The 10-year Comox Valley Tourism Strategy is a comprehensive framework for stewarding economic growth and the sustainable development of the tourism sector across the Valley. Its purpose is not simply to attract more visitors, but to guide tourism growth in a way that enriches the lives of residents and visitors while protecting the natural environment and cultural heritage that define the region. Long-term economic resilience, a cohesive regional vision, preservation of community character, strengthened collaboration, and honouring Indigenous heritage are all central to this approach.

Demonstrating remarkable resilience, the Comox Valley's tourism sector has exceeded pre-pandemic performance, with general Municipal & Regional District Tax (MRDT) revenue (also known as the hotel or pillow tax) showing strong growth from 2022 to 2024. This regional strength underpins the $22.1 billion generated by tourism across British Columbia, reinforcing the sector’s vital role. Tourism is a key economic driver in the Comox Valley, with this sustained growth signaling tourism’s critical and expanding contribution to local jobs and overall prosperity.

This Strategy offers a clear and ambitious path toward a thriving and innovative visitor economy, one that strengthens resident well-being, honours the land and waters stewarded by the K’ómoks First Nation since time immemorial, and reflects the values of the people who call the Comox Valley home. Developed through deep engagement with residents, businesses, operators, and local governments, it is grounded in the belief that tourism can be a force for economic, social and environmental well-being when it is rooted in stewardship, reciprocity, reconciliation and meaningful collaboration.

By adopting this Strategy, the Comox Valley Regional District (CVRD), Experience Comox Valley (ECV), and partners across the region commit to shaping a local tourism system that drives economic prosperity, protects the places that matter most, celebrates the cultural stories that define the Valley, and creates lasting benefits for residents and visitors alike. Its success will depend on continued partnership with K’ómoks First Nation, local and regional governments, tourism operators, community organizations, and residents.

The Comox Valley Tourism Strategy engagement process gathered insights from over 120 community members and 60+ stakeholders. Engagement began in late 2023 and continued throughout 2024 with workshops, focus groups, and interviews. Public engagement continued into 2025 through the Tourism Strategy Steering Committee (TSSC), the TAC, presentations of the draft Strategy to the CVRD Board and municipal councils, and a final round of public open houses and an online survey. The engagement process was purposefully robust to develop a Tourism Strategy that reflects diverse community perspectives while addressing key challenges and opportunities.

Engagement activities were tailored to ensure broad representation across the Comox Valley region, encompassing the City of Courtenay, Town of Comox, Village of Cumberland, and Electoral Areas A, B, and C (excluding Denman and Hornby Islands). Stakeholders engaged through workshops, focus groups and targeted interviews represented a broad cross-section of the community, including, but not limited to:

• Tourism industry representatives
• Environmental organizations
• Social Service organizations
• Business sectors and associations
• Educational institutions
• Cultural organizations
• Recreational groups
• Community members
• Students
• K'ómoks First Nation
• Local Government officials
• Provincial and Local Government staff

Engagement Methodologies

• Workshops: Collaborative discussions engaging stakeholders and residents in conversations around critical challenges and opportunities, fostering a shared vision for tourism's future in the Comox Valley.
• Focus Group Conversations: Deep-dive sessions with specific community groups including arts and culture organizations, events and festivals coordinators, culinary experience providers, community-based and environmental NGOs, marine tour operators, and spa and wellness businesses.
• Targeted Interviews: In-depth conversations with key stakeholders, industry leaders, and tourism experts, including Tourism Strategy Steering Committee members, local government staff, and community residents, providing specialized knowledge to enrich the Tourism Strategy.

Background Information

The CVRD recognizes the immense potential of the Comox Valley as a visitor destination, with its stunning natural landscapes, vibrant communities, and rich cultural heritage. To harness this potential while ensuring sustainable growth and preservation of the valley's unique character, the CVRD has embarked on a comprehensive tourism strategy planning initiative with a 10-year scope.

The CVRD partnered with the 4VI Social Enterprise Group and Experience Comox Valley to administer the process, which engaged local residents, businesses, interest holders and rightsholders to collaboratively design a tourism strategy that aligns with the region's values, sustains its natural resources and maximizes economic benefits.

This comprehensive tourism strategy serves as a roadmap, guiding us towards sustainable tourism development that ensures not just economic growth, but also prioritizing the well-being of our environment and society.