Who were your Summer 2019 Visitors?

By November 28, 2019Featured Articles

Summers are always a very busy time of the year for everyone – kids are out of school for two months, the weather is perfect for spending time outdoors, and tourists flock to Central Counties (CCT). This creates a busy and successful summer for its stakeholders. It is often during the Fall season that tourism operators take the opportunity to rest, recharge their batteries, and reflect on the past summer.

That is exactly what 25 stakeholders in the region did over the past six weeks, and shared their postal code data with CCT as part of the Visitor Research Program. The program is designed to help businesses increase their visitation and revenue by understanding their visitors’ demographics/psychographics, media consumption and segmentation, and to target the right markets. Each participating stakeholder received their own individual visitor analysis, and an opportunity to discuss further for suggestions to create an actionable plan from the data.

CCT has grouped the 25 stakeholders into their corresponding regions, and produced three pan regional reports and an aggregated analysis for RTO6 covering July 1st, 2019 – September 30th, 2019. Hotel stats are also included for York, Durham, and RTO6.

Click on the hyperlinks below to view visitor analysis for York, Durham, Headwaters, and RTO6*.

York Region Report July – Sept 2019

Durham Region Report July – Sept 2019

Headwaters Region Report July – Sept 2019

RTO6 Region Report July – Sept 2019*

*Please note, due to more visitation to York, the aggregated RTO6 report weighs more heavily towards York region and its visitors.

For example, by knowing the visitor’s demographics/psychographics, stakeholders can market to the right audiences more accurately and effectively. The data above states that the highest percent and saturation of summer visitors were between the ages of 30 – 49 years old and families with children under 10 years old. This means that stakeholders should be heavily marketing to these groups as they are the most common visitor type. As well as which geographic areas have higher representation to target with either traditional or digital marketing campaigns and be the most effective with their marketing dollars.

There are many more actionable items that the data helps to attract more visitors to the region and increase revenue. CCT is here to help stakeholders like yourselves grow and become more successful.

Have you had a chance to review your summer visitation? If so, how did your visitors align with CCT’s regional visitors?

If you have any questions about these reports, would like to discuss further, or are looking for research to help your business grow, please do not hesitate to contact Tom Guerquin at TGuerquin@CentralCounties.ca