At Tourism Nanaimo, we believe that everyone deserves to feel welcome. That’s more than a tagline – it’s part of what makes this place special. Here, we say “Come as You Are,” and we mean it.

We’ve taken that to heart as travel trends shift and visitor expectations evolve. We knew that to truly live up to the spirit of Nanaimo, we had to go deeper: beyond marketing, beyond Pride campaigns, and into the culture of how we show up as an organization. That’s what led us to become Rainbow Registered, a national accreditation from Canada’s 2SLGBTQ+ Chamber of Commerce (CGLCC) that recognizes businesses and organizations committed to queer and trans + inclusion.

Listening, Learning, and Showing Up

Before there was a certificate or a plan, there was a conversation. Many, in fact.

We started by listening to team members, community leaders, local 2SLGBTQIA+ groups, and folks who’ve navigated Nanaimo both as a place to live and a place to visit. We asked questions, we listened, and we challenged our assumptions.

That led to a deep internal review of how we operate. We assessed our policies, invested in internal and industry training, and built processes that reflect true belonging. We created and implemented a Gender Inclusion Policy that strengthens our existing anti-discrimination and anti-harassment policies. These policies were also audited to ensure accurate and current language, clear protections for gender identity and sexual orientation, and a stronger focus on accessibility. We also introduced a non-discrimination commitment for all of our suppliers, partners, and influencers. Inclusion cannot stop at our door.

Regular training for staff, volunteers, and industry partners now takes place throughout the year. It’s bigger than just educating ourselves; it is about sharing that knowledge and growing together with the larger industry and community.

This work wasn’t about fixing problems. It was about building a stronger foundation where inclusion is expected and felt. That’s what we mean when we say, “Nanaimo Normal.”

Rooted in Community, Guided by our Values

Everything we do in tourism ties back to the community. Our diversity, inclusion, and accessibility efforts are no different. We connected with local changemakers and allies who have been leading this work for years. We asked how we could support, uplift, and amplify what is already happening in Nanaimo’s queer and trans communities. Working closely with Inclusive Tourism Consultant Lauren Semple (she/they), the Nanaimo Pride Society, and using community feedback, we built a strong foundation for this work. That includes initiatives like the Nanaimo 2SLGBTQIA+ Experience Survey. 

The survey, which is now in its third year, is a practical listening tool that continues to guide our actions and priorities. We also provide ongoing support to the Nanaimo Pride Society, not just during Pride Month but throughout the year. It is about more than celebrating the city’s largest festival. It is about showing up for this community consistently and helping make Nanaimo a safer and more welcoming place to live and visit.

Why Rainbow Registered Matters

Becoming Rainbow Registered through the CGLCC was an important step along this journey. This national accreditation has stringent standards that look at everything from policies and training to culture and accountability. And its registry has a growing number of Vancouver Island tourism businesses joining it, like Hotel Zed, Campbell River Whale Watching, Wayward Distillery, Parkside Hotel & Spa, Prince of Whales, and other destination management organizations, like Tourism Tofino and Tourism Cowichan.

We’re proud to be recognized, but more importantly, we’re proud of what that recognition means for visitors and locals alike: When you see our name or arrive at our Visitors’ Centre, you know you’re in a safe and welcoming space, a place where “Come as You Are” isn’t just a slogan –  it’s a promise.

Calling In Our Community

Tourism can lead. And in Nanaimo, we believe leadership doesn’t mean standing alone; it means moving together.

If you’re a local business owner, tourism operator, or part of the hospitality scene, we invite you to join us. The Rainbow Registered program offers real support for becoming more inclusive, from accreditation guides and assessments to toolkits and training. It’s not about being perfect. It’s about being committed to meaningful action and growth.

We’re already seeing the difference this approach makes. From gender-inclusive facilities to local cafés proudly flying rainbow flags year-round, inclusive practices are becoming part of the Nanaimo experience. Visitors notice. Locals feel it. And when businesses lead with empathy and representation, it ripples out into stronger customer loyalty, word-of-mouth marketing, and a deeper sense of connection to this place. The Rainbow Registered mark is one tool, but the real power lies in how we choose to use it: to create a tourism culture that welcomes everyone, every day, without exception.

If you have questions about our accreditation experience, the business case for Rainbow Registered, or access to training and community collaboration opportunities, we’d love to chat! 

The Work Doesn’t End Here

Accreditation is just one milestone on a much longer path. We know that meaningful inclusion is ongoing work that requires continuous listening, unlearning, and adapting, and we’re fully invested.

At Tourism Nanaimo, we’re committed to keeping the momentum going: amplifying queer and trans representation, partnering with diverse creators, showing up at local events like Nanaimo Pride, and continuing to tell the story of a community that thrives on authenticity.

Come as You Are. Stay as you feel. Because here in Nanaimo, inclusion isn’t a trend. It’s just normal.