Local Businesses Reflect on an Uncertain Summer Tourism Season in the South Shuswap

By Melissa Bloxham

Exploring the trails at John Evdokimoff Community Park, White Lake. (Photo credit: Scoop staff)

As summer comes to a close, local businesses across Blind Bay and surrounding South Shuswap communities are taking stock of how this year’s tourism season stacked up against expectations. Early chatter in the spring suggested that 2025 could be a busier and more profitable year for seasonal businesses, but the reality was more complicated. From new short-term rental legislation to ongoing wildfire concerns and a sluggish economy, a mix of uncertainty and disruption seemed to shape this summer’s visitor patterns.

For some local operators, the rollout of British Columbia’s new short-term rental restrictions cast a long shadow over the season. “Some travellers were under the impression that short-term rentals weren’t allowed in our area, which led to less travel overall,” said Shanel Dee of Seasonal Escapes, a property management company that oversees vacation rentals. “Guests also waited until the last minute to book, making planning really unpredictable.”

Lianne Nieuwesteeg, who operates a short-term rental suite in Blind Bay, echoed the same frustrations, adding that local implementation of the new regulations within the CSRD made matters worse. “Operators didn’t know if they could or should operate, so there were fewer listings on Airbnb. That uncertainty directly impacted visitor numbers.”

For some, the impact was devastating. Shellie Black, who runs local accommodations, said her business saw “a 100% decrease” in bookings this summer. “Government legislation regarding short-term rentals completely shut us down,” she said.

Beyond policy confusion, business owners pointed to broader challenges weighing on tourism. “The economy plays a big factor,” explained Dee. “The cost of everything is so high that it’s difficult for people to afford to travel.” At Aquatech Marine, Brandi and James Smith attributed a slower season to “the economy, road construction, and concerns about previous forest fires.” With wildfire risks and smoky skies becoming an annual worry, visitors are increasingly hesitant to commit to travel plans far in advance. Several business owners reported a noticeable trend of last-minute bookings or no bookings at all when uncertainty loomed.

With Telus conducting upgrades on local cell towers throughout the summer, many visitors working remotely struggled with unreliable internet connections. Some guests who had planned to extend their stays were forced to leave early to find stable service.

There were successes as well as challenges for local tourism operators in 2025. Tania Broscheit, owner of Coconut Joe’s 2.0, reported a standout summer. “Our summer season was amazing, so many new faces!” she said. “Marketing and word of mouth really helped us grow locally. We saw more customers of all ages this year, and the community support has been incredible.”

At Sunnybrae Vineyards & Winery, Tanja Hamilton said this year was “okay but not stellar,” noting that three years ago, prior to the Scotch Creek fire, the area saw significantly more visitors. She believes the path forward lies in proactive planning and renewed tourism promotion. “We need to be thinking ahead twenty years about what this area will be like,” she said. “The Okanagan is working hard to bring in tourism, we need to wave our arms more so the Shuswap doesn’t get lost.”

Dee agrees, suggesting that more focus on year-round promotion could help stabilize the region’s economy. “If we can attract travellers year-round, we can better support the local businesses that struggle to stay open during slower months.”

Nieuwesteeg noted that without strong tourism leadership in 2025, the Shuswap’s visibility suffered. “We lost the marketing momentum that Shuswap Tourism had built. Their campaigns used to remind people of what makes this area special. This year, it felt like we were forgotten.” She called for accountability and renewed leadership. “We need clear communication and a return to organized tourism initiatives for the Sorrento, Blind Bay, and North Shore areas,” she said.

While optimism for 2026 remains cautious, there’s a shared hope among local entrepreneurs that the challenges of 2025 will spark change. From clearer short-term rental rules to stronger regional marketing, improved connectivity, and a coordinated tourism vision, many see opportunity in the lessons this summer delivered.