Tourism Nanaimo

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Tourism Nanaimo, serving as the designated Destination Marketing Organization (DMO) for the City of Nanaimo, plays a pivotal role in shaping the city's tourism landscape. The Society is entrusted with crafting and executing a comprehensive multi- year Tourism Nanaimo Destination Strategy, as well as specialized Business Events and Meetings Tourism, and Sport Tourism Strategies; more recently also operating the communities Visitor Centre.

Through strategic investments and research initiatives, Tourism Nanaimo actively nurtures a dynamic and sustainable tourism sector, ensuring its vibrancy and longevity.

The organization aims to create lasting memories for visitors while preserving and benefiting the community's quality of life.

Overview Tourism Nanaimo Society

In January 2021, the City of Nanaimo took steps to (re)establish Tourism Nanaimo as a stand-alone non-profit organization, appointing an interim Executive Director and an advisory group of tourism stakeholders and partners called the Tourism Working Group. By April 2022, Tourism Nanaimo was incorporated as an independent non-profit organization, with a robust Board dedicated to destination marketing and management. The five Members are the Nanaimo Hospitality Association, Snuneymuxw First Nation, Nanaimo Airport Commission, Nanaimo Chamber of Commerce, Vancouver Island University and the City of Nanaimo. In addition, there is stakeholder representation from the transportation, tourism and attractions, arts and culture, and food and beverage sectors.

Tourism Nanaimo operates as a multi-stakeholder society with a governance board that includes representatives from all major sectors of Nanaimo's tourism industry. The Tourism Nanaimo Board has agreed in principle to administer the MRDT and Tourism Nanaimo is the recognized Destination Marketing Organization (DMO) for the community.

Municipal and Regional District Tax Renewal Process

The City of Nanaimo has approached Tourism Nanaimo to administer the MRDT (municipal and regional district tax) upon renewal of the next five-year term, beginning in 2025. Tourism Nanaimo is the recognized Destination Marketing and Management Organization (DMO) for the community and this decision is in keeping with industry best practice.

The attached 2025 – 2030 Strategic Business Plan, 2025 Tactical Plan and 2025 (first year) Budget were shared with accommodation providers and tourism stakeholders in the last few weeks, along with an overview of the destination development strategy. This follow-up is to ensure you have received the plan and have an opportunity to provide feedback. The new 2025 – 2030 business plan aligns with the destination development strategy, as led by Tourism Nanaimo and the Nanaimo Hospitality Association, bringing together all components of the tourism industry - including destination development, management and marketing.

Adopting a collaborative "Team Nanaimo" strategy, the organization aligns closely with the City to enhance sport tourism, meetings, conferences and business events, guided by the objectives outlined in the Reimagined Nanaimo Plan. This includes ongoing efforts to host, permit, and support a variety of public events such as festivals and sports tournaments. Additionally, Tourism Nanaimo is committed to helping develop facilities and public spaces that are adaptable and can accommodate community events throughout the year, further enriching the city’s cultural and recreational landscape. The ongoing development and enhancement of the Sport Zone/Stadium District are key components of this strategy, ensuring that Nanaimo can host a diverse range of events that contribute to community wellness and meet broader tourism goals.

The City of Nanaimo recognizes Tourism Nanaimo’s Destination Development Strategy will guide destination development and marketing initiatives. The Destination Development Strategy will be attached as an addendum to the MRDT submission.

We invite your feedback about the plan and/or any questions you may have. Please submit your feedback to the Strategic Business Plan Feedback Form by 4pm on Wednesday June 5, 2024.

Last updated: May 31, 2024

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