InnFocus Fall 2021

Immediate Priority Markets: US, UK & Germany
Since the Spring, Destination BC has worked closely with travel
media in the US to build interest in BC for once border restrictions
were eased. Our close relationship with our American neighbours
continues to create travel demand for BC from that market—a
trend which is expected to continue, and one that we are ready
to leverage quickly with a significant marketing campaign planned
to target Washington visitors with the appeal of BC’s nature
experiences. Washington is the largest market for BC from the
US, and while summer remains the most popular travel season,
visitors from Washington are only second to BC residents for
spring and fall travel.
From our key overseas markets, Destination BC has identified
two markets as the most immediate opportunity for international
visitation and expenditure. If restrictions are eased as predicted,
both within Canada and in our key markets, Destination BC will
target the United Kingdom and Germany as our priority markets
when international travel resumes.
The UK and Germany are among the top largest international
markets for BC, and have been high-performance, long-standing
visitor markets for many years. The markets’ strong pre-COVID
air access to and from YVR is expected to recover quickly, with
an immediate increase in both routes and demand. Travel is a
top priority for these markets, whose visitors excel in geographic
and seasonal dispersion throughout BC, generating revenue
in every corner of the province. Seeking out custom fly/drive
packages (including flights, car/RV rentals and accommodation),
and immersion in nature with everything from wildlife viewing
and coastal touring to day excursions and wilderness lodges,
remarkable outdoor experiences are a perfect product match,
and continue to exceed consumer expectations.
Other Markets of Note: China
Before COVID, China was the 2nd largest international market for
BC, welcoming 333,837 visitors to the province in 2019. While this
market shows strong travel to BC year-round, week-long national
holidays in October and January/February are key travel periods
for the population. The China market enjoys a diverse wealth of
experiences, from local food and beverage in urban areas, to
guided city and nature tours, Indigenous cultural experiences, and
wildlife viewing. While the desire to travel is strong with the Chinese
market, strict restrictions on both inbound and outbound travel
from China are expected to remain for 2021 and most of 2022.
What we’ll be watching: once international borders open and
Chinese outbound travel resumes, there will be fierce competition
for the Chinese traveller globally, as well as domestically in China.
Large group travel may be replaced by smaller groups and FIT
travellers.
Other Markets of Note: Australia
Before COVID, Australia was the 4th largest international market
for BC, with 246,490 visitor arrivals from Australia to BC in 2019.
Australians visit BC year-round to enjoy the natural wonders of the
province, such as eco-lodges, wildlife viewing, and ski adventures.
While BC remains the most popular Canadian destination for
Australian travellers, strict border controls and a slow vaccine
rollout indicate a slower recovery for this market.
What we’ll be watching: vaccination rates of Australians,
Australian border reopening for inbound and outbound travel,
and the return of direct air service to YVR.
Courtesy of Tourism Richmond.
Dining at the Golden Village district
in Richmond, Vancouver BC
Other Markets of Note: Mexico
Before COVID, Mexico was the 5th largest international market for
BC, with 160,265 visitor arrivals to BC in 2019. Visitors from this
market are year-round travellers to BC, with a particular spike in spring
visitation due to Easter break, which is a key travel period for that
segment. Urban experiences in the Vancouver/Victoria areas, as well
as ski holidays to major resorts like Whistler are a key draw, although
awareness of and demand for other areas such as Vancouver Island,
the Okanagan, and the Rockies are on the rise. These visitors tend
to be affluent and prioritize travel with groups of friends and family.
While Mexico never saw the same level of border restrictions as other
markets, vaccine rollout within the country has been slow, which
could impact this market’s ability to travel to destinations requiring
full vaccination from their visitors.
What we’ll be watching: vaccination rate in Mexico and the return
of direct air service to YVR.
Industry Resources
To stay up to date on the latest information as it relates to travel,
markets, marketing, and more, please consult the following resources
from Destination BC:
• View our Market Profiles & Market Research for more information
on our key visitor segments.
• Visit DestinationBC.ca for the latest research and analytics.
• Send an email to Marketing.Plan@destinationbc.ca to request
a copy of Destination BC’s marketing strategy.
• Register for our regular tourism industry calls, where we
share updates on government programs, Destination BC
initiatives and marketing plans, and new tools for industry, by
emailing covid19response@destinationbc.ca. Recordings of
past calls are also available through our website.
• Subscribe to Destination BC’s e-newsletter, Directions,
for updates on our marketing campaigns, tourism partnerships,
new research, and more.
10 InnFocus