An average of 11,000 vehicles a day take the Malahat highway north during the summer months, and Tourism Cowichan wants more of them to stop in the Cowichan Valley.
To that end, on June 15, new signs were installed at the Malahat Viewpoint Rest Area, with the idea of giving travellers better directions, and enticing them to head to some of Cowichan's landmarks.
"It is the first opportunity to share information about our region with the travelling public," said Tourism Cowichan's Cathy Mailhot.
A 70 inch by 70 inch map gives an overview of the region, with symbols telling viewers where they can find activities and attractions. Photos "tell Cowichan's story", said Mailhot.
There are also photos of each of Cowichan's communities, highlighting key spots to visit, and there is information on the Pacific Marine Circle Route. People can find visitor centre locations, and a QR code for Tourism Cowichan's website.
The previous signs had been in place since 1986, and were described as "derelict". The information on them was also "woefully wrong" said Mailhot.
The entire rest area is getting an upgrade, and the City of Duncan will be refurbishing the totem pole there.
A joint unveiling of all the changes is planned for early fall.