‘Fabulous start’ to local tourism season amid optimism for 2025

May 18, 2025 | 7:00 AM

Interest in the Okanagan wine region is booming this spring, and according to one local winery, much of the traffic is coming from farther away than usual, with a notable uptick in international visitors.

At the same time, Tourism Kelowna suggested that early interest from B.C. and Alberta is very good.

Joanna Schlosser, CEO of Niche Wine Co. in West Kelowna, says the winery has experienced a “consistent flow of local traffic” since opening in February, but it’s the wave of overseas guests that’s turning heads.

“We’re seeing a lot of international travellers coming to the Okanagan,” Schlosser said. “Germany, the UK, South Africa, Washington… it’s a surprise, but a welcome one.”

The influx of visitors from Europe and even American states like Washington may be tied to a broader trend: avoidance of U.S. destinations due to tariff-related uncertainties under President Trump’s administration. Though Schlosser didn’t make that link directly, she noted that tourists seem keen to find immersive, nature-rooted alternatives — something the Okanagan offers.

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“I think there’s a real trend towards wanting to unplug and get away, and the Okanagan really delivers when it comes to that,” she said.

Schlosser’s winery recently launched agritourism accommodations — small, kitchen-free cabins nestled among the vines. The response has been immediate: almost fully booked through May, with June and July filling fast. It’s not just good news for her business — it’s helping wineries across the region recover from recent challenges, including extreme weather and production slowdowns.

On the broader tourism front, the local agency responsible for marketing our immediate area said things are looking good for this year.

“Tourism in Kelowna and the Central Okanagan is off to a fabulous start in 2025 with Q1 numbers up across the board,” Lisanne Ballantyne, President & CEO of Tourism Kelowna, told VernonMatters in a statement.

“We are optimistic about the remainder of the year as Expedia’s recent outlook report showed that searches to our region have increased 20 per cent and we are hearing positive news from our accommodation sector partners regarding long-lead bookings primarily from visitors coming from BC and Alberta.”

There was no indication if such an increase in searches had been prompted by geopolitical factors like U.S. tariff policies.

Meanwhile, as wineries diversify with offerings like overnight stays and curated food-and-wine events, Schlosser says the result is more than just extra revenue — it’s a deeper connection for visitors and producers alike.

“When you stay overnight, you experience the sunset, the stars, a morning walk in the vineyard with your coffee,” she said. “It’s just a different level of connection to the place and the people where the wine is made.”

by Jamie Tawil

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