Tourism Kamloops
Tourism Kamloops is a nonprofit destination marketing organization that promotes Kamloops, British Columbia to visitors and supports local tourism businesses through its website, events calendar, accommodation booking integration, sustainability programs, and FIFA World Cup 2026 activations.
- Company typePrivate
- Founded2005
- HeadquartersKamloops, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Tourism Kamloops does
Tourism Kamloops, operating as the Tourism Kamloops Marketing Society, is the official destination marketing organization (DMO) for Kamloops, British Columbia, Canada. Founded in 2005 and headquartered at 1420 Hugh Allan Drive in Kamloops, the organization promotes the city and surrounding Thompson Valley as a tourism destination through a content-led digital marketing platform anchored by tourismkamloops.com and a dedicated golf sub-brand at golfkamloops.com. It serves two customer sets: (i) prospective visitors, for whom it provides visitor guides, downloadable maps, an events calendar, road-trip itineraries, guided and self-guided tour content, webcam and weather information, and a web store selling merchandise (including Freeride Fund products); and (ii) local tourism businesses and stakeholders, for whom it delivers destination promotion, member referrals, accommodation booking integration (via JackRabbit / BookDirect.com), and ecosystem-building initiatives such as the Freeride Fund and Biosphere sustainability program. The organization employs 11-50 staff across functions including brand and marketing, community development, business development, destination development, content, design, visitor experience, and events.
The business model is that of a membership- and government-funded DMO rather than a conventional commercial enterprise. Tourism Kamloops does not charge visitors for website or guide access; its revenue derives from membership fees paid by local tourism businesses, advertising and promotional fees for featuring member businesses on its platforms, municipal and regional government funding, affiliate and booking referrals, and merchandise sales through its Shopify-powered web store. It maintains active social media channels (Facebook, Instagram, Twitter, YouTube, TikTok), email distribution via Mailchimp, and a Visitor Centre staffed in part by Volunteer Ambassadors. Strategic priorities evident in the data include sustainability leadership (Biosphere Certification, October 2025), major event programming (Riverside Park Watch Parties for FIFA World Cup 2026), Indigenous cultural tourism (Ȳwséltkten Markets with Sc.wén̓wen Economic Development Corporation), and trail infrastructure (Freeride Fund with Thompson Okanagan Tourism Foundation). The organization is led by CEO Erik Fisher and was reconstituted under a new Board Chair, Bryan Pilbeam, in December 2025.
Tourism Kamloops firmographics
Firmographics- Name
- Tourism Kamloops
- Legal name
- Tourism Kamloops Marketing Society
- Website
- https://tourismkamloops.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Tourism Kamloops is a nonprofit destination marketing organization that promotes Kamloops, British Columbia to visitors and supports local tourism businesses through its website, events calendar, accommodation booking integration, sustainability programs, and FIFA World Cup 2026 activations.
- Ownership category
- akta.pro rank
Tourism Kamloops industry classification
Industry- Product category
- Destination Marketing & Tourism Promotion Services
- NAICS
- Convention and Visitors Bureaus (561591)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- National Park & Protected Area Tours (THAJAIAA)
Keywords
Where Tourism Kamloops is headquartered
LocationHeadquarters
- HQ city
- Kamloops
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Tourism Kamloops business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Digital Advertising & Promotional Services: Tourism Kamloops provides promotional and advertising services for member businesses on its tourism information websites (www.tourismkamloops.com and www.golfkamloops.com), featuring member businesses to inspire visits and assist with trip planning.
- Merchandise Sales: Online store selling Freeride Fund merchandise and Kamloops souvenirs to visitors and locals.
- Tour Bookings & Packages: Facilitates booking of guided tours (bike tours, hiking tours, foodie tours) and golf packages through partnerships with local operators.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
Tourism Kamloops product offering
Product offeringCore offering
Tourism Kamloops operates as the official destination marketing organization for Kamloops, British Columbia, promoting the city as a tourism destination through a comprehensive website (tourismkamloops.com) and a dedicated golf sub-brand (golfkamloops.com). It provides visitor information, trip-planning tools, accommodation and event listings, visitor guides and maps, self-guided touring content, and an online merchandise store, while delivering promotional and advertising services for member tourism businesses and community-event programming such as the Riverside Park Watch Parties and Ẑwséltkten Markets.
Product overview
Tourism Kamloops operates a destination marketing platform anchored by its primary website TourismKamloops.com and golf-specific sub-brand GolfKamloops.com, together with a suite of visitor-facing products including a digital events calendar, visitor guides and downloadable maps, a web store, the Freeride Fund trail maintenance initiative, self-guided tour content, the Learn the 'Loops online training course, and event-specific products such as Riverside Park Watch Parties and the Ḱwséltkten Markets. These products collectively serve to inspire visits, assist trip planning, drive accommodation and experience bookings, and promote sustainable tourism growth for Kamloops as a destination.
Differentiator
Problem solved
Functional benefit
Products and services
- TourismKamloops.com (Official Destination Marketing Website) The official destination marketing website for Kamloops, BC, providing comprehensive tourism information, trip planning tools, event calendars, accommodation listings, and booking integration to inspire and assist visitors planning trips to Kamloops.
- GolfKamloops.com (Golf Tourism Sub-brand) Dedicated golf tourism microsite promoting Kamloops as a golf destination, featuring course listings, golf packages, and tee-time booking for ten unique local golf courses.
- Shop (Online Merchandise Store) Online merchandise store selling Tourism Kamloops-branded products such as the Freeride Fund cycling water bottle and apparel bundles, with a portion of each sale reinvested into trail maintenance projects.
- Visitor Guides & Maps Digital vacation guides (including the 2026-2027 Visitor Guide PDF) and downloadable maps such as the Kamloops Trail Map and Kamloops Area Map, offered to help visitors plan their trips; print copies have been reduced in favour of environmental sustainability.
- Events Calendar Comprehensive calendar of Kamloops events featuring featured events, recurring markets, festivals, sports tournaments, and community gatherings, filterable by category including Adventure & Fitness, Arts & Culture, Food & Drink, Indigenous, LGBTQ+, Live Music, and Sports & Tournaments.
- Freeride Fund A multi-year trail maintenance fund seeded by Tourism Kamloops with a $50,000 commitment over three years, accepting community and visitor donations to support Kamloops mountain bike trail networks, with donations managed through the Thompson Okanagan Tourism Foundation.
- Ẑwséltkten Markets Weekly Indigenous and community market held at Sweláps Market on select Sundays from May 24 to August 30, 2026, celebrating Indigenous culture, local creativity, handmade goods, and food vendors; presented by Sc.wénẃen Economic Development Corporation.
- Riverside Park FIFA World Cup 2026 Watch Parties Free outdoor community event series screening all FIFA World Cup 2026 matches live at Riverside Park's Rotary Bandshell, featuring community activation days with beer gardens, food trucks, live music, and family entertainment, running June 11 – July 19, 2026.
- Learn the 'Loops (Online Training Course) Online training course offered by Tourism Kamloops to educate tourism staff and ambassadors about Kamloops attractions, history, and visitor services, managed through the Visitor Experience Specialist.
- Self-Guided Tours Curated collection of self-guided touring experiences in Kamloops including the Back Alley Art Gallery (30+ murals), Illuminate Kamloops (six light installations), Heritage Walking Tour, and Public Art Walking Tour, with supporting itineraries and road trip routes.
Quantifiable outcome
- Biosphere Certification achieved through community-driven sustainable tourism practices verified by audit
Companies that use Tourism Kamloops
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
Tourism Kamloops technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Tourism Kamloops partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core and supporting.
- Biosphere Program / Responsible Tourism InstitutecoreCertification program partner verifying Tourism Kamloops' sustainable tourism practices through audit, aligned with UN Sustainable Development Goals.
- Thompson Okanagan Tourism Foundation (TOTF)corePartnership with Thompson Okanagan Tourism Foundation to administer the Freeride Fund through a provincially registered non-profit society with CRA registered charitable status, enabling tax-deductible donations for trail maintenance projects.
- Kamloops Mountain Bike Trail Association (KMBTA)coreLocal trail association represented on the Freeride Fund Steering Committee. KMBTA is 100% volunteer-run and maintains mountain biking trails including Kamloops Bike Ranch.
- Kamloops Bike Riders Association (KBRA)coreLocal trail association represented on the Freeride Fund Steering Committee. KBRA is 100% volunteer-run and offers $20 memberships to support trail maintenance.
- FortisBCsupportingSupporting partner of the Freeride Fund initiative, contributing to trail maintenance funding in Kamloops.
- WaratahsupportingSupporting partner of the Freeride Fund initiative, contributing to trail maintenance funding in Kamloops.
- Volkswagen of KamloopssupportingSupporting partner of the Freeride Fund initiative, contributing to trail maintenance funding in Kamloops.
- City of KamloopscoreMunicipal partner for FIFA World Cup 2026 Watch Parties at Riverside Park, providing venue support and event coordination for community activations.
- Tk̓emlúps te SecwépemccoreIndigenous partner for FIFA World Cup 2026 Watch Parties, with the event taking place on traditional territory within Secwepemcúl'ecw.
- Downtown KamloopssupportingEvent partner for FIFA World Cup 2026 Watch Parties, supporting community activations in the downtown core.
- Kamloops Sports CouncilsupportingEvent partner for FIFA World Cup 2026 Watch Parties, contributing to sports-related programming and activations.
- Kamloops United FCsupportingEvent partner for FIFA World Cup 2026 Watch Parties, contributing to football-related programming and community engagement.
- Lee's MusicsupportingEvent partner providing live music entertainment during FIFA World Cup 2026 Watch Party Community Activation Days.
- ShopifysupportingOnline payment system platform used by Tourism Kamloops for e-commerce transactions on their web store.
- PayPalsupportingOnline payment system platform used by Tourism Kamloops for e-commerce transactions on their web store.
- GooglesupportingAdvertising and analytics service provider used by Tourism Kamloops for digital marketing campaigns and website analytics.
- MailChimpsupportingEmail marketing software platform used by Tourism Kamloops for newsletter distribution and marketing communications.
- FacebooksupportingSocial media platform and advertising partner used for content distribution and photo sharing (Crowdriff integration) on Tourism Kamloops digital platforms.
- MonerissupportingPayment processor used by Tourism Kamloops Visitor Centre for processing debit/credit card transactions.
- SimpleViewsupportingWebsite provider and marketing contact system used by Tourism Kamloops for their digital platforms and customer relationship management.
- JackRabbit / BookDirect.comsupportingHotel booking partner providing accommodation reservation capabilities and driving bookings for Tourism Kamloops member properties.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Tourism Kamloops competitors and assessment
Company assessmentDirect peers
- Tourism Whistler: Whistler's destination marketing organization, comparable in mandate (single-municipality DMO promoting outdoor adventure, mountain biking, golf, and Indigenous experiences in BC). Most directly comparable in business model among BC-based mountain/outdoor DMOs.
- Banff & Lake Louise Tourism: Destination marketing organization serving Banff and Lake Louise, Alberta—a peer single-region DMO promoting mountain adventure, wildlife experiences, and outdoor recreation. Closely analogous operating model with similar member-funded structure.
- Tourism Vancouver: Metro Vancouver's destination marketing organization (operating as Destination Vancouver). Same DMO function—promoting a single British Columbia city/region to leisure and meeting planners—but at meaningfully larger scale.
- Visit Calgary: Calgary's tourism authority—an inland-city Canadian DMO combining urban experiences with proximate outdoor recreation (Rocky Mountain gateway). Same mandate of inspiring travel and converting intent into bookings for a single municipality.
- Thompson Okanagan Tourism Association (TOTA): The regional destination marketing organization for the Thompson Okanagan region that Tourism Kamloops explicitly partners with through the Freeride Fund. Direct peer in mandate and overlapping jurisdiction, just at a multi-region rather than city scale.
Broad incumbents
- Destination Canada: Canada's national tourism marketing agency. Operates in the same destination-promotion category but at a national scale, with broad industry-wide mandates rather than city-level execution. Useful as a 'parent' funder/partner context for any BC DMO.
- Destination British Columbia (Hello BC): The provincial DMO responsible for marketing BC as a whole. Functions as a higher-tier counterpart that Tourism Kamloops both feeds into (via co-op marketing) and competes with for share-of-voice in national markets.
- Travel Alberta: Provincial destination marketing organization for Alberta, a neighboring jurisdiction with a comparable mandate of inspiring travel to a province. Useful peer for benchmarking member-funded DMO economics and marketing-budget scale.
Others
- SimpleView: DMO-specialized CRM, website, and digital marketing platform provider—explicitly named as Tourism Kamloops' website and marketing-contact system vendor. Adjacent vendor rather than a competitor; included to signal the dominant DMO technology stack the company is built on.
- Destination International: Industry trade association for destination marketing organizations globally. Adjacent ecosystem player that sets the professional and ethical standards DMOs like Tourism Kamloops operate against, and runs accreditation pathways relevant to Tourism Kamloops' Biosphere and Rainbow Registered credentials.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Tourism Kamloops social profiles
Digital presenceTourism Kamloops compliance and trust
Trust signalCompliance4 records
Tourism Kamloops financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tourism Kamloops leadership team
Management profileNumber of profiles
Profiles14 records
Tourism Kamloops funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tourism Kamloops M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tourism Kamloops
What does Tourism Kamloops do?
Tourism Kamloops operates as the official destination marketing organization for Kamloops, British Columbia, promoting the city as a tourism destination through a comprehensive website (tourismkamloops.com) and a dedicated golf sub-brand (golfkamloops.com). It provides visitor information, trip-planning tools, accommodation and event listings, visitor guides and maps, self-guided touring content, and an online merchandise store, while delivering promotional and advertising services for member tourism businesses and community-event programming such as the Riverside Park Watch Parties and Ẑwséltkten Markets.
Is Tourism Kamloops a public or private company?
Tourism Kamloops is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Tourism Kamloops founded?
Tourism Kamloops was founded in 2005. It employs 11 to 50 people.
Where is Tourism Kamloops based?
Tourism Kamloops is headquartered in Kamloops, Canada, in the North America region.
How does Tourism Kamloops make money?
Three revenue lines are on record. Digital Advertising & Promotional Services are the primary driver. The others are merchandise Sales and tour Bookings & Packages.
Who are Tourism Kamloops's main competitors?
Direct peers on record are Tourism Whistler, Banff & Lake Louise Tourism, Tourism Vancouver, Visit Calgary and Thompson Okanagan Tourism Association (TOTA). Broad incumbents are Destination Canada, Destination British Columbia (Hello BC) and Travel Alberta. Others are SimpleView and Destination International.
Does Tourism Kamloops have an API?
No public API is recorded for Tourism Kamloops.
What industry is Tourism Kamloops in?
Tourism Kamloops's product category is Destination Marketing & Tourism Promotion Services. Its primary akta.pro industry code is THAJAIAA, National Park & Protected Area Tours. Its NAICS code is 561591 and its SIC code is 7990.