2. Growth of global arrivals:
25 million in 1950.
935 million in 2010.
1.6 billion by 2020.
In 2010, Canada’s tourism sector contributed:
$73.4 billion in revenues to the Canadian economy
$29.3 billion to Canada’s GDP
$20.1 billion in government taxation revenues.
Tourism marketing benefits other sectors, like trade
and education.
Tourism generates enormous secondary benefits for
the economy and the employment of a country.
4. Canada’s national tourism marketing organization (NTO)
Investing in 11 countries around the world
Headquartered in Vancouver with a regional hub in UK
Federal Crown corporation
Our vision
Inspire the world to explore Canada.
Our mission
Harness Canada’s collective voice to grow export revenues.
Our values
Innovation, Collaboration, Respect
5. Roles-based return on investment (ROI) model:
target long-haul, high-spending consumers who
tend to spend more and stay longer.
Provide leadership with representation in each of
our 11 key markets:
Traditional/core markets Emerging/transition markets
• UK • Brazil
• France • China
• Germany • India
• Australia • Mexico
• US (MC&IT, media) • South Korea
• Japan
6. France Germany China
UK South Korea
India
Japan
US
Australia
Mexico
Brazil
7. Emerging economies are investing heavily in
tourism marketing (e.g. India, Turkey).
Internationally, progressive NTOs are re-vamping
their models to be more efficient (e.g. VisitBritain,
Tourism New Zealand, Tourism Australia).
Canadian marketing partners (i.e. PMOs and
DMOs) are increasingly well-funded.
New US Corporation for Travel Promotion is a
public-private partnership with the mission of
promoting increased international travel to the US.
8. Canada’s tourism industry performance in 2010
Canadian jobs:
Domestic spending: 594,500
$58.5 billion (-1.1% from 2009)
(+6.9% from 2009)
CTC’s attributable
contribution:
Total tourism 16,569
spending:
$73.4 billion CTC’s attributable
(+6.7% from 2009) contribution:
$244.2 million
Foreign spending: Federal tax
$14.9 billion revenues:
(+5.7% from 2009)
CTC’s attributable $9.4 billion
contribution: (+5.8% from 2009)
$1.9 billion
9.
10. 1950 World 1970 World 1990 World 2010 World
RANK
Share Share Share Share
1 USA Italy France France
2 Canada Canada USA USA
3 Italy France Spain Spain
4 France Spain Italy China
5 Switzerland USA Hungary Italy
6 Ireland Austria Austria UK
7 Austria Germany UK Turkey
8 Spain 97% Switzerland 75% Mexico 67% Germany 56%
9 Germany Yugoslavia Germany Malaysia
10 UK UK Canada Mexico
11 Norway Hungary Switzerland Austria
12 Argentina Czech Greece Ukraine
13 Mexico Belgium Portugal Russia
14 Netherlands Bulgaria Malaysia Hong Kong
15 Denmark Romania Croatia Canada
Other 3% 25% 33% 44%
Total 25 million 166 million 703 million 935 million
Source: UNWTO
11. Rank 1999 2009
1 US US
2 UK France
3 France China
4 Canada UK
5 China Italy
6 Germany Canada
7 Italy Germany
8 Spain Turkey
9 Hong Kong Malaysia
10 Mexico Hong Kong
Source: Tourism Economics
12. Impact of implementation of Impact of US government dropping Impact of China granting
new visa requirements for visa requirement for South Korean Approved Destination
Mexican visitors in July 2009 travellers in late 2008 Status to the US in 2009
18. Free Cultural Authentic
Spirits Explorers Experiencers
• Active participation • Immersive • Historical emphasis
• Shopping, dining • Beautiful scenery with • Authentic, living culture
• Involves the main sites activities • Less family/group oriented,
• Social events, festivals
Product • Multi-faceted
• Allows free exploration
• Environmentally, socially,
more one-on-one
• Convenient
responsible
• Offers variety
• Vibrant cities on edge of • Mix of city/town and • Places with rich history
Place nature nature and cultural uniqueness
• Cool accommodations • Multi-city trips • Secluded, off beaten path
• Range of options • Will pay for unique • Reasonable price with à la
• Menu of choices to experiences, local, ethical carte options
products
pick and choose
Price • Value for money
• Transparency of offering
• Lively and direct • Varied /extensive media mix
• Traditional media and
• Strong new media • Include other traveler reviews
internet
presence • Social connection with locals
• Practical details
• Fun • Beautiful scenery/activities
• Cater to older interests
Promotion • Stylish
• Active adventure
• Stylish/creative
• Less commercial
19. What is a Signature Experience?
An immersive, hands-on experiential offering that is aligned
with Canada’s tourism brand and is unique and differentiated,
that engages local people and showcases special places.
Currently 48 SEC members, including 4 from Nova Scotia:
• Step Back in Time to the Birthplace of Great Beer - Alexander Keith’s Brewery
• History on High: Halifax Citadel - the Halifax Citadel National Historic Site of Canada
• Cape Breton Island Multi-Sport Kayak, Bike and Hike - Freewheeling Adventures
• Tidal Bore River Rafting and Mud Sliding - Schubenacadie Tidal Bore Rafting Park and
Cottages
22. Direct-to-consumer advertising
• Increase awareness of Canada as a destination
• Generate interest in travel to Canada
• Create a “vacation movie” in the minds of travellers
33. We are focused on marketing that generates
business demand. And Canada has what it takes
to compete!
We work to provide a partnership framework for
the Canada’s national tourism industry behind a
strong tourism brand “Canada. Keep Exploring.”
We provide tools to help tourism businesses
compete in the international tourism marketplace.
We greatly value our important relationships with
Canada’s tourism industry.
