PAUL NURSEY
VICTORIA – As we near the end of another successful year for Greater Victoria’s visitor economy, Destination Greater Victoria (DGV) is pleased to share that Business Events Victoria, the division of DGV that manages the sales and marketing of the Victoria Conference Centre and brings in hotel conference business, has secured a 28th city-wide conference for the region next year. This will make 2025 one of the best years ever for city-wide conferences. While this achievement benefits the entire region, it’s particularly significant for businesses in downtown Victoria.
City-wide conferences are those larger meetings, conventions, tradeshows, and special events with 400 or more delegates that require the simultaneous use of the Victoria Conference Centre and many hotels, restaurants, and other venues to host and support them.
These business events are the foundation of a strong visitor economy; conference and meeting delegates tend to stay longer, use more services, and are more likely to extend their stay or return for leisure purposes. Most importantly, meeting delegates spend 40 to 70 per cent more than leisure travellers, and international conference delegates spend up to four times more.
For downtown Victoria businesses and attractions that are open year-round, they and their employees depend on downtown being a busy, safe, and fun place to be 12 months of the year, with steady foot traffic and a large customer base to serve. By successfully attracting thousands of visitors, especially during the off-peak months between September and May, city-wide conferences play a critical role supporting downtown Victoria’s business community and growing our visitor economy. With each city-wide conference generating on average $1.17 million in business sales, the 28 city-wide conferences coming in 2025 are expected to deliver an economic impact of $35 million.
Looking at the overall picture, the value of Greater Victoria’s visitor economy cannot be overstated. According to the latest economic impact report by InterVISTAS, 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. It also directly or indirectly supported 25,000 jobs – or, about one in four families – and contributed $510 million in taxes, which funds many of the services on which we all rely.
For Greater Victoria, every visitor counts, as does every impression we make. As we wrap up the year and prepare to welcome delegates and visitors in 2025, let’s ensure Victoria’s famous beauty, charm, and friendly hospitality are always on full display, city-wide.
Paul Nursey is the President and CEO of Destination Greater Victoria
