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

West Shore parents want $10-a-day daycare pilot at other centres

Some parents want pilot funding going towards families in financial need

NDP’s Jagmeet Singh proposes new approach to tackling opioid crisis

Singh says the government should look at harm reduction rather than punishment

UPDATED: Malahat reopened in both directions following car fire

Drive BC says the road will be closed until approximately 3pm

Police still investigating possible child abduction in Langford

Suspect was a stranger and not a family member

20 per cent down payment means many still cannot afford to own their own home

Study finds Langford one of only four markets without a gap between required and actual income in owning a home

First ticket sold for Victoria’s second comic con

Guest list is top-secret for the March 22-24 Capital City Comic Con coming 2019

Hunter who saved B.C. man pinned inside smashed truck says ‘God was sending me to him’

Sayward man describes chance discovery of Duncan Moffat, 23, in northern Vancouver Island woods

Greater Victoria Crime Stoppers wanted list for the week of Nov. 14

Greater Victoria Crime Stoppers is seeking the public’s help in locating the… Continue reading

Road-weary Canucks thumped 6-2 by Wild

Vancouver hosts the Montreal Canadiens on Saturday

Toronto private school didn’t report alleged sexual assault to police

Police say a sexual assault at an all-boys Catholic institution was not reported to them

China says butt out; Canada calls for release of “arbitrarily” detained Muslims

A Chinese foreign ministry spokeswoman accused Canada’s envoy of going beyond their diplomatic roles

Dead Saskatoon tattoo artist’s skin removed and preserved

The skin was removed in honour of the well known artist’s work

North Cowichan is Canada’s hot spot on Wednesday

The Warmland lives up to its name

B.C. Realtor suspended after helping intern forge note about sick grandma

Vancouver real estate agent Jaideep Singh Puri has to pay fine, take ethics course

Most Read