Vernon poised for potential record tourism season

May 30, 2025 | 6:00 AM

There’s the potential for a record number of visitors travelling to Vernon over the summer months.

That’s according to Torrie Silverthorn, Vernon’s Tourism Manager.

“Some of the hotels are reporting that, for July and August, there is a lot of pre-booking happening,” Silverthorn told Vernon Matters.

“As of right now, July and August are shaping up to be one of our biggest seasons ever. Our hoteliers, tourism operators, and Tourism Vernon all agree that is because of the uptick in domestic travel.”

The statement comes following Tourism Vernon’s unveiling of its updated Visitor Guide, of which 30,000 physical copies have been printed to be distributed across B.C.

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“We printed just less than that last year, and we ran out of guides in November,” Silverthorn said.

“We’re seeing a lot of people use [them], and we’re happy to see the engagement and feature Vernon in this sort of way with traditional printed materials, which are still very much a thing.”

The Visitor Guides will be available at information booths across the province, on B.C. Ferries vessels, and at area hotels for people to access and learn about the activities and amenities Greater Vernon has to offer.

The new Visitor Guide can also be found online here.

Silverthorn noted the majority of Vernon’s visitors over the summer months are domestic travellers, typically from B.C. or Alberta, though usually there are some who come up from the United States. She said, despite the tariff concerns and trade war and “51st State” threats from U.S. President Donald Trump, Tourism Vernon is not halting its marketing to Americans.

“In general, we still want our American neighbours to feel very welcome, and we reflect that in our marketing,” Silverthorn explained.

“They’re an important aspect of the visitor economy in Vernon, and, in general, their dollar goes further in Canada right now, so we would love to see them here and welcome them.”

The Tourism Manager also said many Canadians have been rethinking their travel plans to the United States, and hopes to capitalize on that change in attitude to draw them to Vernon instead.

by Liam Verster

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