Tourism in the Creston Valley is growing, with the local tourism society estimating about 140,000 visitors coming to the region annually, generating roughly $25 million in direct spending.
The Creston Valley Tourism Society presented its latest numbers to the Creston Valley Services Committee Thursday. The group also asked for support to apply for the next round of Destination BC’s Co-operative Marketing Partnership Program.
Executive Director Jesse Willicome said the organization estimates tourism supports at least 150 local businesses.
“Those visitors generated an approximate $25 million in direct spending within the local economy,” said Willicome.
The organization also estimates around 100,000 visitor nights in the valley annually.
“When we say visitor nights, that’s people who stay at least one night or up to two or three,” Willicome added.
He said taxable accommodation revenue has increased from around $3.75 million in 2021 to roughly $5.93 million in 2025, while estimated occupancy rose from 38 per cent to 45 per cent over the same period.
The figures are modelled estimates rather than property-by-property occupancy data, but Willicome said they provide an indication of growth in overnight tourism.
“I think more importantly it’s just an indicator that we’re seeing some encouraging growth in overnight stays. So people are spending more time in Creston or spending money in the local economy,” said Willicome.
The tourism society’s marketing partnership with Destination BC is also changing.
Willicome explained that the program used to operate under a 50/50 cost-sharing model, but that’s no longer the case.
“In 2026, they, they somewhat unexpectedly changed that to a 60/40 model and, and have announced that they’ll be continuing that going forward. So the local partners contribute 60 per cent, Destination BC will contribute 40 per cent.”
That means the tourism society needs to identify its local funding partners as it prepares its application for the next marketing cycle.
The application deadline has also been moved up from Dec. 1 to Nov. 1.
The Town of Creston and RDCK Electoral Areas B and C have contributed a combined $22,000 annually through Service 108 since 2017.
Willicome said in 2026, the overall Destination BC co-op marketing project was worth about $62,000, with $22,000 coming from the local partners, $12,000 from Creston Valley Tourism Society and the remainder from Destination BC.
He said the local contribution allows the organization to leverage additional funding and expand its marketing program.
“So it’s a really critical bit of funding that really allows Creston, I would say, to punch above our weight as a small destination.”
The society is asking the RDCK to identify its usual $22,000 contribution as pending funding on its Destination BC application. The application would list the Town of Creston and Electoral Areas B and C as supporting community partners, with the funding decision to come later.
“Our intention is to continue the long-standing partnership and its success and maintain our destination marketing activities that support tourism in the valley,” said Willicome.
The funding would then be formally considered through the 2027 Service 108 budget, with the tourism society expected to return to the committee in December.
Destination BC requires any pending partner funding to be confirmed by Jan. 31, 2027.
The committee supported the tourism society proceeding with the application and identifying the $22,000 contribution as pending, subject to formal consideration through the 2027 Service 108 budget.
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