Kamloops Showcased at Focus Australia in Sydney
Tourism Kamloops’ Destination Development and Trade Specialist, Jada Glen, recently participated in Focus Australia in Sydney, a leading travel trade show connecting Canadian destinations with the Australian market. With 75% of Australian travelers to Canada visiting British Columbia, the show provided an important opportunity to ensure Kamloops is included in future itineraries.
Over two days, Jada completed more than 45 one-on-one meetings with tour operators and joined a panel presentation in front of over 150 tour operators and travel agents. The objectives were clear: educate operators about Kamloops, highlight what makes the city unique, and inspire more visitation and extended stays.
A common theme throughout the show was “What’s New in Kamloops?”, with operators eager to learn about new hotels, fresh experiences, and updated product offerings. Clear traveler trends also emerged, showing strong alignment between Australian interests and Kamloops’ offerings. The top three:
Wildlife – authentic opportunities to connect with nature.
Culture – with a strong interest in Indigenous experiences, arts, and local storytelling.
Wineries and breweries – food and drink continue to be major motivators.
Kamloops is well-positioned to meet these interests, and already, follow-up meetings are underway with operators to plan itineraries, secure overnights, and extend stays in Kamloops. This momentum underscores the importance of showcasing the city on a world stage and ensuring it remains top of mind for international travelers.
Focus Australia proved to be an invaluable platform for strengthening international partnerships and positioning Kamloops as a must-visit destination within British Columbia.
