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Big ideas are no small task for Richmond's new tourism CEO

Nancy Small, Tourism Richmond ’s newly appointed CEO, said she is excited with the many opportunities the city’s tourism scene presents, and hopes to continue leading the organization towards success.
Nancy Small
Nancy Small will soon be Tourism Richmond’s new CEO after taking the reigns from outgoing CEO Bruce Okabe. Small hopes to grow visitors in all four seasons. Daisy Xiong photo

Nancy Small, Tourism Richmond’s newly appointed CEO, said she is excited with the many opportunities the city’s tourism scene presents, and hopes to continue leading the organization towards success.

“I’m very focused on the team aspect and really trying to bring people together. I was very successful in that before, and I hope I will be very successful in that here in Richmond,”

Small, who previously worked as the executive director of Tourism Burnaby for four years, said Richmond has unique advantages that make it stand out in the market.

“One thing Richmond has is many hotels and hotel rooms. Burnaby has about 12 hotels and Richmond has 25,” said Small.

“They allow Richmond to host more people and provide a larger variety of choices, and motivate people to choose Richmond over other cities, not to mention the proximity to YVR.”

She added that Richmond continues to lead the country’s hotel occupancy rate, and the organization will keep looking to grow the meetings and conferences market.

“And the demographics here are very different [from other cities], certainly that gives good opportunities in my mind in Richmond,” said Small.

“Because Richmond has such an Asian influence here, it really helps to attract Asian countries, especially China. That’s one of the growing markets for the Lower Mainland.

“This offers good opportunities for our tourism products, in addition to the diversity of products in Richmond, such as seaside villages and the incredible food scene.”

Small said the New York Times’ June article on Asian food in B.C., which highlighted the city’s night market, dim sum restaurants and Public Market, is an “incredible endorsement for Richmond and for the dining scene we have here.

“The multicultural nature of the Lower Mainland is also a huge advantage, ensuring that we can serve people in the ways that make them comfortable. It helps us differentiate ourselves,” she added.

However, like many other cities, Richmond also has its challenges in this competitive tourism industry, according to Small.

“It’s going to be very competitive space and how to differentiate ourselves is key. It’s something we have to work very hard at,” said Small.

As part of a long-term strategy, Tourism Richmond has recently launched a new brand called Pacific. Authentic. Richmond BC, which includes a video showcasing the natural and human beauty of Richmond.

“The video really showcases the Richmond that many people will be proud of. That pride as a resident is what we want to focus on,” said Small.

The organization is also working on improving its digital platforms to make it easy for visitors to find information they need that leads to decisions right away. 

Meanwhile, how to smooth out demand so it’s not concentrated in summer is also a constant battle.

“Everybody wants to grow, but we want to grow at times that make sense,” said Small.

“As a tourism operator, how do you try to make growth persistent throughout the year? That’s our biggest challenge.

“The great thing is that our tourism products are not so seasonal in nature, unlike skiing and hiking, we can actually create an experience that can live, and be exciting and fulfilling for visitors all through the year.”