Tourism Nanaimo breaks away from “resort town” clichés

Tourism Nanaimo breaks away from “resort town” clichés with
‘Not A Resort Town’ campaign

The campaign captures the authentic, local, lived-in charm
of the city during the fall – because there is no off-season here,
just Nanaimo all year round.

Today, Tourism Nanaimo unveils its new fall campaign, Not A Resort Town, as a reminder that there is no off-season in the Nanaimo Region. The campaign breaks away from “resort town” clichés and leans into the grit-meets-cozy charm of the area during the fall season.

This campaign sets the Nanaimo Region apart from other BC destinations as a must-visit town for all-season attractions, including festivals, art tours, Indigenous experiences, and culinary offerings such as the infamous Nanaimo Bar. It’s a place where visitors can try five different ways to eat salmon before noon, all within a five-kilometre stroll, while bundled up in a locally-knit scarf.

“Typically fall is when many destinations see tourism slow down and business ‘return to normal’, but it’s different here in Nanaimo. There is no going back to normal; we’re always ourselves no matter the season,” says Carly Pereboom, executive director of Tourism Nanaimo. “We don’t stage perfection for visitors. We invite you into a community and region that shows up twelve months a year with festivals, food, stories, arts, and a waterfront that keeps this city moving.”

The campaign is a collaborative initiative between community partners to promote activities and attractions in the region, like the Nanaimo International Jazz Festival happening from September 6-27, the Mid-Autumn Festival & Fireworks on September 27, and the Nanaimo Wine Festival on October 25, among many others. Other notable events happening this fall season include the 55+ BC Games from September 9-13, League Nanaimo, which is on now until October 5, and events at Port Theatre, including a performance by Ocie Elliott, the Ocean Film Festival, and Afrique en Cirque.

The campaign is being launched immediately on a local, provincial and national level to engage locals and attract travellers to the region. Locals and visitors alike are encouraged to engage and follow along, sharing their authentic Nanaimo experiences.

About Tourism Nanaimo:

Tourism Nanaimo is the official destination management organization behind Nanaimo BC’s tourism industry. The organization is dedicated to promoting the uniqueness and one-of-a-kind experiences waiting to be uncovered in the Vancouver Island city. It achieves this through its newest campaign ‘Not A Resort Town’, capturing the authentic and lived-in charm of the city year-round and during off-season. The new campaign puts Nanaimo’s uniqueness and community on the forefront with direct break-aways from “resort town” clichés. Marketing on a local, provincial and national level, Tourism Nanaimo is passionate about highlighting a destination where everyone is welcome, where its culture and rich history is celebrated, and where there’s something new to be experienced around each and every corner. For more information, please visit: tourismnanaimo.com.

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