Tourism Kamloops has officially launched its first-ever investor-facing campaign, a bold move aimed at attracting landmark tourism infrastructure and transforming the city from a stopover into a “must-stop” destination.

The Iconic Structure Campaign introduces three high-potential concepts — an Iconic Tower and Adventure Park, a Nordic Spa, and a Glass-Bottom Skywalk — all identified through third-party feasibility studies and designed to appeal to a range of developers, operators, and investors.

“This is about building more than attractions,” said Nic Zdunich, Manager of Destination Development for Tourism Kamloops. “These are long-term economic drivers — anchors that will turn Kamloops from a stopover into a must-stop. Once we started asking the right questions — What should we build? What do visitors want? — the answers came fast. We’re ready now to deliver something iconic.”

Building Kamloops’ Next Landmark Attraction

The campaign follows a multi-year strategic planning process led by Tourism Kamloops’ Destination Development team and CBRE’s Destination & Tourism Group. Over the past two years, Zdunich and his team have been evaluating Kamloops’ tourism assets, identifying opportunities to expand its “48-hour itinerary” — the range of experiences that encourage visitors to stay longer and spend more.

“We have great attractions like the BC Wildlife Park,” said Zdunich. “But we wanted to look at what’s next — the kind of attraction that becomes instantly recognizable, something that represents Kamloops and draws people here specifically. Think of gondolas, suspension bridges, or architectural landmarks — that’s what we’re aiming for.”

Three Concepts, One Goal: Lasting Economic Impact

The Nordic Spa concept taps into the booming wellness tourism sector, combining hydrotherapy, panoramic views, and contemporary design to offer year-round appeal.

The Iconic Tower and Adventure Park builds on Kamloops’ reputation as a mountain biking and adventure hub, blending architecture with adrenaline — think ziplines, ropes courses, and event spaces — to attract both tourists and locals.

The Skywalk over Hoodoos, developed in partnership with the Scw̓éw̓wen Economic Development Corporation (the business arm of Tk̓emlúps te Secwépemc), offers a culturally immersive cliffside experience that highlights Indigenous storytelling, culinary programming, and low-impact design.

“These projects each attract different types of investors,” Zdunich explained. “For example, the Nordic Spa appeals to wellness operators and accommodators, while the tower or skywalk would likely draw attraction developers. Ideally, if we could build all three, it would really round out our tourism roster.”

Inviting Investment: The Next 12 Months

Over the next year, Tourism Kamloops plans to host familiarization tours and attend investment conferences to showcase potential sites for each project. Criteria such as highway access, visitor volume, and community integration are being used to identify the most promising locations.

“Our goal is to make the process as smooth as possible,” said Zdunich. “We’re working through red tape now so that when investors are ready to move forward, we’ve already cleared some of the hurdles. In a perfect world, we’d have a developer interested within a year.”

Momentum Meets Opportunity

Kamloops already welcomes nearly 2 million visitors annually, generating more than $316 million in direct visitor spending. With strong visitor numbers, a community-first approach, and alignment with Destination BC’s “Invest in Iconics” strategy, the city is positioning itself as a key anchor on both the Rainforest to Rockies Route and “Nature’s Heartland”.

“This campaign reflects the confidence we have in Kamloops’ potential,” said Erik Fisher, CEO of Tourism Kamloops. “After extensive studies and strong community engagement, we’re excited to show others why Kamloops is brimming with opportunity. The right partnerships will lead to attractions that appeal to both visitors and residents.”

Learn More

Developers, operators, and capital partners can access detailed investor lookbooks, feasibility studies, and financial projections at tourismkamloops.com/roomtoinvest.