Championing Change Through Destination Management Propels Greater Victoria’s Success

September 15, 2023
Paul Nursey


VICTORIA – In a year that has already seen Destination Greater Victoria (DGV) earn Biosphere certification, be named top Destination Marketing Organization (DMO) in BC, and be honoured for its global impact on sustainability, DGV is adding another win to the list: the announcement that Belleville Terminal will finally be redeveloped, preserving a vital transportation link to the US and significant contributor to Greater Victoria’s visitor economy.

For roughly 30 years, DGV has been the lead community organization working on this file, with the support of many others including governments of all stripes and the private sector. In June, the Province announced $303.9M in provincial and federal funding to build a new pre-clearance terminal with modern safety and security standards that will bring it into compliance with the Canada-U.S. Land, Rail, Marine and Air Transport Preclearance Agreement. The coming transformation of Belleville Terminal illustrates how DGV itself has evolved, from a destination marketing organization focused primarily on attracting visitors and their spending, to a community partner that aligns goals and actions with our commitments to community values, Indigenous reconciliation, and environmental sustainability.

Over the years, DGV has worked tirelessly in favour of the terminal’s revitalization through industry advocacy, research, community and stakeholder relations, and collaboration with the Province. We partnered in economic impact studies and provided government with data with which to make good decisions. This led to an all-electric, low-scale design that meets LEED Gold standards, preserves harbour views, is designed with climate adaptation in mind, and provides an opportunity to showcase Indigenous culture.

The terminal’s revitalization will preserve ferry service to Seattle and Port Angeles, which brings approximately 680,000 visitors to Victoria each year, supports 2,200 regional jobs, and supports so many local businesses.

Recent DGV public affairs work, in collaboration with many partners, has also led to the launch of Uber in Victoria. The ride-hailing service arrived in the Capital Region in June, thanks in part to a strong integrated effort during Uber’s application to the Passenger Transportation Board. Uber is a welcome option for tourists as well as locals who for too long have been inconvenienced by the shortage of taxis and rental cars.

Working for a community-based DMO, we have the privilege of serving our community. Whether it’s advocating for new services or preserving the critical transportation we all use, DGV is proud to align our activities with the values and needs of our communities as we work to grow Greater Victoria’s visitor economy.

Paul Nursey is the President and CEO of Destination Greater Victoria


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