ABOUT THE SIMILKAMEEN VALLEY
The geographical area of the Similkameen Valley location is in the southern interior of British Columbia, extending from Richter Pass in the east to the Similkameen River’s headwaters in E.C. Manning Provincial Park in the west. Primary access is along Highway 3 (Crowsnest). Communities, parks and hamlets include Cawston, Chopaka, Coalmont, Eastgate, Hedley, Keremeos, Olalla, Manning Park, Princeton, Tulameen and the Upper and Lower Similkameen Indian Bands. For travellers heading east from Vancouver and the Fraser Valley, the Similkameen touring route is also the gateway to the Okanagan Valley, Route 97, Highway 3 east to the Kootenay Rockies and an alternative to Highway 5 and 5A to the Okanagan via the Connector.
The Valley is rich in First Nations’ heritage as well as western, mining and agricultural history and seven provincial parks. Key activities include fishing, hiking and biking, trail riding, snowmobiling, downhill and Nordic skiing.
- Keremeos, Fruit Stand Capital of Canada
- Cawston, Organic Farming Capital of Canada
- Award-winning Similkameen Valley VQA wine route with farm-to-table dining experiences and continuous growth in high-quality accommodation experiences
- The Grist Mill & Gardens, home to BC’s oldest operating flour mill, gardens filled with heritage varieties of fruit and flowers, and a historical exhibit
- First Nations Culture: Museum, Snaza’ist Discovery Centre Interpretive Centre, rodeo, POW WOW
- Provincial Parks: Cathedral, E.C. Manning, Bromley Rock, Stemwinder, Allison Lake, Otter Lake
- China Ridge Recreation Area
- The Kettle Valley Rail Trail, a section of The TransCanada Trail also known as the Great Trail (note key sections damaged in the flooding of 2021)
- Key events are hosted throughout the year when they are reinstated from the COVID 19 pandemic.
MARKET POTENTIAL
The Similkameen Valley is ideally positioned as an alternative route to/from the lower mainland to Highway 97 and Alberta along the Highway 3 corridor and Highways 5 (Yellowhead) and Highway 1 for north/eastbound travellers from the Lower Mainland (where the bulk of opportunity exists for this valley corridor). This lower elevation route is also more favourable for winter travel with less snowpack than the Highway 97C pass.
There is capacity in all four seasons to accommodate visitors. Overnight stays in the RDOS are at their peak for summer, followed by spring, fall then winter. There is the gradual but continuous development of new accommodation options at farms, wineries and orchards making for unique farm-stay experiences.
Similkameen Touring Markets include Leisure travellers who travel frequently and have an interest in touring, exploring and outdoor adventures who enjoy multiple areas along route or corridor. Lower Mainland of BC and secondary market Washington state via Route 97.
The Similkameen Valley corridor route, while longer in drive time compared to Highway 97C, has access to the Highway 97 junction at Osoyoos and points beyond. It also provides an opportunity for visitor experiences, unprecedented organic fruit and vegetable stands and intercept for those travelling Highway 3 (Vancouver to Alberta). The BC drive market travel multiple times per year providing ample opportunity to attract this market to the Similkameen where capacity exists in each season. Over half of BC residents travel in the fall (Source: Destination BC Market Profiles October 2018), providing a great opportunity to extend travel seasons beyond peak summer periods which is a fit for the Similkameen Valley due to their trails, fishing and agriculture experiences which extend to fall.
Note: 2018 was a year of climate occurrences in BC with floods, fires and smoke and would be considered an anomaly and the worse year on record for natural occurrences. 2019 visitation data is considered stable, and 2020/21 as a result of the COVID-19 global pandemic has affected all visitation patterns from all markets. 2022 and 2023 continue to be challenging times for the area with fires, floods and restricted travel conditions.
The Similkameen Valley with its rural appeal and close proximity to both the Okanagan Corridor and the Lower Mainland of BC is well-positioned to capture visitation from these two areas. The area has limited overnight accommodation in some areas of the Valley. Princeton has the highest concentration of fixed roof accommodation mostly motel units, although they have expressed an interest in attracting a hotel.
SIMILKAMEEN VALLEY BRAND
Contact us at support@similkameenvalley.com
