Gain deeper insights into
Tourism Research

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 resources available through other sources. If you have any questions about the content, or if you have suggestions on other research to share, please contact Natalie Stewart, Tourism Coordinator for Vancouver Island North at natalie@vancouverislandnorth.ca


2018 Vancouver Island North Awareness & Desirability Survey
This report presents the research findings from the January 2018 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 January 2014, March 2015, February 2016, and January 2017.

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

Tourism Vancouver Island Research Library
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.

Destination BC Tourism Indicators
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.

Destination BC International Visitor Arrivals
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.

Destination BC Vancouver Island Region Research
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.

Destination BC Research by Market
Research publications and reports relevant to BC’s major global markets can be found on this page.

Destination BC Research by Activity
Research reports and publications relevant to visitor activities in BC or Canada can be found on this page.

Destination BC’s Short-Haul Consumer Research Report 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.

Explore Vancouver Island North
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