Tourism Kelowna is a not-for-profit society governed by tourism industry stakeholders through an elected Board of Directors. Mission: To support and market the tourism destination of Kelowna (census metropolitan area) in a sustainable manner that strengthens the local economy and enriches the quality of life, and to seek funding opportunities and manage funding for the support and marketing of tourism in the Kelowna census metropolitan area. Vision: Kelowna and the region will be internationally recognized as the four-season outdoor destination of choice in North America by 2024.