Every October, the streets of Victoria take on new life – or death.
Ghost tours wind past the Parliament Buildings and century-old hotels, as guides share stories of murdered maids, restless politicians and wandering sailors. Groups move along the sidewalks, their lanterns casting flickering light as they lean in for the next eerie tale.
Tour operators and small businesses have long used Halloween to stretch the tourist season. But according to Destination Greater Victoria CEO Paul Nursey, the city may not be as busy as it appears.
“We’ve marketed around Halloween in the past, and it was a massive failure,” said Nursey. “Halloween events are locally focused. There are events in every neighbourhood, but it’s not a travel motivator.”
Research from the organization shows that while Victoria’s reputation as “Canada’s most haunted city” drives strong local interest, few visitors come specifically for Halloween.
“There’s a big difference between someone buying a plane ticket, ferry ticket and hotel stay versus attending a local event,” Nursey said.
Destination Greater Victoria now focuses on markets that consistently fill hotel rooms and conference venues.
“What’s really important in the fall is conference business and sports tourism – and this year will be a record year,” he said. “Some people might come for specific events, but I wouldn’t call Halloween a tourism driver.”
Even so, Halloween continues to thrive across Vancouver Island – not as a tourism engine, but as a community celebration that inspires creativity and encourages local spending.
In Victoria, ghost-walk companies such as Discover the Past run nightly tours through October, drawing mostly locals and visitors already in town. The trend is echoed across the Island, from Duncan’s Halloween Train to haunted houses in Nanaimo and a Halloween parade in Courtenay, where events double as family traditions and community fundraisers.
Kirsty Grant, visitor services co-ordinator with the Cowichan Regional Visitor Centre, said the range of events encourages people to explore different areas.
“We’re seeing a number of pop-up events that are a little less traditional – things like glow-in-the-dark mini golf, hayrides and Halloween glow skates,” she said. “They not only bring residents together, but also attract visitors who often shop or eat nearby.”
Grant said 2025 is shaping up to be especially busy, with Halloween falling on a Friday and celebrations expected to run across two weekends.
“We haven’t really lost any Halloween events — while some have ended, new ones are popping up,” she said. “What’s nice is the diversity. People use Halloween to create fun and fundraisers that get everyone out enjoying the season.”
For many organizers, the reward is the sense of connection, not the economic return.
“It’s the time we get to spend with like-minded people – local business owners, family, friends and passionate volunteers. The energy and creativity are contagious,” said Daphne Swift of Duncan’s Big Shop of Horrors. “Our hope is that attendees leave with unforgettable memories, a few good scares and a stronger connection to the community.”
– with files from Chadd Cawson
