1. Canadian Tourism CommissionTourism Industry Association of
Prince Edward IslandDecember 2, 2011
2. THE POWER OF TOURISM Growth of global arrivals: 25 million
in 1950. 935 million in 2010. 1.6 billion by 2020. In 2010, Canadas
tourism sector contributed: $73.4 billion in revenues to the
Canadian economy $29.3 billion to Canadas 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.
3. INTERNATIONAL TOURIST ARRIVALS BY REGION (MILLION)
4. CTC OVERVIEW Canadas national tourism marketing organization
(NTO) Investing in 11 countries around the world Headquartered in
Vancouver with a regional hub in UK Federal Crown corporationOur
goal: Grow tourism export revenues for Canada.Our vision: Inspire
the world to explore Canada.Are we spending our moneyOur mission:
Harness Canadas collective voice to growin all the right export
revenues. places?Our values: Innovation, Collaboration,
Respect
5. OUR MANDATE Generate wealth for Canadians by stimulating
demand for Canadas visitor economy through effective tourism
marketing and promotions supported by aligned market research.OUR
BUSINESS MODEL 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.
6. OUR MARKETS
7. ROLE OF DESTINATION MARKETERS ISTRANSFORMING 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. INTERNATIONAL TRAVELLERS AWARENESS Travellers are more aware
of countries rather than regions or attractions. Source: Global
Tourism Watch, Unaided Destination Awareness (Harris/Decima
2010)
9. CANADAS TOURISM INDUSTRYPERFORMANCE IN 2010 Canadian jobs:
Domestic spending: 594,500 (-1.1% from 2009) $58.5 billion (+6.9%
from 2009) CTCs attributable contribution: Total tourism 16,569
spending: $73.4 billion CTCs attributable (+6.7% from 2009)
contribution: $244.2 million Foreign spending: $14.9 billion
Federal tax (+5.7% from 2009) revenues: CTCs attributable
contribution: $9.4 billion (+5.8% from 2009) $1.9 billion
10. DOMESTIC VS. OVERSEAS* TRAVELLERSSPENDING PER TRIP Domestic
travellers in Canada Overseas* travellers $305/trip in Canada
$1,400/trip*Overseas = Travellers from all CTC key markets,
excluding the US.Note: Based on average for 2010.
11. CANADA HASWHAT IT TAKES TO COMPETE
12. LARGER COMPETITIVE SET 1950 World 1970 World 1990 World
2010 WorldRANK Share Share Share Share1 USA Italy France France2
Canada Canada USA USA3 Italy France Spain Spain4 France Spain Italy
China5 Switzerland USA Hungary Italy6 Ireland Austria Austria UK7
Austria Germany UK Turkey8 Spain 97% Switzerland 75% Mexico 67%
Germany 56%9 Germany Yugoslavia Germany Malaysia10 UK UK Canada
Mexico11 Norway Hungary Switzerland Austria12 Argentina Czech
Greece Ukraine13 Mexico Belgium Portugal Russia14 Netherlands
Bulgaria Malaysia Hong Kong15 Denmark Romania Croatia CanadaOther
3% 25% 33% 44%Total 25 million 166 million 703 million 935
millionSource: UNWTO
13. LONG-HAUL INBOUND TRAVELRank 1999 20091 US US2 UK France3
France China4 Canada UK5 China Italy6 Germany Canada7 Italy
Germany8 Spain Turkey9 Hong Kong Malaysia10 Mexico Hong Kong
Source: Tourism Economics
14. HOW POLICY IMPACTS TOURISM BUSINESSImpact of implementation
of Impact of US government dropping Impact of China grantingnew
visa requirements for visa requirement for South Korean Approved
DestinationMexican visitors in July 2009 travellers in late 2008
Status to the US in 2009
15. HOW WE MARKETCANADA TO THE WORLD
16. 58% of the decision to visit Canada is driven by the
tourism brandBRAND *Interbrand
17. Ranking of the Most Reputable Countries in the World
Country RepTrak 2011 External G8 Scores
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 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
commercialCUSTOMER
19. What is a Signature Experience? An immersive, hands-on
experiential offering that is alignedwith Canadas tourism brand and
is unique and differentiated, that engages local people and
showcases special places. There are currently a total of 115 SEC
members, including 2 from PEI: Tong and Shuck Future Seafoods Inc.
/ Experiences PEI Giant Bar Clam Dig Adventure Tranquility Cove
Adventures
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 travellersCONSUMER DIRECT
23. SOCIAL MEDIA
24. URL: www.explorelikealocal.com Name: Explore Canada Like a
Local URL: www.explorelikealocal.com
25. US Launch Online Ads & iPad
26. Media & public relations Events, publications Media
storiesMEDIA RELATIONS
27. Travel trade promotions Work with our key accounts Train
travel agents to sell CanadaTRAVEL TRADE
30. ESTIMATED OVERNIGHT VISITS BY CTC MARKET (000s) JANUARY-
YEAR-TO-DATE AUGUST 2011 2011 US total 8,204 -2.3% UK 470 -5.6%
France 320 +5.8% Germany 219 -5.9% Australia 168 +5.1% China 163
+23.4% Japan 132 -14.4% South Korea 109 -8.7% India 100 +5.8%
Mexico 97 +7.0% Brazil 59 +9.7% Total key markets 10,042 -1.4%
Total international markets 11,293 -1.5%Note: Statistics Canada
preliminary estimates.Source: Statistics Canada, International
Travel Survey.
31. LOOKINGFORWARD
32. OUR STRATEGY FOR THE NEXT YEAR Focusing on generating
tourism demand and export revenues. Driving results for Canadian
tourism industry and SMEs who create jobs. Focusing on innovation
and alignment. Leveraging Canadas strong brand. Seeking competitive
opportunities.
