France Marketing and Sales Programs

Our marketing and sales activities encourage French travellers to see and experience Canada in a whole new way, and to do it now versus later. Whether we launch an integrated marketing campaign, conduct travel-trade shows, bring media and destination partners together to exchange stories and tourism experiences, our initiatives target three major audiences:

Consumer Read more > Close >

France’s 2014 consumer direct strategy is focused on integrated advertising campaigns over various media channels (such as print, online, SEO and social media) in partnerships with key provincial/territorial, city and small/medium-size tourism enterprises. Campaigns target France’s priority Explorer Quotient®(EQ) segments—Free Spirits and Cultural History Buffs—who pose the best potential for conversion.

Our consumer direct strategy aligns with our travel trade and PR/media relations channels to optimize our influence across the various stages of the path to purchase. This strategy utilizes the latest research findings such as Global Tourism Watch and our 2012 conversion study. Insights from both CTC in-market teams and key industry partners aid media and channel planning to ensure we optimize our conversion prospects.

Following the heavyweight, partnered campaign in spring, a CTC-only campaign will run from the end of October to mid December to maintain Canada’s profile in-market during the early bookings period. This campaign will use digital as the main platform, harnessing a variety of environments. Online video content will include the Canada Shared creative to inspire and raise awareness. Dynamic, online display and content will drive response, and the consumer website will focus on Canadian Signature Experiences (CSE) and trip ideas. Social-media cultivation will bring additional traffic through Facebook and other social networks. The campaign will be supported by a range of tactical calls to action, provided by selected key account tour operators, to provide the consumer with a clear route to purchase. These campaign packages will also be communicated to the French consumer e-mail database via a focused email blast.

Travel Trade Read more > Close >

CTC-France trade development focuses on the retail and wholesale aspects of selling travel, both online and offline. We send a quarterly e-newsletter to the active tour operators and travel agents in our database. The in-market team works with partners to create dedicated Canada newsletters, contests, workshops and roadshows, online Canada campaigns and window displays, as well as the Canada Shared by Canadians video on digital screens in travel agencies.

Marketing highlights

  •  CTC-France partnered with Air Transat to run a major radio campaign on Radio Classique and Les Indés Radio, a group of local radio stations throughout France, from mid March to mid May.
  • We partnered with tour operator Vacances Transat to promote its Pan Canada offers via 6,000 visuals featuring New Brunswick, Quebec, Ontario and western Canada in outdoor advertising in Paris and other major cities.
  • CTC-France, Europe Airpost and Halifax International Airport advertised in the daily free newspaper Direct Matin, distributed in Paris métro stations, to promote the new Paris-Glasgow-Halifax flight.
  • We created a brochure dedicated to Quebec and New Brunswick that included 16 combined packages from 10 different tour operators, and that has been distributed at various consumer shows.

CTC-France also organized a FAM tripto Quebec and New Brunswick in June with six key accounts, and accompanied 11 tour operators and one travel-trade journalist to the Canada Shared Event in London to meet CSE members.

Trade Shows

Canada is the diamond partner for IFTM-Top Resa’s Travel Agent Cup, which elects the best travel agent in France. Responsibilities include hosting a press conference at the Canadian Cultural Centre with eight travel-trade journalists. The final stage of the competition will be held during IFTM Top Résa, with the winner awarded a winter trip for two to Quebec.

CTC-France also shared a booth with Tourisme Québec and Tourism New Brunswick at Ditex, which took place in Avignon in southeast France. We met with more than 100 travel agents, conducted workshops and ran a Canada photo booth animated by Parks Canada.

Canada Specialist Program

Travel agents, tour operators and other travel influencers greatly impact where and how consumers travel. As of now, we have 536 fully accredited Canada Specialist Program (CSP) agents and have surpassed our objective of 10% of the total French travel-agent community. There have been some incentives, including:

  • CSP challenge exclusive to travel agents in the Selectour Afat agency network, with the winner awarded a trip for two to Canada, choosing one of Voyamar’s tour operator summer products.
  • CSP FAM trip to NewFoundland and Labrador with three key account tour operators: Comptoir du Canada, Voyageurs du Monde and Aventuria.
  • CSP FAM trip to British Columbia and Alberta (in partnership with Air Transat) with 12 travel agents/sales reps.

Trade shows

Ten French buyers from eight different tour operators attended RVC 2014 in Vancouver, BC, in May as well as one travel-trade journalist, who produced a four-page article on BC.

For details on these events and more, check out our Trade Shows & Events

Media Read more > Close >

CTC-France assists the media with partnered press trips, media events and by hosting media on visits to Canadian destinations. Our strategy is to gain visibility in the French media by creating and building buzz. Highlights to date have included:

  • ADONET, a one-day event where destination tourism boards meet journalists. The 12 speed-dating sessions generated five future press trips.
  • A lobster dinner in partnership with Tourisme Québec and Tourism New Brunswick for 12 journalists and 25 key accounts to promote the World Acadian Congress.
  • Individual press trips to Toronto and Niagara, and to British Columbia and Alberta.
  • Group press trips to Montréal and Toronto.
  • The travel TV show “Echappées Belles” visited Albertaandfeatured the Rocky Mountains in a 90-minute prime-time program.
  • Phone interviews featuring five Canadian celebrities’ best secret destinations for Désirs de voyages magazine, which generated a 10-page article.
  • Trip to British Columbia for the travel blogger Aurélie Croiziers of

Special media events/PR

  • CTC-France held a VIP event for four key account tour operators at Michael Bublé’s concert in Paris.
  • CTC-France had a table with six key account tour operators and two airlines at Travel d’Or, an event that rewards the best websites within the tourism industry. Our consumer website was among the five finalists in the Destination category.
  • CTC-France created a Canadian-themed menu and decoration for the Ma Criée restaurant chain, which has 50-plus restaurants in France specializing in fish and seafood. We distributed 300,000 brochures featuring nine cross-Canada packages and a contest to win a trip for two to Canada.
  • CTC-France held an event for 300 guests at Nuit Boréale, which was organized by the Canadian Cultural Centre to mark the annual national Music Festival. The event included Canadian musicians, a Canada photo booth, an exhibition of National Geographic photos, the Canada Shared by Canadians video and a brochure featuring Quebec and New Brunswick packages. The province of Ontario also partnered in the event and was showcased via its promotional video.

GoMedia Canada Marketplace

French media attend GoMedia Canada Marketplace, CTC'sannual media event where Canadian travel suppliers and destination marketing organizations exchange stories and ideas with international media. GoMedia, held annually in Canada and hosted by a different destination each year, will be held in Winnipeg, MB, Aug. 17-21.

Business Events Canada

For information on our Business Events Canada activities, go to the BEC Markets section of the corporate website.

Inbound travel to Canada from France
  2007 2008 2009 2010 2011 2012
Overnight trip to Canada (000's) 359.4 404.5 388.2 408.1 422.4 422.8
Year to year change -0.4% 12.6% -4.0% 4.9% 3.5% 0.1%
Receipts ($M) 477.3 541.0 512.5 527 544 530
Year to year change 3.0% 13.3% -5.3% 2.7% 3.2% -2.6%
Source: International Travel Survey, Statistics Canada.

Quick facts Read more > Close >

  • Despite flat GDP growth of 0% and a relatively high unemployment rate of 9.9%, overall French outbound travel increased 1.1% in 2012. (Source: Oxford Economics)
  • France, Canada’s second-largest overseas inbound market, saw a 0.2% decline in arrivals to 421,000 trips in 2012. While business (-2.1%) and pleasure (-6.7%) travel declined, visiting friends and relatives traffic grew 1.3% and travel for other purposes, including educational study, surged 46.5%.
  • Spending by overnight French travellers declined 2.7% to $530 million, and spending per trip fell 2.5% to $1,260. The average trip duration increased to 16.7 days (+1.6%), while spending per night declined to $75 (-4.1%).
  • A large proportion (45%) of French travellers chose to visit Canada during the summer months of Q3.
  • The number of youth travellers 24 and under expanded 31.3% to 99,500, the highest number among overseas markets and surpassing French travellers aged 25-34. Altogether, visitors under 35 represented 42.9% of arrivals, while those over 55 years of age represented 25.7% of the market. Compared with proportions of 23.6% and 44.5% for the US leisure market and 30.4% and 39.8% for the UK market, the average French traveller to Canada is younger than visitors from these countries.
  • Similar to previous years, French travellers reported shopping, sightseeing and visiting friends and relatives as their top activities. Like their British counterparts, French travellers also attended more festivals and fairs (+24.2%) in 2012.
  • While the majority of French travellers visited Quebec (323,000 visits, -3.1%), Ontario (119,000 visits, +13.4%) saw increased visitation in 2012.

Source: Statistics Canada, International Travel Survey, unless otherwise indicated.

Current trends and market considerations Read more > Close >

Canada ranks as the No. 1 or No. 2 dream destination forFrench consumers every year. Although the current economic and geopolitical situation in France is affecting many destinations, Canada is keeping up good visitor numbers. Despite downsizing, bankruptcies and a record 3.3 people million unemployed, the French are not ready to sacrifice their holidays.

Winter sales for Canada were down as the French sought warm weather and sunshine during difficult economic times. Canada remains a luxury destination for winter as it is the second vacation. However, summer reservations started earlier this year, following the trend of the US, and tour operators are reporting an increase in 2014 summer packages sales. Tour operators who did not previously package Canada are starting to include Canadian destinations in their programs.

Current feedback is positive; 2014 could be a record year.

Guided by CTC’s corporate strategy, the France strategy focuses on high-yield travellers in key geographic regions less influenced by exchange-rate fluctuations and market pressures.

Business Events Canada Read more > Close >

Business Events Canada

For information on our Business Events Canada activities, go to the BEC Markets section of the corporate website.

Contact our team Read more > Close >


Contact our team for more information.

201, rue Saint Honoré

75001 Paris

Fax: 33-1-47-03-63-68

sandra [dot] teakle [at] tourisme-synergique [dot] com (Sandra Teakle)
Managing Director


daniel [dot] arnatsiaq [at] tourisme-synergique [dot] com (Daniel Arnatsiaq)

Manager, Industry Relations


vanessa [dot] gomez [at] tourisme-synergique [dot] com (Vanessa Gomez)

Marketing Manager


Latest Campaigns Read more > Close >

A selection of ads from CTC's most recent campaign.