The Industry & Community Services team at Tourism Vancouver Island conducts research on various aspects of the tourism industry on Vancouver Island. Our aim is to provide stakeholders with the most current research to help you make informed business decisions. This section of our website contains research conducted by Tourism Vancouver Island as well as links to additional resources that are pertinent to the region.
RESEARCH GUIDE FOR TOURISM OPERATORS
A Destination BC Tourism Business Essentials guide, Research Guide for Tourism Operators: The Essential Guide on How To Conduct Tourism Research, explains why tourism research is important for tourism businesses and operators. The guide provides direction on how to conduct tourism research, what type of information can be collected, how to process, analyze and evaluate research results, and where additional guidance can be found.
VANCOUVER ISLAND REGIONAL PROFILES
The Vancouver Island Regional Profile, prepared by Destination British Columbia, summarizes tourism indicators and provides a general overview of the area. The most recent annual data are presented including visitor volume, accommodation and transportation indicators, and information about seasonality and activities.
VANCOUVER ISLAND VISITOR PROFILES
- South Central Island Profile
- Pacific Rim Profile
- North Island Profile
- North Central Island Profile
- Gulf Islands Profile
- Central Island Profile
Tourism Vancouver Island Regional Marketing Conversion Study
This research assesses the effectiveness and ROI of Tourism Vancouver’s Regional Marketing Campaigns.
FY18 Campaign Reports
FY17 Campaign Reports
2016 VANCOUVER ISLAND RESIDENT SURVEY
This research looks at how Vancouver Island Residents perceive tourism related products and services in relation to their quality of life. It also measures resident awareness of the organization Tourism Vancouver Island. Results include recommendations on how to increase the awareness of the value of tourism and the value of Tourism Vancouver Island to Vancouver Island Residents.
BC/AB MARKET RESEARCH 2016
Tourism Vancouver Island conducted public polling of British Columbia and Alberta residents regarding awareness, desirability, intent to travel to, repeat visitation and satisfaction with the Vancouver Island Region from a tourism and leisure perspective. Polling and reporting was provided by Oraclepoll Research Ltd.
SHORT-HAUL CONSUMER RESEARCH SUMMARY 2015
In 2014, Destination British Columbia commissioned a study to assist with the development of a strategy for the short-haul markets of Washington State, Alberta and British Columbia. The study included iterative online discussions with 60 short-haul consumers and an online survey of 2,260 short-haul consumers.
2008 VANCOUVER ISLAND EXIT SURVEY
Tourism Vancouver Island conducted a Vancouver Island Exit Survey in 2008; a year-long project partly funded by Service Canada and partnered with Tourism BC, BC Ferries Corporation and Vancouver Island University.
The project was completed in November 2008 and incorporates data collection at 13 regional exit points including BC Ferries termini, regional airports, float plane termini, and additional marine locations as appropriate. Over 4000 visitors took part in the survey with around 2300 completed questionnaires which has been analyzed and is available for downloading.
REGIONAL LABOUR MARKET REPORT
As a follow-up to the provincial Tourism Labour Market Strategy (TLMS) launched in 2012, go2hr has conducted additional research on labour projections at a regional level. This report provides an in-depth look at the labour demand, supply and shortage that are expected leading up to 2020, with information at an occupation and sector level for the Vancouver Island region.
Additional Tourism Research Resources:
- Tourism Indicators: 2015 Year-in Review
- International Visitor Arrivals to BC & Canada October 2016
- The Value of Tourism in British Columbia – July 2016
- Awareness & Desirability of the Vancouver Island North Region February 2014
- The Economic Contribution of Cruise Tourism in Victoria 2012
- 2012 In-Market Consumer Research – Vancouver Island Summary
For assistance in interpreting this research please contact:
Industry & Community Services Specialist