As they have for the past several years, passenger numbers at the Comox Valley airport have again increased dramatically, chief executive officer Chuck Fast said this week.

The airport so far has handled 30 per cent more passengers than for the same period in 2006, he revealed Wednesday in an update to the Comox Valley Chamber of Commerce.

In a subsequent news release, Fast attributed the increase to increased airline service, excellent customer service, and the high-quality work of the Vancouver Island destination marketing organizations (DMOs).

Known in the industry as YQQ, the airport is the sixth-busiest in B.C. and the 21st-busiest in Canada, Fast told Chamber members.

"Essentially, the airport needs more of everything" to keep up with mushrooming passenger numbers, he said, specifically citing improvements to roads connecting the airport with the rest of the Valley.

The continued strong growth in passenger numbers reflects an overall marketing strategy that relies on partnering with DMOs such as Comox Valley Tourism (CVT), Fast added in the release.

"Destination marketing organizations from a local stakeholder engagement/co-ordination, community relationship and funding perspective are critical for communities like Comox to continue to support and grow air service into the region," added Bob Cummings, executive vice-president of guest experience and marketing with WestJet.

" WestJet needs these types of organizations to interface with when marketing attractions and destinations - ongoing support of DMOs locally is imperative for economic growth," Cummings continued in the news release.

Peter McCart, vice-president of marketing of Edmonton Airport, concurs that DMOs plays an important role in working in conjunction with the airport and airlines to develop a campaign to raise public awareness of the new service and to engage local accommodation and service providers.

Once the new air service has commenced, it is equally important to continue with marketing strategies to maintain strong passenger numbers, he indicated.

The most recent airport survey indicates that inbound passengers on WestJet and Air Canada Jazz are heading to all regions of Vancouver Island and the Sunshine Coast, the airport said in the news release. The Comox Valley is a key destination followed closely by the regions of Parksville/Qualicum and Campbell River.

Port Alberni and Tofino have both recently approved an additional hotel room Tax (AHRT), the airport noted. The funds will permit the DMOs to increase awareness of their regions which will translate into an increased percentage of arriving visitors to the Comox Airport choosing those regions as their destination. Parksville/Oceanside has had the AHRT in place for several years and their Comox Valley Airport passenger numbers reflect the market awareness they have created, the airport stated.

The recent increases in the WestJet schedule to Edmonton and the additional flights Air Canada Jazz offers to Calgary are in a large part due to the successful DMO marketing efforts, Fast and the airport concluded.