SONJA NAGEL
COWICHAN VALLEY – As we shine a light on tourism in the Cowichan Valley, it’s clear that this summer has been a season of unexpected challenges for our local industry. The Cowichan Regional Visitor Centre, managed by the Duncan Cowichan Chamber of Commerce, usually welcomes about 25,000 visitors each year. However, this summer, we’ve encountered a noticeable dip in visitor numbers, down 3.56% in June and a significant 18.81% in July compared to the same months in 2023.
It’s important to note that last summer’s figures were bolstered by the Highway 4 closures to Port Alberni, which led to many travellers rerouting their plans and discovering the Cowichan region as an alternative destination. This surge from last year set a high benchmark, making this summer’s decline feel more pronounced.
Our Visitor Centre isn’t the only one facing these challenges—many other centres across the Island, except for Tofino and Victoria, are seeing a similar drop in foot traffic. Conversations with local tourism operators and businesses, including those in the food and beverage sector, echo this slowdown. Reports of fewer “bums in seats” and reduced spending from both locals and tourists are becoming common. Even the wineries, a hallmark of Cowichan’s appeal, have noted the trend, though they remain optimistic that the ongoing Cowichan Wine Festival will help recapture some momentum throughout August.
While the reasons behind this dip are multifaceted, anecdotal feedback points to several potential factors. Recent changes in provincial and municipal regulations around short-term rentals might be playing a role in the downturn, not just in Cowichan but across the Island and beyond. Additionally, concerns about wildfires, rising travel costs, and inflation are leading many potential visitors to rethink their plans or tighten their spending.
Despite these challenges, we remain hopeful. August could bring an upswing in visitor numbers, and the fall season might see a resurgence of last-minute travel plans to the Cowichan Valley. As we continue to navigate these unpredictable times, our community’s resilience and adaptability will be key to sustaining and eventually boosting our local tourism industry
Chamber Welcomes New Members
On a positive note, the Duncan Cowichan Chamber of Commerce is pleased to have welcomed a diverse array of businesses and organizations to our network this summer, including: Island Magic Experiences, Gulf Islands Roof Cleaning, Macdowell Rugby Inc., Lucky Toad Tatoo, Adeline Wholistic Healing, Fine Finnish Woodwork, Deadhead Brew Co., Bake My Day Gluten Free, Shoreline Septic. These new members bring fresh energy and innovation to our community, reinforcing the Chamber’s role as a hub of local business growth and connectivity.
Sonja Nagel is Executive Director of the Duncan Cowichan Chamber of Commerce. She can be reached at 250-748-1111 or manager@duncancc.bc.ca