April 14, 2015 - 2:25 PM
KELOWNA - It was a banner year for tourism in Kelowna, with both occupancy and revenue up at local hotels, a key indicator of a successful season.
Tourism Kelowna president Nancy Cameron told Kelowna council Monday afternoon the number of room nights in local hotels and motels was up four per cent while revenue from them was up nine per cent.
Cameron gave credit to agressive advertising in a variety of media with television and online digital video as the primary movers of people who visit the Central Okanagan.
“TV is still the most influential followed closely by video digitally delivered online,” Cameron said. “Being able to see and experience the attraction gives those travellers the confidence to come here.”
Cameron took councillors through revenue and expenses of Tourism Kelowna, which derives 61 per cent of its $2.7-million revenue from the two per cent hotel room tax. A further 23 per cent comes from partner advertising and 13 per cent from municipal grants.
The leisure travel segment is still by far the biggest target of Tourism Kelowna’s expenditures, spending 54 per cent trying to reach this category.
It spent another 11 per cent trying to reach the people who decide where conferences and meetings will be held followed by seven per cent on sports and other events. Providing administration and visitor services took up 15 per cent and 13 per cent respectively.
Cameron told council summer is still king in Kelowna and needs little help to fill hotel rooms and restaurants.
“Most of our investment is going to try and build spring and fall for leisure travellers,” Cameron said.
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News from © InfoTel News Ltd, 2015