Summary

• Provincial funding will support expanded seating, enhanced visitor experience and a 10-day fan festival for Touchdown Kelowna
• Approximately 35,000 fans throughout Canada are expected to attend the two-game series in Kelowna, with more participating in the fan festival

__________

Tourism and local businesses in the Okanagan are set to score with Touchdown Kelowna, a special series of two BC Lions home games, a 10-day fan festival and family-friendly community events.

“Bringing high‑calibre sporting events like these to smaller communities is an important pillar of B.C.’s Tourism Sector Action Plan to double visitor spending by 2036,” said Anne Kang, Minister of Tourism, Arts, Culture and Sport. “By supporting Touchdown Kelowna, we are helping strengthen the local economy, support local businesses and create good‑paying jobs, helping build a strong, independent economy for British Columbians and their families.”

The Province is providing $1 million to support expanded access and enjoyment for football fans and festival-goers. It includes additional seating at the Apple Bowl in Kelowna so more people can enjoy the games, temporary improvements to the stadium for the best visitor experience and support for events that are open to everyone.

The estimated economic benefit of Touchdown Kelowna is $60 million.

Economic and tourism benefits

More than 17,000 sports fans throughout Canada are expected to attend each of the two games. Each visitor, supporter, athlete and coach represents an added investment in the economy and tourism industry, filling hotels and restaurants and supporting local businesses.

Destination events have proven to generate strong returns and boost the province’s profile as a world-class destination offering natural beauty, an exceptional visitor experience, exciting events and diverse culture.

• In 2024, the Province provided $3.5 million for the Grey Cup to support a free, family-friendly festival and legacy program. The estimated economic impact was $125 million, with more than 50,000 visitors from out of town.
• The 2025 Invictus Games generated $86.1 million in economic activity, supporting 383 local jobs and adding $53.6 million to provincial gross domestic product (GDP).
• More than 27,000 people attended the Canadian Country Music Association’s Country Music Week in Kelowna in 2025, generating nearly $18 million in economic impact.

Investing in events that drive economic benefit is an important pillar in B.C.’s Look West: Tourism Sector Action Plan to help diversify markets, attract investment and create lasting economic benefits for the province.

More ways to celebrate

The Touchdown Kelowna fan festival will showcase Kelowna’s vibrant culture and love of sport with live music and entertainment, local food vendors and family-oriented activities so visitors and residents can experience the excitement. Many of these community events will be free to attend.

The Province’s investment in Touchdown Kelowna is part of the government’s ongoing commitment to support events throughout British Columbia — providing accessible, family‑friendly experiences, celebrating sport, and generating vibrancy and economic benefits for communities.

Quotes:

Tom Dyas, mayor of Kelowna –

“Touchdown Kelowna will be an incredible moment for our community. Featuring two BC Lions games surrounded by a week-long festival, this event will energize our city and bring fans from across the country, support local businesses and deliver a significant economic boost across our region. The festival will bring people together and create lasting memories for families and fans throughout Kelowna.”

Duane Vienneau, president, BC Lions –

“Touchdown Kelowna further validates our status as British Columbia’s team. The support is reflective of the commitment from everybody in our organization in making this special event come to fruition, and we could not have made this happen without their support.”

Ellen Walker‑Matthews, president, Thompson Okanagan Tourism Association –

“We are delighted to welcome this year’s 10-day CFL Football Festival, Touchdown Kelowna, to our area. This is a tremendous opportunity to invite guests to the city of Kelowna and the Thompson Okanagan region, where they can discover our stunning landscapes, lively communities and world-class visitor experiences. Events like this unite fans, showcase the best of our region and encourage visitors to explore everything we have to offer.”

Quick Facts:

• Tourism in B.C. generates approximately $23 billion in annual gross revenue, contributing $8 billion to provincial GDP.
• B.C.’s tourism sector is one of the largest small business generators and employers in the province, with almost 17,000 businesses providing services to visitors in B.C.
• Event hosting is one of the five pillars of the Look West: Tourism Sector Action Plan, which outlines a path to growing visitor spending to $48 billion by 2036.

Learn More:

• To learn more about Touchdown Kelowna, visit: https://www.bclions.com/touchdown-kelowna/
• To learn more about B.C.’s Tourism Sector Action Plan, visit: https://gov.bc.ca/LookWestTourism
• To learn more about other ways the Province is building a stronger B.C. economy, visit: https://gov.bc.ca/StrongerEconomy
• To learn more about how the Province is supporting people with costs, visit: https://gov.bc.ca/BCBenefitsConnector