Research

VISITOR SATISFACTION SURVEY RESULTS

VIEW REPORT

During the 2022 summer, Kootenay Rockies Tourism conducted a comprehensive research study of visitors in the KR region, to determine overall perceived value and quality of the regional destination.

The study design was a two-phase approach with an initial intercept survey being conducted by personal intercepts at Visitor Centres followed up by an online survey to those who consented.

In addition to the intercepts, a QR code was used and promoted via posters & handouts. The intercept survey was also sent to qualified visitors through the KRT Consumer Newsletter.

STR ‘STAR’ REPORTING

Historical and Forecast yearly averages for occupancy, ADR and RevPAR. The information contained in the Custom Forecast is a forecast and not a guarantee of future results and is subject to change by STR. The data is from predominantly chain hotels in urban centres and therefore is not representative of the entire region.

https://www.krtourism.ca/wp-content/uploads/2023/07/KRT-Monthly-STR-Report-May-202388.pdf
Weekly Visitor Insights
Snapshot – STR Summary BC & Regions.
Focus is on Occupancy – number of occupied rooms divided by number of available rooms; Average Daily Rate (ADR) represents average rental income per paid occupied room in a given period. Revenue per Available Room – hotel’s ADR multiplied by its occupancy rate.

Measuring Visitor Highlights

As the tourism industry navigates through the global pandemic of COVID-19, the British Columbia Regional Secretariat (BCRTS) will provide baseline research to support the industry. Baseline visitor analysis will help industry understand who is visiting the regions so they can plan strategically to attract visitors who will support their recovery.
2023 Monthly Visitor Highlights – KR – Jan-June update
2023 Monthly Visitor Highlights – KR – May update
2023 Monthly Visitor Highlights – BC – Jan-June update
2023 Monthly Visitor Highlights – BC – May update
2023 Monthly Visitor Highlights – April update
2022 Year in Review – Canada, BC, AB
2021 Year in Review – BC, AB & Canada
2020 Visitor Insights – BC, AB & Canada
Monthly Visitor Highlights 2022 – BC, AB & Canada
Monthly Visitor Highlights – KR region (2019 to June 2022)
Monthly Visitor Highlights – KR region (2019-21)
Monthly Visitor Highlights 2021 – BC, AB & Canada

Measuring Canadian Travel Patterns

The Measuring Canadian Travel Patterns
dashboard created by Environics Analytics helps the Canadian travel and
tourism industry understand the impact of the worldwide COVID-19 pandemic
as it relates to Domestic Overnight Visitors
within Canada, its provinces, territories and tourism regions.

Canadian Travel Patterns – September 22, 2023
Canadian Travel Patterns – September 13, 2023
Canadian Travel Patterns – September 7, 2023
Canadian Travel Patterns – August 30, 2023 update
Canadian Travel Patterns – August 24, 2023 update
Canadian Travel Patterns – August 15, 2023 update
Canadian Travel Patterns – August 7, 2023 update
Canadian Travel Patterns – July 31, 2023 update
Canadian Travel Patterns – July 24, 2023 update
Travel Patterns Report Jan 1, 2021 to Jan 2, 2022

Tourism Impact Reports

An ongoing snapshot of how the tourism industry is being impacted as a result of COVID-19 and an overview of how things are changing as we begin moving through the first stage of recovery. We continue to gain and share business intelligence and insights which come directly from tourism stakeholders in the region via telephone and surveys.
Tourism Impact Report for Oct 2020
Tourism Impact Report Jan to Feb 2021
Tourism Impact Report for May 2021
Tourism Impact Report for July & Aug 2021
FINAL REPORT: COVID-19 Tourism Impact Report

BC Research & Insights

Destination BC conducts research on various aspects of the tourism industry.

This research provides industry partners with data and insights which help to enhance the effectiveness of future marketing and development projects.

Research is used by the BC’s tourism industry, various levels of government, media organizations and educational institutions.

Corporate Strategy 2023-2025 – Scaling up for Success
Research & Insights
Resident Research
Value of Tourism to BC (video)

Adventure Sport Enthusiast Sector Analysis

This Sector Analysis profiles selected demographic and psychographic data with British Columbia as they relate to Destination Canada’s Explorer Quotient Traveller Types and Environics Analytics 2021 PRIZM Market Segmentation profiles. Insights to aid in reaching and developing your marketing goals and recovery strategy.
Adventure Sport Enthusiast Sector Analysis – Nov 2021

Cycling Enthusiast Sector
Analysis

This Sector Analysis profiles selected demographic and psychographic data within British Columbia as they relate to Destination Canada’s Explorer Quotient Traveller Types and Environics Analytics 2021 PRIZM Market Segmentation profiles.
Cycling Enthusiast Sector Analysis – Sept 2021

HIKING & BACKPACKING ENTHUSIAST SECTOR ANALYSIS

This Sector Analysis profiles selected demographic and psychographic data with British Columbia as they relate to Destination Canada’s Explorer Quotient Traveller Types and Environics Analytics 2021 PRIZM Market Segmentation profiles.
Hiking & Backpacking Enthusiast Sector Analysis – Jan 2022

Culture & History Enthusiast Sector Analysis

This Sector Analysis profiles selected demographic and psychographic data within British Columbia as they relate to Destination Canada’s Explorer Quotient Traveller Types and Environics Analytics 2021 PRIZM Market Segmentation profiles.
Culture & History Enthusiast Sector Analysis – Dec 2021

Culinary (Food/Wine) Enthusiast Sector Analysis

This Sector Analysis profiles demographic and psychographic data with British Columbia as they relate to Destination Canada’s Explorer Quotient Traveller Types and Environics Analytics 2021 PRIZM Market Segmentation profiles.
Culinary Enthusiast Sector Analysis – Dec 2021

Visitor Intelligence Platform

AirDNA Destination Report – BC Regions

The Visitor Intelligence Platform (VIP) from Domo Inc. provides estimated spend on tourism in Canada from International, U.S. and domestic travellers. This is important in order to gauge the tourism recovery process. 
VIP for Kootenay Rockies:
2021 / 2022
2020 / 2021
2019 / 2020
2018 / 2019

AirDNA collects short-term vacation rental data from thousands of sources, including Airbnb and Vrbo / HomeAway, to build a comprehensive view of the short-term rental market.
Monthly Reporting with yearly comparisons:
December 2021 / December 2022
Jan-Dec 2021 / Jan-November 2022
Jan-Dec 2021 / Jan-October 2022
Monthly Occupancy Insights:
AirDNA Destination Report – Jan 2023
AirDNA Destination Report – March 2023
AirDNA Destination Report – April 2023
AirDNA Destination Report – May 2023
AirDNA Destination Report – June 2023
AirDNA Destination Report – July 2023

GOVERNMENT OF BC TOURISM DATA

DESTINATION CANADA RESEARCH

Explore the BC Government’s extensive collection of tourism summaries, highlights and information resources:

1. BC’s Restart: A plan to bring us back together.
2. Tourism Data, Room Revenues, Property Counts, Statistics Canada publications.

Destination Canada produces regular data, market intelligence and industry analysis to help businesses market to international travellers and grow Canada’s tourism industry.

Destination Canada.com
Destination Canada News

INDIGENOUS TOURISM BC

Accelerating Indigenous Tourism in BC
Top trends, economic impact, visitor statistics, business and employment data and more. Get current industry research, reports, statistics and development strategies on a number of key indicators that can help us nurture the important and unique Indigenous tourism industry.

IndigenousBC.com

January to March 31, 2023
April to June 30, 2023
July to September 30, 2023
October to December 31, 2023

January to March 31, 2022 PDF
April to June 30, 2022 PDF
July to September 30, 2022 PDF
October to December 31, 2022 PDF

January to March 31, 2021 PDF
April to June 30, 2021 PDF
July to September 30, 2021 PDF
October to December 31, 2021 PDF

Value of Tourism

Value of Tourism for the region: Global Tourism Impacts, BC Tourism Impacts and Tourism Improves the Quality of Life for all British Columbians flat sheet in PDF format.

Download Value of Tourism
in the Kootenay Rockies PDF

Destination Sustainability

Kootenay Rockies Sustainable Tourism Indicators and Data for Tourist numbers, Local Employment, Job Vacancies / Labour Shortages, Industry Engagement & Commitment to Sustainability, Community engagement, Profile of Tourism Businesses, Protection of natural resources and attractions, Energy consumption, Climate change and more.

Download Kootenay Rockies
Sustainability Indicators (2020) PDF

SEASONAL STAFFING SURVEY REPORT

KRT and go2HR conducted this regional survey. The goal of this survey was to gain insights into the labour market needs and composition of the tourism and hospitality workforce during the peak of the 2019 summer season and establish comparison with the 2017 summer season which was when the first seasonal staffing survey took place. This important information will help us identify trends, challenges and opportunities to better provide HR-related support for employers within the region.

Seasonal Staffing Survey Results 2019 Report
Seasonal Staffing Survey Results 2017 Report

Questions on Survey results, contact:
Ginger Brunner, Regional HR Specialist
go2HR  GBrunner@go2hr.ca

REGIONAL RESIDENT SENTIMENT SURVEY REPORT

KRT in partnership with the Interdisciplinary Research Team at the Applied Research & Innovation Centre of Selkirk College conducted a research project seeking to understand the resident’s level of comfort with visiting local businesses, travelling and welcoming visitors to their community as well as their travel intentions amid the COVID-19 pandemic.

July 2020 SURVEY REPORT
January 2021 SURVEY REPORT

COMMUNITY SPECIFIC

Cranbrook – ChooseCranbrook.ca

Fernie – Value of Tourism Study (2017)

Golden – Value of Tourism Study (2019)
Golden – Economic Impact of Labour Shortages (2019)
Golden – Telus Insights (2020)

Columbia Valley, Nelson, Trail, Revelstoke –
Living Wage Canada

COMMUNITY PROFILES

Community profiles are summaries of community-specific State of the Basin indicator data. They are available for all municipalities and electoral areas within the Columbia Basin – Boundary Region.

State of the Basin Resources & Community Profiles

Community Climate Profiles

This report explores the impacts of outdoor recreation for rural communities in British Columbia, namely Fernie, Revelstoke, Burns Lake, Squamish and Tofino. Key insights were developed through athematic analysis of 25 semi-structured interviews with practitioners such as land managers, economic development officers and leaders of outdoor recreation groups, among other roles. The interviews explored economic, community, environmental and equity topics.

Webinar Summary: The Impacts of Outdoor Recreation in Rural BC Communities is an ORCBC interview-based research project that explores local impacts through the lens of five communities with established outdoor recreation sectors. The webinar, hosted by Ximena Diaz Lopez, presents the results which include three key elements of outdoor recreation, impacts on land and community, challenges, barriers, recommendations, key findings and other discussions.