The obvious competitors are other alternatives for activities, be it for families, for individuals, or for tour companies to include in their itinerary. Visitors to Kelowna could visit wineries, they could spend time on the beach, or they could select adventure tours. To address this, Greg plans to partner with that competition, such as wineries in the local area (e.g., visiting the Indigenous World Winery).
In the big picture, travelers could choose to go to Disneyland, Universal Studios, or Six Flags. It requires an effort by the region and British Columbia to encourage travelers to stay in BC, which the tourism associations are working on.