VISITOR VIEW PROVINCIAL AND REGIONAL HIGHLIGHTS
August 14, 2020 OVERVIEW • Visitor View Canada provides the insights the tourism industry needs to understand, market to and grow their business with Canadian travelers. • Visitor View produces neighborhood-level estimates of overnight Canadian visitors to Canada, the provinces and territories, or one of Canada’s 85 tourism regions as defined by Destination Canada. • Estimates are provided for the total number of visitors, the number of trips and the number of nights spent in each province or tourism region. • Visitor View is based on anonymized, consent-based location data • Quarterly and annual estimate data is available starting with January 2017 to allow for analysis of historical trends HOW CAN VISITOR VIEW HELP YOU? • Measure the effectiveness of your marketing strategies on Canadian Visitors, the Canadian travel and tourism industry and understand the impact of the worldwide COVID-19 pandemic as it relates to Visitors, Number of Trips and Number of Overnight Stays within Canada, its provinces, territories, and tourism regions. • Using Visitor View we can compare the number of visitors and their travel patterns by month in 2018, 2019 and 2020 year to Date (January-June 2020). • We can also compare different regions to assess the impact of the pandemic on Canadian travel patterns and identify when visitors start to return to British Columbia’s respective tourism regions. • Identify the best regions and neighborhoods in Canada to prospect for new visitors and use the PRIZM Segmentation System to optimize media buying strategies BRITISH COLUMBIA HIGHLIGHTS
• To date (Jan-June 2020) 1,509,300 BC residents have travelled within BC and stayed 9,668,500 nights • The average number of night stays per month is between 2.2 - 2.8 nights • August was the peak month of travel for BC Travellers in 2018 and 2019. To date, June has been the most popular month of 2020, with BC Travel down over 400,000 or 41% compared to June 2019 • Vancouver Coast and Mountains was the most visited BC Region frequented by BC Travellers in 2018, 2019 and 2020 year to date, followed by the Thompson Okanagan • Vancouver, Surrey and Burnaby were the top visitor origin locations of BC travellers in 2018 and 2019. To date in 2020, Vancouver, Surrey and Kelowna have been the most popular, although visitor counts have dropped dramatically due to the COVID-19 Pandemic • The top PRIZM Segments of Households travelling in BC are Suburban Sports, Country and Western and Scenic Retirement. The Top 10 PRIZM Segments represent 44% of the households in BC who have travelled within BC year to date THOMPSON OKANAGAN HIGHLIGHTS
• To date (Jan-June 2020) 512,533 BC residents have travelled to the Thompson Okanagan and stayed 2,235,139 nights • The average number of night stays year to date 2020 is 4.4, compared to 5.7 in 2018 and 5.6 in 2019 • August was the peak month of travel for BC Travellers to the Thompson Okanagan in 2018 and 2019. To date, June has been the most popular month of 2020, with BC Travel to the Thompson Okanagan down over 130,000 or 39% compared to June 2019 • Vancouver, Surrey and Kamloops were the top origins of BC travellers travelling to/within the Thompson Okanagan in 2018, 2019 and 2020 to date, although visitor counts have dropped dramatically in 2020 due to the COVID-19 Pandemic • The top PRIZM Segments of Households travelling to the Thompson Okanagan Country and Western, Backcountry Boomers and Scenic Retirement. The Top 10 PRIZM Segments represent 67% of the households in BC who have travelled to the Thompson Okanagan Region year to date BRITISH COLUMBIA VISITATION BRITISH COLUMBIA VISITATION BC VISITORS TRAVELLING WITHIN BC Visitors to British Columbia 2020 Year to Date: 1,509,311 2019: 3,219,851 2018: 3,153,520 Top 5 Most Visited Regions in British Columbia 1,868,557 2,000,000 1,820,187 1,465,529 1,500,000 1,398,589 1,280,100 Nights Spent in British 1,212,462 Columbia 1,000,000 658,750 2020 Year to Date: 9,668,513 512,533 444,242 2019: 34,288,413 406,233 403,556 384,889 401,456 500,000 2018: 33,329,411 133,740 168,023 0 Vancouver Coast and Thompson Okanagan Vancouver Island Kootenay Rockies Northern BC Mountains Trips within British Columbia 2018 2019 2020 Year to Date 2020 Year to Date: 3,715,046 2019: 14,181,437 2018: 13,514,851 Visitors Per Quarter in British Columbia
3,000,000 2,248,650 2,103,421 1,789,330 1,848,414 2,000,000 Night Stays/Visits in British 1,108,412 1,165,804 909,843 926,857 Columbia 1,000,000
0 0 2020 Year to Date: 6.4 2019: 10.6 2018 2019 2020 Year to Date 2018: 10.6 Year to Date: January-June 2020 Q1 Q2 Q3 BRITISH COLUMBIA VISITATION BC VISITORS TRAVELLING WITHIN BC BY MONTH
1,600,000
1,397,882 1,400,000
1,217,625 1,200,000 1,175,799 1,121,402 1,062,205 963,917 966,531 1,000,000 941,609 956,768
866,883 826,292 802,001 766,975 800,000 735,576 751,882
624,297 624,156 615,083 628,496 511,928 589,149 600,000 552,598 460,327 479,776 405,863 429,027 418,220 417,144 400,000 361,737
215,489 200,000
0 0 0 0 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2018 2019 2020 Year to Date
Year to Date: January-June 2020 BRITISH COLUMBIA VISITATION BC VISITORS NIGHTS PER TRIP BY MONTH
3.0 2.8
2.6 2.6 2.6 2.6 2.4 2.3 2.5 2.5 2.4 2.4 2.4 2.3 2.4 2.4 2.4 2.4 2.3 2.3 2.3 2.3 2.3 2.3 2.3 2.3 2.3 2.3 2.2 2.2 2.2 2.2
2.0
1.5
1.0
0.5
0.0 0.0 0.0 0.0 0.0 0.0 0.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2018 2019 2020 Year to Date
Year to Date: January-June 2020 BC VISITORS WITHIN BC BY YEAR NUMBER OF VISITORS TO BRITISH COLUMBIA BY ORIGIN CITY
Year to Date: January-June 2020
City Visitor Count - 2018 City Visitor Count - 2019 City Visitor Count 2020
Vancouver 345,389 Vancouver 359,727 Vancouver 135,906
Surrey 281,201 Surrey 285,341 Surrey 109,260
Burnaby 119,286 Burnaby 124,011 Kelowna 52,011
Abbotsford 107,633 Richmond 107,588 Abbotsford 50,700
Kelowna 102,092 Abbotsford 107,377 Kamloops 47,338
Richmond 100,654 Kelowna 103,753 Burnaby 45,139
Saanich 92,982 Saanich 91,819 Saanich 44,248
Coquitlam 79,534 Coquitlam 83,871 Nanaimo 40,756
Kamloops 79,515 Kamloops 80,354 Richmond 39,696
Langley 78,131 Langley 78,410 Prince George 38,012 BC VISITORS WITHIN BC BY YEAR NUMBER OF TRIPS TO BRITISH COLUMBIA BY ORIGIN CITY
Year to Date: January-June 2020
City Visitor Count - 2018 City Visitor Count - 2019 City Visitor Count 2020
Vancouver 1,029,851 Vancouver 1,166,849 Vancouver 279,626
Surrey 828,630 Surrey 891,738 Surrey 231,463
Kamloops 500,056 Kelowna 510,946 Kamloops 132,852
Abbotsford 464,399 Abbotsford 500,480 Abbotsford 132,466
Kelowna 461,493 Kamloops 489,804 Kelowna 132,115
Nanaimo 400,603 Saanich 390,052 Nanaimo 111,677
Saanich 395,152 Nanaimo 387,418 Prince George 110,678
Burnaby 340,615 Burnaby 369,700 Saanich 102,885
Prince George 328,325 Chilliwack 346,300 Chilliwack 93,112
Chilliwack 310,199 Prince George 340,482 Burnaby 86,833 BRITISH COLUMBIA VISITATION BY PRIZM SEGMENT BC VISITORS TRAVELLING WITHIN BC - YEAR TO DATE
Year to Date: January-June 2020 2020 PRIZM SEGMENT SUMMARY SUBURBAN SPORTS
General Canadian Summary:
• Middle-aged couples and families (with children of all ages at home)
• Moderate Education (high school/college Category British Columbia Highlights Source: degree) Environics 123,442 households, or 6% of the total Households in British Columbia Analytics- Household Count (2,010,897) Envision 2020 • Blue-collar positions in service sector (natural Maintainer Age resources, Trades) Median Household Maintainer Age is 52 Children at Home 47% of couples have children living at home
• Value community involvement and companies Above Average Household Income of $120,592 compared to BC at Household Income that treat their employees fairly $106,681 Top Social Value: Racial Fusion - People who are strongest on this • Top Social Value construct are accepting of ethnic diversity within families, such as inter-racial marriage, believing that it enriches people's lives Chilliwack, Kelowna and Barrie • 12hrs/week listening to the Radio, 18hrs/week watching TV, 1hr/week reading the Newspaper and 3.5hrs/day on the Internet. Weekly Magazine usage is minimal Media Habits • 79% currently use Facebook, 36% use Instagram and 23% use Source: Environics PRIZM Marketer’s Guide 2020 Twitter THOMPSON OKANAGAN VISITATION THOMPSON OKANAGAN VISITATION BC RESIDENTS TRAVELLING TO THE THOMPSON OKANAGAN
Number of Visitors to the Thompson Number of Nights Stayed in the Okanagan from BC Thompson Okanagan from BC
2,000,000 8,400,000 8,271,076 1,398,589 1,465,529 8,200,000 1,000,000 512,533 7,982,802 7,982,802 8,000,000
0 7,800,000 Date Date
2018 2019 2020 Year to Date 2018 2019 2020 Year to Date
Number of Trips to the Thompson Night Stays/Visits to the Thompson Okanagan from BC Okanagan from BC
3,600,029 4,000,000 3,457,165 5.7 5.6 6.0 4.4 2,000,000 4.0 941,479 2.0 0 0.0 Date Date
2018 2019 2020 Year to Date 2018 2019 2020 Year to Date THOMPSON OKANAGAN VISITATION BC VISITORS TRAVELLING TO THE THOMPSON OKANAGAN BY MONTH
600,000
500,000 485,597
411,403 416,078 397,952 400,000
342,431 317,109 298,375 294,058 284,311 300,000 275,112
221,007 208,752 220,418 205,884 190,514 191,664 200,000 172,383
118,479 134,054140,125 146,288 133,113 136,330 102,862 100,477 107,941 102,727 104,710 100,000 83,899 57,882
0 0 0 0 0 0 - Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2018 2019 2020 Year to Date
Year to Date: January-June 2020 THOMPSON OKANAGAN VISITATION BY PRIZM SEGMENT THOMPSON OKANAGAN VISITORS TRAVELLING WITHIN BC - YEAR TO DATE
Year to Date: January-June 2020 2020 PRIZM SEGMENT SUMMARY COUNTRY AND WESTERN
General Canadian Summary:
• Older, middle-income western homeowners
• Mixed Education Category British Columbia Highlights Source: Environics • Farming and Blue-Collar employment Of the 67 PRIZM Clusters identified in Canada Country & Western Analytics- Household Count rank 3rd, making up 87,601 households, or 4.4% of the total Envision 2020 • Value outdoor experiencers, boating, camping, Households in British Columbia (2,010,897) Maintainer Age hiking, snowmobiles and motorcycles Median Household Maintainer Age is 57
Children at Home 48% of couples have children living at home • Top Geography: Newfoundland, Below Average Household Income of $91,291 compared to BC at Household Income Saskatchewan, Manitoba, British Columbia, $106,681
Alberta Top Social Value: Attraction to Nature - How close people want to Top Social Value be to nature, whether to recharge their spiritual batteries or to enjoy a simpler, healthier or more authentic way of life
• On average, Country & Western from British Columbia spend 14hrs/week listening to the Radio, 21hrs/week watching TV, 1hr/week reading the Newspaper and 3.6hrs/day on the Internet. Media Habits Daily Magazine usage is minimal (10 min/day)
Source: Environics PRIZM Marketer’s Guide 2020 • 84% currently use Facebook, 33% use Instagram and 22% use Twitter BC VISITORS TO THE THOMPSON OKANAGAN BY YEAR NUMBER OF VISITORS TO THE THOMPSON OKANAGAN BY ORIGIN CITY
Year to Date: January-June 2020
City Visitor Count - 2018 City Visitor Count - 2019 City Visitor Count 2020
Vancouver 146,807 Vancouver 166,065 Vancouver 49,338
Surrey 140,067 Surrey 145,239 Surrey 46,135
Kamloops 55,205 Kamloops 57,467 Kamloops 26,295
Abbotsford 53,900 Abbotsford 57,448 Kelowna 22,387
Kelowna 52,181 Burnaby 55,693 Abbotsford 20,879
Burnaby 51,442 Kelowna 55,663 Burnaby 18,981
Richmond 45,214 Richmond 49,721 Richmond 16,932
Langley 43,529 Langley 43,805 Coquitlam 13,624
Coquitlam 37,678 Coquitlam 40,526 Chilliwack 13,090
Chilliwack 34,145 Chilliwack 36,533 Langley 13,056 BC VISITORS TO THE THOMPSON OKANAGAN BY YEAR NUMBER OF TRIPS TO THE THOMPSON OKANAGAN BY ORIGIN CITY
Year to Date: January-June 2020
City Visitor Count - 2018 City Visitor Count - 2019 City Visitor Count 2020
Surrey 286,978 Vancouver 323,586 Vancouver 77,188
Vancouver 267,604 Surrey 303,965 Surrey 76,691
Kamloops 213,573 Kamloops 204,076 Kamloops 62,477
Kelowna 146,705 Kelowna 167,869 Kelowna 44,794
Abbotsford 126,787 Abbotsford 148,681 Abbotsford 42,443
Langley 103,140 Burnaby 111,135 Burnaby 28,190
Burnaby 98,521 Langley 102,288 Chilliwack 27,817
Richmond 87,081 Richmond 100,230 Richmond 24,425
Chilliwack 84,627 Chilliwack 90,781 Langley 23,120
Coquitlam 75,766 Coquitlam 83,428 Coquitlam 20,223 CANADIAN VISITORS TO THE THOMPSON OKANAGAN BY PROVINCE TREND ANALYSIS OVER TIME 2020 YEAR TO DATE, 2019 AND 2018
1,600,000 1,465,529 1,398,589 1,400,000
1,200,000
1,000,000
800,000
607,230 596,938 600,000 512,533
400,000
200,000 145,974 102,878 60,970 36,893 7,834 115,058 35,273 32,716 6,520 4,764 33,587 6,585 4,103 61,604 3,432 2,545 24,472 4,031 8,950 1,047 248 948 1,227 873 - 3,024 2,887 536 227 2,033 1,808 11,050 1,163 1,672
Visitors to the Thompson Okanagan Thompson the to Visitors -
2018 2019 2020 Year to Date
Year to Date: January-June 2020 CANADIAN TRIPS TO THE THOMPSON OKANAGAN BY PROVINCE TREND ANALYSIS OVER TIME 2020 YEAR TO DATE, 2019 AND 2018
4,000,000
3,600,029 3,457,165 3,500,000
3,000,000
2,500,000
2,000,000
1,500,000 1,088,063 1,065,576 941,479 1,000,000
500,000 252,940 50,595 10,695 166,227 52,780 92,653 46,672 7,219 5,814 12,887 3,765 18,967 151,947 36,124 54,112 92,247 13,339 8,283 1,691 3,359 248 4,4042,233 9,089 1,767 2,544 - 1,163 536 227 5,559 15,464 13,722 3,658
- Visitors to the Thompson Okanagan Thompson the to Visitors
2018 2019 2020 Year to Date
Year to Date: January-June 2020 CANADIAN NIGHTS STAYED IN THE THOMPSON OKANAGAN BY PROVINCE TREND ANALYSIS OVER TIME 2020 YEAR TO DATE, 2019 AND 2018
9,000,000 8,271,076 7,982,802 8,000,000
7,000,000
6,000,000
5,000,000
4,000,000 3,104,699
3,076,444 3,000,000 2,235,139 2,000,000
471,970 751,076 196,313 290,056 1,000,000 140,496 27,851 44,419 39,283 24,465 5,163 13,667 427,291 2,544 15,321 115,253 154,161 292,616 76,323 126,120 30,530 33,780 26,789 3,724 6,016 2,636 10,606 11,177 - 3,093 454 22,333 47,824 38,233 15,291
- Visitors to the Thompson Okanagan Thompson the to Visitors
2018 2019 2020 Year to Date
Year to Date: January-June 2020 Contact: Simone Carlysle-Smith, Managing Director Symphony Tourism Services, a subsidiary of the Thompson Okanagan Tourism Association 778-721-5448 [email protected] https://www.totabc.org/symphony-tourism-services