Research - Kootenay Rockies Tourism

VISITOR HIGHLIGHTS, TRAVEL PATTERNS AND TOURISM IMPACTS.

STATISTICS FOR THE KOOTENAY ROCKIES REGION, BRITISH COLUMBIA AND CANADA.
This page also offers regional survey results, historic forecasts, sector analysis, Government of BC, Destination BC and Destination Canada research links and more.

MEASURING CANADIAN OCCUPANCY TRAVEL PATTERNS

The Measuring Canadian Occupancy Travel Patterns report was created to help tourism industry understand their weekly domestic visitors. By combining the weekly STR report and Environics’ VisitorView data, industry has up to date insights for their destination and can plan strategically how and what visitors to attract. This report focuses on visitor analysis to British Columbia.

MEASURING VISITOR HIGHLIGHTS

**Monthly Visitor Highlights –**
**Canada, BC, AB**

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

**Quarterly Visitor Highlights Dec 2023 Update**
***USA, WA, CA*** ***– KR***

**Quarterly Visitor Highlights Dec 2023 Update**
***USA, WA, CA*** ***– BC***

As the tourism industry navigates recovery from the COVID-19 global pandemic, the BCRTS provides baseline research to support the industry as it moves forward.
Research commenced with the USA Market as the top priority.

Visitor View USA provides insights the tourism industry needs to understand, market and grow their business with American travellers:
USA, Washington and California.

Kootenay Rockies – December Update
British Columbia – December Update

MUNICIPAL & REGIONAL DISTRICT TAX (MRDT) REPORTING

The Municipal and Regional District Tax (MRDT) was introduced in 1987 by the Provincial Government to provide funding for local tourism marketing programs and projects. The tax is intended to help grow BC revenues, visitation and jobs, and amplify BC’s tourism marketing efforts in an increasingly competitive marketplace.

MRDT Report Jan to June 2024

MRDT Report 2023

Glossary

The MRDT is an up to 3% tax applied to sales of short-term accommodation provided in participating areas of BC on behalf of municipalities, regional districts and eligible entities. It is jointly administered by the Ministry of Finance, Ministry of Tourism, Arts, Culture and Sport and Destination BC.

STR ‘STAR’ REPORTING

Visitor Insights and
Monthly Occupancy Reports

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.

STR Destination Report January to October 2024

STR Destination Report 2023

What is the STR Star Report and why is it important?
Click the link below for information.

Visitor Intelligence Platform

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:
2021 / 2022
2020 / 2021
2019 / 2020
2018 / 2019

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
Resident Perceptions of Tourism Snapshot Series 2023-24
Value of Tourism to BC 2021
Research & Insights
Resident Research

AirDNA Destination Report – BC Regions

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.

Yearly comparisons:
January – December 2023
December 2021 / December 2022
Jan-Dec 2021 / Jan-November 2022
Jan-Dec 2021 / Jan-October 2022

SECTOR ANALYSIS

HIKING & BACKPACKING ENTHUSIAST SECTOR

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

Adventure Sport Enthusiast Sector

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

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

Culture & History Enthusiast Sector

Culinary (Food/Wine) Enthusiast Sector

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***

GOVERNMENT OF BC TOURISM DATA

DESTINATION CANADA RESEARCH

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

Tourism Data, Room Revenues, Property Counts, Statistics Canada publications.

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

COMMUNITIES

This report explores the impacts of outdoor recreation for rural communities in British Columbia, namely Fernie, Revelstoke, Burns Lake, Squamish and Tofino. Key insights were developed through athematic analysis of 25 semi-structured interviews with practitioners such as land managers, economic development officers and leaders of outdoor recreation groups, among other roles. The interviews explored economic, community, environmental and equity topics.

***Webinar: The Impacts of Outdoor Recreation in Rural BC Communities***

Webinar Summary: The Impacts of Outdoor Recreation in Rural BC Communities is an ORCBC interview-based research project that explores local impacts through the lens of five communities with established outdoor recreation sectors. The webinar, hosted by Ximena Diaz Lopez, presents the results which include three key elements of outdoor recreation, impacts on land and community, challenges, barriers, recommendations, key findings and other discussions.

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.

Community Climate Profiles

COMMUNITY SPECIFIC REPORTING

Cranbrook –
ChooseCranbrook.ca

Fernie –
Value of Tourism Study (2017)

Golden –
Telus Insights (2020)
Value of Tourism Study (2019)
Economic Impact of Labour Shortages (2019)

SURVEYS

VISITOR SATISFACTION SURVEY

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 and 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%.

VIEW REPORT

SEASONAL STAFFING SURVEY

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
Employment Tracker Reports

REGIONAL RESIDENT SENTIMENT SURVEY

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.

January 2021 SURVEY REPORT
July 2020 SURVEY REPORT

WILDFIRE RECOVERY SURVEY

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