Nova Scotia Community CollegeSeptember 27, 2011
� 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.
International tourist arrivals by region (million)
Our visionInspire the world to explore Canada.
Our missionHarness Canada’s collective voice to grow export revenues.
Our valuesInnovation, Collaboration, Respect
� 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
� 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
Mexico
Brazil
UKFrance Germany
India
ChinaSouth Korea
Japan
Australia
US
� 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.
Canadian jobs:
594,500(-1.1% from 2009)
Federal tax
revenues:
$9.4 billion(+5.8% from 2009)
Canada’s tourism industry performance in 2010
Foreign spending:
$14.9 billion(+5.7% from 2009)
Foreign spending:
$14.9 billion(+5.7% from 2009)
Domestic spending:
$58.5 billion(+6.9% from 2009)
Domestic spending:
$58.5 billion(+6.9% from 2009)
Total tourism
spending:
$73.4 billion(+6.7% from 2009)
CTC’s attributable
contribution:
$1.9 billion
CTC’s attributable
contribution:
16,569
CTC’s attributable
contribution:
$244.2 million
Source: UNWTO
RANK 1950 World
Share 1970 World
Share 1990 World
Share 2010 World
Share 1 USA
97%
Italy
75%
France
67%
France
56%
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 Switzerland Mexico Germany
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: Tourism Economics
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
Impact of China granting
Approved Destination
Status to the US in 2009
Impact of US government dropping
visa requirement for South Korean
travellers in late 2008
Impact of implementation of
new visa requirements for
Mexican visitors in July 2009
*Interbrand
*Global Tourism Watch, Unaided Destination Awareness (Harris/Decima 2010)
Place• Offers variety
• Vibrant cities on edge of
nature
• Cool accommodations
Product
• Active participation
• Shopping, dining
• Involves the main sites
• Social events, festivals
• Multi-faceted
• Convenient
Price
•Range of options
•Menu of choices to
pick and choose
Promotion
• Lively and direct
• Strong new media
presence• Fun
• Stylish
• Active adventure
• Mix of city/town and
nature
• Multi-city trips
• Immersive
• Beautiful scenery with
activities• Allows free exploration
• Environmentally, socially,
responsible
• Will pay for unique
experiences, local, ethical
products• Value for money
• Transparency of offering
• Varied /extensive media mix
• Include other traveler reviews
• Social connection with locals• Beautiful scenery/activities
• Stylish/creative
• Places with rich history
and cultural uniqueness
• Secluded, off beaten path
• Historical emphasis
• Authentic, living culture
• Less family/group oriented, more one-on-one
• Reasonable price with à la
carte options
• Traditional media and
internet
• Practical details• Cater to older interests
• Less commercial
Cultural Explorers
Authentic Experiencers
FreeSpirits
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
CTC
CTC/DMODMO/
SUPPLIER
CTC
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
Name: Explore Canada Like a Local
URL: www.explorelikealocal.com
US Launch Online Ads & iPad
Media & public relations• Events, publications
• Media stories
Travel trade promotions• Work with our key accounts
• Train travel agents to sell Canada
MC&IT• Meetings
• Conventions
• Incentive travel
� 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.
Twitter: @CTCCEO
Top Related