Article
Bringing Kamloops to the World and the World to Kamloops
March 3, 2025 4 Minute Read
Kamloops wants to give people a reason to get off the highway and explore what it has to offer.
The small British Columbia city known as Canada’s Tournament Capital hosts more than 100 sports competitions each year. Aside from the participants and spectators it draws, Kamloops tends to be overlooked as a tourist destination.
CBRE Tourism Consulting’s Rebecca Godfrey was recently tapped by Tourism Kamloops, the city’s destination marketing organization, to identify and assess the potential for an iconic attraction development that will increase the city’s appeal and sustainably grow its tourism industry. Tourism Kamloops can also benefit from Destination BC’s (DBC) marketing support, as an important stop on the Iconic Rainforest to Rockies route.
“Kamloops is a true hub within the province,” Godfrey says. “People travelling to and from Vancouver and Calgary or Edmonton must pass through the city. However, being at this major highway intersection means a lot of people drive through Kamloops without staying overnight.
“We want to get people to come off the highway and see the heart of the city and its unique landscape. The key to coming up with a great attraction will be to focus on the essence of Kamloops and what makes it different.”
Rainforest to Rockies Campaign
The initiative was inspired by the launch of DBC’s first “Iconic” route, the Rainforest to Rockies, which results from its Invest in Iconics Strategy that’s been years in the making. The international place brand initiative, which covers the area between Vancouver and the Canadian Rockies, aims to attract potential travellers to B.C. year-round. DBC works with partners like Tourism Kamloops to develop the province’s most compelling routes and places, strengthening their travel appeal and enhancing shoulder season visitation.
“The goal is to diverge tourists off the beaten path to get them to see more of the province,” says Godfrey. “In this case, it’s about enhancing Kamloops’ place along the Rainforest to Rockies route by developing an iconic attraction that will be a true highlight for visitors.”
Community Focus
Godfrey’s work is well underway with a market feasibility study for an iconic attraction in Kamloops, which has involved engagement with residents, government agencies, tourism operators and developers to get a sense of what defines Kamloops. “We have to reach as many people as possible to get an overview of all perspectives and ensure our recommendations resonate with the community,” she says. “An important part of this project is to ensure the attraction is sustainable from environmental, socio-cultural and economic perspectives.”
One option under consideration is building a skywalk above the area's hoodoos, spire-like volcanic rock formations surrounded by canyons, rivers and hiking trails.
Other investment opportunities include mixed-use tourist commercial and cultural development on either side of the South Thompson River, a gondola spanning the city limits or a conference centre reflecting the local heritage. Although finding suitable sites can often be challenging, the local Indigenous community, the Tk̓emlúps te Secwépemc, has been eager to develop on their land and is working with the city to explore options.
Future Plans
In addition to consultations, Godfrey has collected data on local tourism trends, existing sites and population growth to inform her recommendations on various concepts. “There’s a strong available market for new development attractions and experiences in Kamloops,” she says. “The next step is evaluating these opportunities to make sure they’re economically viable, have strong potential for investor interest and meet the market demand while aligning with community values.”
“It’s cool to be at this stage and discover what makes a place unique. There are so many possibilities with long-lasting impacts and that’s what makes this project so interesting. People will be glad they spent their hard earned money visiting Kamloops and making memories that last a lifetime.”
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