Gaining the Edge - Tourism StrategyPhase II: Visitors Survey
Building capacity in the Tourism Industry in the Vancouver Island Region requires detailed market information on the various tourism sectors as well as a determination of demand for different types of tourism. One of the goals of the Tourism Labour Market Research Project was to measure visitors expectations, trip profiles and level of satisfaction of their experience.
Although Tourism British Columbia has produced studies reporting estimates of the total number of visitors to the Vancouver Island Region, detailed information about where those visitors travel, what they spend and what their preferences are has not been measured on a regional basis.
Tourism organizations and individual business and event operators in the Vancouver Island region are often requesting information from Tourism Vancouver Island and Malaspina University-College on the profile of visitors. They need this information to develop business plans, market their products and services and ultimately grow their business. Without this information, organizations are left to “guess” who is coming, what they expect on their visit and how satisfied they were with their experience.
Current visitor information will allow these organizations to assume less risk in decision making, and with greater collective success, develop a sustainable tourism industry throughout the Vancouver Island Region.
The visitor survey component of this study identifies the value and scope of tourism created by both Inter and intra regional Visitors to Vancouver Island.
