Research

Asia Pacific

On this page you will find publications and reports relating to Asia Pacific.

Market Profiles

Research & Evaluation compiles and publishes data on British Columbia's key tourism markets. The publications discuss outbound travel, the size of the market, top travel destinations, traveller and trip characteristics, market insights and top trends. All Market Profiles, including 3 domestic markets and 8 international markets, can be found on the Destination BC Corporate website.

Australia Market Profile (2016)
China Market Profile (2016)
India Market Profile (2014)
Japan Market Profile (2016)
South Korea Market Profile (2014)


Global Tourism Watch Studies

In partnership with the Canadian Tourism Commission and other provincial tourism agencies, Destination British Columbia participated in a Global Tourism Watch program to expand consumer-based intelligence in core markets. The overall objective of the program is to monitor awareness, travel intentions and other key market indicators for Canada and British Columbia. The most recent summary reports are listed below.

Global Tourism Watch: China Summary Report (2016)
Global Tourism Watch: South Korea Summary Report (2016)
Global Tourism Watch: Australia Summary Report (2016)
Global Tourism Watch: India Summary Report (2016)
Global Tourism Watch: Japan Summary Report (2016)


Other Market Research Partnership Projects

Destination British Columbia, as well as other provincial tourism organizations regularly participate in Canadian Tourism Commission led international market research partnerships.

These research projects examine the tourism potential of major or emerging international tourism markets for Canada, British Columbia and other provinces, through consumer surveys and interviews with representatives of travel trade.
Main objectives of these projects include (but not limited to):

  • Providing an in-depth understanding of outbound tourism of the market in question
  • Profiling outbound traveller demographics and trip characteristics
  • Determining existing and potential market size for Canada, British Columbia and other provinces
  • Analyzing traveller perceptions towards Canadian and British Columbia tourism products
  • Examining Canada's brand image in the market in question
  • Conducting competitive analysis of Canada and international destinations.

2012 China Ski Study (Desk Research)
2012 China Ski Study (Survey Research)
2012 China Ski Study (Summary)
Australia Consumer and Travel Trade Research
South Korea Consumer & Travel Trade Research
China Consumer & Travel Trade Research (Quantitative) 
China Consumer & Travel Trade Research (Qualitative)
Japan Consumer Research
India Consumer & Travel Trade Research


Other Market Research

2006 Japan Ski Market Research

In 2006, Destination British Columbia commissioned a ski market study in Japan. The objectives of this study were to determine the current status and trends of the Japanese ski market, to understand the travel behaviours of Japanese skiers/snowboarders, to understand the experiences and preferences of Japanese skiers/snowboarders for domestic and overseas skiing/snowboarding; and to understand the interests and needs of Japanese skiers/snowboarders for winter sports in Canada. The report presents:

  • An overview of the Japanese ski market
  • Qualitative results from travel trade interviews and in-market skier/snowboarder focus groups
  • Quantitative results from a ski consumer web survey covering four major urban areas in Japan.

Japan Ski Market Research