Tourism Kamloops’ Top Memorable Moments of 2024
Dallas-Barnhartvale Nature Park
Andrew Snucins
2024 was a landmark year for Kamloops, filled with transformative projects, unforgettable experiences, and innovative initiatives. Here are the top highlights that made waves this year:
1. Culinary Success: January’s Taste Around
January kicked off with a flavor-packed bang thanks to the wildly successful Taste Around Kamloops event. Foodies from near and far embarked on a mouthwatering journey through the city’s culinary scene, savoring everything from artisan creations to international delights.
The feedback? Overwhelmingly positive, with locals and visitors alike calling it the best way to warm up winter.
Missed it? Don’t worry—Taste Around 2025 is on now until Febraury 9th, and with 20+ restaurants, it promises even more delicious surprises.
2. Welcoming Erik Fisher as Tourism Kamloops’ CEO
In 2024, Tourism Kamloops experienced a pivotal leadership transition as Erik Fisher stepped into the role of CEO. With an analytical mindset and an unwavering belief in his team, Erik brings a visionary approach to the organization. He pairs strategic insight with a relentless focus on fostering collaboration, inspiring the team to achieve ambitious goals that will redefine the tourism landscape in Kamloops.
Under Erik’s leadership, initiatives like the “Room to Roam” campaign have flourished, capturing Kamloops’ unique charm and sharing its story on a national scale. His drive to see extraordinary outcomes is grounded in an authentic passion for growth and community connection. As we move forward, Erik’s commitment to excellence and his forward-thinking vision set the stage for an exciting chapter in Kamloops’ tourism evolution.
3. The Room to Roam Brand Refresh: A Tourism Kamloops Milestone
This past year, Tourism Kamloops embarked on a pivotal brand refresh, reimagining the city’s essence through the “Room to Roam” campaign. Building on Kamloops’ vast desert landscape, welcoming community, and laid-back vibes, the refreshed branding emphasized boundless space for exploration and connection. Collaborating with local creatives Lone Wolf Productions and photographer Andrew Snucins, the campaign unveiled stunning visuals showcasing Kamloops’ rugged beauty and authentic charm.
This revitalization brought seasonal colors, iconic landscapes, and a spirit of freedom to the forefront, capturing Kamloops’ unique identity as a destination where adventure and relaxation coexist. As Tourism Kamloops CEO Erik Fisher expressed: “It’s about having the freedom to explore at your own pace, whether that’s hitting the trails with your family or grabbing a beer after a day of adventure.”
The campaign’s dynamic visuals and messaging were widely shared across Meta, YouTube, podcasts, and digital displays, cementing Kamloops’ position as a must-visit destination. This strategic refresh highlighted Tourism Kamloops’ commitment to evolving its brand in a way that honors the region’s past while embracing its future potential.
4. CBRE Kicks Off Iconic Structure Project
In 2024, Kamloops took a leap into the future with the CBRE Iconic Structure Project. Guided by a diverse steering committee, Tourism Kamloops is looking to attract regional investment for a new landmark attraction. Think wellness attractions, signature landmarks, and one-of-a-kind experiences that are inspired by global gems like the Malahat SkyWalk. The last purpose built attraction in Kamloops was the BC Wildlife Park - 60-years ago.
With private developer meetings underway and immersive tours showcasing Kamloops’ potential, this project signals a thrilling new chapter. The vision is clear: Kamloops is setting the stage to become an all-year destination that’s impossible to ignore.
5. Build Kamloops: A Game-Changing Vision
The #BuildKamloops campaign, presented by the City of Kamloops, is reshaping the future of our city, making it an even more exciting hub for locals and visitors alike. This infrastructure development is designed to enhance our ability to host top-tier events, concerts, and tournaments, solidifying Kamloops’ reputation as Canada’s Tournament Capital. From upgraded sports facilities to enhanced venues, the city is stepping into a new era of vibrancy and opportunity. Get ready, because Kamloops is poised to take center stage.
6. A New Website with a Fresh Look
Tourism Kamloops hit refresh with a revamped website this year, bringing a sleek, user-friendly experience that mirrors the personality of the city. Visitors can now easily explore everything Kamloops has to offer—from adventure-packed itineraries to local treasures—all while soaking up the city’s dynamic vibe. The new site stands as a digital gateway to everything that makes Kamloops weirdly wonderful.
Here’s to what’s ahead
Kamloops is thriving, and 2024 has been a year to remember. Whether you’re new to the city or a long-time local, there’s never been a better time to explore, engage, and experience all the adventures Kamloops has to offer.
See you out there!
