Okanagan wine country takes the spotlight ahead of World Cup kickoff

Wine country in the Okanagan is being put in the spotlight as British Columbia prepares for next year’s FIFA World Cup in Vancouver.

Wines of B.C. has launched a new campaign called This Is Our B.C., aimed at encouraging residents and visitors to explore the province beyond stadiums and sports bars. The initiative highlights vineyard patios, lakeside viewpoints and wine country escapes across regions such as the Okanagan Valley.

As part of the campaign, people are being invited to share photos and videos featuring B.C. wine in scenic settings using the hashtag #ThisIsOurBC.

Organizers said the goal is to showcase British Columbia to a global audience expected to arrive for the tournament, positioning the province as a destination for both sport and travel.