Research

Research Archives

The Thompson Okanagan Tourism Association is actively monitoring the impact of COVID-19 on the tourism industry through our partnerships with the BC Regional Tourism Secretariat, Environics Analytics, Destination Canada, Destination BC, The UNWTO, the British Columbia Hotel Association and the STR Report. We are sharing information with our stakeholders through this weekly Research Roundup which […]

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Domestic Overnight Visitors – Year over Year Variation 2019 – 2020 Review the Thompson Okanagan Visitor Insight Report here (For week ending August 2, 2020): Thompson Okanagan Measuring Regional Travel Patterns The  Measuring Canadian Travel Patterns research data created by Environics Analytics helps the Canadian travel and tourism industry understand the impact of the worldwide COVID-19 pandemic […]

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TOTA has launched a bi-monthly newsletter capturing the latest industry research, Entitled Friday Fast Facts to provide tourism stakeholders with information to make smart business decisions. This publication will provide a regular and timely snapshot of the current state of the regional tourism industry providing in-depth insights. The Thompson Okanagan Tourism Association has been actively monitoring the impact of COVID-19 […]

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To support businesses and communities, we will be supplying visitor and market insights to support Experience and Market Development for your Recovery Strategy. NEW data is now available through Environics Analytics and we will share highlights as our new baseline report series is released. The updated system now profiles 67 market clusters. These clusters are […]

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Read the Summary Report Here: 2018-2019 Thompson Okanagan Visitation Summary Read the full report here: Thompson Okanagan – 2019 Year in Review Spring Visitor Highlights Throughout Spring 2018 the Thompson Okanagan saw an average of 424,600 Domestic Unique Visitation per month. During the same time period in 2019 the Region saw an average of 349,700 Domestic […]

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Read the Full Report Here: Thompson Okanagan – 2018 Visitor Highlights Summary Thompson Okanagan 2018 Seasonal Year in Review – British Columbia  Domestic Average Monthly Visitation The Peak season for average monthly BC visitation in 2018 is Summer, followed by Spring, Winter and Fall. Vancouver dominates in visitor origin across all four seasons. Although Free Spirits […]

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Destination Canada’s Explorer Quotient (EQ) Market Segmentation Program Update – 2019 EQ Composition by Top Markets British Columbia The BC Household Market is Dominated by: Free Spirits at 20% Authentic Experiencers at 15% Rejuvenators at 14% Cultural Explorers at 13% Cultural History Buffs at 11% Alberta The Alberta Household Market is Dominated by: Authentic Experiencers […]

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Read the Full Article Here: More Video Streaming Options Won’t Change Consumer Behavior Many Americans believe they will use more subscription services in the future. But when it comes to video streaming, more options doesn’t mean consumers will drastically increase the number of services they’re willing to pay for. The dominant players in the field—Netflix, Amazon Prime Video […]

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Read the Full Report Here: 2017 Destination Canada Australia Public Summary Report Key Highlights Include: Market Potential: The immediate potential market increased significantly from the previous year: 2.67 million travellers are definitely or very likely to visit Canada in the next 2 years (versus 1.95 million in 2016). Competitive Environment: Although results are consistent to 2016, […]

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In case you missed it, last month we announced a second consecutive record-breaking year with 21.13 million travellers to Canada in 2018 according to Statistics Canada. Key Highlights: 2018 was the best year for Canadian tourism on record, with arrivals reaching 21.13 million, breaking the 21 million mark for the first time ever. A record […]

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Read the Full Report Here: 2017 Destination Canada USA Public Summary Report Key Highlights Include: Market Potential: The immediate potential market has increased from the previous year: 53.0 million travellers are definitely or very likely to visit Canada in the next 2 years (versus 47.6 million in 2016). The international outlook for US travellers continues […]

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Read the Full Report Here  Based on Expedia flight data, the following cities all saw an increase in U.S. visitors of at least 40% in 2018, compared to the year prior. Barcelona, Spain Victoria, B.C., Canada Alexandria, Virginia, USA Valencia, Spain Vientiane, Laos George’s, Bermuda Mykonos, Greece Azores, Portugal Kenai, Alaska Inverness, Scotland Novelty reigns supreme when […]

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Read the Full Article HERE. Long-form video is spreading across social media. With the June 2018 launch of IGTV, Instagram joined Facebook, Snapchat and Twitter in offering users TV-like shows. Some marketers are experimenting with in-stream ads, placing pre-roll and mid-roll ads in social shows. But the audiences are small and the measurement capabilities are […]

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Read the Full Report Here: July 2018 Tourism Snapshot – Destination Canada Key Highlights Include: • With 11.8 million visitors year-to-date July 2018 (+1.0%), global overnight arrivals to Canada surpassed the previous peak established in 2017. Overnight arrivals from Destination Canada’s ten international markets eased up +0.7% YTD following a slight drop in July (-0.8%), caused […]

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Read the Full Report Here: Multi – National Travel Trends Key Highlights Include: Number of Trips vary widely by Country Mexican and Chinese travelers take the most trips, while Canadian travelers take the fewest Not all Vacations are created equal Argentinian travelers take the longest vacations on average, while Japanese travelers takethe shortest International or Domestic […]

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Read the Full Profile Here: Thompson Okanagan Regional Profile (2017) The Thompson Okanagan Regional Profile 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. Top Markets for the Thompson Okanagan BC residents make […]

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Read the Full Article Here: The Four Booking Behaviors Driving Travellers Key Highlights Include: Men spend less time booking trips than women. Younger travelers tend to start their planning later. And 59% of travelers begin researching their next trip between one and three months before departure. Six travel personas based on attitude, booking preferences, age, and […]

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Read the Full Report Here: Destination Canada – Culinary Research – USA Key Highlights Include: While the quality of the Food & drink offered is the most important consideration (98%), American travellers also consider locals’ recommendations (92%) and the atmosphere (91%) when choosing where to eat on the road. 43% said they love experiencing different foods […]

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Read the Full Report Here: 2017 Destination Canada – Global Tourism Watch Key Highlights Include: Market Potential The immediate potential market has increased significantly: 9.57 million travellers are definitely or very likely to travel within Canada in the next year, outside of their province or region (up from 8.73 million in 2016). British Columbia continues to […]

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Watch the Research Video here: Digital assistants and the future of emerging technology in Canada The digital assistant—already being used by 17% of millennials—is poised to reshape Canadians’ lives in the coming years by helping them navigate the internet more naturally than ever before. Key Highlights Include: 89% of Canadians 16+ use the internet. Globally, 77% […]

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Read the Full Article Here: No regrets: The 3 things driving the research-obsessed consumer Today, people can—and do—optimize their lives. Whether it’s taking a vacation or going out to dinner, people curate their experiences before they go. It helps them get excited, lets them feel more confident and less anxious, and makes them feel like they’re […]

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Read the full report here: Unpacking Bleisure Traveller Trends Methodology: Expedia Group Media Solutions commissioned a study, conducted by Luth Research, to unpack the behaviors, influences, resources and preferences of American, British, Chinese, German and Indian bleisure travelers – or business travelers who extend their trip for leisure. Key Highlights Include: On average across the five countries over the last year 60% […]

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