For Immediate Release
March 28, 2018, Kamloops, British Columbia - Performance indicators have reported another growth year for tourism in Kamloops. A recent update to the Value of Tourism economic impact analysis continues to confirm that tourism is a key economic driver for Kamloops.
In 2017, the study estimated 1.8 million visitors to the city. Based on total visitation and factoring in average length of stay and average total spend per visitor per trip, the annual direct visitor expenditure in Kamloops is estimated at $270 million. Applying the Statistics Canada input/output model, the total estimated tourism economic impact is $449 million.
This same study was conducted in 2015 with these results:
Direct Visitor Spend: $270 Million, % Change: 19%
Total Economic Impact: $449 Million, % Change: 32.4%
Visitation: 1.8 Million Visitors, % Change: 9.1%
Direct Visitor Spend: $227 Million
Total Economic Impact: $339 Million
Visitation: 1.64 Million Visitors
The Municipal Regional District Tax (MRDT) collected monthly by the Kamloops accommodation industry is another major performance metric and significant funding source for Tourism Kamloops. The unexpected effects of wildfire surrounding the Kamloops area and the resulting smoke were not favorable for traditional tourism visitation; however, local accommodation providers did see increased visitation and a resulting 6.3% lift in MRDT revenue in 2017.
Early 2017 forecasts predicted a strong year for tourism across the province; and a record breaking June in Kamloops was an early indication of where the year was pacing prior to the wildfire outbreak. Despite this unanticipated event, tourism rebounded and contributed to year of growth.
2017 resulted several major milestones:
In early May, Tourism Kamloops launched its new tourism brand “Boldly Unscripted”, and followed with the execution of the Kamera Krew campaign in target drive markets in BC, Alberta and US Pacific Northwest
Significant shift to a digital marketing centric approach
Launched new Tourism Kamloops website
Launched 6 new experience guides: golf, flavours, outdoor adventure, arts and culture, family and touring
Released a first-ever Trail Guide in partnership with the local mountain bike cluster
Transitioned to focus on off-peak marketing – Kamloops Cowboy Festival, Kamloops Film Festival, Tournament Capital Games, Brewloops, Endless Summer Campaign, Spookloops Halloween Campaign
“A tremendous amount of work was undertaken in 2017 to reposition and revitalize Kamloops’ destination brand,” explains Beverley DeSantis, Tourism Kamloops CEO. “Our city, tourism industry partners and visitors were ready to discover or re-discover Kamloops through a new lens. Locals know and appreciate what we have and we just needed to tweak the messaging and focus on our unscripted experiences to create some urgency to visit.”
For 2018, destination marketing continues to evolve. Tourism Kamloops’ 2018 Marketing Plan identifies a passions-based marketing approach to strongly position Kamloops against competing destinations.
“When tasked with identifying which local experiences Kamloops could hang its hat on and lead in a very competitive marketplace, 5 passions emerged: Mountain Biking, Fishing, Golf, Sport & Tournament and Winter Adventure. Each of these passions have distinct attributes realized by our destination. Each of these passions also has the propensity to drive tourism visitation in off-peak tourism months”, notes DeSantis.
The forecast for tourism in Kamloops this year is positive. Early indicators have set the stage for another projected increase for 2018. “There is a great line up of events, new air capacity and insights that tell us we are poised for more growth”, adds DeSantis.
2018 growth indicators:
Hosted Rogers Hometown Hockey and BC Winter Games in early 2018
New and increased air capacity:
New non-stop Air Canada flight service Toronto to Kamloops
Addition of 3rd daily WestJet flight Calgary to Kamloops
New International Busker’s Festival arrives in July
2018 Canada-China Year of Tourism
Rocky Mountaineer projecting passenger increases
Beverley DeSantis, CEO