EDITORIAL: Tourism strategy must be regional

Working together in lean times is the key to riding out tourism storm

Efficiency is a buzzword around government these days, as it is in the private sector. In B.C. that scenario isn’t expected to end any time soon, regardless which party settles into office after the May provincial election.

The beleaguered tourism industry in Greater Victoria and the rest of the province continue to be subject to such funding restraints. With sluggish economies prompting people to spend less on travel, local tourism promoters must get even more creative in marketing the area to potential visitors.

That doesn’t necessarily mean coming up with more grabby slogans – remember Tourism Victoria’s “Your search for the perfect orgasm is over” campaign? It means looking at new ways of doing more with less.

Time will tell whether the Liberals’ creation of Destination B.C. is just pre-election window dressing or a serious effort to enhance the marketing efforts of the many regional and community destination marketing organizations in the province.

In the meantime, local and regional groups can take steps to improve their own lot by teaming with neighbouring organizations to market Vancouver Island and the Lower Mainland better. Rather than waiting for the post-2010 Olympics ripple to come, why not work together to remind the visitors who came to Vancouver and Whistler, but were focused on the Games, how great our region is?

Tourism Victoria has done a good job attracting people here from relatively nearby locales – Western Canada and the U.S. West Coast. But at a time when gaining a share of people’s limited travel budgets is becoming more difficult and competitive, a consistent, joint action plan – perhaps one that casts the net farther – could attract new visitors and provide enough stimulus to help get everyone through the lean times.

We can’t expect government to lay all the groundwork for the industry and create a perfect environment for entrepreneurship.

That has to be done by businesspeople who see opportunities and work hard to create a place for themselves in an industry that continues to be one of B.C.’s biggest economic generators.

Just Posted

Cycslists were all smiles during ninth Tour de Victoria

More than 2,100 cyclists participated

‘I’m just absolutely disgusted’: Husband furious after Const. Beckett’s killer gets day parole

Kenneth Fenton was sentenced to prison after he fatally struck Const. Sarah Beckett’s cruiser

Police investigating incident in Saanich neighbourhood

Neighbours tell Black Press Media that a body has been found, but police remain tight-lipped.

Langford lizard sighting excites Victoria museum curator

Curator of vertebrate zoology/knowledge explains the spread of the Wall lizard in the region

Colwood man takes on Ride to Conquer Cancer for 11th year in a row

Team Finn has raised almost $3 million for BC Cancer Foundation

VIDEO: Langley Ribfest met with protesters

Groups that oppose the event for various reasons plan to be on site each of the three days.

Canadians killed in Afghanistan honoured during emotional dedication ceremony

One-hundred-fifty-eight Canadian soldiers died during the mission

It’s snow joke: Up to 30 cm of snow expected to fall in northeastern B.C.

Alaska Highway, Fort Nelson to be hit with August snowstorm, according to Environment Canada

Sea-to-Sky Gondola in B.C. likely out of commission until 2020

Sea to Sky Gondola carries between 1,500 and 3,000 people every day during the summer season

Helicopter-riding dog Mr. Bentley now featured on cans of new B.C.-made beer

Partial proceeds from every pack go to Children’s Wish

PHOTOS: Weapons seized at Portland right-wing rally, counterprotests

Not all who gathered Saturday were with right-wing groups or antifa

Ferries employees participating in Denman Island cleanup for plastic-shedding ferry

The cleanup comes a few weeks after one organized by residents of the Island

Discussion on grief and loss between Stephen Colbert, Anderson Cooper goes viral

The exchange includes emotional question from Cooper, and outlook on grief as a child

Toronto activist calling on federal parties to nominate more black candidates

Fewer than 20 black Canadians have been nominated so far, including some Liberal MPs seeking re-election

Most Read