Access to timely, reliable data is essential for making informed business decisions, particularly in today’s evolving tourism landscape. Whether you're identifying visitor trends, planning for peak seasons, or adjusting your workforce strategy, strong data can guide your growth.

Below, we've compiled a list of trusted, publicly available research sources that offer valuable insights across visitor demographics, travel behaviours, economic impacts, and workforce development. These tools will empower you, as local tourism operators, to align your strategies with broader trends while adapting to regional shifts in demand.


National and Provincial Insights

Destination Canada

The Canadian Tourism Data Collective is a powerful tool that aggregates visitor data, market intelligence, and economic impact studies. Find insights across travel intentions, seasonal patterns, and market segments. Explore Destination Canada’s Research.

Destination British Columbia

From regional performance data to visitor spending and satisfaction studies, Destination BC provides research tailored to our province. Learn about key drivers of visitation and how trends shift seasonally across British Columbia. Visit Destination BC’s Research & Insights.


Global and National Trends

Conference Board of Canada

The Canadian Tourism Research Institute delivers national travel forecasts, economic analysis, and travel behaviour data for both domestic and international markets. View Reports at the Conference Board of Canada.

World Tourism Organization (UN Tourism)

Stay informed on global trends with the UN Tourism Statistics Database, featuring data on international arrivals, accommodation capacity, employment, and more. Access UN Tourism’s Database.


Industry Advocacy and Strategic Guidance

Tourism Industry Association of Canada (TIAC)

TIAC advocates for tourism’s growth across Canada and shares updates on policy changes, funding opportunities, and sector-wide challenges. Learn More on TIAC’s Website.

Tourism Industry Association of British Columbia (TIABC)

For a regional lens, TIABC provides insight on issues facing BC's tourism industry, with updates on regulatory changes, advocacy priorities, and research-backed policy positions. Explore TIABC’s Advocacy Work.


Specialized and Workforce-Focused Research

Travel and Tourism Research Association (TTRA)

For those seeking detailed research methodologies or wanting to participate in industry events, TTRA is a longstanding leader in travel and tourism data. Explore Resources at TTRA.

go2HR

Need to understand BC’s tourism labour market? go2HR is the go-to resource for workforce insights, offering data on job demand, HR trends, and recruitment strategies.
Access Workforce Data from go2HR.


Putting It to Work

Using these data sources will allow you to better anticipate shifts in visitor demographics, plan for seasonality, build inclusive hiring practices, and align with market demands. By making data part of your decision-making process, you can position your business for sustainable growth while contributing to a vibrant, four-season tourism economy here in Kelowna.

For a central hub of local and regional insights, visit our Tourism Research page. There you’ll find up-to-date visitor statistics, insights into traveller behaviour, and key economic indicators, along with links to trusted external research sources. The page also includes performance snapshots, annual visitation summaries, and tools that help track tourism’s contribution to the visitor economy. 

Quick Start Checklist 

Using Research to Support Your Tourism Business

1. Identify your business needs

  • Are you trying to increase off-season bookings?
  • Are you expanding into new markets?
  • Do you need workforce planning support?

2. Choose relevant data sources

  • Use Destination BC for regional visitor data and market profiles.
  • Use go2HR to assess staffing trends and training needs.
  • Use Destination Canada to explore national traveller intentions.

3. Access the latest reports

  • Visit each linked research hub from the article.
  • Bookmark key reports or dashboards for easy return access.

4. Interpret and apply insights

  • Compare current performance to past years.
  • Look for trends in seasonality, market demand, or traveller type.
  • Use findings to adjust pricing, hours, packages, or marketing.

5. Stay informed