In February this year, Tourism Tofino partnered with member businesses and Destination BC to hold a first-of-its-kind event designed to inspire a selected group of top-tier North American travel journalists to write about why Tofino is a great place to visit in the off-peak season.
We weren’t positive we’d get sideways rain, big winds or impressive waves while the writers were here, so we called the event the “Spirit of the Storm” in case our local storytellers had to conjure up the “spirit” of what goes on here during our winter. We needn’t have worried. In the three days that the writers were here boating, crabbing, kayaking, hiking, surfing, eating, drinking, and shopping, we had all sorts of typical storm-watching weather: bright sun followed by soaking rain, and even a few centimeters of snow on the last day of the event!
“Spirit of the Storm” has produced many positive outcomes. The media coverage showcasing our destination’s attributes during non-peak months continues to appear (see links to some of the stories below.) And last week, we were honoured to learn that the event has placed Tourism Tofino in the running (along with Travel Manitoba and Tourism Nova Scotia) for Destination Canada’s 2019 “Explore Canada Excellence Award” which recognizes tourism industry efforts to “bring outstanding content to life.” The award will be presented at GoMedia Canada held in Ottawa this August 11-14.
Thank you to all the extraordinary local storytellers, provisioners and providers who contributed to “Spirit of the Storm.” If we win the award, we’ll be thrilled to celebrate with you all.
Want to participate in the Tourism Tofino Media Relations Program? Please get in touch: firstname.lastname@example.org.
Spirit of the Storm Media Coverage Highlights
USA Today, March 1, 2019: “Isolated Canadian Destination Is More Alluring In the Off-Season”
Calgary’s Business, April 29, 2019: “Off-season in Tofino – Surreal Scenery, Adventures, Culinary Treats”
Seattle’s Reflections magazine, April, 2019: “Tucked Away Tofino”