Vernon’s tourism sector fared relatively well in 2023 despite fires “destroying peak season”

Feb 28, 2024 | 5:00 AM

Officials say the local tourism industry faced some major challenges with the past summer’s extreme weather events, but still fared relatively well.

Claus Larsen, chair of the Tourism Commission, presented Tourism Vernon’s annual report at Vernon city council’s regular meeting Monday, Feb. 26.

He said the tourism sector faced many challenges last year.

“In 2023 we started off with having several labour shortages and interest rates [affecting] the cost of food, cost of gas. All resulted in higher costs of travel, which, of course, curbs everybody’s discretionary spending which they normally use on travel,” Larsen stated.

“Then of course we had the dreaded wildfires in the region which resulted in a travel ban, which was very short. It was only three days before it got retracted, but it literally destroyed our peak season, especially the corporate sector which is meetings, events, corporate groups, things to that effect. It more or less stopped dead in its tracks and never came back and the risk is that it’s going to have spill-over effects over the next few years as well.”

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Despite those issues, Larsen said tourism, in general, still fared well.

“The MRDT, the Municipal Regional District Tax (from short-term/hotel accommodation bookings), and the OAP, which is the Online Accommodation Platform, grew to a record more than $200,000 in contributions in 2023,” Larsen stated.

The commission chair noted the marketing materials and the mobile visitor services booth were both well received; sports events also drew in some crowds; and there was also a lot of positive feedback on arts and culture, adding he hopes the new Cultural Centre is built quickly “because everybody’s talking about it.”

Larsen added partnerships were a big part of tourism in 2023, noting the marketing campaign’s expansion with stakeholders including Silver Star, Predator Ridge and Sparkling Hill; the funding partnership with Lake Country; and the collaboration with the Regional District of North Okanagan to secure the title of Trails Capital of B.C., the latter of which Larsen was very proud.

“It is no small thing. You think about Whistler, you think about a lot of places within B.C. that has a lot of trails, they picked us,” Larsen remarked.

Looking ahead, he said Tourism Vernon still needs to evaluate how the short term rental legislation would impact the sector, though he did state the regulations were “long overdue” and that Vernon “needs affordable housing,” adding work was underway with the government to make sure those housing needs were met in appropriate places.

Larsen also refered to the Tourism Vernon’s annual plan, and the five year vision, as “solid” plans that should help attain the goals of increased year-round visitation, visitor satisfaction, stakeholder engagement and community support for tourism.

Plans for 2024 include amplifying the sports and culture events, and developing an Indigenous Tourism Product in collaboration with the Okanagan Indian Band, amidst concerns that include wildfires, droughts and the impacts of the short term rental regulations.

Larsen’s report was received for information by council.

by Liam Verster

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