PAUL NURSEY
VICTORIA – Destination Greater Victoria (DGV) is starting the new year by expanding its programs designed to address seasonality within the visitor economy.
Intention is a wellness getaway program that features the many exceptional products and experiences in Greater Victoria centred around health and wellness. Developed from the ground up and guided by DGV’s dedicated sales and marketing committee, this new program will help drive incremental business focused on wellness in the beginning of the year, traditionally a slower time of year for tourism.
2025 marks the kick-off year for Intention, a program we look forward to running annually. We believe this initiative will gain momentum over time and provide a welcome boost to local businesses during the off-peak season. This program aligns with our destination’s brand, known around the world for its focus on sustainability and rejuvenation.
This new and ongoing feature is just one more important tool in our toolkit. Year-to-date hotel occupancy through November 2024 reached 75.4 per cent – a continuation of strong results throughout most of last year. Programs like Intention help to fill in the gaps, providing visitors with a reason to visit the region at a time of year they may not think to do so.
2025 picks up pace with other DGV-led events in January, including the IMPACT Sustainability Travel and Tourism conference at the end of the month, followed by Dine Around and Stay in Town that continues into early February. Every program we develop and promote encourages locals and visitors to support small and medium-sized enterprises.
The economic impact of the visitor economy cannot be understated. According to the latest data, Greater Victoria welcomed 4.9 million visitors in 2023, generating $3.5 billion in economic outputs and contributing $2 billion to the region’s gross domestic product (GDP). In addition, the report, which was completed by InterVISTAS Consulting and based on Statistics Canada data, highlights the visitor economy’s major influence, including:
- Generating $1.9 billion in visitor spending
- Supporting approximately 25,000 jobs
- Providing $1.1 billion in wages
For the health and wellness of our communities, and for the many people whose livelihoods rely on a vibrant visitor economy, it is our intention to create programs that drive success year-round, bolster local businesses, enhance visitor experiences, and ensure economic stability. The support of our stakeholders, partners, and community members will be key to the success of these programs and maintaining Greater Victoria’s reputation as a premier destination.
Paul Nursey is the President and CEO of Destination Greater Victoria
