Tourism Nanaimo remains focused on promoting the region abroad, with a specific effort to target domestic travellers re-planning their vacations amid U.S.-Canada tensions. (Dreamstime)

By Alex Rawnsley

growing sector

‘Our bread and butter:’ Tourism Nanaimo focused on domestic tourists, capturing ‘Golden Triangle’ visitors

May 7, 2025 | 2:01 PM

NANAIMO — Boosted by a recent and unexpected ‘Infusion’ of visitors to the region, Tourism Nanaimo says they’re well-positioned to show off the area’s charm.

Presenting to Nanaimo City Council on Monday, May 5, the organization’s executive director Carly Pereboom said the citizen-led Nanaimo Infusion event was a powerful example of an organic event succeeding, and one which should be studied.

She said it was one Tourism Nanaimo provided some behind the scenes support for, but deliberately stayed out of the spotlight.

“Infusion was a powerful case study of resident-led tourism. By the community taking lead, the event stayed authentic, driven by pop-ups, welcome moments and real conversations, Nanaimo residents became the hosts, and in doing so, showed exactly why welcoming our city to the stage is key.”

Spurred by a viral video from local resident Tod Maffin, the event saw hundreds of primarily American tourists come to Nanaimo during the final weekend in April.

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It provided a chance to showcase the region with new visitors, as well as give a boost to tourism and service industry businesses during their shoulder season.

Pereboom said they are constantly looking for new ways to promote the city and new markets to tap into.

She said ongoing tensions between the U.S. and Canada mean more people north of the border are choosing to travel domestically, representing great opportunities for local providers.

Direct flight service connecting Toronto and Nanaimo beginning in June will bridge a gap between Ontario and Vancouver Island, with other markets also a focal point.

“Manitoba and Saskatchewan residents are also most inclined to adjust their travel plans within Canada right now, and this, combined with Nanaimo’s inclusive brand tone, particularly in support of the LGBTQ+ travellers, positions us well to appeal to these under-tapped and very highly aligned audiences.”

Pereboom said amongst all visitors, nearly half choose to stay with friends or family in the region when visiting, but those tourists still contribute heavily to restaurants, retail and attraction spending.

Twenty-nine per cent of all visitor spending in Nanaimo is for accommodations, with the average person spending 3.4 nights.

One key to capturing some additional nights, or a higher number of visitors, could be through the so-called “Golden Triangle”.

Vancouver, Whistler and Victoria are huge international and domestic draws, Pereboom said, with Tofino also making a case to change the shape of tourism in the area.

“Our data and our information continue to tell us that our short-haul markets from British Columbia, Alberta and Ontario are certainly our bread and butter. International is always a great addition…whenever we can get into opportunities where we can attract those visitors when they’re visiting those other destinations, is always a win.”

Pereboom added a recent move from BC Ferries to require reservations for vehicle travel on sailings between Nanaimo and the Lower Mainland does represent a challenge, specifically in the form of communicating the requirement to travellers.

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