Earlier this month, Tourism Kelowna conducted our second survey to assess the impact of COVID-19 on our stakeholders. Once again, the survey saw strong interest and engagement levels. The information our stakeholders provided continues to inform our marketing recovery plans and helps us convey the impact on our local tourism industry to various levels of government.
Key findings include:
- 99% of respondents have now been impacted by COVID-19.
- 89% reported cancelled bookings or visits, up from 76% in March.
- 83% reported decreased sales over the same time last year, up from 47% reported in March.
- 62% reported the current impact on revenues is 60% or higher.
- 58% are expecting a decrease in revenues over 60% into the summer season, compared to March when less than 10% expected summer revenues to decrease more than 30%.
- 90% report an impact on staffing with 79% reducing their staffing levels, compared to March when 64% reported staffing impact.
- 96% supported Tourism Kelowna’s temporary pivot to market to local audiences while non-essential travel is not recommended.
- Respondents also conveyed they want continued communication and information, continued local promotions, and continued/enhanced marketing support when more businesses restart.
This feedback shows the deepening of COVID-19 economic impact from March to May, and how early optimism on the severity of revenue impact has quickly faded as local businesses experience cancelled bookings and decreased sales.
Thank you to everyone who completed the survey; we appreciate your time and feedback. Like you, our hope is that by the next time we ask stakeholders to complete this survey, we will begin to see demonstrated examples of recovery and revenue beginning to flow again in the Kelowna area tourism industry.
Should you have any questions about the survey results, please contact me via email at firstname.lastname@example.org.