Image Credit: CFJC Today / File Photo

By Michael Reeve

SUMMER TOURISM

Kamloops well positioned as ‘wait-and-see approach’ takes hold of tourism

Jun 19, 2024 | 5:30 PM

KAMLOOPS — With just over a week remaining in the school year, families are gearing up for the summer ahead and potential holidays.

Summer tourism is crucial for the success of community businesses and hotels. But with the memories of smoke-filled skies across the Interior still present after 2021 and 2023, a wait-and-see approach may be taking hold.

“We don’t hear it from people, of course, we just hear it sort of in the numbers. For us really, our pace has been pretty good into the summer at our hotel. Most of Kamloops is looking pretty good, too. We are definitely hearing it from our neighbours to the south, South Okanagan, Kelowna, a little bit slower than they typically experience, and we think the fire and the wait-and-see sort of attitude is impacting that,” said Bryan Pilbeam, COO of Invictus Properties.

“Alongside our excitement around an expected busy summer season, we’re also well aware of climate challenges. We have been a part of productive conversations with local and provincial authorities to make sure the right plans are in place should we face fire, floods or smoke,” wrote Tourism Kamloops CEO Erik Fisher in an email to CFJC News.

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While not as strong as places on Vancouver Island and the Lower Mainland, Kamloops appears to be outperforming other tourism destinations in the region thanks to value for money.

“There is lots to offer. People can get here easily — get to things to do easily too — and a pretty good value price,” said Pilbeam. “We are still underpriced compared to our competitors, whether it is Kelowna south of us here, certainly Vancouver, the Island and Whistler and these places. We still have a very strong value proposition here for people who can get out and do things and enjoy great weather.”

The cost of living crisis, impacting British Columbians on the price of everything from food to gas to clothes, has also begun to trickle down to the tourism sector as disposable income gets thinner for many.

“We are seeing that, particularly in restaurants. Restaurants are generally struggling. It’s that disposable income with the cost of living that has gone up so much. It’s definitely impacting people’s decisions,” added Pilbeam.

With businesses using the summers to buoy themselves through the winter, a big few months will be vital to ensure success for the year to come.