PAUL NURSEY
VICTORIA – As a sector that generates $3.5 billion and supports 25,000 direct and indirect jobs, the local visitor economy contributes immeasurably to our regional economy and quality of life in Greater Victoria. As Destination Greater Victoria’s (DGV) competes with thousands of destinations around the world for visitor business, we’re encouraged by an ambitious new Province of BC Tourism Sector Action Plan to double B.C.’s tourism revenue to $48 billion by 2036 and raise British Columbia’s global presence as a premier destination for travel, trade and major events.
The plan is positive news for the 17,000 businesses and 163,000 people that depend on B.C.’s tourism sector in communities across the province. It’s also positive news for Greater Victoria as the plan prioritizes collaboration with partners and carriers to expand direct international flights throughout B.C. and creating an attractive investment environment for new hotels, and convention and event spaces.
These action items are vital for Greater Victoria and are ongoing priorities for DGV because to strengthen and grow our visitor economy in the face of aggressive global competition, we must expand our capacity to host larger conferences and provide more accommodation options throughout the region.
The Province’s plan is built on five pillars: marketing B.C. as a top-tier destination; improving access through expanded air services and provincial corridors; leveraging events; mobilizing private-sector investment; and creating a supportive business climate for tourism operators and investors. These are indeed important objectives, which is why they’ve been key components of our annual business plans for many years and why they’re also foundational elements of our 10-year Destination Plan.
The Province’s plan also recognizes the importance of supporting the continued growth of Indigenous tourism, and we look forward to the Province’s support as we work with local First Nations to share the authentic history, language, and living culture of the Lək̓ʷəŋən People.
As part of a collaborative province-wide tourism ecosystem, we’re also pleased to note the Province’s commitment to rural communities and tourism operators throughout B.C., as well as its recognition of the important role Greater Victoria plays as an urban gateway to those communities.
We look forward to working with the Province and the entire B.C. tourism ecosystem so we can outperform our global competition and achieve this plan’s ambitious long-term revenue, infrastructure and employment goals for the benefit of our community and all British Columbians.
Paul Nursey is the President and CEO of Destination Greater Victoria
