The president of Tourism Kelowna has said she has concerns about some of the city’s businesses as Canada and the world react to the COVID-19 pandemic. 

Lisanne Ballantyne, who is also CEO of the non-profit society, said the initial signs are that some of the worst-hit firms are in the events sector. 

Kelowna has been working hard to move towards having a four-season tourist economy, she said, but the virus’s spread has already caused many cancellations. 

“We’ve been trying to help businesses get their year-round occupancy rates up through conferences and events,” she explained. 

“But a lot of organizers are being forced to evaluate or cancel events now.” 

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There are, however, a “wide spectrum” of businesses in the tourism sector, Ballantyne added.

Some, like the Delta, are owned by huge companies, but “a good third” are owner-operated, she explained. 

“Many of these are running year-to-year and on tight margins,” she said.

“I’m most concerned for those businesses.” 

Tourism Kelowna is now working on two central plans: Deciding where to devote advertising space, and trying to work out a plan for recovering from the anticipated hit this year. 

Advertising will be primarily focused on the Lower Mainland, other parts of BC and Alberta, she said. 

That’s because over 80% of visitors to Kelowna are domestic – which means the tourism industry in the city could be better insulated against the crisis than others in Canada. 

“In an odd way we might be really well positioned to recover when this blows over,” Ballantyne explained. 

She also believes that, when the pandemic is under control and things begin to return to normal, Kelowna could benefit from a tourist surge. 

“When SARS was over, there were signs there’d been pent-up demand,” she said. 

“I would suspect that if people were making plans to travel this year, they have a budget and will want to use it to travel at some point.” 

What’s crucial, though, is that businesses keep their clients happy during this tough period. 

“The legacy of this will be: How did we treat our customers?” Ballantyne said. 

“Are we making the right decisions when people have to cancel? Are we being good? Are we giving them discounts, refunds – or are we being harsh and saying, ‘No refunds?’”

She also advised businesses in the area not to stand still.

“It’s a time to adjust spending, to review expectations, think about revenue,” she said. 

“Don’t just ride it out – look at how you need to adapt.” 

And for anyone thinking of visiting the area, she said: “Listen to the experts and, when it’s safe and you’re ready, don’t wait to make a trip. Come back.”