Tourism is on a big rebound in Victoria. No one knows it better than Pat Allabarton, who gets a daily front-row seat to the visitors who pour into the Inner Harbour.
The numbers tell the story, said Allabarton, general manager of Milestone’s Restaurant. She said 2013 was the first year restaurant sales have “moved positively year-over-year since the recession hit.”
Five years after a global financial meltdown and now amid a fragile recovery, the pendulum is starting to swing in the right direction, Allabarton said Monday.
Greater Victoria tourism officials agreed, saying 2013 was a positive year as the sector recovers from years of uncertainty.
Milestone’s, perched on the Inner Harbour with views of the legislature and colourful ships and sails, has a capacity of 350 seats. In the summer, all three floors and its patio were filled, Allabarton said. And the spring, summer, fall and Christmas season have all delivered customers, she said.
Not only did Allabarton notice more American visitors, but for the first time in five years she had day trippers from the U.S., who said they planned to return for longer visits. “Those kind of things are really encouraging,” she said.
Although final figures for the year have not yet been compiled, a healthy performance particularly during the summer season has heartened tourism service providers, who offer everything from accommodation and outdoor adventure to shopping, restaurant meals and festivals.
Tourism has historically been a major driver in the capital region.
The industry is responsible for 21,500 jobs in Greater Victoria and contributes $1.9 billion to the local economy, Tourism Victoria, the Greater Victoria Chamber of Commerce, and the Greater Victoria Harbour Authority said in a joint statement. An estimated three million overnight visitors arrived in Victoria in 2010, according to the latest data from Grant Thornton.
August was a high point this year, when several hotels reported record occupancy rates. The average occupancy that month was 88 per cent and the average daily room rate was $159, compared with August 2012 with an average occupancy of 84 per cent and room rate of $147, Chemistry Consulting said in a tourism report.
Between January and October, average occupancy rose by nearly three per cent and the average daily room rate climbed by $8.87, Chemistry said. Revenue per available room increased by $9.71.
B.C. Ferries passenger numbers were fairly flat in the first 10 months of 2013 compared to the same months in 2012. Victoria International Airport year-end numbers are expected next week, but it appears the total may beat 2012, when 1.5 million passengers were recorded.
After 11 months this year, passenger numbers are up three per cent over 2012, said Geoff Dickson, president and CEO of the Victoria Airport Authority. “It has been a good year. We have had a strong November and we are anticipating that December is going to be pretty buoyant.”
Improvement is across the board, including seeing more Americans, he said. “We are hoping to add some new routes. We are in discussions with carriers now.”
At Pacifica Paddle Sports in Brentwood Bay, owner Peter Harris said tourism numbers were up as local residents often brought visitors to rent kayaks or paddleboards. Customers include visitors from Europe and Asia.
Paul Nursey, Tourism Victoria’s incoming president and CEO, said 2013 was about recovery and he sees opportunities for growth in 2014.
“Tourism has been doing very well around the world. This year, we saw it spill over into Canada and into Victoria. I think now that we are seeing recovery, it is time to double-down and make sure we build a solid foundation for the future.”
Nursey wants to “focus on the core business and also build prudent diversification. I don’t think that is an either-or proposition.
“There will be growth and there will be setbacks in the future, and you just don’t want to be over reliant in any particular area,” he said. “Let’s protect ourselves for the future.”
Dave Cowan, general manager of the Butchart Gardens, echoed others. “We had a good year. . . . We are looking forward to a positive year next year, but of course we can’t take anything for granted.”
A thriving tourism economy is healthy for all participants. “When the downtown-Inner Harbour is busy, we’re busy,” he said.
