A new Destination Greater Victoria (DGV) survey found that Greater Victoria residents overwhelmingly support tourism and see its economic importance to the region. The survey also explores how happy residents are with current visitor levels.
According to DGV, of the 1,450 respondents from all 13 Capital Region municipalities, nearly 99 per cent agreed that tourism is important, or very important to the region. Meanwhile, 60 per cent of residents feel that current visitor levels are "just right", and almost 30 per cent would like to see more.
An overwhelming majority of respondents viewed tourism as a strong driver of local employment and business success, with 93 per cent saying it supports jobs for Greater Victoria residents and 91 per cent agreeing it benefits local businesses.
“Tourism is an engine for small and medium-sized enterprises and a vital part of our community’s success, especially during uncertain times. The good news is that our latest data shows the people of Greater Victoria recognize this, and they support not just the current level of tourism, but also the responsible growth of our visitor economy,” said Paul Nursey, CEO of Destination Greater Victoria, in a news release.
DGV’s latest Economic Impact Report, released in October 2024, revealed that the tourism sector supports around 25,000 jobs across the region, with about one in four families directly or indirectly supported by tourism. In 2023 alone, Greater Victoria welcomed 4.9 million visitors, and the visitor economy generated $3.5 billion in business sales outputs.
“Our industry creates jobs, drives local spending, and enhances our communities and neighbourhoods. We’re grateful to our residents for believing in the positive impact of welcoming visitors to our beautiful region," noted Nursey in the release.
The resident surveys are initiated every few years to provide insights into the community’s outlook on responsible growth and highlight the benefits tourism brings to the region. Destination Greater Victoria contracted a third-party Canadian firm, Discovery Research, to conduct the survey over two waves, in November and December 2024, and February and March 2025.
