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You can use these insights to gain a clearer picture of current tourism markets and make predictions for the coming year. While there’s no way to know for certain what the future holds, data can provide some tangible insights into key markets, behaviours, and trends. You can use this information to inform key decisions when business planning.

These insights can help you:

  • Compare year-over-year and annual growth to understand potential regional tourism in peak vs. slow seasons
  • Align pricing with regional, seasonal market trends
  • Tailor marketing messaging and spend to key tourism markets

Example 1: “I see hotel occupancy typically peaks in my region in early August. Based on this information, I can make a logical assumption that I should hire more staff for this busy season.”

Example 2: “Based on Travel Demand insights, searches for Alberta from Japan grew 102% in January year-over-year. Knowing that the typical booking window for the Japanese market is 3-6 months, there may be opportunity to reach this growing market through marketing activities such as ads, organic content, SEO optimization, email marketing, or other tools.”

Please do not use this tool to:

  • Completely change your core business based on insights from this tool alone
  • Take unnecessary financial risks based on data insights
  • Ignore personal experience and staff expertise – one of the most valuable tools out there. If the data contradicts what you know to be true, ask more questions and dig deeper.

Technical Help

This guide answers some frequently asked questions so you can get the most out of these dashboards. 

How to view cut-off titles

On desktop, roll over the title with your cursor and a pop-up with the full name will appear. To remove the pop-up, move your mouse off the title or click outside of the visuals box.

On mobile, tap on the title or visual and a pop-up with the full name will appear. To remove the pop-up, tap outside the visuals box.

Seeing values in graphs

If a visual is not showing numbers, on a desktop move your cursor over the line or bar and a pop-up with the value will appear.

Making visuals larger

To view any visual in a larger format, on a desktop place your cursor on the visual. Two icons will appear in its top-right corner; click on the right one to open the visual in a larger pop-up. To close the pop-up and return to the regular view, click the “X” in the top right corner of the pop-up.

How to export the dashboard

Most dashboards will allow you to download a PowerPoint or PDF copy. If a dashboard allows this, it will show the below icon in the top-right corner of the dashboard.

Clicking on this icon will open the file explorer. Select where you would like to save this file and change the name if desired. Click “save” and the file will download to your computer.

How to download the data

Most dashboards will allow you to download CSV files of the data that makes up the visuals. If a dashboard allows this, it will show the highlighted icon in the top-right corner of each visual when you place your cursor on it.

Clicking on this icon will open the file explorer. Select where you would like to save this file and change the name if desired. Click “save” and the file will download to your computer.

Taking screenshots

To use a single visual in presentations, take a screenshot by expanding the visuals (see “Making visuals larger” for details) and taking a screenshot in your computer. This can be done for all dashboards except Hotel Performance.

On a Windows computer:

  • Hold down the windows icon + shift + S on your keyboard at the same time. Your screen will turn a darker tint and your mouse icon will become crosshairs. 
  • Click and hold while dragging a box shape of the area you would like to copy.The image will appear in the bottom right corner of your screen.
  • Click on the image preview to open “snip & sketch,” which allows you to either save it as an image or copy & paste it into a document.

On a Mac:

  • Hold down the command + shift + 4 keys on your keyboard at the same time. Your mouse will turn into crosshairs.
  • Click and hold while dragging a box shape of the area you would like to copy.Your screenshot will be automatically saved to your desktop.
  • Access your screenshot in the desktop folder using Finder.

Filtering

On certain pages, you can use filters to specifically show certain data ranges. For example, on the Air Access page, you can use filters to only show data for selected international markets.

To see the sum across multiple values, select multiple boxes. For example, to see the total sum for Asian markets, select each country located in Asia. To remove filters, simply click on the values boxes again and the visuals will update back to their original context.

On a mobile device, filters may be too large to show all values at once. In this case the page will show a search box. Enter each value in the search bar and select its box when it appears. The visuals will update to this context.

On mobile, the easiest way to remove filters is to reload the page.

Tables

At certain screen sizes, tables will scroll up and down and/or left to right. To see the full table at once, make your browser full screen.

On mobile devices, only the first part of the table is shown. To move tables left and right or up and down, hold your finger on the numbers portion of the table and drag it to move. The top header row and the first column will stay in place, so you don’t lose this context.

Sorting in Tables

You can sort by each column in a table by clicking on the arrows in the top row.

The up arrow sorts by lowest to highest, or Z to A.  The down arrow sorts by highest to lowest, or A to Z.To return to the original table view, reload the page.

The following metric definitions provide insight into how data for each dashboard is collected and calculated. 

Metric Definitions

Metric Definition Page
Gross Domestic Product (GDP)  GDP as a result of tourism expenditures includes the amount spent on goods and services in Alberta tourism-related businesses, minus spending by those businesses on goods and services from outside the province in a single year.  For example, we would include the spend at an Alberta restaurant, minus the amount that restaurant spent on supplies outside of Alberta. Economic Impact
Tourism-related Taxes  In Alberta, these are the total sales taxes (GST), income tax and levy collected as a result of direct, indirect and induced effects of tourism.  Economic Impact
Economic Impact  Economic impact includes the effects of direct, indirect and induced revenue as a result of the Alberta tourism industry. Economic Impact
Direct impact Direct effects include things like the amount spent on goods and services in tourism-related businesses (minus the amount spent on goods and services by those businesses outside of Alberta), the sales tax collected as a result of that spend, and tourism businesses’ employees’ income tax.
Indirect impacts Indirect effects include the amount tourism businesses spend on supplies from supporting businesses, and the sales tax on those supplies. They also include supporting businesses’ employees’ income tax, and goods and services purchased resulting from tourism and supporting businesses’ employee income. 
Active Tourism Businesses  Businesses that have reported having one or more employees in any given month. (monthly data)  Economic Impact
Tourism Employment  All tourism-related employment including full time, part time, and self-employment. Economic Impact
Visitor Spend The total amount same-day and overnight visitors to Alberta are spending for any goods and services related to their trip. Visitor Spend
Visitation  The number of people that have travelled 40km or more and either stayed overnight (overnight visitor) or returned home that day (same day visitors). Visitation
Avg Traveller Spend  The average amount a visitor spent on goods and services related to their trip.  Visitation Characteristics
Average Trip Duration  Length of stay for travellers, measured in days, OR the average number of days a traveller would have stayed during their trip.  Visitation Characteristics
Air Passengers  The number of people who travelled on airlines to Alberta, including direct and indirect flights.  Air Passengers
Direct Seats  The number of seats airlines plan to offer on direct flights to Alberta. Air Access 
Occupancy Rate (OCC)  The percentage of available rooms sold within a specified time. (Demand/Supply)*100  Hotel Performance
Average Daily Rate (ADR)  The average rate paid for rooms sold. (Revenue/Demand)  Hotel Performance
Revenue Per Available Room (RevPar)  The average revenue hotels make for rooms sold. (Revenue/Supply)  Hotel Performance
Potential Travellers  The number of out-of-province travellers considering visiting Alberta in the next year, plus the number of international travellers considering visiting Alberta in the next 2 years.  Market Size

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