A viral TikTok by Nanaimo resident Todd Maffin has ignited the Nanaimo Infusion—a spontaneous movement encouraging Americans to visit BC and support local tourism amid ongoing trade tensions. From April 25-27, 2025, over 2,000 American travelers are expected to descend on Nanaimo, drawn by the buzz of this grassroots event. While the Harbour City is the focal point, Cowichan has a golden opportunity to capture visitors along the way.
Many travelers will be arriving in Victoria by ferry or plane before heading north, making Cowichan the perfect detour for a memorable stop—or even an overnight stay. With our vibrant farm-to-table dining, world-class wineries, craft breweries, distilleries, and outdoor adventures, there’s no shortage of ways to turn a road trip into a true Island experience.
The Downtown Duncan BIA recently shared a highlight reel on Instagram showcasing Cowichan’s local charm, and Tourism Cowichan is also launching a geo-targeted digital campaign from April 21 to May 2. The campaign will reach American visitors already on Vancouver Island, encouraging them to extend their trip and explore Cowichan as part of their itinerary.
To help travelers plan their journey, a Discord server has been set up where visitors are coordinating travel, accommodations, and must-see destinations. This is a prime opportunity for Cowichan businesses to engage directly with potential visitors—drop in and share what makes your spot worth the visit! [Join the Nanaimo Infusion Discord here.]
Tourism Cowichan also encourages local businesses and organizations to tag @CowichanTourism on Instagram and @TourismCowichan on Facebook for content amplification or send collaborator invites to boost visibility through shared posts.
As the Nanaimo Infusion draws new visitors to Vancouver Island, let’s make sure they experience the best of Cowichan hospitality!
