Greater Victoria’s not-for-profit tourism organization is investing millions into its “largest-ever” marketing campaign, designed to lure more leisure visitors to the region.
It’s been a challenging few years for the tourism sector, but as COVID-19 restrictions ease, it’s full steam ahead for Destination Greater Victoria as it pledges $2.2 million for this spring into summer.
The organization, which works with around 1,000 businesses and municipalities across southern Vancouver Island, says the campaign launched today and runs until August 20th.
It’s targeting travellers from places like Vancouver and the Lower Mainland, Calgary, Toronto, Washington state and California, as well as secondary markets in BC and Alberta, encouraging them to book multi-night stays locally.
While Victoria tourism businesses are still struggling to bounce back and generate sufficient operating revenues, Destination Greater Victoria CEO Paul Nursey says the campaign looks to combat that and drive recovery.
“These investments are orders of magnitude higher than for any pre-COVID-19 year,” said Nursey. “Due to significant overhead reductions, we were able to muster these resources despite poor revenues for our organization throughout the pandemic.”
Board Chair Erika Stenson echoes Nursey, noting the campaign will promote Victoria as the first-class, highly-desirable vacation destination it is.
“The past two years have seen very uneven visitation with many businesses deeply affected by a loss of revenue,” added Stenson.
“It is thrilling to see Destination Greater Victoria being able to focus once again on what it does best – and that is telling our potential visitors about everything Victoria has to offer.”
