Visitor Profile Tourism Nanaimo Summer 2017 Concept and Model This visitor profile was created for Tourism Nanaimo, in partnership with the local region and The Sociable Scientists. Between June and September 2017, 14 ballot boxes were placed across the region at businesses, operations, and events that visitors frequent. Prompted by an information poster on the Visitor Experience Survey and the chance to win a prize package (upon completion of the survey) provided by tourism operators in the region, visitors could complete a ballot with their name and email address while in the community, then drop it in the ballot box. Approximately two weeks later, The Sociable Scientists sent those visitors an invitation to complete an online survey on their experience in the region. Once the survey was closed in mid-september, The Sociable Scientists analyzed the data, and then created this visitor profile. Special Points of Interest: Visitors were intercepted from June to September of 2017. A total of 1,999 invitations were sent and 742 surveys were completed. The response rate was 40%. Out of 742 completed surveys, 9 were minors and 197 were residents resulting in 536 useable surveys.
Trip Motivation Figure 1. This word cloud represents the words visitors used to describe the inspiration for their trip to Nanaimo. Out of 472 responses, the top 9 were family (80), beautiful (29), friends (20), ocean (15), relaxing (14), camping (13), nature (12), fun (10) and convenience (10). Trip Purpose When asked about the purpose of their visit, 58% of visitors indicated their trip was for leisure, 33% said they were visiting friends and/or relatives, 6% said it was for a combination of business and leisure, and 4% said it was for business or work. Visitor Origin Figure 2. Visitors were asked to indicate where they live. The pie chart below demonstrates that most of the survey respondents reside within Canada (90%). The box below further details the origin of visitors whom reside in Canada. American visitors were mostly from western states (California, Washington, and Oregon). Other international visitors were mostly from European countries and Australia/New Zealand. Vancouver Island 23% Figure 2. Origin of visitors International United States 3% 7% Canada (other than BC) 41% Origin of Canadian Visitors Vancouver Island: South Island 37% Cowichan 24% North Central 22% Central Island 10% Pacific Rim 6% North Island 2% Other British Columbia: Vancouver, Coast & Mountains 73% Thompson Okanagan 15% Northern BC 10% Kootenay Rockies 2% Canada: Other British Columbia Alberta 60% 26% Ontario 19% Saskatchewan 9% Visitor Profile Nanaimo 2017 2
Group Composition Figure 3. Visitors were asked to select which categories best described their group. Less than 15% of all respondents were travelling with a pet. Categories with 5% of responses or less have been left out of this graph. *Multiple options could be selected therefore combined total does not equal 100%. Figure 3. Travelling companions Traveling with a spouse or partner 48% Traveling with children under age 19 25% Traveling with a friend(s) Traveling alone 15% 14% Travelling with extended family Travelling with adult children 9% 9% Travelling with parents 6% Figure 4. This graph shows the percentage of visitors to Nanaimo that belong to each age category. The average group size was 3.5 people per group; 50% of groups consisted of two or three people, 13% were solo travellers, and only 3% had 10 or more people. Figure 4. Range of visitor ages Average # per group % of all visitors 2.5 70% 2.0 2.1 2.0 1.8 1.8 1.7 1.9 1.8 60% 50% 1.5 1.0 33% 27% 31% 31% 32% 23% 40% 30% 0.5 13% 20% 10% 0.0 19 years and under 20-29 years 30-39 years 40-49 years 50-59 years 60-69 years 70 and above 0% Visitor Profile Nanaimo 2017 3
Planning Figure 5. This figure shows how far in advance visitors planned their trip to Nanaimo. 53% of respondents planned their trip within one month of their visit. Provide website info for the next year's summer season, posted earlier so it is easier and better for prospective visitors to gather info and create travel plans to Nanaimo and area. Spur of the moment 12% Up to one week in advance 14% Figure 5. Trip planning More than six months 8% Between one week and one month 28% Between one to six months 38% Figure 6. Sources of trip planning information Friends and relatives Previous personal experience Website of activity/attraction in Nanaimo Websites providing traveller reviews Social media Website of accommodation provider in Nanaimo Travel booking website Regional tourism guide Visitor information centre www.tourismnanaimo.com and/or ExploreNanaimoBC.com Travel book/brochure Blog/article/video Travel rack on BC Ferries 12% 11% 11% 10% 8% 7% 7% 23% 19% 18% 17% 40% 58% Figure 6. Visitors were asked to indicate which sources of information they used to plan their trip before and during their visit. The top sources of information were friends and relatives (58%), previous personal experience (40%), website of activity/attraction in Nanaimo (23%). Sources with 5% or less were not included in the graph. *Multiple options could be selected therefore combined total does not equal 100% Visitor Profile Nanaimo 2017 4
Transportation Figure 7a. Visitors were asked to indicate what type of transportation they used to travel to Vancouver Island. The results do not include visitors that reside on Vancouver Island. 1% of visitors or less chose cruise ship, personal boat, and other. Of the 56% of visitors who arrived by ferry, 51% landed at Departure Bay, 38% landed at Duke Point, and 13% at Swartz Bay. 84% of ferry passengers travelled in a vehicle and 16% were walkon passengers. Of the 43% of visitors who arrived by air, 77% landed at the Nanaimo Airport, 10% landed at the Victoria International Airport, and 7% arrived at the Nanaimo Harbour. Figure 7a. Transportation to Vancouver Island Ferry 56% Seaplane/float plane 2% Airplane 41% Would love to see the downtown core revitalized. It is such a beautiful city and it is, from my perspective, a shame that so much focus has gone into developing strip malls to the north. Nanaimo's beauty comes from the fact it is on the ocean and the downtown core has a tremendous amount of potential and historical ambiance. Figure 7b. Transportation to Nanaimo Personal vehicle Rental vehicle Airplane Recreational vehicle 6% 13% 18% 62% Figure 7b. This figure demonstrates what form of transportation visitors used to get to and from Nanaimo once they had arrived on Vancouver Island (including residents of Vancouver Island). Categories with 5% of responses or less have been left out of this graph. Visitor Profile Nanaimo 2017 5
Length of Stay Figure 8. Visitors were asked to indicate how many nights they spent in each region of Vancouver Island. The columns in Figure 8 show the average number of nights that visitors spent in each of the regions they visited, while the line shows the percent of visitors that spent at least one night in each of the regions. Refer to map for regions. On average, visitors to Nanaimo spent 9.0 nights away from home. *Multiple regions could be selected therefore combined total does not equal 100% For 55% of visitors, Nanaimo was the main destination of their trip, for 38% of visitors it was one of several planned stops but not the main destination, and for 7% it was an impulsive trip because we were visiting another nearby location. 27% of respondents were in Nanaimo for the first time and 73% were repeat visitors. Figure 8. Length of stay by region Average # of nights % of visitors 6.0 5.4 120% 5.0 87% 4.7 100% 4.0 3.0 3.5 3.1 3.1 3.3 80% 60% 2.0 1.0 0.0 23% 22% 13% 15% 3% North Island North Central Pacific Rim Central Island Cowichan South Island 40% 20% 0% Visitor Profile Nanaimo 2017 6
Accommodation Figure 9. The bars in this figure show what percent of visitors stayed in each type of accommodation, and the number in brackets is the average number of nights they stayed. For example, 31% of visitors stayed in a hotel/motel and on average they stayed 2.8 nights. 76% of visitors stayed overnight and 24% were in Nanaimo for a day trip only. Accommodation types with 5% of responses or less have been left out of this graph *Multiple accommodation types could be selected therefore combined total does not equal 100%. Figure 9. Percent of visitors by accommodation type (average # of nights) Home of a friend or family member (6.6) 34% Hotel/motel (2.8) 31% Campground (5.2) 21% 10% Vacation rental/guesthouse (5.1) Resort/lodge/inn (2.9) 7% Love how downtown Nanaimo has changed over the years! So welcoming, great art, boutiques and food options along with the scenery. Figure 10. When asked how they booked their accommodations, 67% of visitors booked directly with the accommodation provider, 15% booked with a travel booking website, and 12% used a vacation rental booking website. Categories with 5% of responses or less have been left out of this graph *Multiple options could be selected therefore combined total does not equal 100%. Figure 10. Booking accommodations Booked directly with accommodation Travel booking website Vacation rental booking website Visitor Profile Nanaimo 2017 67% 15% 12% 7
Activities & Attractions Figure 11. Visitors were asked to indicate which tourism attractions they visited during their stay in Nanaimo. The most popular attractions were dining out (73%), beaches (67%), and parks and trails (64%). Attractions with 5% of responses or less have been left out of this graph. *Multiple attractions could be selected therefore combined total does not equal 100%. Figure 11. Tourism attractions visited Dining out 73% Beaches 67% Parks and trails 64% Local shops/boutiques 53% Farms and/or farmers' market(s) 24% Brewery, winery, distillery and/or cidery 21% Historical sites 19% Playgrounds and/or water parks 16% Artisan studios/workshops 16% Art galleries 11% Other 11% Gardens 10% Museums and/or cultural interpretive centres 9% Theatre, concert, or other live performance 6% First Nations facilities or events 6% Figure 12. Visitors to Nanaimo specified which activities their groups participated in during their stay. The top activities were beach activities (54%), shopping (48%), self-guided sightseeing (43%), and hiking (34%). Some of the other responses included crabbing, scuba diving, and geocaching. Activities with 5% of responses or less have been left out of this graph. *Multiple activities could be selected therefore combined total does not equal 100 Figure 12. Participation in activities Beach activities Shopping Self-guided sightseeing Hiking Boating and/or sailing Culinary and/or beverage sampling Kayaking Wildlife viewing Fitness and/or wellness activity Ziplining/bungee jumping Fishing (salt water) Other Cycling (road) 12% 11% 9% 8% 8% 7% 6% 17% 27% 34% 43% 48% 54% Visitor Profile Nanaimo 2017 8
Figure 13. When asked how they booked the activities and attractions they participated in, 37% of visitors booked during their stay with the tour/activity company, and 49% booked ahead of time directly with the tour/activity company. Categories with 5% of responses or less have been left out of this graph. *Multiple options could be selected therefore combined total does not equal 100%. Booked during my stay with the tour/activity company Figure 13. Booking activities & attractions 49% Booked ahead of time directly with tour/activity company 37% Booked with a travel booking website 10% Booked through a Visitor Information Centre 6% Events Attended Figure 14. Visitors were asked if they were visiting Nanaimo to attend a specific event. Of the 222 respondents that did attend an event, 41% went to a family function, 25% attended a community event, 23% went to a food-related event, and 22% went to an arts/culture event. Figure 15. The most commonly used food and beverage establishments for visitors were restaurant (68%), café/coffee shop/bakery (58%) and grocery store (52%). *Multiple options could be selected therefore combined total does not equal 100%. Figure 15. Food and beverage establishments utilized Restaurant Cafe/coffee shop/bakery Grocery stores Pub/lounge Fast food/takeout/food truck Liquor store Markets In-room dining/room service or hotel restaurant 9% 22% 41% 41% 39% 52% 58% 68% Visitor Profile Nanaimo 2017 9
Spending Figure 16. To gather data on group spending, visitors were asked to report approximately how much their group spent on a typical day during their visit to Nanaimo for each category. The average total spending per group was $477 per day. Figure 16. Average spending per group $152 Accommodation $115 Meals $97 Shopping $84 Transportation $68 Entertainment Figure 17. Net Promoter Score Promoters 47% Passives 22% Detractors 31% Net Promoter Score Figure 17. Visitors were asked to rate their likeliness to recommend the Nanaimo region to their family and friends on a scale from Very Unlikely (0) to Very Likely (10). The people that rate between 0 and 6 are considered detractors, those that rate 7 or 8 or considered passives, and those that rate 9 or 10 are considered promoters. The results show that 47% of visitors are promoters, 22% are passives, and 31% are detractors. The Net Promoter Score* for Nanaimo is 16.2. *Net Promoter, NPS, and the NPS-related emoticons are registered service marks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc.,Satmetrix Systems, Inc. and Fred Reichheld Detractors Much as I like Nanaimo it is because I have family and friends to visit - there are many more lovely places to see on the island if you are on vacation. Cost is a factor. Hotels can be quite expensive. While I really enjoyed myself, Nanaimo is a "little rough around the edges" which may not be for everybody. Passives Recommend it to people who are looking for a small, walkable city. Duration of the ferry trip and the price of the ferry ticket account for me not giving Nanaimo a higher number for a travel destination. Easy, affordable get away from Vancouver...even if you don't have access to a car. Good restaurants and really cute waterfront! Promoters Easily accessible from the mainland, a beautiful and an enjoyable and pleasurable city to visit, and a terrific hub for visiting other areas of Vancouver Island. Nanaimo offers great outdoor activities, and ample shopping and restaurants to suit all tastes. Love Nanaimo because there is so much to do and it is central to everywhere. Yet it's small enough that people still try to care.. Visitor Profile Nanaimo 2017 10
Importance/Performance Ratings Figure 18. Visitors were asked to rate the importance of a number of features in their decision to visit Nanaimo on a scale from Not At All Important (1) to Extremely Important (5). They were then asked to evaluate each feature based on their actual experience in the region on a scale from Very Bad (1) to Excellent (5). Figure 18 shows the average performance of each feature compared with visitors perceptions of importance. The overall satisfaction rating was 4.9 out of 5 (97%). Figure 18. Comparison of destination attributes with Nanaimo's performance Importance Performance Overall satisfaction Overall atmosphere of the area 4.3 4.9 4.8 Access to wireless internet (wifi) 3.4 4.4 Value for money 4.1 4.4 Easily accessible location Outdoor recreation activities 3.8 4.0 4.7 4.7 Attractions & events 3.4 4.3 Shopping opportunities 3.0 4.4 Coastal climate 4.1 4.9 Scenic beauty Safety Friendliness of people Customer service 4.4 4.2 4.1 4.0 4.9 4.8 4.8 4.8 Variety of dining options Quality of accommodation 3.6 3.6 4.6 4.7 Visitor Profile Nanaimo 2017 11
Figure 19. Visitors were asked to share the most enjoyable part of their trip to Nanaimo in one word. Their responses are displayed in the word cloud above. Of the 437 responses, the top eight were scenery (29), family (24), ocean (22), beautiful (21), relaxing (18), harbour (16), weather (12), and nature (11). Suggestions for improvements (openended feedback) Visitors were asked open-ended questions asking for feedback and suggestions for improvements to the tourism experience in Nanaimo. Responses were themed; the main four are listed below and accompanied by direct quotations from visitors (spelling and grammar have been corrected for readability). More open-ended responses can be found in Appendix A. Natural amenities Better preservation of the natural resources that mother nature provides: Old growth forests, marine waters, wildlife (land and water), other forests and wet lands, lakes, preserve waterfront for all. Maintain the richness of the area for all - it is much more valuable that way and ethical. Better monitoring, regulation and control of fisheries and poachers. Extend the waterfront walk Clean up the garbage in public parks and trail areas. Mountain bikers would welcome information on the available mountain bike trails online or on printed maps. Activities & attractions Wanted to rent a kayak and a bike and could not find any location. More outdoor activities More shops on the harbour More festivals throughout the summer More shopping opportunities and attractions (sporting events, festivals) Food & beverage Better/more quality dining options (5) Nice high-end restaurant along the water would be great. Food trucks! Increase variety of HEALTHY dining options. Fast food is depressing and reflects the priorities of the community as such. More family friendly restaurants that are not chains or super expensive! More fresh fish options for dining locally. For more information: Karen Bannister Consumer Marketing Specialist, Tourism Nanaimo P: 250-740-1222 E: karenb@tourismvi.ca Visitor Profile Nanaimo 2017 12