REMARKS FOR STEVE ALLAN
AT THE LAUNCH OF THE CANADIAN TOURISM COMMISSION CHINA CAMPAIGN
February 8, 2012
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Prime Minister Harper
As Chairman of the Board of the Canadian Tourism Commission, I’m delighted to be here at CYTS to talk about our tourism marketing investments in China. And as a former Chair of the Calgary Stampede, I have to say as well that this feels like home - surrounded by fabulous imagery of the Greatest Outdoor Show on Earth - and seeing so many white hats, and Canadian flags. Thank you.
The Canadian Tourism Commission is very proud that Prime Minister Harper is here today to kick off our new tourism marketing campaign in China.
Since 2010, we have had the benefit of Canada’s Approved Destination Status in China, and for us at the CTC that has meant we can advertise directly to the independent traveller, as well as to tour groups.
We know that Canada has the most exceptional tourism products and natural beauty in the world. Canada’s country brand is Number One. But tourism is a competitive business and we have stand out from the rest.
CTC’s new campaign will do that. Under the Federal Tourism Strategy, we developed the Signature Experience Collection of extraordinary Canadian travel experiences. The Calgary Stampede is a member as one of the world's great festivals. These Experiences will be a feature of our new Campaign in China and will show our future guests a fresh story of what a trip to Canada looks like.
With 350 to 400 million Weibo users in China, the tourism campaign will reach across all channels: social media, traditional media, and at events.
And we believe between our campaigns and our work on the ground under Derek Galpin’s leadership, Canada will become China’s best choice for personal journeys, group travel, business conventions, and incentive travel.
With new air services being planned we will likely reach 56 non-stop flights a week in 2012. By 2013, we anticipate that China will be Canada’s third biggest market for travellers, behind the UK and France.
What an opportunity!
The Canadian Tourism Commission is working hard on the ground to make the most of this opportunity for tourism businesses back home.
Investing in tourism marketing is a wise move in today’s uncertain times: CTC’s return on marketing investment is 35:1 for 2011, a figure recently confirmed for our organization.
So - the business story is that export dollars are generated through international tourism marketing.
The small business story is that with more and more travellers coming to Canada, a small tourism operator can expand, re-invest, and be more competitive.
And the People story is that tourism connects countries, tourism connects people, tourism connects trade and businesses, and tourism and travel bridge affection across borders as our hosts at CYTS believe.