Just about everyone who visits Victoria, B.C. is a fan for life.
As Destination Greater Victoriaʻs CEO, Paul Nursey, tells Travelweek in this edition of Take 5, signature activities in ʻThe Garden Cityʻ include whale watching, cycling tours and exploring Butchart Gardens.
Visitors are also encouraged to take advantage of the opportunity to learn about and experience local First Nations’ cultures, and to support incredible Indigenous-owned businesses.
1. What makes Victoria stand out as a destination right now, and what unique experiences should travel agents highlight when selling it to clients?
“In 2025, Victoria was named the No. 1 Best Small City in the World by Conde Nast Traveler’s discerning readers for a third year in a row. The destination is experiencing a surge in popularity thanks to its tremendous offering – a blend of historic charm and modern vibrancy. The city’s walkable downtown core, stunning waterfront, and proximity to nature make it highly attractive to travellers seeking authentic experiences. Recent trends indicate a growing interest in sustainable travel, culinary exploration, and wellness, all of which Greater Victoria excels at. Travel agents should highlight the region’s reputation as a welcoming destination, its accessibility from major Canadian and international gateways, as well as its commitment to responsible tourism.
“Signature activities include whale watching, cycling tours and exploring Butchart Gardens. The city’s local food scene, featuring farm-to-table restaurants and craft breweries, offers a taste of Vancouver Island’s bounty. Greater Victoria has a vibrant arts community, boutique shopping, and historic landmarks such as Fairmont Empress and Craigdarroch Castle. For clients seeking immersive experiences, we suggest guided kayaking tours in the Inner Harbour or afternoon tea in heritage settings.
2. Are there any new tourism developments – such as hotels, attractions or cultural initiatives – that agents should be aware of when planning itineraries?
“Victoria continues to thrive as a dynamic destination, welcoming visitors with a host of exciting new developments and enhancements. Seair Seaplanes has recently expanded into our area, now offering floatplane service to Victoria’s iconic Inner Harbour from Vancouver Harbour. Alongside Harbour Air’s established service, travellers now benefit from increased choice and flexibility when flying between Vancouver and Victoria. Seair is a reliable option for both leisure and business visitors; learn more at seairseaplanes.com. Accommodation options are also expanding, highlighted by the upcoming Hyatt Centric hotel, which will add 167 rooms by 2028. Rosemead House has recently reopened as a full-service luxury hotel. We invite you to discover the property at rosemeadhouse.ca.
“For those seeking meaningful cultural experiences, Songhees Tours provides travellers with authentic engagement and insight into local Indigenous heritage. Guided by members of the Songhees Nation, these tours offer a unique opportunity to learn about the history, traditions, and stewardship of the Lekwungen-speaking peoples. Find current offerings and book directly at songheestours.com.”
3. How does seasonality affect travel to Victoria, and what should agents highlight in each season?
“Victoria boasts mild weather year-round, but each season offers distinct highlights. Spring brings blooming gardens and outdoor festivals, while summer is ideal for exploring the coastline and enjoying patio dining. Autumn is perfect for culinary tours and relaxed sightseeing. Winter, though quieter, offers festive events, indoor attractions, and opportunities for wellness retreats. Travel agents should tailor itineraries to match seasonal offerings and client interests.”
4. How can travel agents integrate genuine Indigenous experiences into their itineraries for travellers?
“Destination Greater Victoria is honoured to be based on the traditional territory of the Lekwungen-speaking peoples of the Songhees Nation and Xʷsepsəm Nation, and W̱SÁNEĆ peoples, whose historical relationships with the land continue to this day.
“We encourage visitors to take advantage of the opportunity to learn about and experience local First Nations’ cultures and to support incredible Indigenous-owned businesses. Activities such as those provided by Songhees Tours provide meaningful engagement and insight into the region’s Indigenous heritage. Destination Greater Victoria provides resources to help agents connect with these experiences and ensure they are presented thoughtfully.”
5. What sales tips, insider insights or travel agent tools can you share that would help travel agents sell Victoria going forward?
“I am proud to see our region continue to attract visitors from across Canada and around the world. With our destination’s popularity, we are approaching maximum capacity during the peak travel season. I strongly encourage travel agents to highlight the exceptional experiences available during our shoulder and off-peak periods. These times offer ample availability, outstanding value, and a welcoming climate that makes Victoria a year-round destination of choice. I invite agents to visit the Travel Trade section of Destination Greater Victoria’s website to find a diverse selection of sample itineraries, inspiration for client recommendations, and a gallery of photos to support planning efforts.”
Destination Greater Victoriaʻs site is DestinationGreaterVictoria.com.
