Entered by Tourism Kamloops

Kamloops is internationally recognised as the “Birthplace of Freeride”, with more than 200 kilometres of trails central to its place identity, visitor economy, and resident quality of life. Yet the trails supporting this brand were built and maintained largely by volunteers, with no dedicated funding stream from the tourism economy they helped generate.

Tourism Kamloops’ Mountain Biking Study crystallised the challenge: mountain biking generated $13.6 million in annual direct spending and 104,000 rider days, while 97% of resident riders considered the trails important to their physical and mental health. Community feedback called for more “action” than “promotion.”