Paul Nursey, President and CEO of Destination Greater Victoria
VICTORIA – The Greater Victoria visitor economy is preparing for recovery in the upcoming spring and summer months. Importantly, our industry is ready for peak season and will provide the world-class experience for which Greater Victoria is known.
Public health restrictions related to the COVID-19 pandemic have created uncertainty in the marketplace. However, as these public health restrictions ease organizations like Destination Greater Victoria can commit dollars to support our members and our community. Research has shown there is a tremendous amount of pent-up demand for travel in Canada and the US.
Destination Greater Victoria’s spring marketing plan will be as wide as it is deep. Primary markets like the Lower Mainland, Calgary, and Toronto will see radio and tv advertising, as well as paid search, discovery, social and display, and in-app advertising. A new, flexible business model that reduces overhead costs means we can direct more dollars to marketing and supporting our members. More than $2.2 million is committed – a record marketing investment for our organization.
Furthermore, our independently measured 2021 marketing campaigns had a 22:1 return on every dollar invested. This was despite challenges related to fewer available source markets and reduced transportation access to Greater Victoria. Destination Greater Victoria’s previous marketing campaigns have delivered excellent results and we expect the same in 2022.
Re-engaging the American market is particularly important and the marketing plan for the US will have a similar approach. As American visitation declined due to the PCR testing requirement and general discouragement of cross-border travel, visitation to our destination from traditionally strong source markets like Washington State diminished. Many Americans have chosen not to travel to Greater Victoria since the beginning of the COVID-19 pandemic. The federal government’s announcement on February 15, 2022, that the PCR test will no longer be required for cross-border travel and a rapid antigen test can be utilized instead will help attract American visitors. We know the desire of Americans to visit is strong and we have created a robust marketing plan to capture this market.
The recent changes to the testing requirements also mean meetings, events, and conferences will also occur this year. This includes the IMPACT Sustainability Travel & Tourism Conference (IMPACT), which will take place May 8-11, 2022. Now in its fifth year, IMPACT has become the premier sustainable travel and tourism conference in North America. A popular event that will take place in September of this year is Capital City Comic Con. This convention brings fans of all ages who love comic books, and comic book-based movies and television to our downtown core for a fun-filled three days.
Over the past two years, our industry has endured setbacks and disappointments. Brief periods of brisk business would end at the hands of another wave of COVID-19 transmission. But it now feels like there is a light at the end of the tunnel. Destination Greater Victoria cannot wait deliver for its members in the weeks and months ahead.
Paul Nursey is the President and CEO of Destination Greater Victoria
