INTRODUCTION
Through a grant from ETSI-BC visitor and market research relevant to the Similkameen Valley was compiled. Insights include seasonal information about where BC and Alberta visitors originate from and what time of year they travel with full demographic, geographic and psychographic profiles.
Data sources from Environics Analytics provided this information at the Regional District Okanagan Similkameen (RDOS) level of geography which includes the Similkameen Valley. The baseline data starts with 2019 (pre-COVID), 2020 (COVID), and 2021. Note: Due to the new methodology in 2022 comparisons to this data are not possible.
Visitor Research for the Regional District Okanagan Similkameen (RDOS) was available through application-based data sources with visitor counts provided by Environics Analytics. The highest visitor counts by origin areas were analyzed using the Environics Analysis data sources to profile our visitor segments and to provide additional information about where more like them can be found for target marketing. Review Reports below.
Market Research is provided through Environics Analytics which developed the market segmentation program for Destination Canada, called the Explorer Quotient or EQ. In addition, to viewing markets by EQ, we can also understand them by the 67 PRIZM segments in Canada. Enter your postal code and see your neighbourhood profile.
Target Audiences Identified. We analyzed both the visitors to the RDOS from BC and Alberta from 2019 (baseline), 2020 COVID, and 2021 and created target groups for BC and for Alberta. We use these groups for the digital campaigns we do on behalf of the Similkameen Valley and you can use this information as well. Contact us to find out how.
RDOS VISITOR PROFILE REPORTS
The following two reports summarize the visitor profiles to the RDOS from the period 2019-2021 compared quarterly. This indicates the differences in visitor profiles over time and by season.
Contact: Simone Carlysle-Smith 250-575-7247 support@similkameenvalley.com
THOMPSON OKANAGAN REGION RESEARCH
Review the current research on the TOTA website.
RESEARCH RESOURCES
- Destination Canada Research
- Destination BC Research
- Province of BC Research
- Thompson Okanagan Research
DESTINATION CANADA 40 KEY TRENDS
Destination Canada recently released the 40 key trends shaping the future of Canada’s tourism industry. A critical finding is the emerging consumer preferences align with a more aspirational level of tourism. The travellers of tomorrow have a strong affinity to connect with the people and places they visit – they want to give back to the communities they visit.
The report reveals the trends influencing the traveller of tomorrow by three key areas:
- Macro trends: The profound socio-economic changes that will affect businesses and communities of all kinds, including climate change and accelerated digitalization.
- Industry Trends: Key challenges that will impact Canadian tourism businesses, such as reduced transport connectivity and labour shortages.
- Market Trends: Changes in consumer behaviour and values that will influence tourism businesses’ operational models, product and service development, channel marketing budgets, and focus for the future, including trends such as responsible travel, health and wellbeing and Indigenous connection.
