Salmon Arm’s Tourism Growth Soars: Council Approves Transition to New Tourism Organization

Published on December 3, 2025

Salmon Arm city council has just voiced their support for the move out of Shuswap Tourism and onward into a more focused, local approach. A presentation by SAEDS at council on November 24, 2025, was engaging and really drove home the opportunity to be had with the new Salmon Arm Tourism organization and its direct benefit to the city’s tourism industry.

The decision marked a turning point for Salmon Arm’s tourism strategy. The city is taking definitive steps to invest in its future as one of the key travel destinations, with an increase in its commitment to elevating the visitor experience, extending marketing efforts, and enhancing its tourism infrastructure. Members of Council were especially impressed by the strong data presented by the SAEDS, which outlined the economic significance of tourism to Salmon Arm.

Tourism’s Economic Impact: A Major Contributor to Local Growth

Kate Watson, Executive Director of the SAEDS, provided key insights into the economic contribution of tourism to Salmon Arm, highlighting that in 2024 alone, visitors contributed an estimated $398 million to the local economy. Including indirect spending, the total economic impact reached nearly $500 million, directly supporting over 3,000 local jobs. The figures underscore tourism’s central role in the city’s economy and its potential for future growth.

“The Municipal and Regional District Tax Program (MRDT), which is a 2% tax applied to short-term accommodations, has proven to be a crucial revenue stream for tourism marketing and development,” Watson explained. She also noted that the funds generated through the MRDT are used to fund tourism and marketing projects aimed at boosting Salmon Arm’s appeal as a destination.

Focus on Year-Round Growth: Bridging the Shoulder Seasons

One of the key focuses of the new Salmon Arm Tourism organization is to promote year-round tourism, ensuring that the city experiences consistent growth beyond its strong spring and summer seasons. Traditionally, Salmon Arm saw a sharp contrast between high summer peaks and quieter off-seasons. However, the new marketing strategies are working to smooth out these fluctuations, with significant growth seen in the shoulder seasons, particularly in the spring and fall.

“The goal is to level out the peaks and valleys,” Watson said. “By focusing on the shoulder seasons, we can ensure a more consistent flow of visitors year-round, which will help support local businesses and the economy overall.”

Ski the Triangle: Positioning Salmon Arm as the Ultimate Winter Destination

One of the standout marketing campaigns for 2026 is set to elevate Salmon Arm as a premier winter destination. The “Ski the Triangle, Stay in Salmon Arm” campaign will position the city as the ideal base for those looking to experience the best of British Columbia’s ski resorts. Salmon Arm’s central location, nestled among some of the province’s leading ski hills, offers affordable accommodation options and a range of winter activities for all types of travelers.

Jenna Robbins, Tourism Marketing Coordinator at SAEDS, explained, “We’re starting the year with our winter anchor campaign, which will not only promote skiing but also snowmobiling, snowshoeing, cross-country skiing, and other winter activities in and around Salmon Arm.” This approach offers visitors a unique, cost-effective way to enjoy the best of BC’s winter sports without breaking the bank.

Council members, including Coun. Kevin Flynn, praised the campaign. “Our average accommodation rates are lower than places like Kelowna and Vernon, and definitely much more affordable than Revelstoke,” he said. “With four ski resorts within two hours, it makes sense to stay in Salmon Arm and explore everything our area has to offer.”

A Shift in Local Control: Greater Autonomy Over Tourism Marketing

A pivotal decision made by the Salmon Arm council at the start of the year was to move tourism marketing in-house, a move that has already yielded positive results. By stepping away from Shuswap Tourism and creating the new Salmon Arm Tourism organization, the city gained more control over its tourism strategy and budget allocation.

Mayor Alan Harrison expressed confidence in the decision, saying, “We made the right choice to bring tourism marketing in-house. With a little more control, we can tailor our efforts to our specific needs, rather than relying on broader regional strategies.”

Councillor Tim Lavery also highlighted the potential for further growth in the MRDT program. While neighboring jurisdictions are moving towards a 3% tax, Lavery expressed his support for expanding Salmon Arm’s MRDT tax, which could significantly increase the funds available for tourism marketing and development.

Improved Collaboration with Local Businesses and the Community

One of the most significant changes to Salmon Arm’s tourism approach has been the increased involvement of local businesses in decision-making. The MRDT program, managed by a committee of local stakeholders, ensures that the funds raised through tourism taxes are allocated to projects that directly benefit the community. This collaborative approach fosters a more unified effort to enhance the city’s tourism offerings and make it an even more attractive destination for travelers.

Councillor Flynn noted, “The MRDT and Salmon Arm Tourism are helping to create a stronger, more unified tourism strategy, one that truly represents the interests of the community.”

Looking Ahead: Future of Salmon Arm’s Tourism Industry

Diversity in the city’s tourism products, such as winter sports and travel in the off-season, will increase the variety of visitors while serving the local economy on a year-round basis. This will be a bold step forward as Salmon Arm continues to refine its tourism strategy by creating a more focused tourism organization. With this groundwork and the investment from the MRDT program, local businesses, and the community, the future appears bright for Salmon Arm to become a must-see destination in British Columbia.