The episode of the reality program included a segment filmed at the Summerland Waterfront Resort, with contestants learning to wakeboard on Okanagan Lake.
This year is the third season for the reality show, which has been filmed in various locations across Canada, as well as Chile, Argentina and India.
For any community or region featured, the potential benefits are significant.
The reality show has a strong following nationwide and last Wednesday, an estimated 2.6 million viewers watched the South Okanagan episode.
Some of the viewers may choose to visit this area for themselves and try out water sports and other adventure-based activities in the South Okanagan.
While the Summerland filming was done at and near the Summerland Waterfront Resort, the potential benefits will extend much further than the resort and the lake.
Tourists who may have planned to spend their entire Okanagan vacation in another community may choose to spend some time in Summerland during their time in the valley.
All tourism-based businesses stand to gain when tourists come to the community.
It is now up to the community, especially those businesses catering to tourists, to work with this exposure.
Visitors who come for adventure tourism will return and tell their friends if the experience delivers the experience they wanted.
The Amazing Race Canada is an excellent marketing opportunity for Summerland and the rest of the South Okanagan.
The benefits from this exposure will now depend on how the community chooses to promote itself, and how well it lives up to the image which was presented.
