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NBCTA Survey Measures Perceptions of Tourism in Region

June 4, 2021, Prince George, British Columbia – Northern BC Tourism Association (NBCTA), recently surveyed residents regarding their perceptions and understanding of tourism in the region.

From May 17th - 21st, 2021 Northern BC Tourism surveyed a sample of 1277 residents from our region regarding their understanding of the tourism industry as well as their perceptions of tourism in the region once the Provincial Health Officer confirms it is safe to travel.

  • Over 70% of respondents believe the region is prepared to welcome visitors for overnight stays.
  • Over 60% of respondents believe tourism is either the most important or an important contributor to their community’s economy.
  • 76% of respondents believe tourism provides good employment for residents, and 69% of respondents believe Northern BC is a good place to open a tourism related business.
  • Only 36% of respondents believe that their community has actively supported the tourism industry.
  • 82% of respondents believe money spent to support the tourism industry is a good investment, with nearly 60% responding that they believe tourism funding should be a priority.

“Throughout the pandemic we have remained optimistic for the future of the tourism industry in Northern BC. The tourism operators and communities have been challenged, and they have risen to the occasion, implementing innovative new approaches, many even rethinking their business models,” said Clint Fraser, Chief Executive Officer, Northern BC Tourism Association. Adding, “we are pleased to see the results from our resident survey indicate that residents of Northern BC understand the importance of the tourism sector in their local communities.”

Northern BC’s tourism sector has consistently proven its value welcoming hundreds of thousands of visitors every year. In 2019 the region welcomed over 650,000 visitors from across Canada and the region is consistently seeing more Northern BC communities focus on tourism as a way to diversify the economy.

NBCTA is reminding residents and community leaders that tourism in Northern BC can do more than attract visitors for overnight stays, it will increase the quality of life for residents and attract talent for our business sectors. By continuing to develop liveable communities and enhancing resident quality of life tourism in turn creates not only desirable communities to visit, but desirable communities to live in.


Media Contact:

Amber Harding

Northern BC Tourism Association

250-318-6414 |

Northern BC Tourism

1274 5th Avenue

Prince George, BC V2L 3L2

T: 250.561.0432

F: 250.561.0450