Research Update - October 1 2021

The Northern BC Tourism monthly research email is sent out on the first Friday of every month.

In 2020, Northern BC Tourism invested in a research program through the BC Regional Tourism Secretariat. The data is obtained from the Environics Analytics Visitor View Canada Program and allows us to see the volume of visitors to Northern BC, as well as the types of visitors who are coming to our region.

The ability to track and estimate spend on a Domestic and International level is important to gauge the tourism recovery process. The Visitor Intelligence Platform (VIP) from Destination Canada and Domo Inc. provides estimated spend on tourism in Northern BC from International, US States, and Domestic travellers during 2018 and 2019. 

View the full report on our website here.

Four Key Findings from this Data: 

  • Canadian visitors to Northern BC have the highest total visitor spend in our region 
  • While our visitation data tells us that the majority of visitors to Northern BC are coming from British Columbia and Alberta, the visitor spend data shows us that Ontario has the second highest spend in our region. This reiterates that long haul visitors are more likely to spend more on their trips, though there are less of them. 
  • The Domestic Spend was highest in Northern BC in the months of August for both 2018 and 2019. The US Spend was highest in Northern BC in the months of July for both 2018 and 2019 and the International Spend was highest for August 2018 and July 2019. This reiterates that the summer months are the most lucrative travel season for our region.  
  • The top international spend was from the USA, followed by Germany and the United Kingdom. 

We will continue to highlight key findings from these Visitor Spend Insights over our next few monthly newsletters. You can view the entire report any time by clicking this link. 

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.With this dashboard we can easily compare visitor travel patterns (to prior weeks in 2021 and year over year 2019, and 2020).

Glossary: Timeframe: The dashboard data starts the week of January 3, 2021 and is tracked on a weekly basis.Domestic Overnight Visitors: Extrapolated from a sample of mobile devices that spent at least one night more than 60KM away from their Yearly Common Evening Location.Common Evening Location: A location where the device is normally seen between 6PM and 8AM the following morning.
Please click directly on the images below to enlarge. 

The highlights below are related to the weekly year over year data provided above, up until September 18, 2021.

Participate in the STR "Star" Report: Submit your data and receive free reports benchmarking your performance against your market. Sign up for free here: 

PRIZM provides insights into more than 30,000 variables including demographics, consumer preferences, lifestyles and values tied to postal codes. There are 67 PRIZM Clusters in Canada.

Below are the top three British Columbia PRIZM Visitor Segments to Northern BC (i.e. visitors coming to Northern BC from within BC). 

Each month we will feature one of our top visitor segments. This month, we are featuring Suburban Sports. This segment was the second highest segment of BC visitors coming to Northern BC 10 months of the year for 2020 and was the top visitor segment coming to Northern BC in March 2021.  

*Top Social Value of Racial Fusion means that people who are strongest on this construct are accepting of ethnic diversity within families believing that it enriches people's lives.

Environics Analytics PRIZM 
Measuring Canadian Travel Patterns: January 1 - September 18, 2021 
Northern BC Visitor Spend Insights 
STR Benchmarking - British Columbia Hotel Association

Northern BC Tourism

1274 5th Avenue

Prince George, BC V2L 3L2

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