Tourists and locals alike are still keen on a summer getaway, however cost pressures from housing to gas may have them re-thinking how to spend holiday time. (Dreamstime)

By NanaimoNewsNOW Staff

dollar pressures

Island tourism operators optimistic of stronger summer season

Apr 8, 2024 | 1:49 PM

NANAIMO — A significant rebound year in 2023, coupled with positive initial signs this year are providing some long overdue hope for Vancouver Island tourism operators.

Destination Canada said over 771,000 tourists came to Canada in January 2024, up nine per cent over the same time last year, despite struggles in many key areas with ski hill operations due to a lack of snowfall.

Locally, 4VI (formerly Tourism Vancouver Island) vice president of business impact and engagement Brian Cant said they’re hoping to take another step this summer.

“There’s an overall feeling that people are pretty optimistic for a strong year ahead, I think similar to last year. There’s concern of course in the tourism industry around cost of living, inflation impacting people’s ability to travel but I think there’s a sense of optimism and continuation of another good year ahead.”

While international travel drives overall numbers, Vancouver Island operators tend to be more impacted by domestic tourists.

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Cant said those visitors typically won’t have to deal with multiple airfares and extended travel schedules, however there are several cost factors for them to consider.

“The domestic traveller is a key market for the Vancouver Island region, especially the Metro Vancouver market, Calgary and Edmonton. While the price of gas is an immediate shock at the pump for everybody, people planning for a vacation plan for that as part of that trip.”

Despite multiple cost pressures, Cant believes there is still a priority for most people on a summer vacation.

He said tourists will still target some time away in July and August, then look for community-based or free activities to augment some more expensive offerings.

Cant also added travellers, both domestic and international, are more closely watching world weather events and factoring in potential impacts.

Hurricanes, drought and wildfires are all events which could disrupt plans.

Travellers are also staying longer in a single destination rather than visiting multiple areas to cut down on logistical challenges due to cancelled activities or flights.

— with files from Jon de Roo, 97.3 The Eagle

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