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Kamloops tourism industry worth nearly half a billion dollars

A new, digital-heavy marketing campaign and the wildfires impacted last year's numbers
Kamloops saw an increase in tourism revenue last year. (via Pexels/Porapak Apichodilok)

The Tournament Capital saw an estimated 1.8 million visitors to the city last year, and they brought their cash.

Those visitors spent an estimated $270 million dollars in 2017 with a total economic impact of $449 million across the community, according to a Tourism Kamloops press release. The same study conducted in 2015 recorded visitors spending $227 million with an impact of $339 million.

Early indications were for a strong year, according to the release, and Kamloops had a record-breaking June. Wildfires in the region impacted traditional tourism industry provincewide, but Tourism Kamloops notes accommodation businesses saw an increase.

While 2017 saw strong economic figures for the industry, along with wildfires, in Kamloops there were a few changes to how the city is presented to visitors. Tourism Kamloops launched a new brand, "Boldly Unscripted" and shifted its marketing to a more digital approach. The organization also increased efforts for shoulder season visitors.

“A tremendous amount of work was undertaken in 2017 to reposition and revitalize Kamloops’s destination brand,” says Tourism Kamloops CEO Beverley DeSantis in the release.

The marketing efforts will continue to evolve in 2018 and increases are expected again this year. New, direct flights to Toronto, the arrival of the International Busker's Festival in July and increased tourism from China due to a Canadian-Chinese tourism plan are all expected to have a positive impact.

Brendan Kergin

About the Author: Brendan Kergin

Brendan Kergin is a digital reporter based in Kamloops.
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