Tourism Kamloops Launches Campaign to Build BC’s Next Must-Stop Destination

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Tourism Kamloops Launches Campaign to Build BC’s Next Must-Stop Destination (Nordic Spa, Skywalk, Adventure Tower)

Tourism Kamloops is making a bold move to accelerate destination development in one of British Columbia’s fastest-growing cities.

The organization has launched its first investor-facing effort, the Iconic Structure Campaign, inviting developers, operators, and capital partners to co-create landmark infrastructure. This isn’t about incremental growth; it’s about creating long-term economic drivers that will turn Kamloops from a stopover into a must-stop destination.

Validated by third-party feasibility analysis, the campaign introduces three high-potential concepts ready for investment and development:

  • A Nordic Spa that blends hydrotherapy, panoramic views, and Indigenous-informed design, capitalizing on the growing demand for wellness travel.
  • A Skywalk over Hoodoos—a cliffside viewing experience developed in partnership with Sc.wén̓wen Economic Development Corporation, built to become a signature BC icon.
  • An Iconic Tower and Adventure Park combining a high-visibility architectural beacon with ropes courses and ziplines, delivering diversified revenue streams.

Kamloops already welcomes nearly 2 million visitors annually, generating over $316 million in direct visitor spending. This campaign, which aligns with Destination BC’s “Invest in Iconics” strategy, seeks to tap the city’s clear untapped potential and position it as a key anchor on the Rainforest to Rockies Route.

Erik Fisher (CEO of Tourism Kamloops) and Nic Zdunich (Destination Development Manager) are available for a detailed discussion on:

  • The business case backing these three concepts.
  • The economic need to build tourism infrastructure in Kamloops
  • Why now is the perfect time to launch the initiative

Invest in Kamloops’ Future

Kamloops is ready for investment in its next chapter. As one of Canada’s fastest-growing cities and the heart of the Thompson Valley, Kamloops offers unmatched opportunities for investors and developers who want to shape the future of tourism. With a strong visitor economy, a proven record of transformative projects, and a supportive community, we invite you to be part of building something extraordinary here.

Why Kamloops?

Kamloops is a destination on the rise. With a strong visitor economy, a central location, and a community that embraces new ideas, the city is primed for transformative investment in tourism infrastructure. Here’s why now is the time to invest:

  • 1.87 million visitors in 2024 with $316 million in direct visitor spending fueling demand for new attractions, experiences, and businesses.
  • Strategic crossroads of Highways 1 and 5 connecting Vancouver, Calgary, and beyond, with millions of travelers passing through each year.
  • We are Canada’s Tournament Capital, and we host 100+ major events annually that bring athletes, families, and spectators into the city.
  • Community pride in tourism with residents who value the visitor economy and welcome new opportunities that enhance quality of life, proven year after year with over 90% support consistently shown in Tourism Kamloops’ annual resident polling.
  • Proven history of destination development from the BC Wildlife Park, which still attracts more than 100,000 visitors annually, to the Kamloops Bike Ranch, a world-renowned municipal mountain bike park, as well as the growth of Sun Peaks Resort, one of Canada’s top ski destinations.

Kamloops is ready for its next landmark. The opportunity is here for those who are ready to build it.

Feasibility Decks, Investor Lookbooks, and Concept Visuals:

tourismkamloops.com/roomtoinvest

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