See Michele McKenzie’s presentation “Inspiring Travellers to Canada” providing a look into the Canadian Tourism Commission’s strategic framework to drive air capacity. The 7th Altitudes East takes place in Halifax, Nova Scotia September 16th and 17th. This annual air access forum is for anyone associated with the air industry in Canada, the United States and Europe. The setting gives participants valuable insights, fosters discussion and innovation to help propel the aviation i

1. Inspiring travellers to Canada
Michele McKenzie, President and CEO, Canadian Tourism Commission
Altitudes East, September 16-17, 2013

2. OUR GOAL
To grow tourism export
revenue for Canada in
markets offering the
highest return and where
the Canada brand leads
OUR MISSION
To harness Canada's
collective voice to grow
tourism export revenue
OUR VISION
To inspire the world to
explore Canada
The CTC is Canada’s International Tourism Marketer

3. OPPORTUNITIES
• Global tourism demand
• Positive national image
• Growing business tourism
• Increased domestic air capacity
STRATEGIC INSIGHTS
Research-based strategic insights

4. CHALLENGES
• Emerging competition
• Access to visas
• Price competitiveness
STRATEGIC INSIGHTS
Research-based strategic insights

5. ANNUALLY BY 2030:
• 1.8 BILLION INTERNATIONAL TOURIST ARRIVALS
• 500 MILLION LONG-HAUL INTERNATIONAL TOURIST
ARRIVALS
Research-based strategic insights

6. WHO TO WATCH:
Millennials & Boomers
Research-based strategic insights

7. THE WHAT AND HOW OF TRAVEL:
Research-based strategic insights
Photograph by Christian Heeb, laif/ReduxPhotograph by Paul Nicklen, National Geographic
National Geographic has cited Nova
Scotia’s Cape Breton and British
Columbia’s Great Bear Rainforest as two
of its top 10 destinations for 2013.

8. CTC’s airline engagement objective
“…demonstrate leadership by working
collaboratively with industry stakeholders to
inform, contribute and promote air service
growth and sustainability”
Action based on informed leadership, equitable contribution and collaboration,
Tourism Touts.

9. Broad
consultation
across the
industry ensures
effective
strategy and
alignment

10. CTC OFFERS PLATFORMS TO
FOSTER INCREASED CAPACITY:

11. STRONG MARKET ORIENTATION
WITH LOCAL PRESENCE

12. PROMOTION SALES AND
MARKETING ACTIVITIES

13. Leverages new service to facilitate demand through
integrated marketing campaigns, and trade education
and familiarization opportunities
• Examples:
• May 2012 – The CTC, partners and Virgin Atlantic
• June 2011 - China Southern Airlines
WORK WITH AIRLINES THAT IDENTIFY CANADA AS
A VIABLE AND LONG-TERM OPPORTUNITY AND
LEVERAGE THEIR ACTIVITIES

14. Improved
accessibility,
lower costs
More
demand
More
flights
THE GOLDEN TRIANGLE
– AIRLINE, AIRPORTS AND TOURISM AUTHORITIES
“tourism demand and capacity must be
worked at simultaneously”
Global Report on Aviation, Volume Five, UNWTO 2012

15. Today’s presentation can be viewed at http://www.slideshare.net/ctc_cct/
Corporate site: Canada.travel/corporate (corporate): twitter.com/ctccct @ctccct
Site entreprise: Canada.travel/entreprise (entreprise): twitter.com/cctinfos @cctinfos