Canadian Visitor Based Assessment Study


This report outlines the critical role and importance of Visitor-Based Assessments (VBAs) in continuing to grow the visitor economy in Canada. It has been created to support the Tourism Industry Association of Canada (TIAC) and Destinations International’s Canadian Destination Leadership Council (CDLC) in advocating for the Canadian destination sector. It builds on a 2018 white paper findings and 2020 Visitor Based Assessment Study through more in-depth feedback from both stakeholders (such as hotels, government, and industry associations) and destination organizations across the country.

The aim of the work was to build a case that supports VBAs and investment in the visitor economy through destination organizations. This work will assist TIAC, CDLC, and destination organizations in an advocacy platform to ensure the continued investment of VBAs on behalf of the overall industry. Additionally, it aims to build a groundwork for better understanding the economic and social impacts VBAs and destination organizations generate in Canada.

The research and analysis is also intended to help strengthen the VBA system across the country through understanding the benefits, risks, and key actions which could be taken by government and industry.  

Gaining Edge was contracted to conduct this work, supported by InterVISTAS and Vardo Creative.