1. Canadian Tourism Commission
Travel Manitoba – Annual General Meeting
August 31, 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. 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 vision
Inspire the world to explore Canada.
Our mission
Harness Canada’s collective voice to grow export revenues.
Our values
Innovation, Collaboration, Respect

4. CTC 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:
Traditional/core markets Emerging/transition markets
• UK • Brazil
• France • China
• Germany • India
• Australia • Mexico
• US (MC&IT, media) • South Korea
• Japan

5. France Germany China
UK South Korea
India
Japan
US
Australia
Mexico
Brazil

6. CTC funding: 2001-2012

7. Competitive funding levels
Tourism marketing organization 2010 base appropriations ($CDN)*
Tourism India $248.5 million
Tourism Ireland $211.3 million
Tourism Australia $147.1 million
Tourism Malaysia $128.2 million
Las Vegas Convention & Visitors Authority $119.7 million
South Africa Tourism $118.1 million
Atout France $111.5 million
Korea Tourism Organization $94.2 million
Tourism New Zealand $88.5 million
Brazil Ministry of Tourism $83.9 million
The Bahamas Ministry of Tourism $81.8 million
Switzerland Tourism $80.0 million
Canadian Tourism Commission $77.4 million
Hawaii Tourism Authority $73.9 million
California Travel & Tourism Commission $51.5 million
VisitBritain $48.6 million

8. 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.

9. Canada’s tourism industry performance in 2010
Canadian jobs:
Domestic spending: 594,500
$58.5 billion (-1.1% from 2009)
(+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: Federal tax
$14.9 billion revenues:
(+5.7% from 2009)
CTC’s attributable $9.4 billion
contribution: (+5.8% from 2009)
$1.9 billion

10. Board and Committee Structure

11. Outreach to
industry Deputy
Federal
departments
Ministers’
and
Forum
agencies
In-Market Provincial
Advisory
Committees
CTC Marketing
Organizations
International
Destination
Best
Marketing
Practices Organizations
Forum

12. Takeaway 1:
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

16. Takeaway 1: Canada has what it takes
to compete
REPUTATION INSTITUTE COUNTRYREPSM RANKING 2010
WHICH COUNTRY WOULD YOU RECOMMEND TO VISIT
THE MOST?

17. Impact of export tourism
Sectors 2010 export receipts
($ millions)
Motor vehicle manufacturing* 28,125
Food manufacturing* 19,936
Export tourism 14,806
Aerospace products and parts manufacturing* 11,217
Basic chemical manufacturing* 9,774
Financial services* 6,976
Plastic product manufacturing* 6,739
Pharmaceutical and medicine manufacturing* 6,171
Computer and information services* 4,873
Source: Statistics Canada * Denotes Industries in Global Commerce Strategy

18. 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

19. Summary of Takeaway 1: Canada has
what it takes to compete
Canada is currently punching above its
weight class.
Canada has a tourism opportunity centered
around global growth.
Canada’s tourism industry is an industry of
the future: no subsidies required.
An opportunity to create new wealth and jobs
in every community is within reach.

20. Takeaway 2:
Unique role of tourism
marketing at a national
level

21. International travellers’ awareness
• Travellers are more aware of countries rather
than regions or attractions.
Source: Global Tourism Watch, Unaided Destination Awareness (Harris/Decima 2010)

22. CTC is founded on principle of partnerships
In 2010, partnership contributions totalled $138.5 million:
• CTC-led marketing campaigns: $16.3 million
• Partner-led marketing campaigns: $40.7 million
• Parallel partnerships: $39.7 million
• In-kind partner contributions: $41.8 million

23. Moving consumers down the path-to-purchase
Brand
building
Tactics
conversion

24. Travel Manitoba
partnered with us
in our Europe
Spring 2010
campaigns, in
both UK and
Germany.

25. This Free-Standing
Insert was an
integral part of our
UK and Germany
2010 spring
campaign that was
timed to launch in
conjunction with the
2010 Winter Games.

26. PEOPLE DON’T BUY
WHAT YOU DO.
THEY BUY WHY
YOU DO IT.

27. Our marketing channels
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
Travel trade promotions
Work with our key accounts
Train travel agents to sell Canada

28. Our marketing channels
MC&IT
Meetings
Conventions
Incentive travel
Media & public relations
Events, publications
Media stories
Social media

29. Strategic role of meetings & conventions
Banff
Vancouver
Winnipeg Ottawa

30. Canadian Museum of Human Rights
A case study of tourism as a catalyst for
broad regional economic development.

31. Takeaway 3:
CTC supports small
and medium tourism
businesses

32. Results of RVC 2010 in Winnipeg

33. Results of RVC 2010 in Winnipeg

34. Experiences Toolkit
The Experiences Toolkit helps turn
tourism products into experiences
travellers will keep talking about.
Inside the Experiences Toolkit you'll find:
Key information on turning your product into an
experience that customers will keep talking about.
Quick diagnostic tools to ensure your product is
aligned with travellers’ expectations.
Latest travel trends and research insights.
Examples of successful practices of several tourism
operators in Canada.

35. Brand Toolkit
The Brand Toolkit will help get
Canada’s tourism brand working
for you.
Inside the Brand Toolkit you'll find:
Information on how we paint a picture with words to inspire
travellers to visit Canada now.
Ideas on how to incorporate the brand essence into your
advertising and promotional materials, using clear, simple,
evocative images.
How we create images that best express and evoke what
Canada offers travellers.

36. Explorer Quotient®: the art of segmentation

37. Signature Experiences
Collection
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.
Current SEC members from Manitoba:
• Marvels of Manitoba - Churchill Nature Tours
• Birds, Bears and Belugas - Churchill Wild
• Polar Bears by Tundra Buggy - Frontiers North

38. 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 SMEs compete in the
international tourism marketplace.
We greatly value our important relationship with Travel
Manitoba and Tourism Winnipeg.
We look forward to continuing to work closely together
to inspire the world to explore Canada!

39. Thank you!
Michele McKenzie
Twitter: @CTCCEO