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Destination Master Planning: Frequently Asked Questions
Why is DGV developing a Tourism Master Plan?
Greater Victoria is competing with an ever growing list of destinations for attention, visitors, and investment. By developing a comprehensive and holistic destination master plan for the region, and working collaboratively with residents and stakeholders, DGV will increase competitiveness while prioritizing community benefits through an intentional approach to sustainable tourism development.
Who gets to participate in the process? Will I get a say?
DGV is working with a global leader in master planning, MMGY NextFactor. They have developed a comprehensive community engagement process that includes local businesses, associations, hotels, social and civic organizations, government at all levels and residents from around Greater Victoria. We will be providing more information over the next few months on how to participate.
When can I participate in the residents’ survey?
The residents’ survey will be launching very soon. Please check back in the coming weeks to participate.
I’m worried that too many tourists will come to Victoria, how will this help?
By developing a comprehensive and holistic destination master plan for the region, and working collaboratively with residents and stakeholders, DGV will prioritize community benefits through an intentional approach to sustainable tourism development. This means we will be working to ensure future visitors share our community values and that the approach to the visitor economy benefits our region.
What is a Tourism Master Plan?
A Tourism Master Plan allows a community, and destination management organization, to take a strategic approach to defining itself as a destination. It helps define and set priorities for enhancement based on a shared vision for the region. It takes an intentional approach to connecting economic, environmental and social outcomes to ensure the visitor economy supports the values of the region and provides benefits to residents and visitors.
Why is a Tourism Master Plan important?
A Tourism Master Plan will help position Greater Victoria, and its communities, as a desirable place to live, work and visit and extend the benefits of the visitor economy throughout the region.
When will it be ready?
The process of community engagement and research will take some time. It is our goal to have a plan to share publicly by summer 2023.
Will the plan take into consideration the impacts of tourism on the environment?
Yes, the plan will prioritize community values, like the environment. It takes an intentional approach to connecting economic, environmental and social outcomes to ensure the visitor economy supports the values of the region and provides benefits to residents and visitors.
Who is paying for this?
Destination Greater Victoria has included the costs of planning in its budget. This work was originally planned to be undertaken in 2020 but was delayed due to COVID.
Is this just for the City of Victoria or are you considering the impacts on the whole region?
It is our plan to include participation and gather input from all the municipalities in the region.
Are you working with Indigenous Peoples on the plan?
Yes. We will build on our relationships with Songhees Nation and Esquimalt Nation, on whose territory DGV operations sit. We also know as an organization we must do more to build relationships with the other Nations in the region. It is our plan and hope to engage with them to ensure Indigenous voices are heard and included in the master plan. We understand this process will take time and we expect to continue our work to build relationships and support reconciliation as the plan evolves and we demonstrate our commitment to a collaborative process.
Where can I find out more about the tourism sector and impacts to Victoria?
You can visit the DGV website: https://www.tourismvictoria.com/corporate-information/plan
For more information on tourism and its importance to British Columbia, you can also visit Destination BC’s website: https://www.destinationbc.ca/research-insights/
There seems to be a lot of social challenges downtown, will this plan include information on those?
The Tourism Master Plan will reflect and include information on the challenges the community faces. Depending on the challenge, it will indicate whether each area is a direct responsibility of the tourism sector, an area where the sector can be in a supporting role or advocate for support, or an area that the sector can highlight and follow the lead of a more appropriate organization.
I’m really a small business compared to others in Victoria, will my participation really make a difference?
Yes! In order for the final plan to reflect the needs of our region we want to hear from a variety of perspectives and voices.
Housing is a big issue right now, where will the future staff live? Will this be included in the plan?
The Tourism Master Plan will reflect and include information on the challenges the community faces, and could include housing. Understanding and planning for sustainable growth, will allow municipalities and developers to consider future needs and support housing requirement information. As noted, depending on the challenge, the plan will indicate whether it is a direct responsibility of DGV and the tourism sector, an area where the sector can be in a supporting role or advocate for support, or an area that the sector can highlight and follow the lead of a more appropriate organization.
I have thoughts on transportation in Victoria, can I share them for this plan?
Yes, transportation will be part of the planning.
What about labour? My local restaurant is closed some days because of staff shortages. Will this help?
By developing an intentional master plan, with recommendations on amenities and capacities, we can support future staffing needs by increasing our understanding of the types of knowledge sets, expertise, and skill sets we want and need to attract to our region.
How does tourism help the economy?
Pre-COVID, tourism was Greater Victoria’s second largest industry, generating $2.3 billion in economic impact and driving $1.4 billion in new revenue from visitors into the local economy each year. Almost 40 per cent of working residents were directly or indirectly linked to the tourism industry for employment. 2022 is projected to track back up towards 2019 levels.