Research

All Regional Reports

2012 In-Market Consumer Research

The 2012 In-Market Consumer Research 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. This report includes information on the top factors for choosing a BC destination, familiarity with the regions, activities participated in, future trip types, seasonality, trip planning tools and reasons for being unlikely to visit the regions. The full report on the findings, plus summaries of each BC tourism region are available below.

2012 In-Market Consumer Research (Executive Summary)
2012 In-Market Consumer Research (Final Report)
2012 In-Market Research – Vancouver, Coast and Mountain Summary
2012 In-Market Research – Vancouver Island Summary
2012 In-Market Research – Thompson Okanagan Summary
2012 In-Market Research – Kootenay Rockies Summary
2012 In-Market Research – Cariboo Chilcotin Coast Summary
2012 In-Market Research – Northern British Columbia Summary


Golden Mountain Bike Visitor Study 2011

In 2011, the Golden Mountain Bike Visitor Study 2011 was conducted by Research, Planning and Evaluation, Tourism British Columbia in partnership with Western Mountain Bike Tourism Association and Tourism Golden.

This study was undertaken to collect detailed travel and motivation information of mountain bike travellers to the Golden area.  Mountain bikers were interviewed at trail-heads at the four trail networks in Golden.  This report summarizes traveller demographics, trip characteristics, activity preferences, and travel experiences in the Golden area as well as throughout British Columbia.

Golden Mountain Bike Visitor Study 2011 (Executive Summary)
Golden Mountain Bike Visitor Study 2011

Rossland Mountain Bike Visitor Study 2011

In 2011, the Rossland Mountain Bike Visitor Study 2011 was conducted by Research, Planning and Evaluation, Tourism British Columbia in partnership with Western Mountain Bike Tourism Association and Tourism Rossland.

This study was undertaken to collect detailed travel and motivation information of mountain bike travellers to the Rossland area.  Mountain bikers were interviewed while mountain biking on trails in Rossland or at a local bike shop.  This report summarizes traveller demographics, trip characteristics, activity preferences, and travel experiences in the Rossland area as well as throughout British Columbia.

Rossland Mountain Bike Visitor Study 2011 (Executive Summary)
Rossland Mountain Bike Visitor Study 2011

Barkerville Historic Town Visitor Study 2009

The Barkerville Historic Town Visitor Study 2009 was undertaken to provide data on the characteristics of travellers to Barkerville Historic Town and the Quesnel area. Over 2,000 travellers were interviewed at two sites in the Quesnel area. This report summarizes traveller demographics, trip characteristics, activity preferences, and travel experiences at Barkerville Historic town as well as throughout the Quesnel area.

Barkerville Historic Town Visitor Study 2009 (Executive Summary)
Barkerville Historic Town Visitor Study 2009 (Overview Report)
Barkerville Historic Town Visitor Study 2009


Okanagan Valley Consumer Wine Research 2008

In 2008, the Okanagan Valley Consumer Wine Research was conducted by Research, Planning and Evaluation, Destination British Columbia in partnership with Thompson Okanagan Tourism Association, and participating wineries in the Okanagan Valley. 

This study was undertaken to determine the specific attributes and appeals of the Okanagan Valley wine tourism product and to provide data on the characteristics of wine travellers who frequent the region’s wineries in terms of traveller and trip characteristics. Travellers were interviewed at seven area wineries.

Okanagan Valley Wine Consumer Research 2008 (Executive Summary)
Okanagan Valley Wine Consumer Research 2008


2008 Hope and Fraser Canyon Visitor Study

The 2008 Hope and Fraser Canyon Visitor Study was undertaken in the summer of 2008 to provide information on the characteristics of travellers to the Hope and Fraser Canyon regions and to support Destination British Columbia's Community Tourism Foundations® tourism plan development for the Hope and Fraser Canyon areas. This report contains analysis from the 1,100+ travellers who were interviewed at one of the following four locations: the Hope Visitor Centre, Coquihalla Canyon Provincial Park, Yale Historic Site and Museum or Hell’s Gate Airtram.  In addition to other analysis, the report summarizes demographics, trip characteristics and trip expenditures of travellers who were in the Hope and Fraser Canyon area between June and August 2008.

2008 Hope and Fraser Canyon Visitor Study (Executive Summary)
Final Report for the 2008 Hope and Fraser Canyon Visitor Study


Profile of Visitors to Williams Lake Summer 2008

The Profile of Visitors to Williams Lake study was undertaken in 2008 to provide data on the characteristics of travellers to the Williams Lake region. Over 500 travellers were interviewed at the Williams Lake Visitor Centre. This report summarizes traveller demographics, trip characteristics, activity preferences, and travel experiences in the Williams Lake region and BC.

Profile of Visitors to Williams Lake Summer 2008 (Executive Summary)
Profile of Visitors to Williams Lake Summer 2008


2008 Williams Lake Stampede Study

The 2008 Williams Lake Stampede Study was undertaken in 2008 to provide data on the characteristics of spectators (both local and non-local) of the Williams Lake Stampede to complement the findings of the general Williams Lake Visitor Study (Profile of Visitors to Williams Lake). Between June 27 and June 29, 2008, 249 spectators were interviewed. This report summarizes spectator demographics, trip characteristics, travel experiences, and satisfaction of the Williams Lake Stampede.

2008 Williams Lake Stampede Study (Executive Summary)
2008 Williams Lake Stampede Study


Columbia Valley Consumer Golf Research 2008

The Columbia Valley Golf Research 2008 was undertaken in partnership with Destination British Columbia, Kootenay Rockies Tourism Association, and the Columbia Valley Golf Association to determine the specific attributes and appeals of the Columbia Valley golf courses and to provide data on the characteristics of golfers who play at the area's courses in terms of traveller and trip characteristics. Golfers were interviewed at eight golf courses.

Columbia Valley Consumer Golf Research 2008 (Executive Summary)
Columbia Valley Consumer Golf Research 2008


2007 Sunshine Coast Visitor Study

The 2007 Sunshine Coast Visitor Study was undertaken in the summer of 2007 to provide information on the characteristics of travellers to the Sunshine Coast and to support Destination British Columbia's Community Tourism Foundations® tourism plan development for the Sunshine Coast area. Nearly 1,300 travellers were interviewed at the Westview and Langdale BC Ferries terminals on the Sunshine Coast. This report estimates the number of travellers and the expenditures of travellers exiting the Sunshine Coast by the Westview or Langdale BC Ferries terminals between June and August 2007 and also summarizes travellers.

2007 Sunshine Coast Visitor Study (Executive Summary)
Final Report for the 2007 Sunshine Coast Visitor Study


2007 Fort Steele Heritage Town Visitor Study

The 2007 Fort Steele Heritage Town Visitor Study was undertaken in 2007 to provide data on the characteristics of travellers to Fort Steele Heritage Town and the East Kootenay region. Over 1,300 travellers were interviewed at three sites in the East Kootenay regions. This report summarizes traveller demographics, trip characteristics, activity preferences, and travel experiences at Fort Steele Heritage Town as well as through the East Kootenay region and BC.

Fort Steele Heritage Town Visitor Research Project 2007 (Executive Summary)
Fort Steele Heritage Town Visitor Research Project 2007

2007 Prince Rupert Visitor Study

The 2007 Prince Rupert Visitor Study was undertaken in the summer of 2007 to provide information on the characteristics of travellers to Prince Rupert and to support Destination British Columbia's Community Tourism Foundations® tourism plan development for the Prince Rupert area. Over 1,400 travellers were interviewed at various sites throughout Prince Rupert, including the airport, ferry terminals, and downtown locations. This report estimates the number of travellers that visited Prince Rupert and their expenditures in the Prince Rupert region between June and August 2007, and also summarizes traveller demographics, trip characteristics, activity preferences, and travel experiences.

2007 Prince Rupert Visitor Study (Executive Summary)
Final Report for the 2007 Prince Rupert Visitor Study


2003 Northern Rockies - Alaska Highway Visitor Research Project

The 2003 Northern Rockies - Alaska Highway Visitor Research Project was undertaken in 2003 to provide data on the characteristics and volume of travellers along the Alaska Highway. Over 3,200 travelers were interviewed at various sites throughout Northeast BC. This report summarizes traveller demographics, trip characteristics, activity preferences, and travel experiences.

Northern Rockies - Alaska Highway Visitor Research Project (Executive Summary)
Final Report for the Northern Rockies - Alaska Highway Visitor Research Project