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Nanaimo’s tourism transition continues to take shape

Apr 15, 2017 | 7:26 AM

NANAIMO — A new marketing plan for Nanaimo’s tourism industry has been unveiled, as the transition to a fresh model of service delivery continues.

Tourism Vancouver Island (TVI), now handling destination marketing services for the City of Nanaimo, has delivered a plan focused on attracting visitors from Alberta and B.C. who are looking to escape and connect with nature, authentic experiences and culture.

The initiative is seen as a continuation and expansion of past efforts, according to TVI president Dave Petryk.

“There was a lot of good work being done (by Tourism Nanaimo) and we’re going to continue that,” Petryk said. “I think we’re going to get a little bit more focused, a little bit more aligned in brand and a little bit better at collaborating with the other partners within the city that are all working towards the same goals of increasing overnight stays in Nanaimo.”

Under the new strategy, $48,000 will be committed to building a new website designed to replace the current three. The site will be focused on showcasing stories of the region in a “journalistic manner.”

TVI took over destination marketing in Nanaimo as of Feb.1 on a one-year, $470,500 contract with the City. The move followed the removal of tourism from the mandate of the Nanaimo Economic Development Corporation, which was eventually shut down entirely. Tourism Nanaimo staff were laid off, with the exception of one kept on to continue to run the Visitor Centre.

Petryk said TVI “resourced up” to handle the contract. He said they have hired three new employees, one focused solely on the work of Tourism Nanaimo and another two who will split their time 50/50 with other TVI initiatives.

According to the core review, a consultants report on the Vancouver Island Conference Centre and the Nanaimo Hospitality Association, one of the main issues in the past with tourism in Nanaimo was a lack of collaboration between industry stakeholders.

Petryk said while he prefers to look to the future as opposed to the past, he sees strong collaboration being built. “I think everybody’s on the same page. They all see the opportunities of that alignment and collaboration being effective. So, without looking at past history, it’s really a matter of let’s get all the partners that are playing together, working together.”

Leif Bogwald, owner of Vancouver Island Expeditions, said the transition has “forced the industry to come together” and communicate on what they want the future to look like. Bogwald said there’s no doubt TVI had “big shoes to fill,” considering Tourism Nanaimo was considered a model organization for digital marketing.

The City has committed to the formation of an advisory committee to be involved in the creation of a new model for tourism service delivery beyond TVI’s contract.

“Everyone that I’ve talked to across industries all want this to happen as quick as possible,” Bogwald said. “Now that we’re heading into the super-busy season, it’s imperative we get going before then so we can actually have the time to focus on that.”

The City’s Philip Cooper said they received 32 submissions to sit on the advisory committee and Council will now decide who fills the roughly 10 seats. “I would propose we would start to see things taking shape in May,” Cooper said.

He said the goal is to have a smooth transition from TVI to a new entity in 2018.

2016 was a hugely successful year for tourism in the harbour city, with Chemistry Consulting reporting occupancy rates up seven per cent compared to 2015 and average room rates at $125, up from $118 the year before.

 

 

dominic.abassi@jpbg.ca

On Twitter: @domabassi