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

K’ómoks First Nation re-elects Chief Rempel

Chief Rempel re-elected for her second term; three new Councillors elected

Comox council allocates $20,000 for dog park consultation

With interim measures in place, Comox council has decided to proceed with… Continue reading

Vehicle collides with building in downtown Courtenay

No major injuries were reported late Monday morning as a car drove… Continue reading

New Comox Valley Art Gallery show opens Jan. 26

The Comox Valley Art Gallery enters the new year with a new… Continue reading

UPDATE: Elderly man dead following Union Bay collision

The collision happened around 12:50 p.m. on Sunday

UPDATE: B.C. legislature managers accused of excessive travel, personal expense claims

Speaker Darryl Plecas’ report details ‘flagrant overspending’

‘Blue Monday’ isn’t real, but depression can be

CMHA encourages people to prioritize their mental health

Comox Valley libraries have plenty to offer during Family Literacy Week

Colleen Nelson Special to The Record Do you have a young reader… Continue reading

Anti-pipeline group wants NEB to consider impact of emissions, climate change

Stand.earth filed NEB motion asking to apply same standard to the project as it did with Energy East pipeline

Parole granted for drunk driver who killed B.C. RCMP officer

Kenneth Jacob Fenton will be able to attend alcohol abuse treatment, nearly three years after crash that killed Const. Sarah Beckett

B.C. man charged in 2014 snake venom death of toddler

Henry Thomas was taking care of the North Vancouver girl the day before she died

B.C.’s largest public-sector union wants inquiry into money laundering, drugs

Union officials say Premier John Horgan and Attorney General David Eby have not ruled out the possibility of a public inquiry

No injuries after collapsed floor traps worker at former North Island mill – fire chief

Company says it’s investigating after incident at decommissioned Catalyst facility

Teen in confrontation with Native American: I didn’t provoke

Nick Sandmann of Covington Catholic High School said he was trying to defuse the situation

Most Read