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Research

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Research Program

We know the key to developing the tourism industry is having relevant data and insights about visitors. Northern BC Tourism is invested in a research program through the BC Regional Tourism Secretariat (BCRTS). 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. It is possible to drill down to the community level through postal codes or geofencing. 

See The Big Picture For Informed Decision-Making

We know the key to developing the tourism industry is having relevant data and insights about visitors.

 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. It is possible to drill down to the community level through postal codes or geofencing.

Please find below an infographic that provides some insight into the type of data we have begun to collect to support the region and communities in their efforts to strengthen their local tourism sector.
Contact us with your questions

Research Dashboard 

Research Opportunities for Businesses

Want to know more about your existing customers? We can profile them using your postal codes. Want to know about visitors to your community or business? We can analyze them based on mobile visitation data. 

The NBCTA Community Research Program provides Regional District Level and community level visitor counts benchmarked against the Northern BC region as a whole. NBCTA continues to invest in Environics Analytics data which can provide unprecedented visitor insights to our region.

Contact us for more information on how we can provide market profiles.
CONNECT

Regional Research

Click on the links below to view research for each of Northern BC's main tourism regions for 2022. 

Northeast BCPrince GeorgeNorthwest BC

Sector Reports

The below sector reports are meant to  create a tool for Businesses, Communities and Government Organizations to understand different target groups and apply the insights to marketing strategy and recovery plans.
Adventure enthusiastsCycling enthusiastsCulture & history enthusiastsCulinary enthusiastshiking & backpacking
enthusiasts

Visitor Spend Data 

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 Canada from International, US States, and Domestic travellers.
Northern BC Visitor Spend INsights

A Picture of Tourism in Northern BC 

2019 - 2021

2019 - 2021 Data Snapshot

Monthly Canadian Visitor Highlights


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. This research also allows the industry to plan strategically to attract visitors
2023 YTD2022 Year in Review2021 Year in Review

United States Data

The United States is a sizable market for Northern BC and we now have US visitor data for Northern BC! You can click the link below to read the 2023 YTD report on international visitors. 
2023 YTD United States data

International Data

For the first time since pre-covid, we have international visitor data for Northern BC! You can click the link below to read the 2023 YTD report on international visitors. 
2023 YTD International data

AirDNA Reports  

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. Sources of data also include private hosts (50K) and several strategic API partnerships with several large property management companies.

2022 AirDNA Report2023 YTD AIRDNA REPORT

Hotel Benchmarking

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 our own hotel’s performance. The British Columbia Hotel Association and the BC Regional Tourism Secretariat are working together to provide the STR report to our stakeholders to better understand our performance within our markets. 

Want to participate? See the Info Sheet or go straight to the sign-up form now. It’s FREE! Or watch a demo video of the FREE hotel benchmarking dashboard you could start accessing right away.

Historic & Forecast report
2014 - 2022
Year to date str report: 
Dec 2021 - Dec 2022

2023 Wildfire Impact Report

The following report summarises information collected in a survey by Northern BC Tourism Association (NBCTA) in collaboration with the BC Hotel Association related to the impact of the provincial Travel Order that was put in place at the end of summer 2023. The survey was designed to assess the immediate and long-term impacts on NBCTA stakeholders from crisis events in the summer of 2023, such as wildfires, poor air quality, road closures, the provincial State of Emergency, and the Travel Restriction Order.
Read Report

COVID-19 Tourism Impact Reports 

Starting in March 2020, each month over 200 businesses throughout BC were polled on a number of topics related to how the pandemic is affecting their businesses; from eligibility and uptake of grant programs, to employment figures to personal challenges.

This BCRTS project was in partnership with the Tourism Industry Association of BC (TIABC) and the BC Hotel Association (BCHA) and BC Community Destination Marketing Organization (BCDMOA). When businesses tell us they are falling through the cracks, we reported it back and request changes such as expansion of the BC Small Business Grant, the creation of new grant programs for the hardest hit sectors and changes to eligibility criteria. It’s an essential way for us to gather and supply realtime information to the provincial government. The reports are available to the public and participation in surveys are vital to this work so we thank all stakeholders who have, and who will, contribute.

VIEW THE COVID-19 TOURISM IMPACT REPORTS            READ THE COVID-19 TOURISM IMPACT FINAL REPORT

Northern BC Tourism

1274 5th Avenue

Prince George, BC V2L 3L2

T: 250.561.0432

F: 250.561.0450

E: info@nbctourism.com

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