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

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.
Germany Market Profile (2016)
United Kingdom Market Profile (2016)

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: Germany Summary Report (2016)
Global Tourism Watch: United Kingdom Summary Report (2016)
Global Tourism Watch: France 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 the travel trade.
Main objectives of these projects include (but are 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.

European Segmentation Research (BC Summary)
UK Consumer and Travel Trade Research
France Consumer and Travel Trade Research
Germany Consumer and Travel Trade Research