Research Update - March 4, 2022

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

Northern BC Tourism has 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.

We update our website on a weekly basis and you can use the link below to access this data.

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).

The below visitation data is weekly from January 1, 2021 up to February 13, 2022
Source: Measuring Canadian Travel Patterns: January 1, 2021 - February 13, 2022

The highlights below are related to the weekly year over year data provided above, up until February 13, 2022

Participate in the STR "Star" Report: Submit your data and receive free reports benchmarking your performance against your market. Sign up for free here: 
Source: STR Benchmarking - British Columbia Hotel Association

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 a visitor segments. This month, we are featuring Juggling Acts. This segment consistency ranks in the top segments of BC visitors coming to Northern BC 11 months of the year in 2021. In our previous newsletters, we featured the top three segments: Country & Western, Suburban Sports and Indigenous Families.

Source: Environics Analytics PRIZM

Northern BC Tourism Association recently worked with Symphony Tourism Services to obtain research specific to three different regional areas of Northern BC. The full reports can be viewed at the links As the tourism industry continues to navigate through the COVID-19 pandemic, the BCRTS will provide baseline research to support industry. This research and visitor analysis will help the tourism industry understand who is visiting our regions and provide valuable insights to aid in strategic planning.

The data shows visitor insights from BC and Alberta visitors for Q1, Q2 and Q3 of 2019, 2020 and 2021. The Northern BC 2021 Year in Review focuses on the visitor analysis for the Region for all four quarters of 2021!

What is the STR Report? For more than 30 years, research company STR collects rooms available, rooms sold, and room revenue from participating hotels which is then fed back (anonymously) to participants in reports to understand their own hotel’s performance against the market.

Powered by the world’s largest hotel data sample, STR delivers confidential data on hotel occupancy, Average Daily Rate (ADR) and Revenue per Available Room (RevPar), for markets such as the tourism regions of BC.

Additional Research

Northern BC Tourism

1274 5th Avenue

Prince George, BC V2L 3L2

T: 250.561.0432

F: 250.561.0450