Hotel room rates are up, meetings and conferences are bouncing back and could surpass pre-pandemic levels, and at least five new hotels are in the works in the region.
Nursey urged members to stay the course on initiatives supporting the sector, pointing to bright spots such as October’s announcement that the Belleville Terminal, where the Coho and Clipper ferries to the U.S. dock, will be redeveloped.For example, he said, Destination Greater Victoria worked for a couple of years to attract Samantha Brown, host of the show Places to Love. Her segment on Victoria will air on PBS through this year.
Meetings and conferences have been key drivers in the recovery of Greater Victoria’s visitor economy, the business plan says. Another target group dubbed “coastal culturalists” are defined as millennials and couples who put a high value on local experiences and food. They often travel during off-peak times to get the most value for their money.
Westbury said the organization will continue focusing on key markets in Vancouver and the Lower Mainland, Calgary, Greater Toronto, Seattle and the San Francisco area. Sports tourism has become an important component of the local visitor sector. A report is underway on the impact of Scotiabank Hockey Day in Canada: Victoria Hockey Day, which ran from Jan. 11 to 20 and brought thousands of people to the city.
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