Driving tourism business through difficult times

Canadian Tourism Commission 2009 Annual Report

VANCOUVER, May 6 /CNW/ - The Canadian Tourism Commission (CTC) delivered a strong return on its marketing investments in 2009 when the tourism sector needed it most. The 2009 CTC Annual Report was recently tabled in Parliament by the Minister of Industry.

"The Canadian Tourism Commission continues to do an excellent job of delivering export revenues for Canada in spite of challenges," said Steve Allan, Chair of the CTC Board of Directors. "Partners are seeing the strength and value of the organization's marketing expertise and leadership in promoting Canada as a tourism destination-a strategy that continues to deliver solid results."

Direct economic impact of CTC marketing initiatives

    
    -   $1.66 billion in tourism export revenues for Canada's economy,
        including $372.7 million by influencing 1.3 million Canadians to
        travel in Canada;

    -   More than 15,200 Canadian jobs created or protected;
    

Gearing up for the Games

"The Winter Games presented the tourism industry with an incredible opportunity to showcase Canada to the world," said Michele McKenzie, CTC President and CEO. "We know that our organization broke new ground in pursuing the growth of tourism across Canada as an Olympic legacy."

By the end of 2009, the CTC was early out of the gate and already sharing and promoting:

    
    -   More than 5,000 photos, b-roll clips, social media videos, and HD
        Broadcast-ready features of all 13 provinces and territories, for
        media to use during the Winter Games coverage to an audience of 3
        billion people globally

    -   A refreshed backdrop to key international ports of entry through the
        Welcome to Canada program, a partnership with the Canada Border
        Services Agency. The program reached up to 73 million travellers with
        a welcoming experience and a sneak peak at some of the extraordinary
        journeys available here

    -   The Connecting with Canadians program matched Olympians and
        Paralympians to unique Canadian experiences from coast to coast to
        coast. Stories and video of their experiences were shared with
        national and international media to re-introduce Canada to the world

    -   Videos, photos and broadcast-ready story packages about CTC celebrity
        International Torchbearers, who ran with the flame and passionately
        promoted Canada to their fans and followers around the globe

    -   40 international appearances of the 2010 Winter Games Mascots and
        Canada's tourism brand to more than 350,000 individuals from the
        travel trade, media, government and consumers
    

Stimulus Funding

In 2009, the federal government announced a one-time investment of $40 million over two years in stimulus funding with the CTC. As a result, CTC ensured swift economic returns for Canadians with an effective strategy of marketing aggressively into a downturn, to seize market share. This included investing into the award-winning LOCALS KNOW campaign, entry into the emerging markets of India and Brazil, as well as international meetings, conventions and incentive travel (MC&IT) initiatives.

International Recognition

There was continued recognition for Canada's tourism brand and other activities. Canada held tight onto second place in the prestigious Country Brand Index (CBI) by FutureBrand. Marketing magazine awarded CTC its 2009 Marketer of the Year accolade, the first time that a Crown corporation or a West Coast-based organization has beaten off the competition to claim top spot. And Forbes.com pegged LOCALS KNOW as one of the world's 10 best-ever travel marketing campaigns.

Moving Forward

The CTC is moving forward with a new streamlined, effective governance framework for the organization after completing a comprehensive governance review in 2009. This positions the CTC as an even stronger strategy-focused organization, relevant to both government and industry.

Download the CTC 2009 Annual Report for more information:

Low-resolution version/High-resolution version

About the CTC

The CTC is Canada's national tourism marketing organization. Our vision is inspiring the world to explore Canada. With our partners in the tourism industry and the governments of Canada, the provinces and the territories, we advertise and market Canada in 12 countries around the world, conduct industry research and studies, and promote product and industry development. For weekly updates on CTC initiatives, subscribe to CTC News, available through RSS feeds and by e-mail.

For further information: or to arrange interviews please contact: Amber Campbell, Canadian Tourism Commission/Commission canadienne du tourisme, Tel/Tél [phone], [email protected]; www.canada.travel/media