Dear Team Richmond,

BC’s Phase 3 of the restart plan has been and slow and measured return to business and return to travel in our province.  It’s so great to see so many businesses and attractions reopening and welcoming visitors to Richmond – as they have been able and with protocols and attention to safety paramount.

Travel Afar. Near.

Tourism Richmond launched our new marketing campaign themed Travel Afar. Near. in early July to entice people to visit Richmond. This new campaign leverages our existing Pacific. Authentic. Richmond BC destination brand to inspire travel, encouraging locals who have been cooped up inside for months to discover something new, or rediscover old favourites in Richmond.

The Travel Afar. Near. campaign plays to Richmond’s strength as a culturally diverse city. Whether people are looking for historic sites to learn something new, or to immerse themselves in nature walks or eco tours, or to indulge in some authentic Asian cuisine, we’re reminding them they don’t have to go very far – Richmond’s right here, and we are ready to welcome visitors, right now.

We’ve also launched an overnight booking campaign with the Richmond Hotel Association. Intended to encourage Metro Vancouver residents to book a staycation, those booking hotel rooms in Richmond will receive up to $325 in American Express gift cards (dependent on length of stay and tier of hotel). This offer will be available via and advertised on digital channels such as Travelzoo.

New Tourism Programs

I must give a shout out to our Destination and Industry Development department, headed by Director Ceri Chong. Her team, supported by the marketing department, has been extremely busy launching new programs for both locals and visitors. You may have seen some of these programs announced in the media, but I’d like to take a moment to review them here with you.

Pacific. Authentic. Discovery Passport

We’ve launched our first Passport! This mobile-exclusive app is now available for download and features some amazing deals with quite a few of our stakeholders. Passport holders will receive discounts and special offers from participating Richmond restaurants, shops and attractions, and they’ll have a chance to win prizes along the way.

Pacific. Authentic. Locals

There’s no question that residents are the fabric of the city and they play a crucial part in Richmond’s destination experience – from welcoming visitors, to recommending the city’s attractions, sights and restaurants to visiting friends and family.

So, we’ve launched the Pacific. Authentic. Locals program to both educate and engage them on the value of tourism to the city. We’re challenging locals to take part in our two knowledge tests to see just how well they think they know Richmond, from an economic development point of view, and one from a destination perspective. How well do you know Richmond? Take the tests here.

Tourism Sentiment Survey Results

As I’ve mentioned, locals play a crucial part in Richmond’s destination experience and it is critical for us to understand their thoughts and feelings about welcoming visitors to the city. In late May, we launched the first wave of our Tourism Sentiment Survey and have since completed two waves, with the third one in the works. We’ve reported on the findings of our first wave here and I wanted to give you a quick update on this important survey.

Our second survey ran from June 18 to June 23 and we collected over 440 responses through community outreach, an email campaign, social media posts and organic traffic. Just about half of the respondents were from Richmond, with the rest of the respondents hailing from various communities throughout the Lower Mainland, BC, Canada, Washington state and internationally.

Residents continue to be strongly supportive of supporting local businesses and were very familiar with the BC Government’s reopening plans. Richmond residents in particular have shown increase comfort in visiting local businesses and attractions. Meanwhile, there was a decline in welcoming out-of-province visitors, which shows that Richmond residents are continuing to take the virus quite seriously. We will have a full report on the second survey shortly and will share those with you in our next update.

Feel free to reach out to me at any time.


Nancy Small, Chief Executive Officer, Tourism Richmond

Nancy Small
Tourism Richmond Team Member
Chief Executive Officer