Partnership Powers Golf Kamloops to $1M Milestone
How collaboration and strategy came together for a record 2025 season
After more than 20 years in operation, Golf Kamloops just wrapped its strongest season ever. The marketing consortium crossed the $1 million mark in combined sales, confirmed a record number of bookings, and proved that the collaborative model Tourism Kamloops has been building for the past seven years is delivering results.
This was a breakthrough year. Eight golf courses, 14 accommodation partners, and a central reservations team working together under one unified marketing approach, all pulling in the same direction.
New Customers and Growth
From January through October, the program delivered impressive results:
- 251 confirmed golf itineraries from over 700 inquiries
- Nearly 4,500 golf rounds booked
- Just over 2,000 accommodation nights
- $1.3 million in total sales when combined with Golf in British Columbia bookings
- Nearly 80% of bookings from first-time customers
That first-time customer percentage is huge. It signals that our marketing is reaching well beyond the loyal base and bringing fresh audiences to Kamloops. These new visitors stayed an average of 2.6 nights, with groups averaging just over four people.
The eight partner courses (Tobiano, Talking Rock, Bighorn, The Dunes, Eaglepoint, Kamloops Golf & Country Club, Rivershore, and Sun Peaks), along with 14 accommodation partners, continue to deliver the kind of experience that keeps people here longer. Poolside relaxation, meals shared after a day on the links, and all the moments between rounds contribute to what makes a golf trip memorable.
The central reservations team remains a key differentiator. When someone submits a booking request, the team handles everything: connecting with courses, coordinating accommodations, and ironing out logistics. It's that seamless experience that turns inquiries into confirmed trips.
Marketing Wins
Instagram reached 1.7 million people this year with strong engagement. TikTok, which we launched in August 2024, has already generated nearly 740,000 views. The platform is proving to be an effective way to connect with younger audiences who discover travel destinations differently than previous generations.
Beyond social, we partnered with SCOREGolf and Weather Network to deliver hundreds of thousands of additional readers and impressions. Collaborations with the Kamloops Wine Trail and a CCMA Awards hospitality package brought fresh visibility from unexpected angles.
Our partnership with Golf in British Columbia generated nearly $250,000 in Kamloops-specific bookings through the provincial network. That relationship continues to extend our reach in markets we couldn't access as effectively on our own.
The Market Helped
Timing matters, and 2025 had conditions that worked in our favor. Golf package sales across British Columbia were up 30% province-wide. Good weather helped. Increased domestic travel helped. Strong demand from Alberta and the Lower Mainland helped. We were positioned to capitalize on those trends, and we did.
The Thompson Okanagan region saw increases in domestic overnight visits during spring and summer months compared to 2024. Kamloops benefited from that momentum.
What's Next
For 2026, we're targeting 4,000 golf rounds and again seeing $1 million+ in direct sales. The foundation is solid. The partnerships are committed. The challenge will be maintaining momentum while continuing to attract new customers.
"Our partners are everything," says Lisa White, Director of Community Development + Engagement with Tourism Kamloops. "They're committed and excited about celebrating golf in Kamloops, and we are so grateful to have their support and their ongoing collaboration with this program."
The model is working. The results prove it. Now we build on it.