Branding is driving tourism to new heights, says CEO
10.3 million visitors in 2017 spent at least one night in Metro
Why does Vancouver keep setting annual records for the number of tourists? It’s because of the city’s “international stature as a brand,” according to the head of Tourism Vancouver.
Ty Speer said Vancouver has become a city that is “seen, understood, reported on, consumed and recommended” in key markets around the world.
“We have built up a great brand,” said Speer, the organization’s president and chief executive officer.
“We’re an attractive destination brand and (people) are choosing to come here.”
In 2017, a total of 10,345,867 tourists spent at least one night in Metro Vancouver, which represents an increase of three per cent over 2016. It’s the fourth straight year the region has set new record in the number of tourist visits.
Speer also praised Vancouver International Airport for playing a big role in helping to increase the number of visitors. The airport, he said, continually works to make it as seamless as possible for tourists to visit Vancouver. YVR added 16 new flights in 2016 with Chinese, Mexican and Canadian airlines.
“Their ability to continue to deliver great service to airlines such that airlines choose to add routes to and through Vancouver makes an enormous difference in our ability to go to markets and attract consumers in a way that’s easy to get here,” he said.
“The airport is absolutely fantastic.” Speer also singled out new growth in existing markets. The biggest single increase was in visits from Australia, which jumped 20.4 per cent to 238,823, according to Tourism Vancouver data. Visits from China increased 7.1 per cent to 300,172.
This year is also expected to be another record year for tourists. With 33 major conventions of at least 1,000 visitors each expected this year, 2018 will be biggest year for conventions, meetings and events in the city’s history.
“We’ve known for a couple of years that 2018 is shaping up as our best year ever for events,” he said.
Later this year, Tourism Vancouver expects to announce the results of the city’s first destination brand campaign being developed with McCann and FutureBrand.