Tourism Nanaimo has introduced a new fall initiative called Not A Resort Town, shifting away from clichés often tied to coastal getaways. The campaign focuses on the lived-in, year-round character of Nanaimo, presenting the region as a place that thrives in every season.
The message emphasizes the city’s balance of grit and comfort during autumn, encouraging visitors to experience Nanaimo as more than a seasonal escape. Culinary experiences take centre stage, from trying five ways to enjoy salmon in a morning walk downtown to sampling the iconic Nanaimo Bar. Beyond food, the campaign highlights local festivals, Indigenous cultural experiences, and arts programming that bring depth to the community.
Upcoming events this season include the Nanaimo International Jazz Festival (running until September 27), the Mid-Autumn Festival & Fireworks (September 27), and the Nanaimo Wine Festival (October 25). Other fall programming features the 55+ BC Games (September 9–13), League Nanaimo (running until October 5), and performances at Port Theatre such as Ocie Elliott, the Ocean Film Festival, and Afrique en Cirque.
Visitors are invited into a community that continues to celebrate food, art, and culture long after the traditional tourist season ends.