2024 Season Wrap-Up: Golf Kamloops Partnership Highlights
Eaglepoint Golf Resort
Mary Putnam
While the 2024 season saw its share of challenges, it also underscored the strength of our partnerships, the adaptability of our strategies, and the unwavering appeal of Kamloops’ vibrant golfing scene.
As the last ball of the season finds its home on the green, it's time to reflect on the 2024 season for Golf Kamloops. Powered by the Golf Kamloops Marketing Consortium, this collaborative initiative is a paid marketing program bringing together 8 golf courses, 10 accommodation partners, and central reservations under the expert guidance of Tourism Kamloops. This collective effort ensures a seamless promotion of Kamloops as a premier golf destination, creating unforgettable experiences for players while driving tourism and economic growth.
While the 2024 season saw its share of challenges, it also underscored the strength of our partnerships, the adaptability of our strategies, and the unwavering appeal of Kamloops’ vibrant golfing scene. With a slight dip in booking numbers compared to previous years, individual course performance through direct bookings and standout campaigns kept us swinging strong. Here’s a closer look at the highlights and lessons from the year.
Booking and Revenue Trends
In 2024, Golf Kamloops generated $742K in booking revenue, showcasing the continued appeal of Kamloops as a must-play golf destination. Across the board, we booked 3,375 rounds of golf and 1,470 accommodation nights, with an average stay length of 3.4 nights. While booking inquiries totaled 530, confirmed itineraries reached 164, yielding a 30.9% conversion rate.
Individual courses like Tobiano and Sun Peaks held their own, reporting steady or increased tee-time bookings during peak months. Group sizes averaged 5.36 golfers, with consistent demand for package deals. While total numbers reflect a slight decline compared to previous years, the resilience of Kamloops’ golf scene in a challenging market underscores its enduring appeal.
Marketing Wins
The 2024 marketing strategy brought fresh energy to the Golf Kamloops brand, uniting our partners under a shared vision. Key highlights include:
- New Website Launch: A revamped, user-friendly platform that put Kamloops’ stunning courses and vibrant experiences front and center.
- Digital Campaigns: Collaborations with The Weather Network and Bell Media delivered millions of impressions and increased foot traffic to partner courses.
- Social Media Growth: Instagram saw a staggering 276% increase in total reach, paired with a 60% growth in followers. TikTok, launched late in the season, garnered over 29,000 views within its first few months—proof that Kamloops’ relaxed, fun golf vibe resonates with younger audiences.
- Content Development: Blogs like “Tee Off & Tap In” and “Greens & Trails: A New Spin on Perfect Pairings” showcased the unique ways to enjoy Kamloops, blending golf with culinary adventures, outdoor fun, and relaxation.
These efforts achieved engagement rates above industry averages, positioning Kamloops as the laid-back yet challenging golf destination it’s known for.
Key Challenges and Insights
This year presented industry-wide hurdles, with a 21% decline in provincial golf package sales. However, Kamloops stayed ahead in several ways:
- Tee Time Consistency: Courses like Talking Rock and Rivershore Golf Links reported steady bookings, even outpacing previous years during peak months.
- Shifting Traveler Behavior: Shorter booking windows and last-minute plans emerged as a trend, reinforcing the need for flexible, real-time booking solutions.
- Economic Uncertainty: Value-driven offerings, such as mid-week deals and wine getaway packages, proved key in attracting budget-conscious travelers.
Looking Ahead to 2025
The momentum built in 2024 sets an exciting stage for next season. With Tourism Kamloops continuing to lead the charge, the Marketing Consortium aims to expand its digital footprint, enhance TikTok campaigns, and refine partner collaborations. Goals for 2025 include:
- 3,600 rounds booked
- 1,600 room nights booked
- $825,000 in total sales
- 75% Of inquiries Considered New (Haven't booked in the last 2 years in Kamloops).
While this season had its hurdles, it also reinforced why Kamloops remains a golfer's dream. From dramatic cliffside tee-offs to craft beer après-golf sessions, Kamloops offers something for every golfer. Here’s to a restful winter and an even more successful 2025 season.
Author: Lisa White
Lisa is your go-to for stakeholder relations, Golf Kamloops, corporate communications, tourism industry research/data, and how to get more involved with Tourism Kamloops.