November 20, 2025 by Tourism Kamloops

The Nordic Spa Opportunity - Bringing Wellness Tourism to Kamloops' Desert Landscape

Why the Nordic model needs a regional counterpart

Walk into any conversation about wellness tourism in Western Canada, and you'll hear about Nordic spas. From Quebec, to Kananaskis, to Whistler, the formula has proven itself: thermal pools, saunas, mountain views, and the crisp alpine air. It generates millions in revenue and creates beloved destinations across the country. Along the Rainforest to Rockies route, these alpine experiences have become essential stops. But in Nature's Heartland, where Kamloops sits in a semi-arid valley, the opportunity looks different.

In Kamloops, we're learning that the best path forward involves reinvention rather than replication.

For the past two years, we've been studying the wellness tourism market with a specific question in mind: What would a spa look like if it was designed for our landscape? The answer surprised us. While Alberta's Rockies lean into their Nordic identity and coastal BC embraces its rainforest mystique, Kamloops sits in a semi-arid desert valley surrounded by mountains.

Sagebrush. Cacti. Endless sightlines. A horizon so far away it challenges your depth perception.

So that begs the question, could we build a wellness spa in our desert?

Kenna Cartwright Nature Park
Scott Bakken

The case for regional authenticity

Wellness travelers want authenticity. They seek experiences that could only exist in one place, shaped by the unique character of that landscape. The same hot spring experience feels entirely different in Iceland versus Japan because each draws its identity from where it sits.

This particularly resonates with what Destination Canada identifies as Refind Globetrotters, who value premium, meaningful, and place-connected experiences that offer rejuvination and depth, and Outdoor Explorers, who seek elevated wellness offerings that blend nature, relaxation, and a strong sense of place. This positioning places a Nordic spa experience squarely within the expectations of today's high-value, high-intent traveller.

The desert spa concept we're advancing draws from successful wellness destinations in Arizona, New Mexico, and similar arid climates, where the landscape shapes the thermal experience. Think thermal pools that pick up the natural tones of the surrounding hills. Architecture designed for temperature extremes. Programming that takes advantage of desert sunsets and the changing quality of light throughout the day.

This also makes good business sense. A Nordic spa in a desert setting doesn't compete with Nordic spas in other locations. The core wellness principles remain the same, but the regional character creates a completely different experience. You're giving people a reason to visit Kamloops specifically rather than assuming all Nordic spas are interchangeable.

The economics of year-round wellness

The spa business model is remarkably stable. While other attractions live and die by the weather forecast, wellness destinations pull visitors consistently throughout the year. That matters in Kamloops, where we get 2,000 hours of sunshine and winters mild enough to keep operating. A desert spa could actually see strong traffic in shoulder seasons, exactly when the desert landscape looks its best and most other tourism operators are quiet.

Current market analysis shows our residents already leave the region for wellness experiences, traveling to Vernon's Sparkling Hill, to Kananaskis, to Whistler. We're exporting wellness demand that we could capture locally. With a population approaching 100,000 in Kamloops and 500,000 in the Thompson-Okanagan region, the local market alone provides a strong foundation. Layer on the 2 million annual visitors passing through on Highway 1 and Highway 5, and the business case strengthens considerably.

Wellness tourism attracts high-yield visitors. These travelers stay longer, spend more, and often travel outside peak seasons, exactly the kind of visitation that creates stable, predictable revenue.

Building for residents, attracting visitors

Tourism projects succeed when locals use them. If residents go regularly and bring their visiting family and friends, you've built something that will last.

Think about how a desert spa would fit into Kamloops life: Recovery post-bike ride or post-ski trip. Birthdays and anniversaries. Weekend relaxation without a road trip. Local regulars create stable revenue and authentic recommendations. Visitors get to experience what the community already values.

We're building with our community, and visitors traveling the Rainforest to Rockies route will benefit from what we create together. When travelers along this corridor discover a spa that locals genuinely love, that authenticity becomes part of the experience.

The path forward

Competition in the wellness sector keeps growing. More destinations add spas every year, which means the ones that succeed will be those offering something visitors can't find elsewhere. A desert spa in Kamloops checks every box: regional authenticity, untapped market potential, year-round viability, and a landscape that practically demands to be experienced.

For developers and operators exploring opportunities in Western Canada's wellness sector, this represents a rare chance to be first, to define what desert wellness looks like in a Canadian context. The legwork is done. The market validation is complete. The community is ready.

Now we need partners who can see what we see: a new category of wellness tourism that could only exist here.

Taste Around returns January 21 – February 8!