Does content matter? It's no longer a question organizers ask when they're planning their annual events. It most certainly does. In the day and age when they are competing for their delegates' attention, every meeting planner knows a great event is more than the quality of its speakers, breakout sessions, or networking opportunities. Today's best events create opportunities for attendees to take advantage of the resources and connections beyond the conference center. What does it take to create immersive, meaningful experiences? Choosing a host destination that aligns with your conference's mission.

Planners no longer just factor in airlift and quality of meeting venues when considering where to host their events. More and more, they are choosing destinations where they can leverage local experts to help augment their conference agenda. In Kelowna, British Columbia, those experts are found in the city's growing digital tech, agriculture, and advanced manufacturing and aerospace industries. "Kelowna is one of the fastest-growing cities in Canada," says Jennifer Horsnell, director of business and destination development for Tourism Kelowna. "Most people know Kelowna for its beautiful scenery, active adventures, and amazing golf and winery experiences, but what you may not know is we are quickly gaining a reputation as a center of innovation across industries."