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35 Million Directors project will help inspire more travellers around the world to come and explore Canada.

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I attended the 2012 Destination Marketing Association International (DMAI) conference held in Seattle, WA. It was the first time I had gone to this event and it was nice to be there with a strong contingent of destination marketing organization (DMO) leaders from across Canada. 

“It is much easier to make measurements than to know exactly what you’re measuring,” said science writer J.W.N. Sullivan. That’s no longer true for Canadian destination marketing organizations (DMOs). The 2012/13 Canadian Benchmarking Study offers a fresh way to gauge their performance.

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Watch out Canadians.

America and Australia are coming for you. Others may too. When you least expect it they’ll show up in your home, at your office, online. They’ll tempt you with smart tweets and pretty Facebook pages, perhaps layering in the voice of an iconic singer, and an alluring contest. I’m sorry to say many of you may be absorbed in the process.