Data Visualization: Power BI Visualization
The Canadian travel industry, a vital economic indicator for the country, faced unprecedented challenges in the wake of the Covid-19 pandemic. To understand its post-pandemic trajectory and its alignment with global trends, this case study utilized data from the official Government of Canada's Website and benchmarked it against insights from the UNWTO (United Nations World Tourism Organization) data. The objective was to gain actionable intelligence and guide strategic decisions for the revival of Canadian tourism.
Project Background
The project was founded on the premise that the behavior of the Canadian travel industry, a microcosm of global tourism, closely mirrored worldwide trends. Leveraging this assumption, the project incorporated key insights from UNWTO data, including:
· International tourism reaching 62% of pre-pandemic levels in January-September 2022.
· A 133% increase in international tourist arrivals from January to September 2022 compared to the same period in 2021.
· Rapid recovery of international travel, with monthly arrivals improving from -64% in January 2022 to -27% in September.
· Robust tourism performance in Q3 2022, with Africa and the Americas reaching 63% and 66% of 2019 levels, respectively.
· Asia and the Pacific experiencing a 230% increase in arrivals but remaining 83% below 2019 levels.
Project Goal
The primary goal of this case study was to assess how the Canadian travel industry had fared post-Covid-19 compared to the pre-pandemic era. Understanding the performance of the tourism sector was crucial, as it not only reflected the country's economic well-being but also represented a significant source of income.
Methodology
Data Collection
Data Pre-processing
1. This project required Data blending (Combining 3 different excel tables together with different formats) to build the Data models.
2. using the Power Query Editor to clean, process and transform the data and get it ready for Modelling using Power Pivot. Invalid columns were also removed and Column types were changed to appropriate types and also to ensure uniformity and ease of building the Data model.
3. Some dimensions are shared between all 3 Fact tables like the Date Dimension table whereas some dimensions are peculiar to 1 Fact table
Data Modelling
After cleaning the data and optimizing the dataset so it can be modelled using Pivot tables (Dimensional Modelling), the datasets are connected together forming 1:M relationships from Dimensional tables to Fact Tables.
Data Analysis
DAX (Data Analysis eXpressions) were employed to build numeric and quantitative metrics that would be used to properly visualize the Data, by slicing, dicing and drilling-through the fact tables using dimensions and these metrics to tell the Data story.
Key Insights and Actionable Intelligence:
Remarkable Recovery: 2022 witnessed a 282.95% increase in arrivals compared to 2021, closely mirroring global trends.
Regional Opportunities: Ontario, British Columbia, and Quebec attracted the highest volume of international visitors, presenting opportunities for targeted marketing and promotions.
Strategic Timing: Ontario emerged as the top destination for visitors, particularly in Q3 when ticket prices peaked. This emphasized the strategic importance of the summer months.
Summer Profitability: Q3 was the busiest quarter, with the highest ticket prices. This demand-driven trend in the summer months presented opportunities for industry players to capitalize on increased visitor numbers.
Industry Use Cases:
Understanding Travel Trends: The analysis provides insights into travel patterns and trends for different regions and countries, aiding in informed decisions regarding travel restrictions, marketing strategies, and destination promotions.
Identifying High-Traffic Times: Peak travel times, such as during Q3, can be identified, allowing for resource allocation and efficient operation planning.
Tracking Economic Impact: The study helps track the economic impact of tourism, guiding decisions on resource allocation for tourism development and policy effectiveness.
Enhancing Safety: Identifying potential safety risks for travelers, such as high crime rates or natural disasters, supports the development of safety protocols and guidelines.
Enhancing Customer Experience: Understanding customer preferences and behaviors facilitates tailored travel experiences, leading to increased customer satisfaction and loyalty.
Summary and Conclusion
This case study provides a comprehensive analysis of the Canadian travel industry's post-pandemic performance, guided by global tourism trends. The insights garnered offer valuable guidance for stakeholders in the industry to revitalize and optimize their strategies, ultimately contributing to the resurgence of Canadian tourism in a changing landscape.
Comments