Victoria's sales pitch to the world during the Olympics and beyond will be unveiled tonight as Tourism Victoria pulls back the curtain on its strategic marketing plan for 2010.

The annual event is likely to take on more significance this year as a result of both the imminent Games and the air of uncertainty floating around the tourism industry following summer announcements from the provincial government axing Tourism B.C. and introducing the harmonized sales tax.

"When there's uncertainty around, and there's some of that, this shows we're going forward and it helps to create confidence," said Rob Gialloreto, president and CEO of Tourism Victoria, who admitted there is added pressure on destination marketing organizations to get their marketing strategies right.

"Honestly, there's been pressure since the Games were announced," he said, though he was quick to note the benefit of the event is expected to be felt fully in 2011 and beyond. "That's the real key for us."

Tourism Victoria will be planning key initiatives for the period after the Olympics to take advantage of the buzz and publicity.

"[Olympic regions] fall down when they haven't invested enough creativity and money in post-Olympic activity," he said.

The overall strategy is unlikely to change much, as Tourism Victoria has traditionally focused its energies and limited budget on markets like B.C., Alberta, Washington state, Oregon and northern California.

It's expected there will also be a heavy emphasis on visiting travel media, as well as other accredited and non-accredited media who will be in B.C. for the Olympics.

Gialloreto is also expected to give an overview of the 2009 tourism year and projections for 2010.

"Frankly, we're looking at 2010 as flat [in terms of growth]," he said, adding that flat is the new up in these days of economic uncertainty.

Also addressing the marketing showcase will be Greg Klassen of the Canadian Tourism Commission, who is expected to lay out where Victoria fits into the national tourism landscape and its role in the post-Olympic marketing effort.

Brian Price, the Olympic gold-medal-winning coxswain from the Canadian men's eight rowing team, will also speak.

The showcase is open to Tourism Victoria members and runs from 4 to 7 tonight at the Fairmont Empress' Crystal Ballroom.

aduffy@tc.canwest.com