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Destination development
As the official destination marketing organization for Greater Victoria, we support destination development by collaborating with communities, industry partners, and governments to guide sustainable growth that benefits residents and visitors alike. On this page you’ll find key research, plans, and reports that shape how Greater Victoria evolves as a place to visit, work, and invest. Here, you’ll find insight into long-term strategy, visitor economy priorities, and the data behind decisions influencing infrastructure, accommodation, and experience development across the region.
Key initiatives
Greater Victoria Destination Plan: Elevation & Renewal
The Greater Victoria Destination Plan is a 10‑year roadmap to guide the sustainable growth of the region’s visitor economy, shaped through collaboration with community, industry, and government partners. It aims to support residents and visitors alike while protecting the distinctive qualities that define Victoria and preparing the destination for future opportunities and challenges.
Learn more
Greater Victoria Hotel Development Group report
Emerging from the 10 Year Destination Plan, the Greater Victoria Hotel Development Working Group was convened to address the identified need for approximately 2,000 new hotel rooms over the next decade. This cross-sector collaboration is focused on advancing policy and process recommendations to support new hotel development that strengthens the long-term vitality of the visitor economy. The final report was released in April 2026. The recommendations highlight current market conditions that present a timely opportunity to add hotel rooms over the next decade, aligning growth with community and destination objectives.
View report
Destination Greater Victoria
600-765 Broughton Street, Victoria, BC V8W 1E2
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