PAUL NURSEY
VICTORIA – As we enter 2022 it is easy feel like the visitor economy is back at square one. The COVID-19 Omicron variant and corresponding public health measures to reduce its transmission has meant government officials are once again discouraging travel and putting limits on gathering size. This has had negative ramifications on our business.
For example, Destination Greater Victoria has rebooked 25 meetings, events and conferences scheduled for the Victoria Conference Centre in the first quarter of 2022 due to restrictions on gathering size. However, booster shots are rolling out and Omicron transmission is expected to abate as we head into spring. The expectation is these challenges will be short term.
This is not to say these challenges are not discouraging, but it is different from the setbacks we experienced during the pandemic previously. Destination Greater Victoria is on a firm financial footing. Last year was a positive, bounce back year for the Greater Victoria visitor economy. Recovery was uneven and some businesses are taking longer to recover than others, but key hotel performance indicators like vacancy rate and revenue per available room (RevPAR) were strong. This means Destination Greater Victoria has the resources to market the destination in a sustained, intelligent manner heading into the destination’s traditional high season. It will be our biggest marketing campaign yet. Further, the marketing and management of the destination will occur with a focus on sustainability. We will target our most aligned customer segments and prioritize year-round tourism to enhance our work in this area.
Internally, we have rebuilt the organization. We have several new hires and a strong leadership team. As difficult as the pandemic has been for those working in the visitor economy, our employees are focused and excited to get work marketing the destination.
Our greatest asset is our beautiful destination and our diligent, hardworking members. We are committed to advocating on their behalf. They have been through so much. But I know their resiliency will continue through the latest wave of COVID-19 transmission. Coordinated government relations work will continue as we place a priority on our members’ needs. Our community partners at The Greater Victoria Chamber of Commerce, Downtown Victoria Business Association, Greater Victoria Harbour Authority, City of Victoria, District of Saanich and many more have provided tremendous support as well. I cannot thank them enough.
I am very excited for 2022. I feel the Greater Victoria visitor economy can achieve wonderful things this year. It will take determination and resolve, especially in these first few months. But a tremendous opportunity awaits, and Destination Greater Victoria is ready to capitalize.
Paul Nursey is the President and CEO of Destination Greater Victoria
