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Canadian Tourism CommissionUniversity of CalgaryNovember 17, 2011
THE POWER OF TOURISM 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)
Are we spending our money in all the right places?
Our goal: Grow tourism export revenues for Canada.
Our vision: Inspire the world to explore Canada.
Our mission: Harness Canada’s collective voice to grow export revenues.
Our values: Innovation, Collaboration, Respect
CTC OVERVIEW• 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
• Generate wealth for Canadians by stimulating demand for Canada’s visitor economy through effective tourism marketing and promotions supported by aligned market research.
OUR MANDATE
• 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.
OUR BUSINESS MODEL
OUR MARKETS
ROLE OF DESTINATION MARKETERS IS TRANSFORMING
• 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.
INTERNATIONAL TRAVELLERS’ AWARENESS
• Travellers are more aware of countries rather than regions or attractions.
Source: Global Tourism Watch, Unaided Destination Awareness (Harris/Decima 2010)
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 attributablecontribution:$1.9 billion
CTC’s attributablecontribution:
16,569
CTC’s attributablecontribution:
$244.2 million
DOMESTIC VS. OVERSEAS* TRAVELLERS’ SPENDING PER TRIP
Domestic travellers in Canada$305/trip
*Overseas = Travellers from all CTC key markets, excluding the US.Note: Based on average for 2010.
Overseas* travellers in Canada$1,400/trip
Canada has what it takes to compete
LARGER COMPETITIVE SET
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
LONG-HAUL INBOUND TRAVEL
Source: Tourism Economics
Rank 1999 20091 US US2 UK France3 France China4 Canada UK5 China Italy6 Germany Canada7 Italy Germany8 Spain Turkey9 Hong Kong Malaysia10 Mexico Hong Kong
HOW POLICY IMPACTS TOURISM BUSINESS
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
How we used to market Canada…
Canada in the 40’s/50’s
“YOUR NATURE PRODUCT MAY BE BETTER THAN OURS, BUT IT LOOKS
COLD AND INACCESSIBLE.IS THERE SOMETHING TO DO WHEN WE
GET THERE?”- CNN
“GET REAL, WE HAVE NEW YORK, VEGAS, ETC…TELL US WHY WE SHOULD
TAKE A CITY VACATION IN CANADA?”- The Washington Post
“When I look at your advertising, it seems like you are talking to yourself. Consumers want to hear stories about what they will experience --not ads about who you are.”
- Peter Greenberg, NBC Today Show
17 millionAmericans visited Canada in 1947.
17 millionAmericans visited Canada 60 years later in 2006.
TRAVELLERS AROUND THE WORLD ARE
TELLING US THAT THEY WANT TO
EXPLORE AND LIVE A LIFE THAT’S LESS
ORDINARY.
WE’RE PROMISING THAT CANADA IS THE PLACE WHERE THEY CAN FULFILL THIS DREAM & CREATE STORIES ALL THEIR OWN.
CANADA. KEEP EXPLORING IS A STORYTELLING BRAND THAT DELIVERS ON THE PROMISE OF A LIFE LESS ORDINARY.
How we market Canada today…
BRAND
58%of the decision to
visit Canada is driven by the
tourism brand
*Interbrand
Ranking of the Most Reputable Countries in the World Country RepTrak™ 2011 External G8 Scores
CUSTOMER
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 115 SEC members, including 18 from Alberta.
PATH TO PURCHASE
CTC
CTC/DMODMO/
SUPPLIER
CTC
ROLES ALONG THE PATH TO PURCHASE
CONSUMER DIRECT
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
SOCIAL MEDIA
Name: Explore Canada Like a Local
URL: www.explorelikealocal.com
URL: www.explorelikealocal.com
US Launch Online Ads & iPad
MEDIA RELATIONS
Media & public relations• Events, publications• Media stories
TRAVEL TRADE
Travel trade promotions• Work with our key accounts• Train travel agents to sell Canada
MC&IT
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.
To wrap up…
Michele McKenzieTwitter: @CTCCEO
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