The Canadian Tourism Commission (CTC) Board of Directors voted this week to shift CTC investments to address current market realities. “Canada needs to focus on its key international markets to support its $67.1 billion tourism industry,” said (CTC) chairman of the board Charles Lapointe, following a strategic planning process for 2008 to 2012 held in St. John’s, NL May 28 and 29, 2007.
Canada’s domestic tourism numbers - both numbers of Canadians travelling and the amount they spend - have been growing steadily, largely because of targeted and effective marketing by the CTC’s provincial and territorial partners, working with industry and destination marketing organizations. Investment by all partners working together has been instrumental in driving growth in inter-provincial travel; in 2006 alone, total domestic tourism revenue increased by 10.0% from 2005 to $49.7 billion.
To enable the CTC to grow Canada’s tourism export revenues, resources from the domestic marketing program will be redirected to international marketing, says CTC president and CEO Michele McKenzie. “The CTC will maintain its domestic role in media and public relations as well as product innovation and enhancement, in support of Brand Canada.”
Changes to the Canada program will be included in the 2008-2012 Corporate Plan for implementation in 2008.
Reported by the Canadian Tourism Commission.
