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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