PAUL NURSEY
VICTORIA – With days getting shorter and the last cruise ship of the season departing this week, one might assume Destination Greater Victoria (DGV) is celebrating a great summer season and winding down for the “off season”, but in fact, the opposite is true.
These days, there is no tourism off season, so while we did just enjoy our best summer for the visitor economy in a decade, at DGV, we’re as busier as ever as we head into the fall months. That’s because our membership and the communities we serve are comprised of businesses and organizations that operate and employ local residents year-round and depend on a steady stream of customers from January to December. With people more likely to travel during summer months, that makes attracting visitors to our region during the non-summer months one of our highest priorities.
Last week, for the third year in a row, Victoria was named the No.1 Best Small City in the World by Condé Nast Traveler readers who lauded our region’s hospitality, attractions, dining and commitment to sustainability. This fall, we’re launching a November Arts & Culture Month campaign that celebrates those year-round attributes along with the imagination, creativity, and vibrant arts and cultural scene that makes Victoria so special.
Our goals with this campaign are to boost November visitation, drive bookings to local venues and arts activities, and celebrate the unique and authentic experiences that Greater Victoria offers. In key markets, we’ll be promoting our local arts scene as one which thrives on quality and purpose, shaped by passionate artists and musicians who are unafraid to experiment, honour their influences, and craft something wonderfully original. We’ll proudly boast that while the world chases sameness, Victoria revels in being a delightful outlier.
In nightclubs, ballrooms, theatres, churches, museums and other venues, local and visiting artists will offer a dazzling array of performances, activities and crafts to captivate and entertain every audience and interest. From art, drama, dining and dance, to comedy, symphonies, jazz, and rock, Victoria stages of all sizes will feature something for every visitor and every local.
So, as the weather gets colder, be sure to extend a warm welcome to every visitor and make it a November to remember by treating yourself to a performance or outing that supports Greater Victoria’s arts and culture community. It’s a great way to ensure our vital visitor economy is cruising all year long.
Paul Nursey is the President and CEO of Destination Greater Victoria
