Snuneymuxw Nation Territory
It is essential to acknowledge the deep historical and cultural significance of the land on which Nanaimo resides. Nanaimo is located on the traditional territories of the Snuneymuxw Nation, a vibrant First Nation of the Coast Salish People. The Snuneymuxw have lived in the heart of Coast Salish territory on the eastern coast of Vancouver Island, with villages extending to the Fraser River and waterways in the Gulf Islands, since time immemorial.
For over 170 years, the Snuneymuxw people have faced numerous challenges aimed at denying their rights, erasing their presence, and undermining their way of life and spirituality. Despite these oppressive systems, the Snuneymuxw have remained steadfast, prioritizing community, Snawayalth, and their connection to the land.
We honor the Snuneymuxw Nation’s enduring connection to this land and are committed to fostering relationships built on respect, collaboration, and mutual growth. As we work together, we aim to elevate the stories of the Snuneymuxw people, embracing opportunities to connect with the land and its rich history. Our dedication to learning, growth, compassion, and reconciliation will guide our efforts.
Purpose
Tourism Nanaimo serves as the designated Destination Management Organization (DMO) for the City of Nanaimo, playing 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 and Meetings Tourism, and Sport Tourism Strategies; while also operating the community’s Visitor Information 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.
Our Vision
Nanaimo has the opportunity to become a key destination on Vancouver Island and a city that offers a high quality of life for its residents. This can be achieved by being ourselves – by embracing the real, unique Nanaimo that we are today. Achieving this vision is going to take honest, and committed hard work to carve out a space for Nanaimo alone.
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We will be a strong ally for our residents and partners, particularly the Snuneymuxw First Nation. We will be guided by the principles of sustainability, diversity, equity, inclusion, and accessibility as we authentically showcase and encourage people to visit the real, unique Nanaimo. We will only support tourism that is for the benefit of our community.
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Industry alignment and collaboration, connecting the dots. As a tourism industry we need to work closely to make our vision a reality. Through greater engagement, relationship building, and collaboration we can strengthen our impact and influence.
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Product and experience development. Nanaimo needs more to do, and it takes a group effort to catalyze new experience development. Tourism Nanaimo will enable and support product
development, and rely on our dedicated industry partners to lend their ideas, investment, and voice to support.
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The real Nanaimo needs to be seen, heard, and discovered. We have a lot to offer that goes unnoticed, but through strong branding and targeted marketing, we can elevate our destination to showcase our opportunities to our many visitor groups.
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Sustainability
Diversity, equity, inclusion, & accessibility
Resident engagement
Data-driven decision making
Team Nanaimo
Adopting a collaborative "Team Nanaimo" strategy, Tourism Nanaimo aligns closely with the City to enhance sport tourism, meetings, conferences and business events, guided by the objectives outlined in the Nanaimo: Reimagined. Working closely with industry partners in accommodation, conference, and experience opportunities round out the “Team Nanaimo” approach in all areas of hosting. This includes ongoing efforts to host, permit, and support a variety of public events such as festivals and sports tournaments.
Tourism Nanaimo supports identifying opportunities for improvement of adaptable facilities and public spaces that accommodate events year-round and enrich Nanaimo's cultural and recreational landscape. The city's 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 Value of Tourism
Tourism is an important driver of Nanaimo's economy and helps support a vibrant, resilient community. Visitor spending creates demand for local accommodations, restaurants, retailers, transportation providers, attractions, arts and cultural organizations, recreation businesses, and event organizers. This supports jobs and small businesses across many sectors of the local economy. Across Canada, one in ten jobs is supported by tourism-related economic activity, demonstrating the industry's broad contribution to communities of all sizes. In Nanaimo, 63% of the workforce is touched by tourism activities (transportation, accommodation, arts & entertainment, retail, food and beverage).
Beyond leisure travel, tourism helps strengthen the community by attracting conferences, sporting events, festivals, and cultural experiences that generate year-round activity, support local amenities, and foster community pride. In 2025 alone, conferences hosted in Nanaimo generated an estimated $16 million in economic impact, while the inaugural Sport Hosting Grant helped deliver $3.9 million in economic impact from 14 multi-day sporting events.
By working collaboratively as Team Nanaimo, tourism is developed in a way that supports local prosperity, celebrates Nanaimo's unique identity, and enhances quality of life for residents and visitors alike.
Funding
As a not-for-profit Destination Management Organization the society is funded through a varied funding model, primarily supported through Government grants, Provincial entities, Municipal funding, and in 2025 the Municipal Regional District Tax (MRDT).
Understanding the Municipal Regional District Tax
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The MRDT program is managed by the Ministry of Finance and the Ministry of Tourism, Arts, Culture and Sport, with guidance from Destination BC. Its goal is to grow tourism across the province and ensure coordinated, effective use of funds to support international marketing efforts.
Locally, MRDT plays a vital role in bringing visitors to our city. The tax revenue is reinvested into tourism marketing, destination development, events, and visitor services. These efforts boost local tourism revenue, increase visitation, and strengthen the circular economy.
The program’s success relies on strong partnerships between local government and the tourism industry—hotels, restaurants, attractions, and experience providers—to ensure the community fully benefits.
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A 3% MRDT is collected by local hotels, similar to how GST is applied and submitted to the Ministry of Finance. The tax is collected by the Ministry of Finance and then returned to the city where it was generated. Every five years, the accommodation sector votes on whether to continue participating in the program.
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Affordable housing was added as a permissible use of funds in 2018 to help address local housing needs. Designated recipients have the flexibility to define, identify, and fund affordable housing initiatives that they deem appropriate to meet local needs. The City of Nanaimo has made use of this, and as such controls the OAP to support housing initiatives within the City, pursuant to Section 8, of the MRDT.
Will Tourism Nanaimo sponsor my event?
Tourism Nanaimo offers financial support through two grant programs: the Sports Event Grant and the Festivals & Events Grant. Please note that these programs differ from those offered by the City of Nanaimo. More information can be found on the Grants page.
Your event may also qualify for in kind support from the team. Please contact Sydney Solland for more information on the Sport Event Grant and Colin Tearoe for the Festivals & Events Grant. Please contact Karly Upshall for in kind support opportunities.
How do I have Tourism Nanaimo Visitor Services attend my event?
To inquire about Visitor Services attendance at your event, please contact Colin Tearoe, the Visitor Services Manager, at colin@tourismnanaimo.com.
If the event meets the criteria for support, staffing, and volunteers, assistance may be provided.
What is Tourism Nanaimo doing to promote Nanaimo?
Tourism Nanaimo has four primary areas of marketing focus to promote Nanaimo as a key destination:
- Traditional Marketing: Seasonal marketing campaigns run in target markets to leverage key stories. Campaigns may include print, social media, google ads, and more.
- Earned Media: Regular pitching and media hosting for earned coverage as well as amplification of user generated content on social media.
- Meetings and Conferences: A key area of strength for Nanaimo, the Business Development Manager attends major shows and crafts bids to host events in the city.
- Sport Tourism: Similar to above, the Sports Tourism coordinator works to secure diverse sporting events for the city.
Who is Tourism Nanaimo promoting Nanaimo to?
Tourism Nanaimo’s key demographics align with the provincial markets to leverage funding, opportunities, and to secure a market segment that values our unique story. Primary focus areas are the lower mainland of British Columbia and Alberta. Secondary are the Pacific Northwestern United States and Ontario.
How can I find out more about what Tourism Nanaimo is doing?
You can sign up for the newly redesigned Tourism Nanaimo industry newsletter here, or get an insider’s view of the visitor newsletter here.
How can my business collaborate with Tourism Nanaimo to host media/influencers?
A number of resources exist to support Nanaimo businesses with aligning their messaging with the overall municipal and provincial brands to tell a cohesive story.
Tourism Nanaimo is an active member of the Travel Media Association of Canada and regularly hosts journalists, photographers, influencers and content creators in the city. Please reach out to Emma Wassmer or Karly Upshall if you are interested in learning more and being considered for a hosting opportunity.
Media Inquiries
For media inquiries or interview requests please contact Karly Upshall, Communications & Engagement Manager, at karly@tourismnanaimo.com.
