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The Canadian tourism industry has been suffering from a decline in the volume of American leisure travellers crossing the border. Exacerbating an already challenging situation, Canada is severely out-spent by competitive destinations: the Canadian Tourism Commission (CTC) and its partners share an advertising voice in the US market of 4.4% (2004). The potential US outbound market to Canada is estimated to be worth $22.7 billion. Canada currently captures about 24% or $6.1 billion: vast potential remains.
The 2006 strategy was designed to reach high-yield customers with the greatest propensity to travel to Canada. The decision was made to focus on the return-on-investment, choosing revenue over lower income volume. In so doing the strategy identifies two major consumer groups:
Previous travellers to Canada
35-54 years old, $50K + household income, no children and,Over 55 years old, $50K + ...Full Story
The most recent Anholt Nation Brands Index (NBI), created by nation branding expert Simon Anholt, shows that global consumers perceive Brand Canada as the most welcoming and hospitable on the globe. ...Full Story
There has been a lot of emphasis in the past on the importance of maintaining Canada's tourism market share, which is measured by percentage and has been dwindling. The discussion is ...Full Story
A new face at the Canadian Tourism Commission (CTC), Gisèle Danis joined the CTC’s marketing team just a few short months ago. Danis, ...Full Story
