2023 Resident Perceptions of BC's Tourism Industry Report by Destination BC

Destination BC released the results from the 2023 Resident Perceptions of BC’s Tourism Industry survey. The survey was launched in November 2023 to understand the perceptions BC residents have of the tourism industry on both community and provincial levels.

Some key highlights noted in the announcement include:

• The majority of BC residents continue to value the impact that tourism has on their communities.

• A large percentage agree that tourism supports a greater diversity of amenities (78%), contributes positively to the quality of life of their community (72%), and its positive impacts in their community outweigh the negative ones (75%).

• Residents take pride in making visitors feel welcome (75%) and a strong majority agree their community is a desirable place to visit (79%).

• Province-wide, residents are more likely to support tourism growth during winter (December-February), followed by fall (September-November), and then spring (March-May).

Download and read the full report

View announcement and resources

TOTA Joins Forces with Planet Happiness and Thompson Rivers University to Measure Happiness and Well-Being of Thompson Okanagan Residents

Kelowna, BC (October 06, 2020) - The Thompson Okanagan Tourism Association (TOTA), Planet Happiness, and Thompson Rivers University (TRU) have formed a long-term partnership to measure the happiness and well-being of residents and communities within the Thompson Okanagan region through the Happiness Index survey. Strengthening our understanding of the impact of tourism on the well-being of communities, use of the Happiness Index survey aims to demonstrate that measuring destination well-being and happiness is as important as tracking profits and visitor arrivals and supports responsible destination management.

"The long-term viability of destinations depends on tourism improving the quality of life of local communities. Over time, the Happiness Index will help measure how well this is being done by engaging with residents directly," said Glenn Mandziuk, President and CEO of TOTA. "These findings will assist TOTA in assessing how the region is meeting the United Nations Sustainable Development Goals, as well as inform our ongoing efforts toward tourism recovery and resiliency."

Planet Happiness works with tourism organizations and universities, such as TOTA and TRU, to deploy the Happiness Index and focus the attention of everyone involved on using tourism to improve the quality of life in tourism destinations.

“We support destinations to move beyond the narrow tourism dollar and GDP agenda. TOTA is promoting sustainable and quality tourism objectives in the region. We are delighted to join with both TRU and TOTA on the journey to happiness and well-being," said Dr. Paul Rogers, co-founder and director of Planet Happiness.

The Happiness Index is well established as part of a global initiative to measure well-being in tourism destinations linked to UNESCO World Heritage Sites, with partners in 14 tourism destinations across ten countries. Indicators include satisfaction with life, access to nature and arts, community engagement, standard of living, life-long learning, and health. The Thompson Okanagan region includes Mount Robson Provincial Park, a UNESCO World Heritage Site featuring the highest mountain in the Canadian Rockies. The Thompson Okanagan region is the first Planet Happiness partnership in Canada.

"Planet Happiness will support TRU and TOTA by deploying what is perhaps the most progressive, adaptable, and easy to use Happiness Index survey on the planet," said Laura Musikanski, author, lawyer, and co-founder of Planet Happiness, a project of the Happiness Alliance. 

TRU tourism faculty member Dr. John Hull will assist with the project in the Thompson Okanagan region.

"Sustainability is a core value at TRU, where the university has been recognized as Canada's first platinum-ranked sustainable university and where the new vision for the university places priorities on community partnerships, lifelong learning, and research," said Doug Booth, Dean of the Faculty of Adventure, Culinary Arts, and Tourism at TRU. 

Visit TOTABC.org/happiness-index to learn more and stay updated on the launch of the first Thompson Okanagan Happiness Index Survey. 

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About the Thompson Okanagan Tourism Association (TOTA):
The Thompson Okanagan Tourism Association is a non-profit society, governed by an elected Board of Directors, which represents business and community tourism interests throughout the region, and is supported by the British Columbia Ministry of Tourism, Arts, & Culture. It is an Industry-led organization that represents and supports all business and community tourism interests in the region, while also helping to implement provincial tourism policies. For more information, visit TOTABC.org.

About Planet Happiness:
Planet Happiness is a grassroots, big data project to introduce happiness  and well-being science, policy and practice to local communities, governments, and businesses connected to the travel and tourism industry. Dr. Paul Rogers, co-founder and director of Planet Happiness, has over 20 years of experience as a tourism advisor to national and local governments and has worked in more than a dozen countries across Asia, Africa, and Australia. For more information, visit OurHeritageOurHappiness.com.

About Happiness Alliance:
Happiness Alliance is a non-profit organization with a mission to contribute to the transformation of economies and societies so that the happiness of people, the well-being of communities, and the sustainability of ecosystems is the primary aim of governance, enterprise, and people. Since 2010, the Happiness Alliance has provided happiness and well-being tools and resources, including the Happiness Index. Executive director Laura Musikanski has authored multiple books and articles, and is also the co-author of the Happiness Policy Handbook. For more information, visit HappyCounts.org. 

About Thompson Rivers University (TRU): 
Since 1970, TRU has taken pride in providing an excellent education to students from a wide variety of backgrounds and perspectives, serving more than 25,000 students on campuses in Kamloops and Williams Lake, and via distance or online courses and programs through Open Learning. From traditional academics to trades, from certificates to graduate degrees, TRU offers over 140 on-campus programs and 50-plus Open Learning programs. Research, creation and innovation thrive in TRU’s open, flexible learning environment. For more information, visit TRU.ca.