Kelowna, B.C., is rapidly becoming known for more than its beautiful scenery and wineries. Following the success of the 2025 Montana’s Brier, the city is demonstrating its ability to host significant national events and enjoy the economic benefits that accompany them.
This year, the Canadian men’s curling championship attracted over 89,000 visitors to Kelowna.
The event resulted in a direct economic benefit of $15.2 million and a total impact of $22.7 million, greatly surpassing forecasts.
“For this event, we actually exceeded our top expectations by a couple of hundred thousand dollars,” remarked Kelowna Mayor Tom Dyas.
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For city officials and tourism representatives, the success of the Brier signifies more than just impressive figures.
“The data from the Brier confirmed that Kelowna can effectively host major events,” said Lisanne Ballantyne, CEO of Tourism Kelowna. “However, it’s not only about the figures — it’s about the lasting legacy it creates.”
This legacy is expanding, with two more national events on the calendar. The Canadian Country Music Awards will be held in September, followed by the Memorial Cup in the spring of 2026.
Kelowna aims to achieve or exceed the economic successes seen in other cities that have hosted these events.
“When the CCMAs were in Hamilton, they generated an economic impact of $11 million and over 2,000 hotel room nights,” noted Ballantyne. “Given Kelowna’s attractiveness as a destination, we think we can meet or even exceed that outcome.”
The city is also planning for the future. A new Economic Prosperity Task Force has been established to build on this momentum and identify additional opportunities beyond specific events.
“It’s not solely focused on events,” remarked Dyas. “The task force is investigating various avenues for growth in Kelowna — whether it’s in industry, manufacturing, or any initiatives that provide a sustainable economic boost.”
As Kelowna draws increased attention, city leaders are ensuring they are prepared for the future.
“Although we’re viewed as a small city, factors like infrastructure, venue capacities, and the availability of volunteers become crucial in determining which events we can host going forward,” said Ballantyne.
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