Market and industry research are important considerations for creating business plans. This page hosts a collection of our own local research and links out to resource available through other sources. If you have any questions about the content, or if you have suggestions on other research to share, please contact Joli White, Tourism Coordinator for Vancouver Island North at firstname.lastname@example.org.
2016 was the second consecutive year of data collection for the Vancouver Island North Visitor Experience Survey. Between June and September 2016, twenty five ballot boxes were placed across the region in businesses and operations that visitors frequent. Prompted by an information poster on the Visitor Experience Survey, and the chance to win an incentive prize package (upon completion of the survey) provided by tourism operators in the region, visitors could complete a ballot with their name and email address while in the community, then drop it in the ballot box. Approximately two weeks later, The Sociable Scientists sent those visitors an invitation to complete an online survey on their experience in the region. Once the survey was closed in September, The Sociable Scientists, and the VIU team analyzed the data, and then created this visitor profile.
View the full 2016 Vancouver Island North Visitor Profile here…
See the results from the 2015 data collection for the Vancouver Island North Visitor Experience Survey.
View the full 2015 Vancouver Island North Visitor Profile here…
In addition to the individual visitor profile created for the Vancouver Island North region in 2015, our partnership with Island Coastal Economic Trust opened up the opportunity to connect with two of our neighbouring communities, Campbell River & Region and the Comox Valley, in order to produce a profile that compared our responses and provides highlights of where there are similarities and differences between visitors to our communities. This data shows us where there are potential areas for partnership and differentiation.
View the full Multi-Region Visitor Profile here…
This report presents the research findings from January 2017 omnibus online panel survey of residents of British Columbia conducted by Oraclepoll for Vancouver Island North Tourism to measure awareness and desirability of the Vancouver Island North region. This is a tracking report and compares the results to the baseline survey that established indicators in March 2015 and February 2016.
See the full Vancouver Island North Awareness & Desirability report here…
Community Economic Development Plans & Resources
This innovative market segmentation tool comes from the science of psychographics – an evolution of the traditional field of demographics. Instead of defining people based on age, income, gender, family status or education level, all of which is valuable information, psychographics look deeper at people’s personal beliefs, social values and view of the world. It’s a major leap forward, because these factors are what drive real people to seek out certain types of experiences. This program goes beyond traditional market research to find out exactly why people travel and why different types of travellers seek out entirely different travel experiences.
Vancouver Island Regional & Provincial Resources
The Industry & Community Services team at Tourism Vancouver Island conducts research on various aspects of the tourism industry on Vancouver Island. Our aim is to provide stakeholders with the most current research to help you make informed business decisions. This section of our website contains research conducted by Tourism Vancouver Island as well as links to additional resources that are pertinent to the region.
The Destination BC Tourism Indicators publication comprises key tourism statistics including customs entries data, provincial and regional room revenue, commercial restaurant receipts, provincial and regional occupancy and average daily room rates, visitor centres, regional airports, ferries, and conference centres. The Tourism Indicators data tables are published monthly.
The International Visitor Arrivals publication summarizes customs entries data to British Columbia and Canada from selected markets of origin. The International Visitor Arrivals includes information for both the particular month and the year to-date, and includes percentage changes over the same period over the previous year. The International Visitor Arrivals is published monthly.
On this page you will find publications and reports relating to Vancouver Island region. Resources include the Vancouver Island Regional Profile which summarizes tourism indicators and provides a general overview of the area, the Value of the Visitor Centre (VC) reports which are part of an on-going research program examining travellers who use VCs, and the 2012 In-Market Consumer Research which was undertaken in late 2011 and early 2012 to provide the six tourism regions information on the perceptions from key markets including British Columbia, Alberta, Western Washington and Eastern Washington.
Research publications and reports relevant to BC’s major global markets can be found on this page.
Research reports and publications relevant to visitor activities in BC or Canada can be found on this page.
Report focused on how short-haul travellers (Washington State, Alberta, and British Columbia) decide to visit British Columbia, what they perceive as possible destinations within the province, and the experiences that they seek within these destinations.