To ensure that tourism strategy recommendations reflect market realities and opportunities, it is important that they reflect consideration of available visitor demographic information. Essentially, Revelstoke has two distinct tourism “seasons”. In the winter season, Revelstoke is a tourism destination, and the majority of tourism activities is based on snow sports, particularly heli-and cat-skiing and boarding, and snowmobiling. In the summer, Revelstoke benefits from its location on the Trans Canada Highway (TCH) for tourist traffic. Many tourists come to visit the local national parks or the community as part of a longer trip.

A) Winter Visitation

While it is difficult to obtain precise heli- and cat-skiing and boarding visitation information for Revelstoke, a recent (2001) survey undertaken for the B.C Helicopter and Snowcat Skiing Operators Association estimated that a total of 8,719 tourists visited the Revelstoke/Selkirks region during the 2000-01 season. Of these visitors, 4,879 (56%) were from the U.S., 2,398 (27.5%) were international tourists, 1,442 (16.5%) were from Canada, excluding B.C., and 586 (6.7%) were from B.C. The local market is constrained by the number of operators and by the number of accommodation properties in the backcountry. Currently, most local operators are functioning at full capacity. Local operators undertake their own marketing efforts very successfully, and have established a very high reputation for delivery of a quality tourism product.

In terms of snowmobiling, the Revelstoke Snowmobile Strategy completed in 2003, indicated that the number of visitors who come to Revelstoke to snowmobile increased by 600% between 1991 and 2001. The total number of visitations (overnight stays) for the 2001-02 season was estimated at 22,000. The consensus among local hotel/motel owners, the Snowmobile Society and the Revelstoke Snowmobile Club is that there is the potential to increase the number of visitors by at least 50% without affecting the quality of the product.

A survey of snowmobilers who visited Revelstoke between December 2001 and April 2002, indicated that 72% were male, 21% were female, and 7% were children. Approximately 68% of respondents to the survey were from Alberta, 15% from other parts of Canada, 10% from the north-west U.S., 5% from other parts of B.C., and 2% from other U.S. locations.

B) Summer Visitation

While Revelstoke has not established itself as a summer destination as is the case for the winter season, there is a huge tourism potential based on the city’s location on the TCH and the close proximity to two national parks.

Volume of Highway Traffic

One method of determining the number of visitors to our area is to consider traffic count information. Traffic count data has been collected by Parks Canada at Rogers Pass and by Ministry of Transportation at Craigellachie. The traffic counts west of Revelstoke indicates a higher volume of traffic than counted at Rogers Pass.

A) Parks Canada Traffic Count Data

Until 1995, the number of people who drive the TCH through Revelstoke was increasing annually. According to traffic count data maintained by Parks Canada for Rogers Pass, the number of people driving through Rogers Pass increased an average of 4.5% per year for the period 1990 to 1995, reaching a total of almost 4.08 million in 1995 (which was down somewhat from the 4.15 million persons who drove through Rogers Pass in 1994). Traffic count data was unavailable for the period 1996 to 2000, however data from 2001 and 2002 indicate that traffic flow is once again increasing.

*Figures derived by multiplying total vehicle counts by 2.5 - the average number of persons per vehicle as identified by informal Parks Canada surveys conducted by Mount Revelstoke and Glacier National Parks staff.

B) Ministry of Transportation Traffic Count Data

The number of vehicles travelling the TCH at Craigellachie has been steadily increasing over the past three years. Analysis of the data presented in Table 2-3 and the following assumptions would indicate a potential for 3 million tourists travelling through our area.

The following assumptions were made to estimate tourism traffic. As no concrete figures are available, these assumptions are considered a ‘best guess’:

a) 10% of car and light truck traffic is local
b) 25% of bus, RV & delivery truck traffic would be of a tourism nature

Calculation of potential tourism traffic:

(90% of 1,252,680) + (25% of 232.870) = 1,185,630 vehicles using the ratio of 2.5 persons/vehicle = 2,964,075 persons

Visitor Characteristics

Information on the profile of existing visitors (including pass-through visitors) can be used to identify opportunities for increasing current market penetration levels and/or increasing length of stay. Ideally, it would be helpful to understand:

• where visitors live;
• who they are;
• the activities in which they currently participate;
• what they want to do or would be interested in doing;
• how easily they can travel to Revelstoke; and
• when they travel.

Sources of information were obtained from Parks Canada and from data collected at the the Revelstoke Visitor Information Centre.

A) Parks Canada Data

Mount Revelstoke and Glacier National Parks completed a Visitor Exit Survey in 1998. The following information has been tabulated from the survey results from 4,566 vehicles interviewed during the spring, summer and fall of 1998.

• 78% were passenger vehicles with 21% equipped for camping
• Persons per vehicle averaged at 2.7
• 27% of visitors were staying 1 night within 80 km of the parks
• 19% of visitors were staying 2 - 3 nights within 80 km of the parks
• 11% of visitors were staying 4 - 6 nights within 80 km of the parks
• 11% of visitors were staying 7 - 13 nights within 80 km of the parks
• 28% of visitors were not staying overnight in the area

Parks Canada collects visitor information on an annual basis at the Rogers Pass Centre in Glacier National Park. The following data is pertinent:

• Attendance at Rogers Pass Centre declined steadily since record visitation in 1994 of 206,322 persons. However in 2002 attendance at the Centre increased significantly. Current visitation statistics:
  • 1999 - 125,327 persons
  • 2000 - 123,381 persons
  • 2001 - 109,171 persons
  • 2002 - 139,190 persons
• Approximately three-quarters (74%) of park visitors are from Canada (including 25% from B.C.), while one-quarter (26%) are from outside of Canada.
• Park visitors are more likely to be male (60%) than female (40%).
• The age categories of park visitors are fairly evenly distributed as approximately one-quarter (24%) are children under the age of 17, just over one-quarter (27%) are older youth or young adults, just over one-quarter (27%) are middle-aged adults, and just under one-quarter (22%) are older adults.
• Just under eight in ten visitors (79%) are travelling with family members.
• A somewhat higher proportion of pass through visitors than park visitors (59% vs. 54%) travel by car, while a somewhat higher proportion of park visitors than pass through visitors travel in some form of camperized vehicle (31% vs. 24%).
• Most park visitors (87%) are more likely to be travelling for pleasure than pass through visitors (77%).
• Park visitors are more inclined to camp (trailer or tent) while pass through visitors are more inclined to stay in hotels/motels or other private accommodation.

(3) Data on gender, age and party composition is for the Six Mountain Parks. No breakdown of this data is available for Mount Revelstoke and Glacier National Parks.
(4) Visitors use more than one type of accommodation so the total exceeds 100%.

B) Revelstoke Visitor Info Centre - Visitor Profile Information

The Revelstoke Visitor Info Centre tracks basic market information on each visitor party requesting information from the Centre. Staff attempt to collect information on the origin, length of stay, and information requested, of visitors who stop at the Info Centre. Table 2-5 summarizes the information collected for the summers of 2000 to 2003 at both the satellite (highway) and main (downtown) offices. Because of the difficulty of acquiring information from all visitors, the following analysis focuses on the proportion rather than the number of visitors to which each profile category applies. Based on this approach, the following observations can be made:

• European visitation has dropped somewhat but still accounts for more than 25% of the visitors. North American visitors have increased slightly while Asian visitation has decreased by 50%.
   

• Most visitors are either visiting for the day or planning to stay one night and about 10% of visitors stay for 2 or 3 days.

Summary Observations from Revelstoke Area Visitors

The Parks Canada and Visitor InfoCentre visitor profile data indicate that the number of visitors travelling in the Revelstoke area during the summer months has decreased somewhat from the mid nineties but has remained fairly consistent over the last two to three years; that these visitors are most likely to be sightseeing (passing through or spending one night) or participating in outdoor adventure activities; that a relatively high proportion are from Europe and other areas of Canada; that the majority (approximately 75%) are adults.

Although Revelstoke has yet to take full advantage of these trends, they provide some indication of the tremendous potential of the region’s tourism industry. Each year, Revelstoke has the opportunity to try and entice more than three million drive-by travellers to enjoy the community’s tourism facilities and services. A high proportion of area visitors are adults from long haul markets who tend to spend more on a daily basis than is typical for travellers from short haul markets. These travellers are looking for places to visit and opportunities to spend money. While many other communities are competing for their attention, few offer the mix of products, amenities and ambiance available in Revelstoke.

Regional, Provincial and National Visitor Profiles

It is also important to take into consideration market realities and interests for visitors to British Columbia as well as visitors to Canada. A regional (West BC Rockies) Visitor Report compiled by Tourism BC presents the characteristics of visitors who were on an overnight trip to BC and visited the west BC Rockies while on their trip during 1995/96.

• Where did they come from?

Shown in the following table are responses from two different surveys taken, one for regional visitors and one for provincial visitors. The method of data collection for regional visitors was in the form of an ‘unaided’ diary in which they used their own words, while the provincial visitors completed a questionnaire with a specific listing of activities to chose from. They are not directly comparable.

• What did they spend their money on?

Please note in Table 2.7 that non-resident expenditures represent all moneys spent while in BC, while resident expenditures represent only moneys spent in the region. They are not directly comparable.

*Source:  2003 Value of Tourism, Province of BC

Statistics Canada surveyed tourists to Canada in 2001 on the activities they participated in (more than one activity may be participated in while on a trip) during their travels (Table 2.9) and also reported on the top ten major overseas tourist markets in 2001 (Table 2.10).

Another source of valuable information is derived from the Travel Activities and Motivation Survey commissioned by the Canadian Tourism Commission’s Market Research department during 2000. Highlights of activity-based market segments follow:

• Visual Arts – demand for culturally based tourism products and experiences has grown worldwide and Canada is no exception. Potential market size: 1.7 million Canadians and 7.0 million Americans with an expected faster than average growth rate over the next 25 years due to an ageing population in both countries and increasing immigration to Canada.
   

• Soft Outdoor Adventure – is the largest market segment with 5.3 million Canadians and 35.5 million Americans. These enthusiasts tend to be younger (18 – 44 years of age). The three most popular activities are wildlife viewing, hiking/backpacking in wilderness settings and fishing. The expected rate of growth over the next 25 years is positive, however changes may be required to accommodate the needs and interests of an ageing population.
   

• Hard Outdoor Adventure – there are approximately 1.6 million Canadians and 15.7 million Americans in this segment. These enthusiasts are characterized by their relative youth, affluence and gender (largely male). Retention of this market segment will become more difficult as the population becomes more highly urbanized and older.
   

• Performing Arts – a growing market with 1.3 million Canadians and 15.7 million Americans that is expected to grow at the fastest rate over the next 25 years, fuelled by the aging population and increasing immigration.
   

• Heritage Tourism – represented by 2.6 million Canadians. This market segment is expected to have the greatest growth spurt over the next 25 years. There is a strong link between heritage tourism and outdoor enthusiasts, creating cross-marketing and packaging opportunities.

Summary Observations from Visitors to the Region, Province and Country

It appears that on a regional and provincial basis the largest tourism market is regional Canada followed closely by US visitors and the remainder of Canada. Soft Outdoor Adventure tourism is what most travellers are seeking. Revelstoke with its scenic views, heritage setting, and proximity to provincial and national parks, is strongly positioned to accommodate the type of experiences potential visitors desire.

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