By Adam Donnelly

Tourism Kamloops unveils new strategic plan

Oct 18, 2016 | 5:58 PM

KAMLOOPS — It’s the start of a new era for Tourism Kamloops today, as the organisation unveiled its five-year strategic plan this afternoon.

Tourism Kamloops new plan focuses on five key areas: Experience, Innovation, Community & Stakeholders, Sustainability, and Brand. Beverley DeSantis, CEO of Tourism Kamloops says refreshing the strategic plan is an important step in ensuring Kamloops stays relevant in an increasingly competitive sector.

“More and more, [tourism] is becoming a competitive marketplace,” DeSantis told CFJC Today.  “We just need to stay ahead of the game.”

DeSantis says one of the challenges facing Kamloops is the way people view the city, as a pit stop, as opposed to a destination. She’s hopeful the new strategic plan will help drive more people into the community, so they take the time to experience the city, as opposed to passing through on their way to or from the Lower mainland.

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“We’re really going to focus on that experience, and that marketing to get people to explore Kamloops,” DeSantis explained. “We truly are a hidden gem.”