Tourism in Kamloops: Industry Confidence and Resident Support Drive a Strong Path Forward
Candace Hansma
The 2026 data confirms that we are on the right track. Our focus moving forward is to continue strengthening that connection by ensuring tourism investment translates into the vibrant public spaces, quality jobs, and world-class events that residents and partners value most.
Every year, Tourism Kamloops goes directly to the people who matter most to ask a simple question: how are we doing, and what does tourism mean to you? In early 2026, we ran two separate surveys, one with Kamloops residents and one with our industry partners. The two datasets tell different stories, and together they give us a meaningful picture of where Kamloops stands right now.
Industry Perspective: Investing in the Future
Our 2025/2026 industry partner survey indicates that local tourism businesses—the hotels, restaurants, and attractions that drive our economy—are more satisfied and better aligned than ever before. Rather than waiting for growth to happen, these partners are taking a proactive approach and putting their own "skin in the game".
- Partner satisfaction with Tourism Kamloops rose to an average of 8 out of 10, with the same high score given for the strategic use of MRDT funds.
- Local businesses are significantly increasing their own marketing efforts. Nearly half (48.7%) of survey respondents reported spending more than $10,000 annually on their own promotions, a major jump from 36.6% just one year ago.
- Partners rated their sense of alignment with Tourism Kamloops’ market focus at 7 out of 10, showing that we are moving in a unified direction.
- Industry partners rated their confidence in their own business revenue growth and the growth of the broader Kamloops tourism industry at a steady 7 out of 10 for the next five years.
Resident Sentiment: A Resilient Foundation of Support
This industry confidence is mirrored by the people who live here. The 2026 resident sentiment survey shows that the core belief in the value of tourism remains the bedrock of our community's identity.
Five key stats from 2026 highlight this enduring support:
- 92.8% of residents agree that the tourism industry has a positive economic impact on the Kamloops economy—the highest result ever recorded in this category.
- 89.8% of residents view tourism as an important industry for the city.
- 82.1% of respondents believe that money spent to attract more tourism to Kamloops is a good investment.
- 81.8% of residents agree that the tourism industry helps create a vibrant, welcoming community full of unique experiences—the kind of place they want to live in.
- 80.9% of residents believe the tourism industry provides good employment opportunities for the local workforce.
A Clear Mandate for Leadership
Residents are not just supporting tourism in theory; they are looking to Tourism Kamloops to lead the way in building a better city. An overwhelming 82.7% of residents stated that Tourism Kamloops should be an active advocate for new tourism development projects.
This high level of trust highlights a shared vision between the people who live in Kamloops and the businesses that serve our visitors. Residents see the industry as vital to their quality of life, and our partners are more engaged than at any point we have measured.
The Path Ahead
The 2026 data confirms that we are on the right track. Our focus moving forward is to continue strengthening that connection by ensuring tourism investment translates into the vibrant public spaces, quality jobs, and world-class events that residents and partners value most. Together, we are building a Kamloops that isn't just a great place to visit—it’s an even better place to call home.
