Tourism Research - Ministry of Jobs, Tourism and Innovation
Research by Market - North America
On this page you will find publications and reports relating to North America.
Market Profiles
Research, Planning and Evaluation compiles and publishes data on British Columbia's important tourism markets. The publications discuss outbound travel, the size of the market, traveller characteristics (International Traveller Survey data), competition, market economic profile, and emerging trends.
Mexico Market Profile (2009) [pdf]
Market Research
BC Short-Haul Golf Maket Study: Vancouver, Calgary & Edmonton
In 2008, Tourism British Columbia, in partnership with Tourism Kamloops have produced the 2008 BC Short-Haul Golf Maket Study: Vancouver, Calgary & Edmonton report on short-haul golf tourists' travel behaviour and their British Columbia golf destination awareness and imagery. Telephone interviews were conducted with 250 golf tourists from Vancouver, Edmonton and Calgary.
2006 Regional Market Study: British Columbia, Alberta, and Washington State
In 2006 Tourism British Columbia commissioned market studies on British Columbia's three major regional markets: the British Columbia domestic market, Alberta and Washington State.
These studies examined prospects' travel patterns, interest in and attitudes toward travel to British Columbia.
Market Research Partnership Projects
Tourism 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.
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