Tourism British Columbia - Canada

Market Profiles

Research & Planning compiles and publishes data on British Columbia's important tourism markets. The publications discuss outbound travel, the size of the market, traveller characteristics (International Traveller Survey data), competition, market economic profile, and emerging trends.

Market Research Partnership Projects

Tourism British Columbia, as well as other provincial tourism organizations regularly participate in Canadian Tourism Commission led international market research partnerships.

These research projects examine the tourism potential of major or emerging international tourism markets for Canada, British Columbia and other provinces, through consumer surveys and interviews with representatives of the travel trade.

Main objectives of these projects include (but are not limited to):

• Providing an in-depth understanding of outbound tourism of the market in question
• Profiling outbound traveller demographics and trip characteristics
• Determining existing and potential market size for Canada, British Columbia and other provinces
• Analyzing traveller perceptions towards Canadian and British Columbia tourism products
• Examining Canada's brand image in the market in question
• Conducting competitive analysis of Canada and international destinations.

Other Market Research

2006 Japan Ski Market Research

In 2006, Tourism British Columbia commissioned a ski market study in Japan. The objectives of this study were to determine the current status and trends of the Japanese ski market, to understand the travel behaviours of Japanese skiers/snowboarders, to understand the experiences and preferences of Japanese skiers/snowboarders for domestic and overseas skiing/snowboarding; and to understand the interests and needs of Japanese skiers/snowboarders for winter sports in Canada. The report presents:

• An overview of the Japanese ski market
• Qualitative results from travel trade interviews and in-market skier/snowboarder focus groups
• Quantitative results from a ski consumer web survey covering four major urban areas in Japan.

• Japan Ski Market Research