Nanaimo had a busy summer with tourists filling up the city’s hotels. According to Karly Upshall, communications and engagement manager with Tourism Nanaimo, hotels had the highest occupancy rate on record this summer.
“We have data going back to 2000 and our July and August saw the highest occupancy rates that we have ever seen,” she said. “I think there are probably a few factors leading into that. Nanaimo is getting a lot more attention for being a destination in its own right – historically we have seen people kind of drive through and we have been working really hard to target some of those Vancouverites who are looking for something a little different and that’s what is really resonating for them, is the bit of grit and artistry and authentic, lively and distinctive character that is Nanaimo.”
Upshall said she believes Canadians choosing to vacation closer to home this year played a role in driving tourism in the city, as well as events that drew crowds.
Pride and Snuneymuxw days were two highlights she pointed to, as well as the bathtub race – which she says shows a sense of civic pride for people in Nanaimo.
“The community shows up in ways that make our job particularly easy. We have fantastic attractions and trails and our arts and cultures, and we have some really passionate business owners, an amazing food scene,” Upshall said.
Tourism Nanaimo launched a new initiative for the fall called “Not a Resort Town,” which aims to promote the idea there is no off season for tourism.
“This is the first year of our destination development strategic plan and so we have been pretty intentional in planning out our different marketing activities and a big one for us is meetings and events and then the sports tourism as well,” Upshall said.
Three cruise ships stopped in Nanaimo in the spring and there is one scheduled in October. Upshall said the visits give Tourism Nanaimo a chance to consider ways to condense the Nanaimo experience for people who are not here long.
The city has also hosted 14 conferences this year and there are still 11 booked before the new year.
