Dear Valued Members:

This past week the situation regarding the COVID-19 virus, or coronavirus, has evolved and its effects have become widespread. Events and major gatherings in places like Milan and Saudi Arabia were cancelled. Canada remains largely unaffected by coronavirus. It is a safe, welcoming destination with potential advantages attracting conferences and sports tourism, as well as leisure travelers. 

Destination Greater Victoria’s commitment is to keep its members up to date with the latest facts on coronavirus. We will have regular communication with members on the situation. If you have questions you can reach out to your Member Services account manager who would be happy to direct you inquiry to the appropriate person at Destination Greater Victoria.

The Facts:

  • Our Asia/Pacific source markets represent only 6% of our business. Source: Statistics Canada 2018.
  • The Chinese source market represents less than 4% of our business. Source Statistics Canada 2018.
  • Visitation from our regional markets of British Columbia, Washington, Alberta and California represent over 70% of our total visitation. Source Statistics Canada 2018.
  • Greater Victoria has record meetings, events and conferences contracted and a record number of sport tourism events booked in 2020. We have not experienced any cancellations of meetings, events, conferences or sport tourism business.
  • Global travel systems such as the airline industry have been affected. This could influence visitation to our destination. The visitor economy is very resilient and from past public health episodes we know global travel demand will recover in six-to-eight months once the situation is resolved. Spring and summer travel may be affected.

What We Are Seeing and Hearing:

  • Destination Greater Victoria recently held its first quarter committee meetings. We are encouraged by the pace of last-minute bookings, particularly to properties focused on retreats, wellness and culinary tourism. We are hearing travelers are substituting overseas travel for regional destinations such as Greater Victoria. These developments are encouraging.
  • Business Events Victoria has heard meeting planners in Asia could move conferences to North America. We have some capacity to absorb displaced business and we will do our best to book these conference opportunities.
  • The Greater Victoria Harbour Authority reported some minor increases in ship calls due to displacement from Asia.
  • There are rumours that Destination Canada’s Rendez-vous Canada, taking place this year in Quebec City, will be cancelled. We participated in a call with Destination Canada this week and were told those rumours are categorically false.

Response from Destination Greater Victoria:

  • We are focusing on our regional markets. 
  • Destination Greater Victoria is forming a new business partnership with Air Canada. We will be investing in increased digital presence on Air Canada and Air Canada Vacations digital platforms, as well as a series of joint marketing initiatives to their customer database and digital customers.  
  • We have new partnerships with AAA Washington State and Idaho Chapter and Alberta Motoring Association focused on regional markets.
  • We have a new partnership with Destination Canada focused on Mexico, which is already yielding strong results.
  • Co-op investments in China for 2020 are cancelled. However, we have kept other source market partnerships intact.
  • We continue to deploy our sales teams in travel trade, Business Events Victoria and the Greater Victoria Sport Tourism Commission in order to build future business. 
  • Destination Greater Victoria is monitoring its budget to ensure the organization can capitalize on potential recovery efforts. The CFO and I are communicating closely with the board of directors regarding the budget as well.

Our next steps:

  • Vacationing families want to spend time together, and themes such as health and wellness, self-care and rejuvenation will resonate with customers. Our spring campaign “The World Can Wait” is focused on these themes. Our agritourism initiative focused on food, wine, beer and cider is also well-timed. These themes will be present on our social media channels as well. 
  • We are saddened to hear that some small businesses such as restaurants in Chinatown or other Chinese restaurants are experiencing slower business due to fears over coronavirus. There is no public health risk at these establishments as it relates to coronavirus. As a sign of our support, Destination Greater Victoria’s executive team will have lunch at one of our affected member restaurants and share our visit on social media. 

Many of us have been through similar situations in the past. However, the difference between coronavirus and previous public health episodes is the speed at which information travels.  As Roger Dow, President of the US Travel Association has said, “There is a difference between an epidemic and an infodemic.”  Our region remains safe, welcoming and pristine – but we must be vigilant in ensuring this message is clear to the traveling public. There are short-term challenges, but there are also opportunities to make a positive impression. Greater Victoria is known as a welcoming destination. Let’s maintain this disposition and stay united through this difficult time.

Sincerely,

Paul Nursey

CEO - Destination Greater Victoria