Fingers crossed for tourism

Occupancy in the Greater Victoria's 4,000 hotel rooms came in at 62 per cent, less than a point higher than the previous year, according to tourism statistics compiled by Chemistry Consulting.The average price for a room slipped to $123, down nearly $2 as operators dropped prices to lure in more vacationers.

And revenue per available room, a key indicator for the hotel industry and tourism sector as a whole, slipped by $1 to $76 a night.What's more, vehicle traffic on B.C. Ferries fell a percentage point and the passenger count at Victoria International Airport hit its lowest level in four years at 1.53 million.

But like the annual Flower Count that kicks off today in the Bay Centre, hope springs eternal that tourism will rebound after several trying years.Tourism representatives are holding to "guarded optimism" for 2011, hoping numbers will begin climbing back up after a decade of shocks -the latest a protracted economic recovery.

No one is giddy with anticipation. A modest recovery is expected in the wake of a flat 2010 and the cancellations of the Tall Ships Festival and the Terracotta Warriors from China, both originally scheduled for this year.Even so, some positive signs are emerging.

Hotel occupancy in the first two months of 2011 was stronger than last year, say Ian Powell, manager of the Inn at Laurel Point, and Earl Wilde, who runs the Victoria Regent Hotel.There is also optimism that the Victoria Conference Centre numbers will vastly improve.

Tour group bookings from China and Europe are on the upswing and an International Buskers' Festival in July is expected to draw thousands to the city.The industry is also hoping for an Olympics afterglow to lure tourists.Tourism Victoria is predicting a one to two per cent growth in revenue.

But Chemistry Consulting principal Frank Bourree is more bullish, figuring the year will end in the two to four per cent range, citing the 210 cruise ship visits scheduled and more visits from China and elsewhere in Asia."I think it is a year of recovery for us," Bourree said Monday.The annual Greater Victoria Flower Count kicks off today to remind the rest Canada how colourful this part of the country can be.

From Wednesday through Sunday, the popular Be a Tourist in Your Own Hometown event arrives with discounted prices, giving locals the chance to visit attractions and vet places where they may want to take visitors.

Industry trends see more families travelling and interest in outdoor adventures.The lion's share of visitors will continue to arrive from elsewhere in B.C., Alberta, and Washington state as international markets recover.

A new online travel firm (backyardbc.com) launched by Victorian Brian Friesen and aimed at B.C. residents has been inundated with calls from hotels and restaurants wanting to participate by offering discounts.The site allows B.C. residents to get the best available rate at a hotel without having to shop around, said Friesen.

"It was very apparent to me the need for a domestic travel incentive" he said."External pressures make it difficult to attract international visitors to B.C., so we thought, 'let's provide some motivation for British Columbians to explore their province by offering them discounted rates.' "

Friesen said a muchneeded spike in domestic travel will help to stimulate B.C.'s tourism industry, creating new jobs and increasing tax revenues.That will lead to more cross-border and other travellers, he said."In terms of destination marketing, British Columbians are truly our best sales people," said Friesen.

Bourree predicts a five per cent growth in American visitors to Greater Victoria -even though the Canadian dollar is expected to continue out-performing the greenback.Powell said group travel commitments are stronger than they have been in the past two years.

He is hoping to see the re-emergence of an industry-led organization like Tourism B.C., which was scrapped by the province last year. He noted Liberal Leader Christy Clark promised to work with the private sector to create a new tourism marketing partnership.

Rob Gialloreto, Tourism Victoria CEO, praised local hotels, saying they worked hard to get group travel bookings for this year.The number of Chinese visitors is predicted to increase over the next three years and visits from India are starting to become apparent.

Source = timescolonist