[ad_1]
But the travel industry operates in a “complex environment” where everything from interest rates to inflation and global events can have an impact
Hotel room rates are rising, meeting activity is rebounding and could exceed pre-pandemic levels, and at least five new hotels are under construction in the region.
It’s fueling optimism as Greater Victoria’s tourism industry recovers from the pandemic, but some in the industry warn a tight labor market, rising costs, disruptions to B.C.’s ferry services and events like wildfires could Reduce the number of tourists.
Unveiling the 2024 business plan at the Victoria Convention Center on Wednesday, Tourism Greater Victoria CEO Paul Nursey said the tourism industry was operating in a “complex environment” with everything from interest rates to inflation and global events may have an impact.
Nursey urged members to stick with initiatives that support the industry, pointing to highlights such as the announcement in October that the Belleville Terminal, where the Coho and Clipper ferries to the US will dock, will be redeveloped.
“If we continue to take positive action now, it will help us all in the future.”
For example, he said it took the Greater Victoria destination several years to attract show host Samantha Brown love place. Her segment on Victoria will air on PBS this year.
Other highlights include Greater Victoria winning multiple accolades from prominent travel publications.Last fall, Victoria was named the best small city Condé Nast tourists’s annual Readers’ Choice Awards, and Vancouver Island is considered the fourth best island in North America. A total of 520,000 readers voted.
At the same time, the plan noted that average daily hotel room rates rose 27% last year compared with pre-pandemic levels in 2019.
Meetings and conferences have been a key driver of Greater Victoria’s visitor economic recovery, the business plan said.
Tourism Greater Victoria is keen to attract more airlines to the region through partnerships involving shared marketing.
This year, the organization will continue to focus on travelers such as “nested independents” – defined as travelers aged 55 and over with flexible schedules and discretionary income who participate in a range of activities, including cultural experiences, and Interested in long term stay.
Another target group called “coastal culturalists” is defined as millennials and couples who place a high value on local experiences and food. They often travel during off-peak hours to get the best value for money.
“The Young and the Restless” are parents traveling with their children. They plan trips and experiences that put their children first, and have moderate to high disposable income.
Jody Westbury, vice president of marketing and communications for Tourism Greater Victoria, said it’s important to provide key visitor groups with experiences that connect with them emotionally.
Westbury said the organization will continue to focus on key markets in Vancouver and the Lower Mainland, Calgary, the Greater Toronto, Seattle and San Francisco areas.
The company is investigating whether it would devote resources to attracting visitors from Edmonton and Portland, Ore.
Planned marketing efforts include leveraging local influencers to increase the Greater Victoria destination’s social media presence and upgrade its website.
Sports tourism has become an important part of local tourism. A report is underway on the impact of Scotiabank Hockey Days: Victoria Hockey Days, held January 11-20, attracts thousands of people to the city.
This year, Tourism Greater Victoria will consider marketing partnerships with various transport providers to share investment costs, such as partnerships with FRS Clipper and Black Ball Ferry Line’s MV Coho.
The plan notes that transportation is critical to Greater Victoria due to its island location.
“Unlike other destinations that are not on the island, any disruption to transport options can have an immediate and widespread knock-on effect on the visitor economy.”
Tourism Greater Victoria’s plan also emphasizes sustainable tourism, saying it is “not only good business practice but also directly aligned with community values.”
It plans to maintain and expand its International Biosphere Certification, demonstrating its commitment to the 17 Sustainable Development Goals.
cjwilson@timescolonist.com
>>> To comment on this article, write to the editor: letters@timescolonist.com
[ad_2]
Source link