# Canadian Visitor Based Assessment Study

**Publisher:** Destinations International  
**Published:** n/a  
**Category:** Destinations, NTOs & DMOs  
**Type:** Study  
**Access:** Free PDF  
**Official source:** http://destinationsinternational.org/reports/canadian-visitor-based-assessment-study  
**Canonical:** https://tourismintel.ai/reports/canadian-visitor-based-assessment-study

## At a glance
- Study examines role of Visitor-Based Assessments (VBAs) in growing Canada's visitor economy and destination sector.
- Builds on 2018 white paper and 2020 VBA study with expanded feedback from stakeholders and destination organizations.
- Aims to strengthen VBA system by identifying benefits, risks, and actions for government and industry investment.
- Creates advocacy platform for TIAC and Destinations International's Canadian Destination Leadership Council.
- Source text does not contain specific visitor economy metrics, growth figures, or economic impact data.

## What the report covers
This study examines Visitor-Based Assessments (VBAs) and their role in expanding Canada's visitor economy. Published by Destinations International in collaboration with the Tourism Industry Association of Canada and the Canadian Destination Leadership Council, it consolidates findings from prior research (2018 white paper, 2020 VBA study) alongside new stakeholder and destination organization feedback. The research aims to build the case for VBA investment while clarifying the economic and social impacts destination organizations generate across Canada.

## Key findings
The report establishes VBAs as a critical mechanism for visitor economy growth in Canada. It synthesizes evidence from a 2018 white paper and a 2020 Visitor Based Assessment Study, combining that institutional knowledge with new in-depth feedback collected from stakeholders including hotels, government agencies, and industry associations, as well as destination organizations across the country.

A core objective is to create an advocacy platform supporting continued investment in VBAs and destination organizations. The research supports the Tourism Industry Association of Canada and Destinations International's Canadian Destination Leadership Council in demonstrating to policymakers why VBAs merit government and industry funding.

The study identifies benefits, risks, and key actions that government and industry should pursue to strengthen the VBA system nationally. While the public summary does not detail specific recommendations, the research provides groundwork for understanding how VBAs contribute economically and socially to Canadian destinations.

The report was developed by Gaining Edge, supported by InterVISTAS and Vardo Creative, indicating a multi-disciplinary approach combining economic analysis, destination expertise, and creative strategy to construct a compelling case for VBA advocacy.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Prior research editions referenced | 2 (2018 white paper and 2020 Visitor Based Assessment Study) | Indicates iterative research building on previous findings; specific metrics from these editions not disclosed in public summary |

## Why it matters
**DMOs & destinations** — This study provides advocacy tools and evidence base to justify government investment in destination organizations and VBAs. DMOs can leverage the research to demonstrate economic and social value, strengthen budgets, and position VBAs as essential infrastructure for destination competitiveness and community benefit across Canada.

**Hotels & hospitality** — Hotels benefit from VBA investment through improved destination marketing and visitor flow coordination. The study documents how destination organizations drive visitation and economic activity, supporting hotel occupancy and revenue. Industry stakeholders gain collective advocacy platform to influence policy and secure ongoing funding for destination promotion.

**Travel tech & distribution** — VBA systems generate visitor data and insights that inform distribution strategy and market segmentation. This research establishes VBAs' role in the broader visitor economy, validating data collection and analysis as foundational to destination performance. Tech providers benefit from clarified understanding of VBA value and investment priorities across Canadian markets.

## Methodology and limits
The study builds on prior research (2018 white paper and 2020 VBA assessment) with new primary data collection. Methodology involved in-depth feedback gathering from stakeholders (hotels, government, industry associations) and destination organizations across Canada. The research was conducted by Gaining Edge, supported by InterVISTAS and Vardo Creative. The public summary does not disclose sample size, survey instrument design, fieldwork dates, or statistical methodology. This brief is based on the publicly available summary only; the full report details are accessible via PDF download.

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© Destinations International for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: http://destinationsinternational.org/reports/canadian-visitor-based-assessment-study