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Canada has an extraordinary foundation from which to develop a tourism brand; in our target markets - including US - Canada is a "top five" dream destination. The challenge is to capitalize on this foundation to inspire and compel visitors from around the world to actually make the decision to visit this country that is already so envied as a place to live. The priority must be to harness all that is good about this enviable position and turn Canada into a "must see now" travel destination.
In order to accomplish this, the first thing to do is reach consumers before they shop for a travel experience, at a time when they are not overwhelmed with options and offers from our competitors. Spending more money on advertising (shouting louder, so to speak) to compete with our competitors is not an option under the present circumstances; for example, in 2004 alone the Australian tourism authority spent $130 million on tourism marketing, while the entire ...Full Story
The marketing programs in each of the Canadian Tourism Commission's geographic markets (including MC&IT) will use a three-tiered approach to reach the consumer. Using ...Full Story
The leader of the association representing almost forty city destination marketing organizations across Canada says members of his organization are ready to move with implementing the new Brand ...Full Story
Greg Klassen is vice-president of marketing with the Canadian Tourism Commission (CTC). He is responsible for all aspects of marketing Canada as a travel destination, domestically and around the ...Full Story
