Research - Kootenay Rockies Tourism

VISITOR HIGHLIGHTS, TRAVEL PATTERNS AND TOURISM IMPACTS.

STATISTICS FOR THE KOOTENAY ROCKIES REGION, BRITISH COLUMBIA AND CANADA.
This page also includes a quarterly analytic report for the region’s social media activity and consumer websites.

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.

A total of 364 surveys took place – 177 on-site intercept, 94 online intercept, 17 accessed from newsletter, 76 completed longer form. Survey intercepts took place in the Castlegar, Cranbrook, Fernie, Radium Hot Springs and Sparwood Visitor Centres. View the report for many interesting key findings including, the region having a Net Promotor Score of 70.4%.

STR ‘STAR’ REPORTING

***Historic & Forecast Report 2014-2022***

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.

STR Destination Report – BC Regions
December 2021 – December 2022

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

**2022 Year in Review – Canada, BC, AB**

***How to Use Monthly Visitor Highlights Research***

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.
2022 Year in Review – Canada, BC, AB
2021 Year in Review – 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.
Travel Patterns Report Jan 1, 2021 to Jan 2, 2022

2022 Travel Patterns Report up to July 31

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

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

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

**Your Ideal Customer and**
**How to Find Them**

***How to Use Market Profile Research for Digital Marketing***

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 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

GOVERNMENT OF BC TOURISM DATA

DESTINATION CANADA RESEARCH

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

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

KOOTENAY ROCKIES TOURISM ANALYTICS – WEBSITES & SOCIAL

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

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

KootenayRockies.com, PowderHighway.com; Instagram, Facebook, BC Travel Stories; Quarterly Reporting

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

WILDFIRE RECOVERY SURVEY

Economic Impact of 2017 Wildfires on Tourism in the Kootenay Rockies Region.
Wildfire Recovery Final Report 2018

COMMUNITY SPECIFIC

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