Inspiring Travellers to Canada, September 16, 2013

Inspiring travellers to CanadaMichele McKenzie, President and CEO, Canadian Tourism CommissionAltitudes East, September 16-17, 2013

OUR GOAL To grow tourism export revenue for Canada in markets offering the highest return and where the Canada brand leads

OUR MISSIONTo harness Canada's collective voice to grow tourism export revenue

OUR VISIONTo inspire the world to explore Canada

The CTC is Canada’s International Tourism Marketer

OPPORTUNITIES• Global tourism demand• Positive national image• Growing business tourism• Increased domestic air capacity

STRATEGIC INSIGHTS

Research-based strategic insights

CHALLENGES• Emerging competition • Access to visas • Price competitiveness

STRATEGIC INSIGHTS

Research-based strategic insights

ANNUALLY BY 2030:• 1.8 BILLION INTERNATIONAL TOURIST ARRIVALS• 500 MILLION LONG-HAUL INTERNATIONAL TOURIST

ARRIVALS

Research-based strategic insights

WHO TO WATCH:

Millennials & Boomers

Research-based strategic insights

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.

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.

Broad consultation across the industry ensures effective strategy and alignment

CTC OFFERS PLATFORMS TO FOSTER INCREASED CAPACITY:

STRONG MARKET ORIENTATION WITH LOCAL PRESENCE

PROMOTION SALES AND MARKETING ACTIVITIES

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

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

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