Central Counties Tourism is committed to providing its industry partners with access to the best third-party tourism research available and supports research-based development.
Tourism research information is a valuable tool in today’s competitive marketplace. Our goal is provide the industry with a central access point to reports and findings that enable local tourism operators to more effectively market their products, services and experiences
Ready to Travel
Survey results from December 2020 highlighting who is thinking about travelling first to the Central Counties region and how soon. Check back here often for visitation updates.
Dashboard – Ready to Travel ASAP to 6 Months Mature Lifestage
Dashboard – Ready to Travel ASAP to 6 Months Younger Lifestage
Dashboard – Ready to Travel ASAP to 6 Months Family Lifestage
Travel Intentions Survey- RTO 6
SWOTC – Covid & Travel Impact Study – Wave 2 Final Results
COVID-19 Research Results from TIAO
Province wide surveys that the Tourism Industry Association of Ontario (TIAO) conducted with Ontario-wide businesses to measure the impact of COVID-19 containment responses on tourism operations in Ontario.
Geofencing Research Tool
As an additional research tool for the Visitor Research Program, geofencing can provide a deeper understanding of your customers through mobility data. By creating specific geofences (a virtual geographic boundary around a particular area) you will be able to capture the count of everyone who enters that geofence, as long as they are over the age of 15 and have a cell phone that has its location services enabled.
Geofence data captures the number of unique visitors, the number of trips made by those visitors, the distance they travelled from their common location (their home), and provides an analysis of these cell phone holders over a specific time period. Geofencing is useful for businesses that can’t collect postal data for various reasons, e.g., at public beaches/parks, free festivals/events, specific sections of a downtown core, a grouping of various businesses, or simply a lack of extra resources needed to collect postal codes. Geo-fencing data will validate who your customers are based on real data, without guessing or depending on anecdotal stories.
Visitor Research Program
Central Counties Tourism uses Environics Analytics’ vast wealth of market data such as demographics, media preferences, leisure, travel behaviour, and psychographics to help you understand more about the visitors to your region and the customers that visit your business. Learn more about the visitor research program.
Are you collecting data to grow your business? Learn how to harness the power of data.
If you’re interested in finding out more about who your customer is and their preferences – read more about the Central Counties Visitor Research Program 2019-20 and contact Tom Guerquin, Research & Development Project Manager, to learn how you can take advantage of this program for your business at tguerquin@centralcounties.ca
Regional Visitor Reports
These regional reports contain actual visitor data with corresponding demo/psychographics to each region’s visitor. These are the most useful in understanding what the region’s visitors looks like. They can assist in your marketing, product development, and identify possible sponsorship opportunities with businesses who share similar audiences.
New! Prizm Profile Segmentation
Since 2017, Central Counties has been collecting postal codes from its various stakeholders and different festivals/events, all to have a thorough understanding of its visitation to both to the stakeholders and the region. Read the detailed analysis for each region that has been done with Environics Analytics to geo-code each postal code into its own unique segmentation.
RTO6 Durham Report (New Prizm Profiles)
RTO6 Headwaters Report (New Prizm Profiles)
Current Fiscal Year
(April 1st, 2019 – March 31 2020)
October 2019 – December 2019:
July 2019 – September 2019:
Archive
(Past fiscal year reports)
July – Sept 2019 Region Reports:
Alcohol Consumption Report
Customer Reports
Similar to the Demographic Reports, these reports do not contain visitor postal code data. They are demographic reports of cities that frequent the York, Durham, and Headwaters regions, based on the popular cities identified in the Regional Visitor Reports above.
Demographic Reports
Demographic Reports: These demographic reports are similar to Regional Visitor Reports, however, they do not include actual visitor postal code data. These reports identify what the region’s demo/psychographics look like based on census data of its residents. If you are not able to collect postal codes, these reports will help identify the profile of the region.
Don’t forget to sign-up for our B2B newsletter and stay in the know on all the latest tourism industry research from our partners.
Research Resources
Ministry of Tourism, Culture and Sport (MTCS)
- MTCS Research Portal
- Strategic Framework for Tourism in Ontario
- Tourism Action Plan 2016
- Garden Tourism Strategy, Ministry of Tourism, Culture and Sport
Tourism Industry Association of Ontario (TIAO)
Destination Insights for Ontario: Visitor Spending Report
