Market Profiles – DESTINATION CANADA
Destination Canada segments that are a fit for the Similkameen Valley are summarized by market origin for the Canadian and US Markets. Check out the Destination Canada website for the full set of market profiles for each market.
For the Canadian market, these four segments represent 47% of the short-haul market and 51% of the US short-haul market.
- Outdoor Explorers are characterized by a likelihood to travel domestically, with top activities including nature experiences, water sports, and high-intensity sports, festivals, and events. Their emotional travel motivations include adventure, novel & authentic experiences, and accomplishment.
- Culture Seekers are motivated by novel and authentic experiences, connections, and familiarity, with top activities including cultural experiences, attractions, and festivals. Their emotional travel motivations include novelty, authenticity, connections, and familiarity.
- Refined Globetrotters (lower Similkameen) seek novel and authentic experiences, bonding, and security, and frequently participate in cultural experiences, cuisine, and guided tours. Their emotional travel motivations include seeking novelty, authenticity, security, and bonding, with some also motivated by fun or escape & relax.
- Purpose Driven Families are motivated by bonding, novel and authentic experiences, and adventure, focusing on family-focused attractions, nature experiences, and cultural experiences. This segment often seeks novelty and authentic encounters, wanting to open their minds to new perspectives and explore different things and places. They also value security and a sense of belonging in their chosen destinations.
Market Profiles – DESTINATION BC
Destination BC provides an overview of the top Domestic, US, and international markets. Refer to their website for more information. Review by BC, AB, WA, CA, Australia, China, Germany, Mexico, and the United Kingdom. Data vintage to be confirmed as the post is dated March 2025.
The reports below are for the 2023 data vintage. The market has changed considerably, given the US/Canada political environment. As new research becomes available, we will update this page.
BC SECTOR PROFILES – DESTINATION BC 2025
Destination BC Research Services has released the 2025 edition of the following five Sector Profiles: Cycling, Indigenous Tourism, Ski, and Wine. For more information, refer to the Destination BC Research page on their website.
BC ACTIVITY-BASED MARKET RESEARCH 2021
The following market profiles are provided through the BCRTS regional tourism associations research program; however, the data is from 2021 and is not being updated at this time from this source.
INTRODUCTION
Market profiles provide information on who we can target beyond our existing visitors. Reviewing the market segments and targeting those that align with our residents’ values and the vision for the future of tourism in the Similkameen Valley supports businesses and communities in destination development, experience design, and destination marketing.
Use this resource to consider which profiles are a match for your targeting.
Contact support@similkameenvalley.com
MARKET PROFILES – BC
BC Sectors
- Adventure Sport Enthusiasts 2021
- Culinary Enthusiasts 2021
- Cultural History Enthusiasts 2021
- Cycling Enthusiasts 2021
- Hiking Backpacking Enthusiasts 2021
MARKET PROFILES – ALBERTA
Currently, there are no activity-based profiles available for Alberta.
