Research

FAQ

Frequently asked questions regarding Destination British Columbia and the tourism industry.



Answers to Frequently Asked Questions

What does Research, Planning and Evaluation do?

Research, Planning and Evaluation conducts research on various aspects of the tourism industry, providing the industry with information to enhance the effectiveness of future marketing activities and development projects. This includes the dissemination of information through research publications, developing and implementing performance tracking surveys, leading and participating in projects with regional, provincial, and national tourism partners, providing research support for Destination British Columbia staff for market and strategic intelligence, and fulfilling public information requests. Staff involvement on provincial and national research committees and projects is essential for forging alliances with industry stakeholders and working towards a single vision.


Why is tourism research important?

Good research is essential for making informed business decisions, formulating strategic plans, and marketing effectively. When the right facts are presented, tourism professionals can plan, operate, and control their businesses more efficiently while reducing potential risks. Research can enhance businesses by providing the tools that enable users to better understand the trends affecting their business operations and staying in touch with important customers. This can lead to the discovery of new markets, new product, and new uses for existing products. Research can also assist in reducing inefficiencies by identifying gaps and potentially saving businesses time and money. Destination British Columbia has a myriad of marketing research intelligence easily accessible online to assist with business development, reports, and projects.


What am I subscribing for?

Research, Planning and Evaluation's mailing list is a monthly email notification about our latest research publications. Subscribing will ensure that you are informed about and have easy access (through direct links) to the newest publications. The information you submit about yourself will be used solely to enable us to provide the requested email notifications.


Where can I find British Columbia and Canadian statistics on various tourism indicators?

Various British Columbia and Canadian tourism statistics can be found in the Industry Performance section. The information in this section includes:

  • Tourism Indicators (customs entries, 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).
  • International Visitor Arrivals (overnight customs entries from British Columbia and Canada)
  • Year-in-Review (summary of international and regional customs entries, hotel room revenues, occupancy, room rates, airport and highway volume, and visitor centre parties).

Where can I find British Columbia region information?

Various research publications and reports that can be attributed to within one of British Columbia’s six tourism regions can be found in the Research by Region section. The six regions include: Vancouver Coast & Mountains, Vancouver Island, Thompson Okanagan, Northern British Columbia, Cariboo Chilcotin Coast, and Kootenay Rockies.


Where can I find visitor volume to a city?

Although there is no direct method of counting the number of visitors to one city or area there are various tourism indicators that can track visitor volume and industry performance overtime. These indicators can be found in the Industry Performancesection. Also, visitor volume and profiles of cities in British Columbia can be found in our Value of the Visitor Centre Reports. These studies are conducted over the summer months and cover a select number of cities throughout the Province. These reports can be found in the Research by Region section. Another statistic source is using the visitor centre statistics. Counsellors at each of the visitor centres throughout the province collect statistics on the number of visitors they speak with. It is important to note that these statistics do not account for all visitors of the area or visitor centre. Only the visitors that enter a visitor centre and speak with a counsellor are included in these statistics. The visitor centre statistics can be found at the BC Visitor Centre Statistics Program website.


Where can I find information on global market travel trends?

British Columbia’s international market research can be found in the Research by Marketsection. Within the listed continents there are Market profiles that cover an array of information on various countries including the following: outbound travel, market size, trip duration and purpose, traveller demographics, party size, activities, transportation, expenditures, economic profile, competition, and emerging trends in the travel trade. There is also a wide variety of other market research reports.


Where can I find information on activity motivated travel?

Travel Activities and Motivation Surveys (TAMS) help to identify existing and potential travel markets in North America. Survey results provide detailed information on Canadian and American travellers and including the following: traveller activities, travel motivators, places visited, type of accommodation used, impressions of Canada, its provinces and territories, demographics, and media consumption patterns. These reports can be found in the Travel Motivations (TAMS) section. Other research reports and sector information can be found in the Research by Activity section which includes major sector research projects that Research, Planning and Evaluation, Destination British Columbia has been involved in.


How do I go about conducting my own research?

In the Resources for Researchers section there are a variety of publications available that you can adopt to assist you in developing your own research activities including:Methodologies (summarizes our methodology for the Value of Visitor studies), How-to Guides (survey procedures for festivals, events and permanent attractions), Research Links (links to BC, Canadian and International sources), and Glossary (includes tourism terminology).


Where can I get Visitor Centre Statistics?

Counsellors at each of the visitor centres throughout the province collect statistics on the number of visitors they speak with. It is important to note that these statistics do not account for all visitors of the area or visitors entering a visitor centre, only the visitors that enter a visitor centre and speak with a counsellor are included in the statistics. The visitor centre statistics can be found at the BC Visitor Centre Statistics Program  website. To access daily, monthly, year-to-date, and year-over-year statistics as well as anecdotes for all British Columbia or all Destination British Columbia Provincial Centres by tourism region or individual visitor centre, click on the link above and select your preferences.


Where can I find camping and RV statistics?

Our Travel Activities and Motivation Survey Reports (TAMS) profile Canadians and Americans who participate in camping and recreation vehicle use (RV’s) and include market profiles, competitive camping and RV destinations, activities on overnight trips, and trip planning. These reports can be found in the Travel Motivations (TAMS) section.


Where can I find additional tourism research information?

A list of website links has been compiled to guide you to the most current marketing research information available for British Columbia, Canada, and international destinations. Click here to be directed to the Research Links Page.


Where can I find travel information?

Information pertaining to your visit to British Columbia can be found on British Columbia’s Official Travel Website HelloBC.com . This site has a variety of information including Brisith Columbia regions and cities, transportation, maps, things to do, travel Guides (online and print copies), and accommodation information.


Where can I obtain British Columbia media and photographs?

Destination British Columbia's Image Bank  is available to the tourism industry and travel media for the purposes of developing materials that promote travel in British Columbia. Hundreds of images are available for use in materials such as print advertising, websites, presentations and brochures promoting tourism in British Columbia. Please read the Terms and Conditions before use of these items.


Where can I obtain travel guides?

To order an online or print copy of our travel guides complete the form on British Columbia’s Official Travel Website and we will send you free, up-to-date travel information to help you plan your next British Columbia vacation. Go to the brochure ordering page