The document discusses the power and growth of global tourism. It notes that global tourist arrivals grew from 25 million in 1950 to over 935 million in 2010 and are projected to reach 1.6 billion by 2020. In 2010, Canada's tourism sector contributed $73.4 billion to the Canadian economy, $29.3 billion to GDP, and $20.1 billion in government tax revenues. The Canadian Tourism Commission (CTC) is focused on growing tourism export revenues for Canada by marketing Canada as a destination and inspiring the world to explore Canada through various initiatives.

1. Canadian Tourism Commission
University of Calgary
November 17, 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, 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.

3. INTERNATIONAL TOURIST ARRIVALS BY REGION (MILLION)

4. 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
Our goal: Grow tourism export revenues for Canada.
Our vision: Inspire the world to explore Canada.
Are we spending our money
Our mission: Harness Canada’s collective voice to grow
in all the right export revenues.
places?
Our values: Innovation, Collaboration, Respect

5. OUR MANDATE
• Generate wealth for Canadians by stimulating
demand for Canada’s 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 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.

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. CANADA’S TOURISM INDUSTRY
PERFORMANCE IN 2010
Canadian jobs:
Domestic spending: 594,500
(-1.1% from 2009)
$58.5 billion
(+6.9% from 2009)
CTC’s attributable
contribution:
Total tourism 16,569
spending:
$73.4 billion CTC’s attributable
(+6.7% from 2009) contribution:
$244.2 million
Foreign spending:
$14.9 billion Federal tax
(+5.7% from 2009) revenues:
CTC’s attributable
contribution:
$9.4 billion
(+5.8% from 2009)
$1.9 billion

11. DOMESTIC VS. OVERSEAS* TRAVELLERS’
SPENDING 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.

12. Canada has what it
takes to compete

13. LARGER COMPETITIVE SET
1950 World 1970 World 1990 World 2010 World
RANK
Share Share Share Share
1 USA Italy France France
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 97% Switzerland 75% Mexico 67% Germany 56%
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: UNWTO

14. LONG-HAUL INBOUND TRAVEL
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
Source: Tourism Economics

15. HOW POLICY IMPACTS TOURISM BUSINESS
Impact of implementation of Impact of US government dropping Impact of China granting
new visa requirements for visa requirement for South Korean Approved Destination
Mexican visitors in July 2009 travellers in late 2008 Status to the US in 2009

16. How we used to
market Canada…

17. Canada in the 40’s/50’s

20. “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

21. “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

22. 17 million
Americans visited Canada in 1947.
17 million
Americans visited Canada 60 years later in 2006.

24. TRAVELLERS
AROUND THE
WORLD ARE
TELLING US THAT
THEY WANT TO
EXPLORE AND LIVE
A LIFE THAT’S LESS
ORDINARY.

25. WE’RE PROMISING THAT CANADA IS THE
PLACE WHERE THEY CAN FULFILL THIS
DREAM & CREATE STORIES ALL THEIR OWN.

26. CANADA. KEEP EXPLORING IS A
STORYTELLING BRAND THAT DELIVERS
ON THE PROMISE OF A LIFE LESS ORDINARY.

27. How we market
Canada today…

29. 58%
of the decision to
visit Canada is
driven by the
tourism brand
BRAND
*Interbrand

30. Ranking of the Most Reputable Countries in the World
Country RepTrak™ 2011 External G8 Scores

32. 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 à 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 commercial
CUSTOMER

33. 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.

34. PATH TO
PURCHASE

35. CTC
CTC
ROLES
ALONG
THE PATH
CTC/
TO DMO/ DMO
SUPPLIER
PURCHASE

36. 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
CONSUMER DIRECT

50. SOCIAL MEDIA

51. URL: www.explorelikealocal.com
Name: Explore Canada Like a Local
URL: www.explorelikealocal.com

52. US Launch Online Ads & iPad

53. Media & public relations
• Events, publications
• Media stories
MEDIA RELATIONS

54. Travel trade promotions
• Work with our key accounts
• Train travel agents to sell Canada
TRAVEL TRADE

55. MC&IT
• Meetings
• Conventions
• Incentive travel
MC&IT

56. To wrap up…
 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.

57. Michele McKenzie
Twitter: @CTCCEO