Tourism Nanaimo – 2SLGBTQ+ Inclusion Strategy
Client:
Tourism Nanaimo
Sector:
Destination Marketing & Management, Diversity & Inclusion, 2SLGBTQ+ Inclusion
Services Provided:
Policy and brand language review
Inclusive marketing and content strategy
Staff consultation and advising
Community engagement and relationship building
Rebrand and LGBTQ+ Travel webpage support
Staff and industry training
2SLGBTQIA+ Experience Survey
What We Did:
Tourism Nanaimo brought Lauren in to strengthen its approach to 2SLGBTQ+ inclusion, internally and externally. Through policy audits, surveys, content creation, and leadership advising, Lauren helped the organization listen to the community, align its operations with best practices and maintain space for learning and growth.
Why It Mattered:
Inclusive destination development isn’t just about representation, it’s about responsibility. True tourism stewardship means building places where all people can feel safe, seen, and welcomed, not just marketed to. This work helped shift the focus from optics to impact, weaving inclusion and accessibility into the very fabric of how Tourism Nanaimo sees itself, tells its story, and shares space. In a time when resilience and representation are critical, creating destinations rooted in belonging is a powerful act of sustainability.
Lauren's Role:
Lead on queer & trans inclusion strategy, training, and the 2SLGBTQIA+ Experience Survey. Reporting directly to senior leadership and collaborating with marketing, visitor services and operations teams.
Impact:
Internal resources and brand voice updated to reflect inclusive, up-to-date language.
Staff and leadership gained clarity and confidence around 2SLGBTQ+ inclusion and representation.
Creation of the 2SLGBTQ+ Travel page and related resources, like the Gender Inclusive Washroom Map and 2SLGBTQ+ Owned Business Directory.
Campaigns and content co-developed with diverse talent, grounding storytelling in real experiences
Tourism Nanaimo positioned as a leader in inclusive, community-rooted destination development.
Clearer, more authentic communication with queer and trans travellers and residents, building trust and belonging with individuals and the local community, like the Nanaimo Pride Society.
Lessons & Insights:
Inclusion shouldn’t be a seasonal gesture or an afterthought. It belongs in your strategic plan, your brand voice, your hiring practices, and your partnerships. Embedding inclusion across everything your destination does builds real trust and real impact. Don’t wait for a perfect moment – lead with care, be brave, and begin.
“Lauren blends sharp strategy with genuine care for people. Over five years of collaborating on inclusive destination development, she helped us engage the community with empathy, attract the right partners, and turn big goals into practical, measurable outcomes. I recommend Lauren without hesitation; she elevates both the work and the teams who do it. I am always proud of the outcomes we have achieved and look forward to our annual planning sessions.”
— Carly Pereboom, CEO, Tourism Nanaimo
