PAUL NURSEY
VICTORIA – As 2025 comes to a close, it is clear that Greater Victoria’s visitor economy has once again demonstrated its strength, resilience, and growing maturity. This past year reinforced what many in our community already sensed: demand for our destination remains strong, our offerings continue to resonate with visitors, and our success is increasingly shaped by thoughtful, long-term planning.
That momentum was underscored by global recognition, with Victoria named the #1 Best Small City in the World by Condé Nast Traveler’s readers for a third consecutive year, and recognized as the most tourist-friendly city in the world in the publication’s Readers’ Choice Awards.
One of the most notable highlights of the year was the summer season. Data released this fall confirmed that Greater Victoria experienced its strongest summer in at least a decade. Occupancy levels remained consistently high across the region, and many businesses across hospitality, retail, food and beverage, attractions, and transportation felt the positive effects. Importantly, this momentum was not limited to peak weeks. Shoulder periods also benefited from sustained demand, supported by strong programming developed by Destination Greater Victoria (DGV), including the Intention Health and Wellness Getaway in January, Dine Around and Stay in Town in February, and Arts & Culture Month in November. These initiatives help smooth seasonality and provide greater stability for operators and their teams.
With success comes responsibility. Strong visitation creates important opportunities to enhance infrastructure, expand accommodation options, and improve services that benefit both visitors and residents. Proactive coordination between the private sector, local governments, and community partners is essential to ensuring growth is well managed. With this in mind, DGV continues to advocate for strategic hotel development and targeted investments that support business events, group travel, and longer stays — all critical to maintaining competitiveness while maximizing value per visit.
Equally important is ensuring that growth aligns with community expectations. In 2025, resident research showed broad recognition of tourism’s role in supporting jobs, small businesses, and public amenities, with many residents welcoming continued growth, managed responsibly and in balance with community values. This philosophy is embedded in the Greater Victoria Destination Plan, our 10-year roadmap guiding sustainable growth through 2035.
As we look ahead to 2026, the outlook remains positive. Demand is strong, collaboration across sectors continues to deepen, and the year behind us reinforces that success is not accidental; it is the result of alignment, investment, and a shared vision for our region.
Paul Nursey is the President and CEO of Destination Greater Victoria
