Target francophone talents and clients to boost your tourism offer

Did you know that French is the first language for over 300,000 people in British Columbia, and the province welcomes more than 75,000 francophone tourists annually?
In te Okanagan, francophone visitors represent a growing segment, contributing significantly to the local economy. With major events like the 2026 FIFA World Cup set to take place in BC—expected to attract over a million visitors between 2026 and 2031, including many francophones—this is the perfect time to position your business to capitalize on this lucrative market. The province estimates this event will generate $1 billion in economic impact.

Join us on February 19th in Kelowna, BC, for an exclusive workshop to help your tourism business tap into this expanding market by recruiting francophone talent and marketing effectively to French-speaking tourists.

This interactive workshop is ideal for recruiters, HR teams, business owners, and communication teams in the tourism industry on Vancouver Island. Whether you already have French-speaking staff or are looking to expand your reach, this session will provide actionable strategies to enhance your business’s offerings.

By increasing your francophone-friendly services, you can access a growing market of millions of travelers. Research from Destination Canada shows that francophone tourists tend to stay longer and spend more than the average visitor, making them a highly valuable audience for BC's tourism industry. This workshop will guide you through the process of attracting and retaining francophone clients, as well as recruiting bilingual staff to improve customer service and competitiveness.

This workshop is perfect for tourism businesses in the Okanagan that:

• Want to increase their competitive edge by attracting francophone tourists.
• Already have or are seeking to recruit francophone employees.
• Are looking to strengthen their marketing, recruitment, and communication strategies.
• Recruiters, HR professionals, business owners, and communication teams will particularly benefit from the insights provided.

• Understand the importance of francization in the tourism sector.
• Learn how to attract and retain francophone clients and employees.
• Develop marketing strategies that appeal to French-speaking visitors.
• Gain tools for assessing and improving your current francophone offerings.
  

Why Francophone Tourism in the Okanagan Valley?

Francophone tourism is a growing market across British Columbia, and the Okanagan Valley is no exception. According to Tourism Kelowna, a significant portion of international visitors to the region come from French-speaking areas, with many travelers drawn to the Okanagan's renowned wine tourism, outdoor adventures, and cultural experiences—high-value segments of the market. Additionally, with the recent introduction of direct flights from Montreal to Kelowna by Air Canada since 2021, the Okanagan is now more accessible to francophone tourists from within Canada as well. This increased connectivity is expected to bring even more visitors from French-speaking regions.

Furthermore, Destination BC highlights that francophone tourists, particularly those from Quebec and Europe, tend to stay longer and spend more—up to 20% more than the average tourist.

With the 2026 FIFA World Cup expected to bring a surge of visitors from French-speaking countries, now is the perfect time to prepare your business to welcome these valuable guests. The event is forecast to generate substantial economic benefits, estimated at over $1 billion, presenting a unique opportunity to attract francophone tourists and enhance your business’s growth potential.

Who Has Attended Before?

Past workshops have been attended by industry leaders such as the Wickaninnish Inn, Prestige Hotel, Sandman Hotel, Marriott Hotel, Four Seasons, and Fairmont. These sessions have also been promoted by reputable platforms like Go2HR, BCHA, TOTABC, and TIABC.

Date & Location:

Date: February 19th, 2025, 3:00 PM – 4:00 PM

Location: Regatta Room, Prestige Beach House, 1675 Abbott Street, Kelowna, BC V1Y8S3

Stéphanie Wetterwald is a seasoned marketing consultant with over 14 years of experience. Originally from France, Stéphanie has lived abroad for many years before emigrating to Canada in 2016. Holding a Master’s degree in Marketing, she spent seven years in the media industry, including National Geographic as a digital product manager. Since moving to Canada, she has worked with multinational companies like Costco and Staples, as well as startups and small businesses. Stéphanie is also a marketing mentor within various entrepreneurship programs.

At SDECB, she uses her extensive marketing experience to guide entrepreneurs through personalized consulting and training programs. Passionate about new cultures and travel, Stéphanie brings a unique perspective to the tourism industry.

The Société de Développement Économique de la Colombie-Britannique (SDECB) is a non-profit organization dedicated to supporting the economic development of francophone and bilingual businesses in British Columbia. Through consulting, training, and a variety of programs, the SDECB helps entrepreneurs and organizations grow, recruit talent, and thrive within the province's diverse economic landscape.

Need more information? Contact: Stéphanie at [email protected]

Participation fee: $5 (non-refundable) – A light snack will be provided during the event.

Host or Publisher SDECB