Tourism Research Roundup - June 2022
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 and the British Columbia Hotel Association.
We are sharing information with our stakeholders through a series called Research Roundup, which includes custom reports created by Symphony Tourism Services of highlights from a variety of courses including:
Destination Canada
Destination BC
Travel and Tourism Research Association
Destination Analysts
UNWTO
BCHA/STR/BCRTS
Destination Think
Environics Analytics
Learn more about the Thompson Okanagan Tourism Resiliency Program at TOTABC.org/Resiliency
For more information on research or fees for service contact:
Symphony Tourism Services, a subsidiary of the Thompson Okanagan Tourism Association
778-721-5448
BCRTS Research Roundup - August 20, 2021
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 and the British Columbia Hotel Association.
We are sharing information with our stakeholders through a series called Research Roundup, which includes custom reports from our research program and highlights from a variety of courses including:
Destination Canada
Destination BC
Travel and Tourism Research Association
Destination Analysts
UNWTO
BCHA/STR/BCRTS
Destination Think
Environics Analytics
Learn more about the Thompson Okanagan Tourism Resiliency Program: https://www.totabc.org/resiliency
FOR MORE INFORMATION ON RESEARCH OR FEES FOR SERVICE CONTACT:
Kelly Galaski, Managing Director for Symphony Tourism Services, a subsidiary of the Thompson Okanagan Tourism Association
778-721-5448
Visitor View Provincial and Regional Highlights - Thompson Okanagan Region
Click here to Read the Full Report: Visitor View - Thompson Okanagan Highlights
Research Overview
Visitor View Canada provides the insights the tourism industry needs to understand, market to and grow their business with Canadian travelers.
Visitor View produces neighborhood-level estimates of overnight Canadian visitors to Canada, the provinces and territories, or one of Canada’s 85 tourism regions as defined by Destination Canada.
Estimates are provided for the total number of visitors, the number of trips and the number of nights spent in each province or tourism region.
Visitor View is based on anonymized, consent-based location data
Quarterly and annual estimate data is available starting with January 2017 to allow for analysis of historical trends
Thompson Okanagan Highlights
To date (Jan-June 2020) 512,533 BC residents have travelled to the Thompson Okanagan and stayed 2,235,139 nights
The average number of night stays year to date 2020 is 4.4, compared to 5.7 in 2018 and 5.6 in 2019
August was the peak month of travel for BC Travellers to the Thompson Okanagan in 2018 and 2019. To date, June has been the most popular month of 2020, with BC Travel to the Thompson Okanagan down over 130,000 or 39% compared to June 2019
Vancouver, Surrey and Kamloops were the top origins of BC travellers travelling to/within the Thompson Okanagan in 2018, 2019 and 2020 to date, although visitor counts have dropped dramatically in 2020 due to the COVID-19 Pandemic
The top PRIZM Segments of Households travelling to the Thompson Okanagan Country and Western, Backcountry Boomers and Scenic Retirement. The Top 10 PRIZM Segments represent 67% of the households in BC who have travelled to the Thompson Okanagan Region year to date
British Columbia Highlights
To date (Jan-June 2020) 1,509,300 BC residents have travelled within BC and stayed 9,668,500 nights
The average number of night stays per month is between 2.2 - 2.8 nights
August was the peak month of travel for BC Travellers in 2018 and 2019. To date, June has been the most popular month of 2020, with BC Travel down over 400,000 or 41% compared to June 2019
Vancouver Coast and Mountains was the most visited BC Region frequented by BC Travellers in 2018, 2019 and 2020 year to date, followed by the Thompson Okanagan
Vancouver, Surrey and Burnaby were the top visitor origin locations of BC travellers in 2018 and 2019. To date in 2020, Vancouver, Surrey and Kelowna have been the most popular, although visitor counts have dropped dramatically due to the COVID-19 Pandemic
The top PRIZM Segments of Households travelling in BC are Suburban Sports, Country and Western and Scenic Retirement. The Top 10 PRIZM Segments represent 44% of the households in BC who have travelled within BC year to date
For More Information:
Contact: Simone Carlysle-Smith, Managing Director Symphony Tourism Services
778-721-5448 sts@totabc.com
2018-2019 Thompson Okanagan Visitation Summary
Thompson Okanagan Tourism Association
Key Findings Unique Visitation by Month:
Note: The Thompson Okanagan Region experienced localized flooding during the month of June 2018 and forest fires/heavy smoke during August 2018.
Domestic Visitation increased by 14% when comparing July 2018 to July 2019.
July was the peak month for domestic visitation in 2018 and 2019.
Domestic visitation to the Thompson Okanagan Region increased by 76% when comparing August 2018 to August 2019
International Visitation has remained consistent year over year (2018/2019) despite the level of natural disasters that occurred in Summer 2018.
2018 and 2019 International Visitation both peaked in August at 181,870 and 186,230 visitors respectively, an increase of 2% year over year.
BC Seasonal Highlights
The Peak season for average monthly BC visitation in 2019 is Summer, followed by Fall, Spring and Winter.
Vancouver dominates in visitor origin across all four seasons.
Although Free Spirits are dominant in the Vancouver Market, other Explorer Types (EQ) must be considered by areas in Vancouver.
Personal History Explorers from Surrey represent the second largest market across all seasons, followed by No Hassle Travellers in Prince George (for all seasons except Fall where Authentic Experiencers are the Top EQ Type).
Alberta Seasonal Highlights
The Peak season for average monthly Alberta visitation in 2019 is Summer, followed by Fall, Spring and Winter.
Calgary dominates in visitor origin across all four seasons.
Authentic Experiencers are the top EQ Type across all seasons (with the exception of Fall where Free Spirits rank first).
Gentle Explorers from Edmonton represent the second largest market across all seasons (with the exception of Fall where Free Spirits rank First), followed by Personal History Explorers in the La Crete Area.
Note: ALL counts exclude residents of the Thompson Okanagan Region.
Learn more about the TOTA Research Program
Sources: TELUS Insights, Environics Analytics
TELUS Insights
Data and Privacy
TELUS recognizes that Big Data comes with big responsibility to protect the privacy of individuals. They have implemented industry leading standards to protect privacy every step of the way through:
De-Identification of data meaning it cannot be traced back to an individual.
Aggregation of data into large data pools ensuring privacy is fully protected at all times.
Data extrapolation to be representative of the total Canadian Population.
By de-identifying and aggregating the data, it is possible to preform geographic and movement analysis, while respecting privacy.
TELUS has implemented industry-leading Privacy and Design standards to ensure that privacy is not compromised.
All the data analyzed by TELUS Insights is de-identified, meaning it cannot be traced back to an individual.
It is also aggregated into large data pools to reveal mass-movement patterns and trends, and extrapolated to be representative of the total Canadian population as a further means of ensuring their privacy is protected at all times.
For further information, please visit:
For more information on Research or Fees for Services Contact:
Simone Carlysle-Smith, Thompson Okanagan Tourism Association,
Managing Director for Symphony Tourism Services
sts@totabc.com
778-721-5448