Destination BC Releases New Regional and Sector Tourism Research Profiles During Tourism Week
As part of National Tourism Week, Destination BC has released new Regional and Sector Tourism Research Profiles to further demonstrate the value of tourism to regions and activity sectors, and to support data-led tourism planning, development, marketing, investment, and decision-making across British Columbia.
With tourism contributing billions of dollars to BC’s economy annually, understanding visitor trends at the regional and sector levels offers valuable insights into travel patterns, behaviours, and activities. These new profiles feature a range of insights on origin markets, traveller characteristics, seasonal travel, spending patterns, tourism’s economic contribution, considerations for growth, and more.
As communities and industries across the province continue to navigate change and adapt to evolving global conditions, these profiles are an important part of Destination BC’s ongoing work to support a strong and sustainable visitor economy.
Profiles Available:
Regional Tourism Profiles:
- Cariboo Chilcotin Coast
- Kootenay Rockies
- Northern BC
- Thompson Okanagan
- Vancouver, Coast & Mountains
- Vancouver Island
Sector Tourism Profiles:
- Cycling Tourism
- Indigenous Tourism
- Outdoor Recreation (available as of November 2025)
- Ski Tourism
- Wine Tourism
Developed in Partnership:
The profiles were developed in collaboration with the Government of BC—specifically the Ministry of Environment and Parks, BC Parks, and the Ministry of Tourism, Arts, Culture and Sport—along with BC’s six Regional Destination Management Organizations (RDMOs)—the Cariboo Chilcotin Coast Tourism Association, Kootenay Rockies Tourism Association, Northern BC Tourism Association, Thompson Okanagan Tourism Association, Vancouver, Coast & Mountains Tourism Region, and 4TVI— and sector organizations, including the Canada West Ski Areas Association, the Canadian Ski Council, the BC Cycling Coalition, HUB Cycling, Indigenous Tourism BC, the Outdoor Recreation Council of BC, and Wine Growers British Columbia. Each partner contributed to the development of at least one profile.
Where to Find the Profiles:
All profiles are available for download on Destination BC’s Research & Insights hub.
About Destination BC’s Research & Analytics Team:
Destination BC operates as a data-driven organization led by our in-house Research & Analytics team who work collaboratively to engage in comprehensive studies across various facets of the tourism industry in BC. The team monitors evolving markets and multiple performance indicators, leveraging a diverse range of research tools and methodologies to ensure a comprehensive approach that provides industry partners with data and insights to enhance the effectiveness of future marketing and development projects and yields valuable information utilized by tourism partners, government entities, media outlets, and educational institutions.
For additional information, please contact:
Destination BC Research & Insights
Email: [email protected]
Website: destinationbc.ca/research-insights
