In this article, you'll find information to help interpret your VisitorView LOI dashboards.
These fields are consistently present in every dashboard, defining the visitors being assessed.
- Destination Category: The level of geography used for the report.
- Destination Name: The specific place visited.
- Origin Category, Origin name: Select between country or region categories, and select the specific countries or global regions within the categories.
- Date: The year, quarter, month, or season in the map page, or a time period with start and end date in the trends page. Note that the data cannot go earlier than January 1st 2022, regardless of the start date chosen.
- Top N: Provides the top DAs by visits for the selected geography.
Questions it can Answer
- Which attractions are most popular among overnight visitors in our region, and are they experiencing overcrowding?
- How do visitor preferences vary seasonally or by origin, and how can we encourage dispersion to under-visited areas?
- What strategies can balance economic impact with sustainability and visitor experience?
- Which attractions generate the most visitor traffic and require improved transportation access?
- What times of year see peak visitor movement to my area?
- Which attractions in our jurisdiction draw the most visits and require improved infrastructure or services?
- Which areas consistently draw large numbers of visitors and could influence event attendance or property value?
- Are there seasonal trends that impact demand for event spaces or short-term rentals?
Example Report
Here, we've set our destination category to be Provincial, our Destination Name to Ontario, and our Origin to Greece. Our time frame is visits in 2025 year-to-date.
Setting our Top N to 5, we get the top 5 DAs by visits, and the locations of interest within those DAs. This, along with the map view, shows us that convention centres, large venues, and museums and galleries in Toronto and Vaughan are the most popular destinations.
Looking at the Locations of interest, we can see that overnight visitors from Greece tend to prefer museums, sports venues, and convention centres.
Using the Trend Page for the top 5 DAs from January 1st, 2022 to December 1st, 2025, we can see that historically, the CAA Theatre (purple ribbon) was a popular destination for tourism in 2023 and 2024, with a gradual decline to the bottom of the top 5 DAs visited so far.
Additional FAQs
Data is updated monthly, on the 10th business day of every month and approximately 45 days after the end of the reference month, and one week after the core VisitorView Tourism Suite product. For example:
October 2025 (Final)
November 2025 (Leading)
When conducting analysis using Years or Quarters as a timeframe, you will notice a “YTD” note at the end of the year or quarter. For example, 2025 YTD or Q2 2025 YTD. This is to serve as a reminder that these timeframes do not yet contain full data, so use caution when looking at year-over-year or period-over-period metrics.
Why are certain geographies missing from the dashboard?
The following custom geographies are not available in the LOI dashboard because they do not have a dissemination area (DA) that fits within them:
- Big Skies & Badlands
- Hastings County
- Northern Lights & Waterways
- Osoyoos, BC (T)
- Prairie Life & City Lights
- Unlimited Lakes and Parkland
What does the “i” icon next to the timeframe filter mean when a seasonal timeframe is selected?
When you choose a seasonal timeframe type, an “i” icon appears next to the timeframe filter. Hovering over this icon reveals which months are included in each season:
- Winter: December to March
- Spring: April to June
- Summer: July to August
- Fall: September to November
Why does the winter season include months from two different years?
The winter season spans December to March, which means it crosses calendar years. For example, selecting "Winter 2025" will include data from December 2024 to March 2025. This ensures the full seasonal period is captured accurately and aligns with industry standards.
What Location of Interest categories are included in the dashboard?
The LOI dashboard includes locations of interest from the following categories:
- Casinos
- Convention Centres
- Entertainment Parks
- Historical Sites
- Hotels
- Large CMA Park
- Large Gathering Venues
- Municipal Recreation and Community Facilities
- Museums and Galleries
- National Park
- Outlet Shopping Centre
- Provincial Park
- Retail Mixed-Use Development
- Super-Regional Mall
- Wildlife Attractions
What does it mean when the “i” icon in the top right corner is yellow?
Hover over the yellow “i” icon to see the latest product updates.
What does it mean when the “i” icon in the top right corner is red?
When the “i” icon turns red, it indicates there is a filtering error on the dashboard. It will be accompanied by a message explaining how to resolve the filtering error.
How do I use the date range selector on the Trends page?
When selecting a date range, be sure to select the 1st of the month on the calendar picker, otherwise the entire timeframe will not appear. For example, if you select January 5 as a starting date, the ribbon chart will start at February. Select January 1 to remedy this.
Can I save my view and return to it later?
Yes, click the save icon in the top-right corner of the dashboard to bookmark a view and return to it later.
The maximum number of bookmarks is 20. When you bookmark a view, the following are saved:
- The current page
- Filters
- Visual selection state
- Sort order
- Drill location
For more information on bookmarking, click here.
How do I export data out of the dashboard? What file formats are supported?
There are a couple ways to export data: you can export the entire dashboard page or single elements from the dashboard.
To export the entire dashboard to PowerPoint or PDF, click the Export button in the header menu.
To export a certain data point from the dashboard, hover over the element you want to export and click the three dots in the top-right corner, then click Export data. Dashboard elements can be exported to .xlsx or .csv format.