1. Canadian Tourism Commission
Tourism Industry Association of Prince Edward Island
December 2, 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 MARKET
CANADA TO THE
WORLD

18. 58%
of the decision to
visit Canada is
driven by the
tourism brand
BRAND
*Interbrand

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

21. 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

22. 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.
There are currently a total of 115
SEC members, including 2 from PEI:
• Tong and Shuck – Future
Seafoods Inc. / Experiences PEI
• Giant Bar Clam Dig Adventure –
Tranquility Cove Adventures

23. PATH TO
PURCHASE

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

25. 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

26. SOCIAL MEDIA

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

28. US Launch Online Ads & iPad

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

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

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

32. MIXED RESULTS
YEAR-TO-DATE

33. ESTIMATED OVERNIGHT VISITS BY CTC MARKET (000s)
JANUARY- YEAR-TO-DATE
AUGUST 2011 2011
US total 8,204 -2.3%
UK 470 -5.6%
France 320 +5.8%
Germany 219 -5.9%
Australia 168 +5.1%
China 163 +23.4%
Japan 132 -14.4%
South Korea 109 -8.7%
India 100 +5.8%
Mexico 97 +7.0%
Brazil 59 +9.7%
Total key markets 10,042 -1.4%
Total international markets 11,293 -1.5%
Note: Statistics Canada preliminary estimates.
Source: Statistics Canada, International Travel Survey.

34. LOOKING
FORWARD

35. OUR STRATEGY FOR THE NEXT YEAR
• Focusing on generating tourism
demand and export revenues.
• Driving results for Canadian tourism
industry and SMEs who create jobs.
• Focusing on innovation and alignment.
• Leveraging Canada’s strong brand.
• Seeking competitive opportunities.

36. Michele McKenzie
Twitter: @CTCCEO