Two Decades of Momentum: The Tourism Kamloops Story
Celebrating a Milestone that Changed our City
This year marks a remarkable milestone: 20 years since Tourism Kamloops was officially established.
Two decades ago, Kamloops took a bold step. The city chose to believe in the power of tourism—not just to bring in visitors, but to shape its future. What began as a modest effort to market Kamloops to the world has grown into something much bigger: a movement that transformed how we see our city, how we welcome the world, and how we show up for each other.
This anniversary is more than a number. It’s a moment to reflect on the people, ideas, challenges, and victories that brought us here. It’s a chance to recognize how far we’ve come—and to celebrate the community that made it possible.
We’re telling this story not just to mark the past, but to inspire the future. Because the journey of Tourism Kamloops isn’t over. If anything, it’s just getting started.
The Moment That Sparked It All
In March 2005, Kamloops made a decisive move. With the formation of Tourism Kamloops as its official destination marketing organization (DMO) and the adoption of the Municipal and Regional District Tax (MRDT), the city laid the foundation for a new tourism economy.
The MRDT, a dedicated hotel room tax, became the financial engine powering this bold new era. It meant that, for the first time, Kamloops could invest in coordinated, strategic tourism promotion—shifting from sporadic campaigns to long-term planning, brand-building, and infrastructure support.
Tourism Kamloops wasn’t just a new logo or office. It was a promise: to tell Kamloops’ story with pride, to invite the world in, and to help shape the kind of place we want to be.
Tournament Capital, Tourism Catalyst
In the mid-2000s, Kamloops was already carving out a unique niche in British Columbia as a powerhouse for sporting events. The city’s commitment to becoming Canada’s “Tournament Capital” wasn’t just an economic play—it was a cultural one. Sports brought people together. It filled hotel rooms, energized restaurants, and packed the stands with proud locals and visitors.
The newly formed Tourism Kamloops saw the potential to amplify that momentum. With the opening of the Tournament Capital Centre in 2006—a $37 million investment in indoor tracks, aquatics, and court space—the city unlocked its ability to host dozens more regional, provincial, and national tournaments each year.
Tourism Kamloops leaned into this identity, promoting Kamloops not just as a place to play—but as a community that made athletes, coaches, and families feel welcome. Events like the BC Summer Games (2006) and later the Memorial Cup (2023) weren’t just wins for sport—they sparked something much bigger.
Visitors came for the tournaments—but they left with something more. They discovered Kamloops’ trails, its coffee shops and craft beer, its easygoing charm and sense of space. For many, those first visits sparked a return trip. For some, it sparked something deeper—a connection to a place that felt refreshingly different.
Tourism Kamloops recognized the opportunity. These events weren’t just moments—they were invitations. And the team worked to ensure that every visitor’s experience extended far beyond the sidelines.
Evolving the Role — From Promoter to Place-Maker
In its early years, Tourism Kamloops focused on what most destination marketing organizations did best: advertise, attract, and inform. The goal was simple—get people here. But as the tourism landscape changed, so did the expectations. And so did the organization.
Tourism Kamloops began to realize that promotion alone wasn’t enough. Kamloops didn’t just need to be seen—it needed to be shaped. And so the work expanded: from brochures and billboards to partnerships, placemaking, and experience design.
The shift was visible everywhere. Instead of only highlighting existing attractions, Tourism Kamloops began helping to build them—from supporting the growth of the Kamloops Wine Trail to helping bring Brewloops to life, from expanding biking infrastructure to partnering on wayfinding signage and digital tools that helped visitors explore the city on their terms.
Locals became part of the equation too. Programs like Luv’n the Loops encouraged residents to become ambassadors. The Summer Roam Team brought smiling faces and helpful tips to events across the city. And even Cliff the Bighorn Sheep—a cheerful mascot borrowed from the BC Wildlife Park—became a friendly face of the brand.
Behind the scenes, Tourism Kamloops was increasingly at the table with city planners, cultural leaders, and developers—helping to ensure the visitor experience was top of mind in conversations about growth. Marketing hadn’t disappeared. It had matured—becoming a tool to tell the story of a place that was constantly evolving, shaped by locals and welcoming to all.
Resilience in the Face of Challenge
No journey worth celebrating is without its trials. Over the past 20 years, Kamloops has faced its share—from global economic slumps to regional emergencies that tested the city’s spirit and stretched the tourism sector to its limits.
Tourism Kamloops met each one with clarity, agility, and an unwavering commitment to community.
When wildfires blanketed skies in 2017 and 2018, and again in later seasons, Tourism Kamloops responded quickly. It adapted messaging, shifted focus to indoor experiences, and worked with emergency services to share accurate, timely information. Kamloops became a host city for evacuees, firefighters, and frontline responders. Hospitality took on a new meaning.
And in 2020, when the COVID-19 pandemic brought global travel to a standstill, Tourism Kamloops didn’t go silent. Alongside the Kamloops Business Council, it launched #YKAStrong, a rallying cry for local pride and resilience. The organization produced staycation campaigns, virtual tours, and social media takeovers that reminded locals and potential visitors alike: Kamloops isn’t just open—it’s open-hearted.
Each challenge added depth to the city’s identity. Resilience became a core value—not just for Tourism Kamloops, but for the community it represents. In the face of uncertainty, Kamloops showed up. And when the world was ready to travel again, it remembered the places that stayed strong.
The Impact—and the Future—of Tourism in Kamloops
Two decades in, tourism in Kamloops is no longer a side story—it’s a central pillar of the city’s identity and economy.
Annual visitation has nearly doubled since 2005, with over 1.8 million people visiting each year. That activity fuels more than $300 million in direct visitor spending annually, supporting over 3,500 jobs and hundreds of businesses across accommodations, dining, attractions, and local retail.
But the real transformation lies in how tourism has evolved.
What began with tournaments and trailheads has grown into a rich, multi-season offering that includes culinary and craft beverage tourism, Indigenous cultural experiences, downtown festivals, and family-friendly urban adventures. Kamloops is now a destination that welcomes spontaneity, celebrates creativity, and offers something for everyone—any time of year.
As we mark 20 years, we celebrate not just the growth in numbers, but the growth in purpose.
Tourism Kamloops is now a place-maker, a collaborator, and a proud storyteller of this community. It helps ensure Kamloops continues to grow with heart, resilience, and a spirit that invites everyone to explore, belong, and return.
Here’s to the next 20 years—rooted in community, fuelled by adventure, and always proudly Kamloops.
