Vancouver Island and Coast Tourism Research

Tourism Vancouver Island

Sources of Funding
ICET Contribution:$12,000
Applicant's Equity:$2,250
Vancouver Island Coast CDMOs:$9750
Total Budget: $24,000

Tourism data related to visitor spending, destinations, home locations is readily available at a provincial level. However accessing more granular, localized data is a challenge, particularly for regional Destination Marketing Organizations (DMO) on the Island and Sunshine Coast. Previously, community DMOs used independent methods such as visitor experience surveys to better understand local tourism experiences. Unfortunately, these results are rarely shared between communities and often difficult to compare due to inconsistent sampling methods. As a result, an incomplete picture of tourism data has hampered the region’s ability to make informed marketing and development decisions related to tourism.

Led by Tourism Vancouver Island, in collaboration with a dozen Vancouver Island-Coast community DMOs, this project involved the colleciton of comprable tourism data across multiple communities in the region. This process included the collection of data related to three performance indicators: awareness, desirability and Net Promoter Score. Research was conducted by telephone survey of 1,000 BC and Alberta residents for each community and the region.

This project, completed in March 2017, was one of the first regional research initiatives in the province to standardize and track local tourism performance indicators. This long-term cooperative research program will be key to understanding consumer sentiments, developing effective marketing campaigns, supporting destination development activities and tracking the success of community DMOs in relation to the region.

ICET By The Numbers

2,500
person years employment created (construction phase)

ICET By The Numbers

50
locally elected officials and MLAs working together

ICET By The Numbers

$10.4
million annual provincial government revenue generated

ICET By The Numbers

3,650
post completion jobs created

ICET By The Numbers

$4.6
dollars leveraged for every ICET dollar invested

ICET By The Numbers

$236
million leveraged into the region

ICET By The Numbers

$50.5
million disbursed

ICET By The Numbers

$52.1
million committed

ICET By The Numbers

212
economic development projects

ICET By The Numbers

170
projects completed

ICET By The Numbers

36%
projects in small (less than 5,000) communities

ICET By The Numbers

50+
communities with ICET projects

2018-19 Annual Report

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