rail of Kelowna and Penticton stand. The Okanagan Valley of natural disasters. However, these challenges lead to key trails, indulgent experiences, and sporting excellence. watershed drains south through the Okanagan River opportunities including: • ECO-DIVERSITY South Okanagan grasslands, brush, into the Columbia River. • A Regionally coordinated water management plan desert, wetlands and rivers, geology, and the agrarian and • Ongoing development of trails and experiences natural environment. The dry, sunny climate and fertile landscapes have created a rich agricultural and recreation legacy, • Sustainability policies and building on the Biosphere • THE OKANAGAN FIRST NATIONS the geography Destination certification program of the territory, Interior Salish-authentic stories and vibrant lakeshore communities, and a relaxing and traditions, arts, crafts, fisheries and use of natural fulfilling lifestyle. With an average of more than 2,100 • Regional transit/transportation plans and active transportation plans resources, and contemporary experiences. hours of sunshine per year and very little precipitation, • Building on Summerland’s Affordability Study • VALLEY LIFE agrarian diversity and wineries, farm the area is an exceptional setting for nature-based gate and roadside stalls, artists and artisans, small town activity and agritourism. • Coordination of regional festivals and events hospitality, new technologies, and The Brigade Trail, and • Strengthening of Indigenous tourism and developing mining heritage. Visitors participate in many activities including golfing, protocols for sharing stories and important sites • RELAXED URBAN ENERGY the sophistication hiking, horseback riding, mountain biking, swimming, • Larger event venue(s) in Kelowna of larger urban areas, entertainment, resorts and lifestyle parasailing, water sports, winery tours, and more. Next accommodations, shopping, and niche culinary. to the Fraser Valley, the Okanagan Valley is the most • Building on the semi-arid character of the area important agricultural region in British Columbia, with • Improved lakefront development policy the primary crop being fruit trees. The Okanagan is • Greater diversity of accommodations home to many award-winning wineries. In winter, some of the best downhill skiing in North America can be found at its three major ski resorts. Skiing, snowboarding, Nordic skiing, ice fishing, and other winter activities are popular in the planning area. OKANAGAN VALLEY | 4 3 AT A GLANCE WHAT MATTERS MOST: THE NATURAL ENVIRONMENT VISION STATEMENT A semi-arid valley and plateau region offering a distinctive diversity of lakes, orchards and vineyards, pine forests, and mountain backcountry — bursting with a cornucopia of flavours and providing a backdrop for year-round active fun and challenge. A destination offering relaxed urban energy fused with the inter-play of traditional and living Okanagan First Nations culture, and the heritage and stories of more recent times. THEME 1 THEME A SUSTAINABLE APPROACH: PLANNING AND SUSTAINING THE NATURAL ENVIRONMENT SEE IT THROUGH SECURE ACCESS TOURISM MATTERS BE PREPARED MEASURE, MITIGATE, AND MANAGE Drawing on the Biosphere Prepare a digital handbook which Encourage local government to Develop a comprehensive tourism Interdepartmental Committee, provides advice on how to access address the needs of tourism in disaster and emergency program Develop a carrying capacity develop a method to oversee the Crown tenures and guidelines on Official Community Plans, regional that helps communities and industry framework for the Okanagan Valley implementation of the destination appropriate use. Consider setting up growth strategies, regional context prepare for, educate, measure, to address the biophysical, development strategy and monitor a regional advocacy group to statements, and implementation