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Cumberland to Participate in Regional Tourism Services

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On February 15, 2022, the Comox Valley Regional District (CVRD) Board reviewed the final Comox Valley Economic Development Service report and approved implementing its recommendations to transition from an Economic Development Service to the Comox Valley Regional Tourism Service focused on providing regional tourism information and marketing services.

The Village of Cumberland, which left the Comox Valley Economic Development Service in 2016, is not a formal service participant and did not participate in this review. However, the CVRD Board has extended an invitation for the Village to participate in the revised regional tourism service via contract.

Under the proposed contract for service delivery, the CVRD will be responsible for the administration, management and delivery of regional tourism services to include visitor information services, destination marketing and regional stakeholder engagement. Since 2021, the CVRD’s regional tourism services have been provided via Tourism Vancouver Island (TVI).

“Overall, the Village has had a very positive experience working with TVI since taking on the tourism destination and marketing services on behalf of the CVRD,” noted Mayor Leslie Baird. “TVI has made consistent efforts to be inclusive and considerate of the impacts and benefits of regional tourism initiatives on our community, despite the Village not being a regional service participant. Tourism staff have actively engaged the Village and have provided inclusive opportunities for our local businesses to participate within TVI’s tourism and destination marketing initiatives. We are happy again to have a seat at the table in support of our regional tourism goals and values.”

Village Council have directed staff to enter into a one-year contract agreement with the CVRD for regional tourism services in 2022 and for it to be supported through the municipality’s COVID Restart Funding. Staff have also been directed to work with other regional participants to identify longer-term opportunities for a regional service and bring any potential extension options back to Council for future consideration.

Through the Cumberland Economic Development Strategy, the support, diversification and better packaging of tourism opportunities is a key priority of Council.

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