January 31, 2025 by

Building Kamloops' Landmark Attraction: The Iconic Structure Project

Kamloops is known for its stunning outdoor adventures, rich cultural experiences, and vibrant food scene. But one of the most common questions people ask is: “What’s there to do here?” While the city offers a wealth of activities, we believe it’s time to elevate our city with a signature experience—one that builds on our incredible existing attractions and positions Kamloops as a must-visit destination, rather than just a stopover.

This is where the Iconic Structure Project comes in. It’s a collaborative effort to create a landmark attraction right here in Kamloops, designed to drive economic growth, support local businesses, and inspire lasting pride in our community. Landmark attractions like the Malahat Skywalk, The North Vancouver Shipyards and the Golden Skybridge have transformed their regions and brought significant economic benefits. Our project aims to do the same by creating an unforgettable experience for visitors, whether they are in town for tourism, business, or tournaments.

Kamloops: A Strategic Location for Growth

Kamloops is strategically positioned as a key transportation hub between major urban centers like Calgary and Vancouver, with millions of travelers passing through Highways 1 and 5 each year. Located in the heart of the renowned Thompson-Okanagan region—a globally recognized destination celebrated for its stunning landscapes, rich cultural heritage, and thriving wine and outdoor recreation industries—Kamloops stands out as the largest center in the Thompson Valley. Offering a seamless blend of urban amenities and outdoor adventure, Kamloops is uniquely positioned to attract longer stays, supported by ongoing investments in tourism infrastructure in the nearby Shuswap and Okanagan region.

Kamloops welcomed approximately 1.96 million visitors in 2022, contributing to a total economic impact of $522 million. Beyond enjoying Kamloops’ attractions, these visitors spend millions at local businesses—supporting accommodations, restaurants, retailers, and activity providers, which are vital to our community’s prosperity. As Canada’s Tournament Capital, the influx of regional tournaments and events further bolsters this foundation. By building on these strengths, we have the opportunity to attract even more visitors, encourage longer stays, and ensure local businesses continue to thrive

A Legacy of Impact

This isn’t the first time Kamloops has embarked on a transformative project. Over 50 years ago, the BC Wildlife Park opened its doors and today attracts over 100,000 visitors annually. It has become a point of pride for the city and a testament to the impact that well-planned tourism infrastructure can have on a community. The Iconic Structure Project builds on this legacy, ensuring that Kamloops continues to evolve and expand its tourism offerings for future generations.

What Will the Landmark Be?

A frequent question we receive is, “What will this landmark attraction actually be?” The truth is, the exact details are still being defined, as the land itself will help shape what it becomes. We are working closely with experts, developers, Indigenous partners and the community to identify the pristine locations that fit the criteria of near a highway and offers a majestic vista. The goal is to create an experience that celebrates the city’s unique identity and enhances our tourism offerings.

How do we take this to the next step?

To bring this vision to life, we are actively working with CBRE, a leader in location and market analysis, to identify the best spots for the landmark attraction. Their expertise will help us assess high-traffic areas and ensure that the project fits seamlessly into the existing infrastructure of the city, providing a new experience for out-of-town guests, conference delegates and tournament attendees. We will support development of an experience that evokes community pride and tells the story of the land, past and present.

Kamloops is ready to embrace the next chapter. The Iconic Structure Project represents an opportunity to create something extraordinary, offering economic benefits, job creation, and a lasting sense of pride for the people of Kamloops. This is more than just a building; it is a symbol of Kamloops’ future as a vibrant, must-visit destination.