Abstract

The case discusses the promotion of Kamloops city as a vacation destination and the initiatives taken by Tourism Kamloops to transform the city into a favorable tourist destination. Over the years, the tourism industry in Kamloops had been growing steadily and had played a major role in contributing to the local economy. The case discusses the growth of Kamloops as the ‘Tournament capital of Canada’. Sport tourism is one of the fastest growing segments of the tourism sector in Kamloops and the city has actively developed and promoted sports facilities for tournaments and hosted some major sporting events. The case also discusses the marketing campaign with TV personality and meteorologist Mark Madryga as brand ambassador to promote Kamloops as a vacation destination. The case talks about some of the challenges faced by Tourism Kamloops and how they might affect the tourism sector in Kamloops in the future.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze the tourism industry in Kamloops and study the factors which contributed to the growth of the tourism industry in the region. Understand the role played by marketing, particularly the promotional campaigns, in developing the tourism industry of a

Keywords

Tourism marketing, Innovative marketing campaign, Tourism promotion, Destination marketing, Tourism sector, Sports tourism, Tourism Kamloops, Tourism British Columbia