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Strategic Direction #3

Market Intelligence & Research Strategy – A Framework for Accessible & Timely Research

The availability of timely tourism research is paramount for the advancement of the tourism industry. As more and more tourism operators professionalize their businesses, research is needed to build business cases for entry, expansion and renovation, as well as for succession planning that will ensure the strength of the industry remains for the long term.

Since the inception of the Vision in 2009, the tourism research division of the Department of Business, Tourism, Culture and Rural Development has produced a great deal of research and has helped the industry learn more with each release. As we move closer to the 2020 goal, it is important that the research be as specific and relevant to tourism operators as possible so that the most gains can be produced.

There are also research partnerships that can be achieved by working with Tourism Board partners and other stakeholders. Various entities have a research capacity that are not currently aligned with or realized for the Vision. By taking advantage of existing opportunities, further research capacities may be discovered. Further utilizing partnerships to complement the provincial research strategy will help produce additional information that is relevant for operators and Tourism Board partners. In addition, extra efforts to ensure the interpretation and communication of research will enable industry and government alike to assess where investments should be made, and meets visitor needs to support future growth.


  • emerit

    emerit has been developed by the Canadian Tourism Human Resource Council (CTHRC) in collaboration with tourism industry professionals. It has become synonymous with excellence, credibility, and professionalism in the Canadian tourism sector. For more information go to

  • Discover Tourism

    The Discover Tourism career awareness program was developed to communicate employment and career opportunities in the tourism sector to a range of target audiences including Youth, New Canadians, Persons with Disabilities, Pre and Post Retirees.

  • Canadian Academy of Travel and Tourism

    The Canadian Academy of Travel & Tourism (CATT) focuses on building partnerships between education and industry in order to foster the next generation of Canadian travel & tourism leaders.