Victoria AM is a non profit society, incorporated in 1984, with the mission "to enhance and support Tourism in Victoria". Membership is composed of people interested in hospitality and the service industry, sales and marketing professionals servicing the tourism industry, and anyone subscribing to the association's objectives of promoting Victoria as a holiday destination. All members can volunteer for committee work, Victoria A.M. projects and events.

Meetings are held on the second Friday morning of each month, 7:15 A.M., at a different restaurant or dining room. Breakfast is $15.00 for members and $20.00 for guests. Speakers are chosen because of their expertise on a tourism topic, and talk during the breakfast meeting.Victoria PM's are held on the fourth Tuesday of each month at various venues through out the city. There is no formal meeting at the mixers and they take place from 5:30 p.m. to 7:30 p.m. a time to mix, mingle and connect.

Some of our Accomplishments

*	The "Cruise Ship Survey": initiating, developing, and conducting a survey on cruise ship passengers and crew over the 2003 cruise ship season to determine the economic impact on Victoria businesses as well as many other important factors.
*	The "Meet and Greet": with the help of over 125 volunteers, passengers from 189 cruise ships arriving at Ogden Point over the 2006 cruise ship season received a warm welcome, assistance with questions about our fair city, a hanging flower basket pin as a lasting memento of their visit and a map of the downtown area.
*	The Victoria AM "Bursaries": are awarded annually to students in the Tourism program at Camosun College in Honour of Gordon Townley and Tommy Mayne, enduring and long time members of Victoria A.M.
*	The "Welcome to Victoria" signs on the Island Highway, Pat Bay Highway, Ogden Point cruise ship terminal and Victoria International Airport.
*	The "Hatting Ceremony" : the confirming of prominent visitors and community leaders to the "Loyal Order of Victoria Enthusiasts" --- L.O.V.E.
*	Providing Volunteers and Organizational Expertise to the Victoria Commonwealth Games Society, City of Victoria Birthday Celebrations, B.C. Summer Games, the Victoria International Air show, the annual Dragon Boat races, the "Endeavour" ship visit, and many other tourism related events.
*	The 2007 Edition of the Cruise Ship Calendar, listing all the cruise ships for 2007 and their arrivals.
*	on June 19,2009 the world's first life size bronze statue of a Town Crier was dedicated at Ogden Point in celebration of Victoria A.M.'s 25th anniversary. This statue was dedicated to the tradition of Town Crier's.

Victoria A.M. is ideal for both the member who wants to volunteer and be involved with more tourism events in the city, or the member who simply enjoys learning more about upcoming events and tourist-related organizations from the weekly speakers.