PAUL NURSEY
VICTORIA – With 2024 winding down, we can already say it’s been a successful year for Greater Victoria’s visitor economy. We’ve experienced continued growth in visitor numbers and accolades like being voted the #1 Small City in the World (Condé Nast Traveler) and the most sustainable destination in North America.
Despite the ongoing success, however, we cannot rest on our laurels. As other destinations aggressively invest in their own tourism experiences and infrastructure, we must continue to develop our region’s potential and elevate visitor experiences if we wish to compete with them.
This week Destination Greater Victoria (DGV) unveiled its 2025-2035 Destination Master Plan. It’s an ambitious plan that outlines the vision, goals, and actions for the sustainable development of local tourism over the next decade. Developing the Plan included extensive engagement with travel/tourism consulting firms, DGV members, First Nations, business organizations, municipal governments, regional organizations, provincial ministries, federal departments, transportation providers, community organizations, and the public.
The Plan identifies numerous goals and initiatives related to tourism infrastructure, attractions, experiences, stewardship, mobility, sustainability and innovation. Importantly, while these initiatives will help grow our visitor economy and elevate the experiences of visitors, they will also positively impact the quality of life of residents across Greater Victoria.
Among the key initiatives in the Plan are:
- renew and elevate the iconic Inner Harbour and Ship Point;
- develop additional meeting, conference and hosting facilities;
- increase Greater Victoria’s hotel room inventory;
- support the development of attractions such as the Future of History and Art Gallery of Greater Victoria;
- improve air access to Greater Victoria;
- support and promote agritourism, unique neighbourhoods, and Indigenous artists and experiences;
- envision the Gorge area’s sustainable tourism potential; and
- develop a Saanich Peninsula tourism strategy.
Another key recommendation in the Plan is exploring options for an expanded conference centre as the current facility’s size and configuration significantly limits DGV’s ability to attract larger group business. An expanded facility would ensure Greater Victoria remains competitive in the Canadian business events market and can host lucrative US and international business events.
As DGV does not own the assets and experiences of the local visitor economy, achieving the vision articulated in the Plan will require a community-wide implementation effort across multiple organizations and levels of government. DGV looks forward to collaborating with stakeholders in the decade ahead as we work together to realize our region’s potential as one of the world’s most diverse, sustainable, inclusive, livable, memorable and successful destinations.
Paul Nursey is the President and CEO of Destination Greater Victoria
