Industry Codes: The North American Industry Classification System (NAICS)

At the start of your research, it may not be clear what specific industry you should be examining. A good strategy is to find out if your business idea is classified in an industrial classification system. These systems organize industries by assigning them a numeric code. The most commonly used system is the North American Industry Classification System (NAICS). Once you know your Industry Classification Code you can use this number to:

• Find industry-specific statistics on government websites or in library databases
• Generate lists of competitors in company directories

Another common classification system is the Standard Industry Code (SIC). NAICS have mostly replaced the SIC, but the SIC is still used by some commercial databases. Finding and using these classification systems to effectively search can be tricky, so don't hesitate to ask a librarian for help.

Start With These Suggestions

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Search or browse all NAICS or SIC codes on the NAICS Association website. Some NAICS codes are different in Canada — you can search by keyword or browse Canadian NAICS codes at Statistics Canada or Canadian Industry Statistics. To search for a SIC code using a NAICS code and vice versa, use the NAICS & SIC Crosswalks.   

For more information about planning your industry research, including identifying your industry codes, check out the video tutorial for Module 3: Planning Your Industry Research.

Library Databases

The Expensive World Of Business Information

Believe it or not, you cannot find everything on Google! Have you ever done an online search and found the perfect industry report only to find that it costs over $5,000? Did you know that libraries pay for many expensive databases that could be helpful in your secondary market research? 

Search engines like Google can only provide direct access to freely available information. Most of the web, including business information, lives in databases behind expensive paywalls. This paywall-protected section of the Internet is known as the deep web. Fortunately, some libraries pay to subscribe to databases so they can provide free access to their patrons — and many business databases can contain useful information such as articles, market research, and company reports.

There are several strategies you can use to access relevant business information on the deep web. First, we urge you to look up what business resources your local public or academic library can provide access to. Each database has its own arrangement, with unique interfaces and search features. It helps to know the structure and search terms of the specific database you are working with in order to retrieve effective results. 

Also, it is important to know that library databases are restricted by specific usage agreements. It can help to consult with a librarian if you have trouble navigating a specific database. They may also be able to help you find comparable information elsewhere. Libraries with robust business collections might have useful e-books, directories and trade journals. As you conduct your secondary market research you will likely need to consult both free and deep web resources.

For more information about how and why to use business databases, check out our video tutorial, Module Four: Conducting Your Industry Research.

 
 

UBC Library Business Databases

How to access: If you are a UBC student, staff, faculty or in-person library visitor you may have access to business databases through the David Lam Management Research Library and Canaccord Learning Commons through the links below.

Full Listing By Title or Full Listing By Subject

There are two different ways to identify databases: Use "by title" if you already know the name; otherwise you can search the list "by subject" to find starting places for undertaking market research, finding articles or researching companies. To learn more about how you can access library resources if you are a community user or temporary visitor, check out the UBC Library Community Users & Visitors Guide. Community users and temporary visitors may have additional access restrictions to specific databases because of license agreements.

 

Provincial Library Database Partners

How to access: Check out the database list and note the License Participants to find out which institutions have access. Otherwise, contact your local post-secondary library to see what they offer.

BC Electronic Library Network (ELN) Research Databases

ELN licenses databases with partner academic libraries. These include LexisNexis, Canadian Newsstream, Hoovers, CBCA Business, ABI/INFORM Complete and others that may be of interest to business researchers.

 

ABI/INFORM Collection

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

Created by ProQuest this database contains full-text articles from over 1,000 business magazines and journals that track business conditions, trends, management techniques, corporate strategies, and industry-specific topics.

• Press release: LINDBLAD EXPEDITIONS HOLDINGS, INC. TO REPORT 2022 FOURTH QUARTER AND FULL YEAR FINANCIAL RESULTS ON FEBRUARY 28, 2023. (2023, Feb 09). Dow Jones Institutional News. Retrieved from ABI/INFORM Collection.Heli purchases great canadian heli-skiing and heather mountain lodge. (2022, Dec 19). PR Newswire. Retrieved from ABI/INFORM Collection.
• Carr, M. (2022, Dec 03). The wild side of the mountain: Canada | as the big resorts grow more crowded, british columbia's backcountry huts are in demand. matt carr discovers ski-touring heaven. Financial Times. Retrieved from ABI/INFORM Collection.
• Introducing paddle BC: Your guide to exploring paddling destinations across the province: Paddle BC is a brand new online resource that connects paddling enthusiasts of all levels with BC's best paddling destinations. (2022, Oct 25). NASDAQ OMX's News Release Distribution Channel. Retrieved from ABI/INFORM Collection.
• Adventure tourism market size 2022 | reach USD 5621.71 million by 2028 data is newest for global separately with impact of domestic and global market top players, forthcoming growth, industry prospects and forecast to 2028. (2022, Sep 19). NASDAQ OMX's News Release Distribution Channel. Retrieved from ABI/INFORM Collection.
• Atlantic canada welcomes outdoor adventurers in 2022: Experience sea kayaking, food foraging, extensive hiking, wildlife viewing, and more. (2022, Mar 22). PR Newswire. Retrieved from ABI/INFORM Collection.
• Six vacation options for U.S. travelers craving the great outdoors: Travel leaders network advisors see an uptick in requests for road trips, national parks. (2020, Aug 28). PR Newswire. Retrieved from ABI/INFORM Collection. 
• Giddy, J., & Webb, N. L. (2018). Environmental attitudes and adventure tourism motivations. GeoJournal, 83(2), 275-287. doi:https://doi.org/10.1007/s10708-017-9768-9. Retrieved from ABI/INFORM Collection.  
   

Mergent Online

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

Provides access to US and international public company data. This database also contains data on companies that were acquired, went bankrupt, liquidated or merged out of existence from 1995 forward. Users can compare companies and export data into programs like Excel.

 

BCC Research Centre

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Otherwise, contact your local library to see if they provide access.

Publishes 250 reports annually that are complete with market intelligence, five-year forecasts, statistical and analytical data, key players, market share, industry structure and dynamics, and technological shifts and trends.

• BCC Research. (2018, January). Camping and Caravanning Global Market Briefing 2018 (Report Code MKB019B). BCC Research. Retrieved from BCC Research Centre.

 

Business Source Ultimate

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Otherwise, contact your local library to see if they provide access.

Includes financial data, books, videos, company profiles, SWOT analyses, industry profiles, country reports, market research reports and case studies. Also includes information on industry trends, forecasts, outlooks, competitors, how to run a specific business and much more.

• Clarke, J. F., Previte, J., & Chien, P. M. (2022). Adventurous femininities: The value of adventure for women travelers. Journal of Vacation Marketing, 28(2), 171–187. https://doi.org/10.1177/13567667211038952. Retrieved from Business Source Ultimate.
• Global outdoor vacation industry expected to reach over $3,000bn by 2030. (2021). Outdoor Industry Compass, 14(22), 26. Retrieved from Business Source Ultimate.
• Lin, W., Li, M., Lin, J., & Lin, J. (2022). Self-decisions versus other-decisions in adventure tourism. Journal of Travel & Tourism Marketing, 39(1), 31–41. https://doi.org/10.1080/10548408.2022.2044973. Retrieved from Business Source Ultimate.
• Hill II, W. W., & Yingge Qu. (2021). Vacation Adventure Versus Relaxation: Revitalization or Exhaustion. Journal of Marketing Development & Competitiveness, 15(1), 90–100. https://doi.org/10.33423/jmdc.v15i1.4171. Retrieved from Business Source Ultimate.
• Ekstein, N. (2021). The Places Where Travel Recovered Fastest (and Slowest) in 2021. Bloomberg.Com, N.PAG. Retrieved from Business Source Ultimate.
• Tenson supports Adventure Travel Trade Association. (2021). Outdoor Industry Compass, 14(24), 4. Retrieved from Business Source Ultimate.
• “The Economic Benefits of Recreation in Canada.” 2021. Canadian Journal of Economics 54 (4): 1684–1715. doi:10.1111/caje.12560. Retrieved from Business Source Ultimate.
• NICKERSON, N., SAGE, J., & GRAU, K. (2019). Travel, Tourism and Recreation: Nonresident Visitation Stable. Montana Business Quarterly, 57(4), 44–45. Retrieved from Business Source Ultimate.
• Hanna, P., Wijesinghe, S., Paliatsos, I., Walker, C., Adams, M., & Kimbu, A. (2019). Active engagement with nature: outdoor adventure tourism, sustainability and wellbeing. Journal of Sustainable Tourism, 27(9), 1355–1373. https://doi.org/10.1080/09669582.2019.1621883. Retrieved from Business Source Ultimate.
• Miller, R. K., & Washington, K. (2019). PART III: ATTRACTIONS & TOURIST ACTIVITIES: Chapter 20: ADVENTURE TRAVEL: 20.1: Overview. Travel & Tourism Market Research Handbook, 137. Retrieved from Business Source Ultimate.
• Stamps, K. (2018). Getting Outside Pays Off: Adventure tourism boosts human and economic fitness. Lane Report, 33(6), 60. Retrieved from Business Source Ultimate.
• Kronsberg, M. (2018, June 23). An Unmissable Outdoor Adventure in Canada’s Gulf Islands. Wall Street Journal - Online Edition, 1. Retrieved from Business Source Ultimate.

 

First Research Industry Profiles

How to access: If you are a UBC student, staff, or faculty you can access many of these reports through ABI/INFORM and/or Business Market Research Collection (Proquest).

Covers over 900 industry segments. Updated on a quarterly basis, these industry profiles contain critical analysis, statistics and forecasts to help you engage key prospects, coach key clients, and deepen customer relationships. You can search for reports by NAICS, SIC or keyword or browse by category.

• Travel agencies & services - quarterly update 2/13/2023. (2023). (). Fort Mill, South Carolina: Mergent. Retrieved from ABI/INFORM Collection; Business Market Research Collection.
• Sustainable tourism market to grow by USD 335.93 billion at a CAGR of 9.54% from 2022 to 2027 - historic market size valued at USD 489 billion between 2017 to 2021 - technavio. (2023, Mar 03). PR Newswire. Retrieved from ABI/INFORM Collection; Business Market Research Collection.
• Recreational & vacation camps - quarterly update 5/2/2022. (2022). (). Fort Mill, South Carolina: Mergent. Retrieved from ABI/INFORM Collection; Business Market Research Collection.
• Recreational & vacation camps - quarterly update 1/24/2022. (2022). (). Fort Mill, South Carolina: Mergent. Retrieved from ABI/INFORM Collection; Business Market Research Collection. 
• Travel agencies & services - quarterly update 2/1/2021. (2021). (). Fort Mill, South Carolina: Mergent. Retrieved from ABI/INFORM Collection; Business Market Research Collection.
• Arts, entertainment & recreation sector - quarterly update 11/16/2020. (2020). (). Fort Mill, South Carolina: Mergent. Retrieved from ABI/INFORM Collection; Business Market Research Collection.

 

IBISWorld Industry Reports

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

IBISWorld research is an independent, professional publisher of high-quality market research reports. These reports analyze the underlying structure and external forces that drive an industry.

• Buchko, M. (2023, January). Travel Agencies in Canada: Canada Industry (NAICS) Report 56151CA / Administration, Business Support & Waste Management Services. IBISWorld. 
• Ristoff, J. (2023, February). Global Tourism: Global Industry Report X9001-GL /  Additional Global Reports. IBISWorld. 
• Le, T. (2023, January). Global Travel Agency Services: Global Industry Report H4911-GL / Global Transport, Post and Storage. IBISWorld.
• Berdousis, D. (2023, January). Tour Operators in the US: US Industry (NAICS) Report 56152 / Administration, Business Support and Waste Management Services. IBISWorld. 
• Buchko, M. (2022, October). Campgrounds & Recreational Vehicle Parks in Canada: Canada Industry (NAICS) Report 72121CA / Accommodation and Food Services in Canada. IBISWorld. 

 

Marketresearch.com/Freedonia Focus

How to access: Check your local public or academic library to see about access. If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

While you can search this website only some Canadian libraries provide full-text access to the market research reports on industries and demographics for North American industries. They can range from 50 to 400+ pages in length, and contain charts, tables, and graphs, and key facts. Marketresearch.com has varied industry coverage and includes US and international information.

• Freedonia Focus Reports. (2022, May). Recreation: United States. Retrieved from Market Research.com Academic.
• Freedonia Focus Reports. (2022, May). Travel Services: United States. Retrieved from Market Research.com Academic.
• Freedonia Focus Reports. (2018, April). Recreational Vehicles: United States. Retrieved from Market Research.com Academic.

 

Business Market Research Collection (Proquest)

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

Business Market Research Collection brings together four sources to help students more easily conduct the research they need to produce business plans, marketing plans, startup plans, market growth analysis, and strategic and financial plans. Includes access to: Hoover's Company Profiles, OxResearch, Barnes Reports, and the older Snapshots Series, which includes market research overviews on over 40 industries and 40 countries to 2008.

• Recreational & vacation camps - quarterly update 3/20/2023. (2023). (). Fort Mill, South Carolina: Mergent. Retrieved from Business Market Research Collection.
• Ski facilities - quarterly update 2/27/2023. (2023). (). Fort Mill, South Carolina: Mergent. Retrieved from Business Market Research Collection.
• Travel agencies & services - quarterly update 2/13/2023. (2023). (). Fort Mill, South Carolina: Mergent. Retrieved from Business Market Research Collection.

 

Statista

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

A simple to use statistics portal that integrates statistics from thousands of sources, on topics related to business, media, public policy, health and others. Statistics can be exported in PPT, XLS, PDF, and PNG formats. Some basic content available for free.

• Statista Research Department. (2023, March 28). Outdoor recreation in Canada - statistics & facts. Retrieved from Statista database.
• Statista Research Department. (2023, March 28). Recreational fishing in the U.S. - statistics & facts. Retrieved from Statista database.
• Statista Research Department. (2023, March 28). Camping in North America - statistics & facts.  Retrieved from Statista database.
• Statista. (2023). Camping in North America. Retrieved from Statista database.
• Tighe, D. (2022, December 15). Outdoor recreation & sporting goods in the United States - statistics & facts. Retrieved from Statista database.
• Statista Research Department. (2022, May 18). How likely are you to take an adventure when on vacation in Canada? [chart]. Retrieved from Statista database.
• Statista Research Department. (2022, May 12). Most popular recreation activities among campers in North America in 2021 [chart]. Retrieved from Statista database.
• Statista. (2022). Travel and Tourism in the U.S. 2022 [chart]. Retrieved from Statista database.
• Statista. (2022). Outdoor recreation market in Canada. Retrieved from Statista database.
• López, A. (2022, May 31). Leading country destinations for adventure tourism worldwide in 2020. Retrieved from Statista database.

 

WARC: World Advertising Research Center

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

WARC has case studies from major companies and advertising agencies, as well as articles from leading advertising journals and unpublished papers. It also includes company profiles, advertising spending statistics, and demographic and economic data.

• What’s working in travel. (n.d.). Retrieved from WARC database.
• Travel and sustainability: Transforming for the future. (2021, May). Retrieved from WARC database.

 

Newspapers and News Sources - UBC Library Research Guide

How to access: The guide can be viewed through the link below. Individual resources and databases will have different access requirements.

UBC Library has an excellent collection of current and historical newspapers from B.C., Canada, and around the world. UBC affiliates will have access to these resources.

• QUARK EXPEDITIONS ANNOUNCES INNOVATIVE HIKING AND TREKKING OPPORTUNITIES IN THE POLAR REGIONS. (2022, Jun 23). Canada NewsWire. Retrieved from Canadian Newsstream.
• Quark expeditions unveils industry's most immersive polar helicopter program. (2021, Jul 20). Canada NewsWire. Retrieved from Canadian Newsstream.
• Bramham, D. (2021, Jan 30). A high-seas tale of polar expeditions, intrigue & shipwreck; squamish businessman hopes to beat the odds to revive beleaguered adventure tour company. The Vancouver Sun. Retrieved from Canadian Newsstream.
• Lyons, S. (2020, Oct 03). Tourism sector pivots to local market: Tour operators shift focus to manitoba travellers. Winnipeg Free Press. Retrieved from Canadian Newsstream.
• Heather, B. R. (2019, Sep 07). Women-only adventure travel is surging. Telegraph-Journal. Retrieved from Canadian Newsstream.
• O'Neill, D. (2018, Spring). ONE HELI OF A HIKE. Canadian Geographic, Suppl.Travel, 47-49,52-53. Retrieved from Canadian Newsstream.

Industry News

In this section we have gathered some of the most popular information sources, such as trade journals, magazines, blogs, and association websites. Industry information is always changing. For the latest news, current issues and popular opinions, try following one or more of these sources. In addition, interacting with the websites that provide this information through commenting and asking questions may also provide you with more information.

United Nations World Tourism Organization (UNWTO) | The UNWTO is the United Nations agency responsible for the promotion of reasonable, sustainable and universally accessible tourism. Take a look at the Resources & Data as a starting point for statistics and market intelligence reports. The eLibrary is also a free resource with broad coverage of tourism and related subject areas.

Associations

Trade associations often publish free industry newsletters that are excellent sources of information for your business plan. Such newsletters often have articles that cover in-depth topics on business management, manufacturing practices, how-tos, and current industry news.

Canadian Associations

Indigenous Tourism Association of Canada (ITAC) | ITAC focuses on creating partnerships between associations, organizations, government departments and industry leaders from across Canada to support the growth of Indigenous tourism in Canada and address the demand for development and marketing of authentic Indigenous experiences. Take a look at Canada’s Indigenous Tourism Sector: Insights and Economic Impacts document.

Hello BC | This website is an excellent information resource for BC-based Outdoor Adventure. Check out their social media hashtag #explorebc on the following social media platforms: Facebook, Instagram, Twitter, and YouTube. 

Tourism Industry Association of BC | A resource for the tourism industry in BC. Includes information on upcoming events and conferences, as well as advocacy and policy development. 

Wilderness Tourism Association of BC | A non-profit organization dedicated to the sustainability and viability of wilderness tourism. 

Adventure Tourism Coalition (ATC) | A BC organization that aims to create collaboration among adventure tourism sectors and support growing and robust rural economies. Take a look at the Resources and Information page.

Outdoor Recreation Council of BC | Advocate for access, the Outdoor Recreation Council of BC promotes the responsible use of BC’s outdoors for public recreation while building bridges between diverse membership. 

Thompson Okanagan Tourism Association (TOTA) | TOTA represents tourism industry throughout the region of Thompson Okanagan. 

Destination Canada | Destination Canada (formerly the CTC) is a Crown corporation owned by the Government of Canada, that promotes Canada's tourism brand. Make sure to visit the Research page. 

Canadian Parks and Recreation Association (CPRA) | A national voluntary-sector organization serving parks and recreation professionals. Visit The Framework for Recreation in Canada pages.

Aventure Écotourisme Québec | A network of professional adventure tourism and ecotourism businesses in Quebec.

Sport-Specific Associations

• Alpine Club of Canada
• British Columbia Mountaineering Club
• British Columbia Snowmobile Federation
• Federation of Mountain Clubs of BC
• International Mountain Bicycling Association of Canada
• Mountain Bike Tourism Association 
• PIKA - Pacific International Kayak Association
• Recreational Canoeing Association of British Columbia
• Whistler Off Road Cycling Association (WORCA)
   

International Associations

Outdoor Industry Association (OIA) | US-based trade association for companies active in the outdoor recreation business. Check out the Research page.

Adventure Travel Trade Association (ATTA) | The ATTA is a global network of adventure travel tour operators, destinations, and industry partners.

 

Magazines & Trade Journals

Trade associations often publish free industry newsletters that are excellent sources of information for business planning. Such newsletters often have articles that cover in-depth topics on business management, manufacturing practices, how-tos, and current industry news.

BC Business | An online magazine with a focus on British Columbia, check out the Tourism and Culture section.

Explore Magazine | Canada's outdoor magazine. Features tips, techniques, and gear reviews for your next outdoor adventure. Published six times per year.

Get Out There Magazine | Get Out There is Canada’s most-widely distributed network of endurance sports and outdoor recreation publications, with editions serving distinct regional markets in every province.

Outpost Magazine | Global travel magazine that heavily features Canada. They promote thoughtful travel to like-minded travelers and adventurers. 

Outside Magazine | A resource magazine for today's active lifestyle. Includes articles on travel destination tips, and hi-tech gear reviews. Published monthly.

 

Consultant & Other Websites

MarketWatch - Industry Analyzer | The Industries section contains current data on Dow Jones Industry Sectors. Aggregate data as well as company-specific data is available.

PriceWaterhouse Coopers Canada (PwC) | Global consultancy firm that produces reports on the state of various industries.

Firsthand | A free source of industry information. Use the Industry Profiles to research growing industries and best industries by major, and Company Rankings and Profiles to find news, company information, and industry-specific sample professions. Basic monthly membership is free and offers access to blogs, discussion forums, and job listings.

Skilled Immigrant InfoCentre | This free resource created by the Vancouver Public Library is an online and in-person resource that helps newcomers to Canada find information to get a job, explore different careers or start a business.

• Tourism Industry Profile
• Sports and Recreation Industry Profile

 

Blogs & Discussion Forums 

Blogs

Be Wild | Be Wild is an adventure tourism group that maintains a blog of travel guides and news.

Happiest Outdoors | Run by outdoor enthusiast, Taryn, the blog provides tips and advice for travellers and adventure seekers.

The Origin | An online booking and scheduling platform for those in the travel industry, check out the Outdoor Guide Resources for blog posts on trends and tips to become an adventure guide.

Advanced Outdoor Solutions | Founded by Kathleen Walsh, a 20-year veteran of the Outdoor Hospitality Industry, the blog covers trends, news, and advice.

Podcasts 

Explore Magazine's Live the Adventure Podcast | This podcast delves deep into the outdoors. In each podcast, host David Webb interviews people passionate about adventure, environmental causes, community action, recreation, fitness and more

Outdoor Biz Podcast with Rick Saez | Inspiring stories and insights shared from the Outdoor Industry. Features conversations with Outdoor/Adventure Brand Founders and Leaders from Outdoor, Bike, Ski, Adventure Travel, Conservation, Industry Recruiters, Executives, and many others. 

The Business of Adventure | Get a behind the scenes look at the latest technologies with April Peterson, owner of River Rock Outfitter and Ted Schubel, a Fredericksburg radio reporter, as they interview outdoor industry professionals and adventure junkies. 

The Adventure Sports Podcast | With new podcasts twice a week, you’ll hear from athletes, adventurers, explorers, guides, authors, business owners, and many more who live their lives pursuing fulfillment through adventure and the outdoors.

Discussion Forums

Trip Advisor - Outdoors / Adventure Travel Forum | Over 4000 topics about outdoors and adventure travel. Users come together to discuss and exchange information related to travel pursuits based upon interests in Outdoors / Adventure activities and their locations.

Adventure Cycling Association Forum | Segmented by topic, this forum allows members to connect with others and find communities within their region.

Fodor’s Adventure Travel Forum | Users can search threads and posts for relevant topics and ask for advice and recommendations from other users.

TIP: As with all sources, news articles and blogs should be carefully evaluated. For information on how to evaluate your information, watch video tutorial Module Five: Using Information Responsibly.

Government Websites

In this section we have gathered some of the most reliable freely available online government and employment websites for you to use in your research.

 

Canadian Websites

BC Stats | Current reports and statistics from British Columbia's central statistical agency including labour market information, economic statistics and bankruptcies. Start by searching their Industry section and narrowing by industry type or go to the Business, Industry & Trade page to skim all the different business-related topics.

• Tourism

Destination BC | This is the corporate site of Destination BC, a Crown corporation focused on attracting overnight visitors to the province. Take a look at the Research & Insights section for industry performance and regional research. The Adventure & Outdoors page of Hello BC provides great ideas of the types of outdoor recreation and adventures available in British Columbia. While the Outdoor Adventure Tourism Sector Profile is from 2014, it provides a starting point to various types of recreational activities and its popularity.

Government of BC | The official website of the Government of BC the site offers information on a variety of topics related to living, working, and visiting BC.

• Tourism resources page for marketing, research, and funding opportunities
• Ministry of Tourism, Arts, Culture and Sport integrates the tourism sector with the arts, culture and sport sectors to create a more vibrant British Columbia for residents and visitors.  
• Strategic Framework for Tourism 2022-2024  acts as the for rebuilding tourism in the province.
• Sports, recreation, arts and culture highlights popular topics such as camping reservations and sports participation. Review the Recreation page for regulations and licenses.

 

Government of Canada - Business and Industry | The Government of Canada's comprehensive page for business and industry guides you through important information on starting a business. You will find necessary permits and information on tax and regulation, as well as advice on how to protect your intellectual property through copyright or trademark, a primer for selling to the federal government, information on importing and exporting goods, and advice on managing and protecting your business operations. 

• Starting a business 
• Overview of federal government Services for Small Business 

 

Statistics Canada Data | Formerly known as CANSIM, Statistics Canada's key socioeconomic database is updated daily. It is free to search the data tables.

• Participation in outdoor activities
• Participation in outdoor activities, by type of household
• Participation in outdoor activities, by household income
• Travel and tourism statistics
• Tourism demand in Canada, current prices
• Supply of tourism commodities, constant prices (x1,000,000)
• Supply of tourism commodities, current prices (x1,000,000)
• Employment generated by tourism (x1,000)
• Tourism demand, implicit price indexes, seasonally adjusted
• Provincial and territorial gross domestic product (GDP) and employment generated by tourism and related measures (x 1,000,000)
• Canadian Tourism Activity Tracker and Grouped Data Sources
• Tourism demand in Canada, constant prices (x 1,000,000)

 

Canadian Industry Statistics (CIS) - Industry Canada | CIS analyses industry data on many economic indicators using the most recent data from Statistics Canada. CIS looks at industry trends and financial information, such as GDP, Labour Productivity, Manufacturing and Trade data.

• Scenic and sightseeing transportation - 487
• Travel arrangement and reservation services - 5615
• Travel agencies - 56151
• Tour operators - 56152
• Other travel arrangement and reservation services - 56159
• Recreational vehicle (RV) parks and recreational camps - 7212
• Other amusement and recreation industries - 7139
• Other amusement and recreation industries - 71399

 

Squamish Economic Development | Squamish economic development supports sustainable economic development which considers the economic, social, and environmental well-being of local residents. Take a look at the Outdoor Recreation section of the page as well as the Squamish Outdoor Recreation Profile (pdf).

 

City of Vancouver’s Open Data Portal

How to access: The guide can be viewed through the link above and is free to use.

The Government of Canada routinely collects vast quantities and kinds of information on a diverse spectrum of topics. Now the City of Vancouver is making this information available to the public in a single concise searchable portal called Open Data 101. This data is accessible to the public and structured in an easy to understand format.

 

Innovation, Science, and Economic Development Canada
Provides market research, industry statistics, licensing information for intellectual property, and information about doing business internationally. The Industry Canada site features interactive applications such as customizable trade reports, cost calculators, and online business planning guides. You can also search broad Canadian industry statistics.

• The Canadian Tourism Sector
• COVID-19 in Western Canada: Industry Impact: Arts, Entertainment and Recreation
• SME Profile: Tourism Industries in Canada, 2020

 

The Daily - Statistics Canada
The premier source for Canadian statistical information, including census information. Search 'The Daily' releases by subject to identify corresponding census tables, latest news, and publications. Similarly, you can browse by data source, including surveys & questionnaires relevant to your market research, which also link to census tables, latest news and publications.

• Canadian Tourism Activity Tracker, December 2022
• Amusement and recreation industry, 2021
• Open Database of Recreational and Sport Facilities
• Government revenue attributable to tourism, 2012 to 2020

 

WorkBC | Find current employment outlooks, labour market information, relevant links, and a geographic representation of the BC workforce. Start by searching your Industry Profile.

• Outdoor Sport and Recreational Guides
• Tour and Travel Guides
• Travel Counsellors

 

US & International Websites

Small Business Administration: Free Small Business Data
This site is created and managed by the US Small Business Administration (SBA) and provides a list of free sources of information that you can use to obtain data about markets in the US.

U.S. Department of Commerce: Bureau of Economic Analysis

The U.S. Bureau of Economic Analysis is a source of accurate and objective data about the U.S. economy. It provides statistics on U.S. gross domestic product, foreign trade and investment stats, and industry data.

• Outdoor Recreation
• Travel and Tourism

AgEcon Search: Research in Agricultural and Applied Economics
AgEcon Search collects, indexes, and electronically distributes full text copies of scholarly research in the broadly defined field of agricultural economics including sub disciplines such as agribusiness, food supply, natural resource economics, environmental economics, policy issues, agricultural trade, and economic development.

• Shartaj, M., & Suter, J. F. (2020, December). Exploring the local determinants of campground utilization on National Forest Land. AgEcon Search. 
• Béki, P., Lasztovicza, D., & Metzger, J. (2017, April 28). Caves, as touristic attractions in Hungary: Adventure, health, culture, ecotourism. AgEcon Search.
• DE VALCK, J., BROEKX, S., LIEKENS, I., DE NOCKER, L., VAN ORSHOVEN, J., & VRANKEN, L. (2015, August). Contrasting the collective social value of outdoor recreation and the substitutability of nature areas using hot spot mapping. AgEcon Search. 
• Lather, A. S., Singh, R., & Singh, K. A. (2012, November 1). Comparing the levels of expectation and satisfaction of Indian and foreign adventure tourists visiting India. AgEcon Search.

Regulations

Learn More About Compliance Issues

When it comes to starting a business, one of the first decisions you need to make is the legal structure of your business - sole proprietorship, partnership, limited liability partnership, or limited company. You'll also need to register your business and you'll need to be aware of many municipal, provincial or federal regulations. The websites in this section will help you.

Innovation, Science and Economic Development Canada - Permits and Licenses Search

Search for the permits and licenses applicable to your industry and location to meet all federal, provincial and municipal regulations.

 

General Business Resources

BizPaL
This is the one-stop website to assist Canadian businesses that are just starting up, or expanding into new areas. BizPaL asks you a short series of questions about the nature and scope of your current or proposed business. Based on your answers, BizPaL provides you with a customized list of government permits and licences that you may require to operate your business. All of the information that you provide is kept anonymous, and you may save or print your results for future reference.

 

Canada Revenue Agency - Business
This section of the Canadian federal tax agency's website contains important taxation and documentation requirements that businesses operating in Canada must adhere to.

• Keeping records
• Business Number (BN) registration
• Business expenses

 

Small Business BC (SBBC)
SBBC is a great place to start for information on BC specific regulations and guidelines, for whatever stage you are in your business development. This is a great post on the topic.

 

The Province of British Columbia
Provides information on programs and resources available to small business owners in British Columbia. Includes information on taxes and industry regulations. Start with the Permits, Licences & Registrations section.

 

BC Business Registry

British Columbia's online Business Registry is a self-serve application allowing small business owners to complete provincial registrations or incorporations of their business, file name requests on behalf of their business, and store maintenance filings required by British Columbia. Anyone with a BC Registries account may also search for existing businesses and clients, providing access to business information and filings for co-operatives, benefit companies, sole proprietorships, and general partnerships. Use the Business Structures Wizard to help you!

Tips on Company Research

An in-depth investigation and analysis of your competition is one of the most important components of a comprehensive market analysis. A competitive analysis allows you to assess your competitors' strengths and weaknesses in the marketplace, and to implement effective strategies to improve your competitive advantage. Here are some research strategies for doing your competitive analysis:

• Company directories can be used to create lists of competitors by industry, product line, size, etc.
• Doing a company name search in a general research database is an excellent way to learn more about your competitor’s products, services, prices, and media coverage.
• If your competitors are public companies, learn more about them by reading their financials and annual reports.
• News archives provide a range of competitive information on both public and private companies.
• Patents are a good way to learn about the technical and design features of a competitor's products. You can refer to this UBC Library Research Guide, created by UBC Engineering Librarians, if you are looking for patent information. Most of the resources listed are freely available.

For information on primary and secondary market research, as well as common sources for secondary market research, watch our video tutorial Module One: Introduction To Market Research.

Finding information on public companies is considerably easier than finding information on privately-held companies. Information on public companies is readily available online, or at your local library. Another good starting point is the list of resources in the next section of this Accelerator Guide: Find Competitors. Unlike public companies, private companies are not required to file with the System for Electronic Document Analysis and Retrieval (SEDAR). Searching for private company information is considerably more difficult and will require a lot of patience, and a healthy dose of creativity. 

Find Competitors

Learning About Competitors

To create a list of competitors and find basic information about them (e.g. number of employees, contact information) you will need to consult business directories. Many directories are available online for free, while others are fee-based commercial databases. You can find directories that are particular to an industry or geography. Your local library will likely have a good collection of directories that you can consult in person.

For further information about secondary market research, see our video tutorial Module Two: Secondary Market Research for Industry Analysis.

If you know of some public companies in your industry, then annual reports can provide a great deal of useful financial information including sales volume, revenue increases, and total market share. You can search the System for Electronic Document Analysis and Retrieval (SEDAR) for Canadian Company filings. If the competitor you are researching does business in the US, then you search the Security and Exchange Commissions equivalent, EDGAR, which provides free public access to corporate information including financial information and operations by reviewing registration statements, prospectuses and periodic reports filed on Forms 10-K and 10-Q. You also can find information about recent corporate events reported on Form 8-K that a company does not have to disclose to investors. You can use advanced search features to search by Standard Industry Classification (SIC) codes.

 

Free Business Directories

CanadaOne - Canadian Business Directory
CanadaOne has a directory of over 20,000 Canadian businesses.

 

Federal Corporations Data Online 
Free searchable database of federally incorporated/registered companies.

 

Frasers
A comprehensive industrial directory and search tool, with information on products and services provided by Canadian industrial wholesalers, manufacturers, and distributors. You can search by product name, company name, or brand name.

 

D&B Hoovers
Provides information on 18 million US and international companies, both public and private. D&B Hoovers' reports are generated quickly, and are easy to read. A fair amount of information is provided for free, but much more is available with a paid subscription. If you know the company name or ticker symbol of any of the key players in your industry, try searching for their Hoovers records to find key information. Use the link above for free information or contact your local library to see if they provide access. Affiliates of UBC may have access. 

 

Proprietary Business Directories

Business in Vancouver, Book of Lists
Comprehensive collection of BC business data compiled annually as the popular BIV Book of Lists. Provides data on over 1000 companies including: websites, phone numbers, e-mail addresses, top executives' names, company age, revenues, profits and much more. UBC affiliates and in-person community researchers can obtain access to a print version (here are details on how to locate it) or you can get your own online subscription.

 

Mergent Online
Provides access to detailed information on US and international companies. Data can be compared and exported into software applications such as Excel. Affiliates of UBC can learn more and get access.

 

The Blue Book of Canadian Business
Detailed profiles for over 60 Canadian corporations, including missions/values, history, operations, social responsibility and executive biographies. Also contains directory type information for 2,500 Canadian companies, a ranking of the top 500 companies and a list of the top 400 Canadian stocks. UBC affiliates and in-person community researchers can obtain access to a print version of this periodical (here are details on how to locate it at UBC in Vancouver).

 

Reference Canada
Provides information on more than one million businesses throughout Canada. Includes name, address, phone number, contacts, number of employees, annual sales volumes, line of business, and credit rating. Vancouver Public Library subscribes to this online directory so check with your local library about access.

 

UBC Library Business Databases

How to access: If you are a UBC student, staff, faculty or in-person library visitor you may have access to business databases through the David Lam Management Research Library and Canaccord Learning Commons through the links below.

Full Listing By Title or Full Listing By Subject

There are two different ways to identify databases: Use "by title" if you already know the name; otherwise you can search the list "by subject" to find starting places for undertaking market research, finding articles or researching companies. To learn more about how you can access library resources if you are a community user or temporary visitor, check out the UBC Library Community Users & Visitors Guide. Community users and temporary visitors may have additional access restrictions to specific databases because of license agreements.

 

Mapping Your Competitors

Online maps such as Google Maps or Bing Maps and popular directories such as Yelp are a fast way to locate nearby competitors, and to get a better sense of the region your business operates within. Try searching for the name of your product or industry and narrowing your results by focusing the map on a specific location, such as a city or neighborhood.

SimplyAnalytics

This is an Internet-based mapping application that enables users to develop interactive thematic maps and reports using thousands of demographic, business, and marketing data variables. Check your local public or academic library for access. UBC affiliates can learn more and get access.

 

Trade Shows

Attending trade shows is an excellent way to learn more about your competitors. Contact local associations or read trade publications to find out what trade shows are coming to your community.

10Times.com | The largest worldwide online directory of trade fairs, business exhibitions, trade shows, conferences, and seminars for various industries. Search for trade shows by industry, country, date, organizer, or venue.

The Outdoor Adventure and Travel Show | This Canadian event attracts buyers and sellers of outdoor adventure equipment and products.

Outdoor Retailer | This tradeshow takes place in Utah and is in the outdoor industry drawing attendees from around the world. It brings together brands, retailers, decision makers, designers and key stakeholders to gather, do business, and have important conversations that influence our future. 

National Outdoor Recreation Conference | This US based conference serves the outdoor recreation profession. It is the nation’s leading association of outdoor recreation and related professionals who strive to protect natural and cultural resources while providing sustainable recreation access.

Adventure Travel World Summit | An annual summit that takes place at various locations every year gathers representatives from the adventure travel industry come to talk shop, get inspired and enjoy a decidedly adventurous destination anywhere in the world. Produced by the Adventure Travel Trade Association, the Summit is for tour operators, adventure travel writers and influencers, tourism boards, gear partners, and industry partners.

Find Financial Benchmarks

One thing you will need to do in the financials section of your business plan is discuss how you will price your products and/or services, and how this compares to your competitors. You will need to develop a financial plan that includes your projected revenues and net income. The following resources will help you find financial information on competitors in your industry.

 

Free Tools for Finding Financial Info

EDGAR
Filings with the US Securities & Exchange Commission by companies listed on US exchanges. 10-K Forms include detailed information on company history, structure, financial statements, and other relevant data.

 

SEDAR
A collection of corporate filings that are required by securities regulators, from companies operating in Canada. This website is an excellent source for information about a company's plans, competitive environment, markets, products, and assets. SEDAR is the Canadian equivalent of EDGAR.

 

Finding Benchmarks & Ratios

Ratios are tools that allow you to plan and assess your company's progress over time, and to compare it to other companies in the same industry. There are diferent kinds of ratios, including operating ratios, financial ratios, performance indicators, and benchmarks.

 

Financial Performance Data (formerly SME Benchmarking Tool)
Tool for benchmarking your financial reports with others in your sector. Website also includes a collection of financial data and annual reports of various Canadian companies. For instructions on using the Financial Performance Data click here. To create a report using Financial Performance data click here.

TIP: Remember to search using your NAICS code (eg. 713990 - All Other Amusement and Recreation Industries Includes Outdoors adventure operations (e.g. white water rafting) without accommodations)

 

Financial Performance Indicators for Canadian Business
Offers current financial ratios by industry, based on data provided by Statistics Canada. The indicators are designed to serve as financial performance benchmarks against which individual firms and industries can be compared. Affiliates of UBC, UNBC, UVic and SFU have access through Abacus Dataverse. If you are visiting, please contact your local library about access.

 

 

Proprietary Tools For Finding Financial Info

UBC Company Research Guide
This research guide was created by UBC business librarians. Follow this link to go directly to the section of the guide that features various UBC Library electronic resources that are recommended for searching for financial information on competitors, such as credit rankings, stock prices and investment analyst reports. You can explore the navigation on the right-hand side to find more recommended research sources on the general topic of company research.

 

Library Resources

Access to the following sources may be available through your local public or academic library. For information on how to obtain a library card, and for additional information on using libraries in BC, please visit our Getting Access to Library Resources page.

 

Mergent Online
Provides access to detailed information on US and international companies. Data can be compared and exported into software applications such as Excel. Affiliates of UBC can learn more and get access.

 

Tools For Calculating Your Own Financials

• Financial Ratio Calculators - Business Development Canada
• Financial Ratios Calculator: Debt to Equity and Other Ratios - Canada One
• Business Calculators - GoForth Institute

Demographic Data

The resources listed in this section will help you identify population characteristics, and help you develop your customer profile. This research will also help you identify geographic areas where the largest number of your potential customers live. This can be very useful when determining a location for your business, and also when formulating your marketing strategy. Don't forget that trade associations and trade journals collect information about customers and can be great information sources for this area of your research.

 

Statistics Canada Data | Formerly known as CANSIM, Statistics Canada's key socioeconomic database is updated daily. It is free to search the data tables.

• Participation in outdoor activities
• Participation in outdoor activities, by type of household
• Participation in outdoor activities, by household income
• Travel and tourism statistics
• Tourism demand in Canada, current prices
• Supply of tourism commodities, constant prices (x1,000,000)
• Supply of tourism commodities, current prices (x1,000,000)
• Employment generated by tourism (x1,000)
• Tourism demand, implicit price indexes, seasonally adjusted
• Provincial and territorial gross domestic product (GDP) and employment generated by tourism and related measures (x 1,000,000)
• Canadian Tourism Activity Tracker and Grouped Data Sources
• Tourism demand in Canada, constant prices (x 1,000,000)

 

The Daily - Statistics Canada
The premier source for Canadian statistical information, including census information. Search 'The Daily' releases by subject to identify corresponding census tables, latest news, and publications. Similarly, you can browse by data source, including surveys & questionnaires relevant to your market research, which also link to census tables, latest news and publications.

• Canadian Tourism Activity Tracker, December 2022
• Amusement and recreation industry, 2021
• Open Database of Recreational and Sport Facilities
• Government revenue attributable to tourism, 2012 to 2020

 

Canadian Household Spending - Statistics Canada
Statistics Canada is the national statistical office. The agency ensures Canadians have the key information on Canada's economy, society and environment that they require to function effectively as citizens and decision makers.

This table provides statistical information about household expenditures by Canadians broken down into a variety of categories. You can refine the table by region. You can view the full list of data tables here. 

Census Profile - Statistics Canada
Provides Canadian community profiles from the latest Census of Canada. These profiles are very useful for comparing statistics on different municipalities or regional districts. Includes details on family characteristics, primary language, mobility, educational attainment, marital status, labour force activity, earnings, and mode of transportation to work.

 

Socio-Economic Profiles - BC Stats
The socio-economic profiles consist of charts and tables for the various regional districts, health areas, college regions and school districts. Each region contains a map, demographic profile, economic hardship, labour market structure, education concerns, crime, health problems, children at risk, and youth at risk. The profiles are presented in a format that allows comparison to other regions in the province and to BC overall.

Your Target Market

Library Resources

Access to the following sources may be available through your local public or academic library. For information on how to obtain a library card, and for additional information on using libraries in BC, please visit our Getting Access to Library Resources page.

Marketresearch.com/Freedonia Focus

How to access: Check your local public or academic library to see about access. If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

While you can search this website only some Canadian libraries provide full-text access to the market research reports on industries and demographics for North American industries. They can range from 50 to 400+ pages in length, and contain charts, tables, and graphs, and key facts. Marketresearch.com has varied industry coverage and includes US and international information.

• Freedonia Focus Reports. (2022, May). Recreation: United States. Retrieved from Market Research.com Academic.
• Freedonia Focus Reports. (2022, May). Travel Services: United States. Retrieved from Market Research.com Academic.
• Freedonia Focus Reports. (2018, April). Recreational Vehicles: United States. Retrieved from Market Research.com Academic.

eMarketer

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Or, contact your local public or academic library for their access details.

Global market research and trend analysis database that focuses on Internet, e-business, online marketing, media, and emerging technologies.

• Categories/Activities in Which Adults in Select Countries Are Cutting Back due to Higher Prices, Sept 2022
• Categories in Which Adults in Canada Have Cut Spending in Response to Higher Prices, by Age, Oct 2022

Passport GMID (formerly Global Market Information Database)

How to access: Check your local public or academic library to see about access. If you are a UBC student, staff or faculty member you can access this resource. Please note this is not available for walk-in library users.

Passport GMID, produced by Euromonitor, is an integrated information system providing business intelligence on country economies and demographics, consumers, lifestyles, companies and industries. 

• Mikalauskaite, G. (2022, December 22). Sporting and Recreational Services in Canada: ISIC 924. Retrieved from Passport GMID database.
• Jarman, A. (2021, June 7). Interview with Shannon Stowell, CEO of the Adventure Travel Trade Association. Retrieved from Passport GMID database.
• Bremner, C. (2020, June 22). Travel Leaders Podcast: Interview with Casey Hanisko, President of Adventure Travel Trade Association. Retrieved from Passport GMID database.

WARC: World Advertising Research Center

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

WARC has case studies from major companies and advertising agencies, as well as articles from leading advertising journals and unpublished papers. It also includes company profiles, advertising spending statistics, and demographic and economic data.

• What’s working in travel. (2021, July). Retrieved from WARC database.
• How sustainability is changing travel. (2022, April). Retrieved from WARC database.
• Oklahoma Tourism and Recreation Department: RoadTripOK. (2021). Retrieved from WARC database.

 

Public Opinion Polls

Ipsos
Links to Canadian, U.S. and international polls. Includes polls on consumer goods.

• Strong Desire for Travel, but heightened sense of risks will impact speed of tourism recovery

Roper Center for Public Opinion
Preserves the data from polls conducted by many leading survey organizations for the use of researchers, students, and journalists. Includes a section on how to analyze polls. Only for those affiliated with UBC.

 

Primary Research

The main point of this guide is to introduce you to a wide range of secondary market research resources but keep in mind there is great value in analyzing other information including:

• Advertising, blogs and sales brochures
• Your personal network and employees
• Direct observation, focus groups and interviews with potential customers

The Daily - Statistics Canada
The premier source for Canadian statistical information, including census information. Search 'The Daily' releases by subject to identify corresponding census tables, latest news, and publications. Similarly, you can browse by data source, including surveys & questionnaires relevant to your market research, which also link to census tables, latest news and publications.