Michele McKenzie, President & CEO, Canadian Tourism Commission

No Bounds TourismMichele McKenzie, President & CEO, Canadian Tourism Commission

“Innovation entails starting with users, obsessing about their experience, and being dedicated to creating unique improvements to it that delight them, even if they never asked for or expect them….When we produce more customer delight, we will grow more large and prosperous businesses that create high-paying jobs and generate tax revenues for our governments to invest.”

Roger Martin, dean of the University of Toronto’s

Rotman School of Management

Only

20%of Canada’s customers make it to the point of imaging themselves in Canada.

#2 country brand in the world

58% of the decision to visit Canada is driven by

the tourism brand*

* Interbrand study

Tourism is a driver of economic growth for the North

Yukon NWT Nunavut Total Territories

Total annual visits (including domestic) 300,000* 75,000** -- 400,000+ annually

Total revenue (annual)(including domestic) $200 million* $106 million $40 million $350 million annually*

-- Data not available *Approximate **(12 mos ending Mar 31/13)

Greater Recognition of Link Between Tourism Promotion & Trade Growth

Nation

Brand

Tourism

Exports

Governance

Investment and

Immigration

Culture and

Heritage

People

Source: The Nation Brand Hexagon, Simon Anholt, 2000

In the last 5 years Business Events has:• Brought more than 12.3 million international travellers to Canada• Contributed more than $13 billion in export revenue to Canada’s

economy.

Of these results, the convention and conference industry specifically has:• Brought more than 3.3 million international travellers to Canada• Contributed $3.6 billion in export revenue to Canada’s economy”

Business Events Canada wins over more business, more investment, and more trade

35 Million Directors

Today’s presentation can be viewed at http://www.slideshare.net/ctc_cct/

Corporate site: Canada.travel/corporate (corporate): twitter.com/ctccct @ctccct

Site entreprise: Canada.travel/entreprise (entreprise): twitter.com/cctinfos @cctinfos