Nova Scotia Community CollegeSeptember 27, 2011

� 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.

International tourist arrivals by region (million)

Our visionInspire the world to explore Canada.

Our missionHarness Canada’s collective voice to grow export revenues.

Our valuesInnovation, Collaboration, Respect

� 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

� 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

Mexico

Brazil

UKFrance Germany

India

ChinaSouth Korea

Japan

Australia

US

� 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.

Canadian jobs:

594,500(-1.1% from 2009)

Federal tax

revenues:

$9.4 billion(+5.8% from 2009)

Canada’s tourism industry performance in 2010

Foreign spending:

$14.9 billion(+5.7% from 2009)

Foreign spending:

$14.9 billion(+5.7% from 2009)

Domestic spending:

$58.5 billion(+6.9% from 2009)

Domestic spending:

$58.5 billion(+6.9% from 2009)

Total tourism

spending:

$73.4 billion(+6.7% from 2009)

CTC’s attributable

contribution:

$1.9 billion

CTC’s attributable

contribution:

16,569

CTC’s attributable

contribution:

$244.2 million

Source: UNWTO

RANK 1950 World

Share 1970 World

Share 1990 World

Share 2010 World

Share 1 USA

97%

Italy

75%

France

67%

France

56%

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 Switzerland Mexico Germany

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: Tourism Economics

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

Impact of China granting

Approved Destination

Status to the US in 2009

Impact of US government dropping

visa requirement for South Korean

travellers in late 2008

Impact of implementation of

new visa requirements for

Mexican visitors in July 2009

*Interbrand

*Global Tourism Watch, Unaided Destination Awareness (Harris/Decima 2010)

Place• Offers variety

• Vibrant cities on edge of

nature

• Cool accommodations

Product

• Active participation

• Shopping, dining

• Involves the main sites

• Social events, festivals

• Multi-faceted

• Convenient

Price

•Range of options

•Menu of choices to

pick and choose

Promotion

• Lively and direct

• Strong new media

presence• Fun

• Stylish

• Active adventure

• Mix of city/town and

nature

• Multi-city trips

• Immersive

• Beautiful scenery with

activities• Allows free exploration

• Environmentally, socially,

responsible

• Will pay for unique

experiences, local, ethical

products• Value for money

• Transparency of offering

• Varied /extensive media mix

• Include other traveler reviews

• Social connection with locals• Beautiful scenery/activities

• Stylish/creative

• Places with rich history

and cultural uniqueness

• Secluded, off beaten path

• Historical emphasis

• Authentic, living culture

• Less family/group oriented, more one-on-one

• Reasonable price with à la

carte options

• Traditional media and

internet

• Practical details• Cater to older interests

• Less commercial

Cultural Explorers

Authentic Experiencers

FreeSpirits

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.

Currently 48 SEC members, including 4 from Nova Scotia:• Step Back in Time to the Birthplace of Great Beer - Alexander Keith’s Brewery

• History on High: Halifax Citadel - the Halifax Citadel National Historic Site of Canada

• Cape Breton Island Multi-Sport Kayak, Bike and Hike - Freewheeling Adventures

• Tidal Bore River Rafting and Mud Sliding - Schubenacadie Tidal Bore Rafting Park and

Cottages

CTC

CTC/DMODMO/

SUPPLIER

CTC

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

Name: Explore Canada Like a Local

URL: www.explorelikealocal.com

US Launch Online Ads & iPad

Media & public relations• Events, publications

• Media stories

Travel trade promotions• Work with our key accounts

• Train travel agents to sell Canada

MC&IT• Meetings

• Conventions

• Incentive travel

� 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 tourism businesses

compete in the international tourism marketplace.

� We greatly value our important relationships with

Canada’s tourism industry.

Twitter: @CTCCEO