Marketing and Sales Programs

Our marketing and sales programs are developed to move the consumer along the path to purchase and to book travel to Canada now by delivering new, unique and compelling travel experiences.Whether we launch an integrated marketing campaign, attend travel-trade shows or bring media and destination partners together to exchange stories, our initiatives target three major audiences.

Consumer Read more > Close >

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

Our consumer direct strategy is aligned with our travel trade and PR/media relations channels to optimize our influence across the various stages of the path to purchase. The 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 theCanada Sharedcreative 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 UK consumer e-mail database via a focused email blast.

Travel Trade Read more > Close >

CTC-UK trade development targets wholesalers, online/direct-sell operators, retail travel trade and home workers.

We collaborate with tour operators to develop innovative marketing programs and promotions to increase the profile of Canada and incorporate EQ-friendly product. We also support trade familiarization (FAM) trips and manage the Canada Specialist Program(CSP) to provide the trade with effective tools to sell Canada.

Canada Specialist Program

The Canada Specialist Program provides online destination training for all frontline staff in the UK plus a variety of activities and promotions to keep Canada top of mind. 

Participating frontline staff members are offered a range of information and support, including:

  • Online training modules and exams with instant results
  • Official certificate
  • Selling tools, including branded display materials
  • FAM trips and invitations to training events
  • Training manuals
  • Quarterly e-newsletters
  • Discounted rates for travel to Canada.

CTC-UK also plans exclusive promotions with tour operators aimed at Canada Specialists.

Trade shows

Every year we bring groups of UK buyers to Rendez-vous Canada to expand their Canada travel program and experiential products. CTC-UK is also responsible for organizing Canada’s strong presence at the World Travel Market trade show.

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

Media Read more > Close >

CTC-UK assists the media with partnered press trips, media events and media hosting on visits to extraordinary Canadian destinations. Our strategy is to gain visibility in the UK media by staging partnered media events and pitching targeted story ideas to media influencers.

Explore Canada Visiting Journalist Program

In May 2014, CTC-UK and partners hosted a group media FAM trip to Alberta to showcase some Canadian Signature Experiences and the opening of the new Glacier Skywalk. Journalists representing The Times, Daily Mail, MSN Online, Grazia and Red online all participated. This summer, CTC and partners are hosting a group media FAM trip to Saskatchewan. We also continue to host several individual media FAM trips with top national media outlets such as the Financial Times, Lonely Planet, National Geographic, Sunday Times Travel Magazine and the Daily Telegraph. We continue to focus on encouraging TV production companies to consider Canada, and a major 13-part cross-Canada culinary adventure series featuring a British chef filmed last year is still waiting confirmation of a 2014 air date.

UK media events

This past February, the CTC hosted more than 50 media at a Canadian Signature Experiences(CSE) event at Canada House. We are also partnering with Travel Alberta, Destination British Columbia and Tourisme Québec to host British ski and snowboard writers at a summer lunch to pitch and secure upcoming 2014/15 ski/board stories. To date, we have four British media scheduled to take part in CTC’s GoMedia Canada Marketplace, Aug. 17-21 in Winnipeg,MB.

Other annual UK media events in London include hosting ski media around the time of the Metro Ski & Snowboard Show (October), plus travel media at World Travel Market (November), the premier global event for the travel industry. We will also aim to host a specific media event for bloggers on the Wednesday evening.

These networking events help maintain and develop media relationships and position Canada top of mind.


We continue to engage with travel bloggers. We saw excellent results from earlier investments in building blogger relationships, measured by the number of quality UK bloggers who took part in blogger projects in 2013 and into 2014. In early February, five bloggers travelled to Quebec to #LoveWinter, where they learned to snowboard in Tremblant, and learned to love winter in Montréal. Canada also engaged in February with travel bloggers at the Traverse Event in Newcastle, establishing new contacts and continuing to sow the seeds for the continued evolution of a Canada-friendly blogger network. At Food Bloggers Connect on June 6, we’ll be serving Nainamo bars, Canadian wine and beer samples and barbecued salmon tasters (courtesy of Canadian chef Anna Olson) to attendees.

Four foodie bloggers explored Atlantic Canada in late May, each visiting a different province, and all returning to Nova Scotia on the last day to cook lunch together using ingredients and ideas picked up along the way. The event was hashtagged #AtlanticCanadaEats.

Radio interviews

We continue to work on a series of syndicated Canada radio broadcasts with spokespeople from across Canada on a variety of subjects, including Winter Carnaval in Québec City, gardening in Canada with Jardin de Metis, and Anna Olson talking about the food and wine scene in the Niagara region. We continue to search for interesting spokespeople who can bring Canadian tourism experiences to life in an engaging way that will connect with a British audience.

Travel-trade media

CTC-UK continues to work with UK trade publications and supports Canada editorial with advertorial features, including three “How to Sell Canada” guides published with Selling Long Haul. We also ensure that there are regular Canada round-ups of news throughout the year in other trade publications such as ABTA magazine, Travel Trade Gazette, Travel Weekly and the online distributor Travelmole.

In 2014, we hosted two travel-trade writers at Rendez-vous Canadain Vancouver, from Selling Long Haul and Travel Trade Gazette, with both staying on to experience the Rocky Mountaineer and new Glacier Skywalk. A writer from Travel Weekly also participated in the Alberta Glacier Skywalk FAM tour in early May. We worked with Travelmole to run a video of the 2014 Canada Shared event on its website for a month immediately after the event.

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 the United Kingdom
  2007 2008 2009 2010 2011 2012
Overnight trip to Canada (000's) 893.9 836.9 685.7 660.9 622.8 597
Year to year change 6.2% -6.4% -18.1% -3.6% -5.8% -4.1%
Receipts ($M) 1226.7 1183.8 894.3 811.3 795.9 784.5
Year to year change 6.9% -3.5% -24.5% -9.3% -1.9% -1.4%
Source: International Travel Survey, Statistics Canada.

Quick facts Read more > Close >

  • The UK is Canada’s largest inbound overseas market. However, the Eurozone debt crisis in 2011 and the UK’s fragile economic performance of 0.2% GDP growth continues to have a significant impact on consumer confidence and outbound travel demand. (Source: Oxford Economics)
  • In 2012, the number of UK overnight visitors to Canada fell 4.1% to 597,000 trips. The largest drop came from travel for other purposes, followed by business travel. Pleasure travel and those visiting friends and relatives represent 79% of all UK arrivals to Canada.
  • Arrivals during Q1 (+0.2%) and Q4 (+0.1%) held steady, but declined in Q2 (-10%) and Q3 (-3.3%), which are when two-thirds of UK visitors choose to travel to Canada.
  • Total overnight spending by UK visitors contracted 1.4% to $784.5 million, while the average spend per trip increased 2.8% to $1,314. UK visitors stayed longer (13.9 nights, +2.7%) but kept spending per night constant ($94, +0.1%).
  • Though travellers aged 55 and over represented the largest segment (40%) of all visitors in 2011, their numbers declined 11.8% in 2012. The youth travel market (24 and under) saw a 29.5% increase in arrivals.
  • In 2012, Ontario and British Columbia remained the most popular destinations among UK visitors, followed by Alberta and Quebec.

Source: Statistics Canada, International Travel Survey, unless otherwise indicated.All Statistics Canada numbers are preliminary.

Current trends and market considerations Read more > Close >

During a Canadian holiday, British visitors want to experience the Canadian way of life, see Canada’s unique cultural attractions, try soft-adventure activities and socialize with Canada’s friendly people.

Canada offers a sense of familiarity, along with a beautiful natural setting and a unique balance of city and nature experiences. Still, Canada remains a "someday destination" for many British travellers. By further evoking Canada’s authentic and extraordinary travel experiences, the CTC is inspiring British travellers to visit Canada now.

Guided by the CTC corporate strategy, the UK strategy focuses on high-yield travellers: consumers who spend more, stay longer and are 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 >

UK Contacts

Canadian Tourism Commission
15 Bermondsey Square
London SE1 3UN
United Kingdom
Fax: 44-207-389-9988


·       peters [dot] rupert [at] ctc-cct [dot] ca (Rupert Peters)
Regional Managing Director, Core Markets
Tel: 44-207-389-9982

·       hawes [dot] paul [at] ctc-cct [dot] ca (Paul Hawes)
Marketing Manager, Core Markets
Tel: 604-638-8359 

·     hanmer [dot] adam [at] ctc-cct [dot] ca (Adam Hanmer)
Manager, Travel Trade
Tel: 44-207-389-9985

·       singh [dot] nim [at] ctc-cct [dot] ca (Nim Singh)
Manager, Media & Public Relations
Tel: 44-207-389-9983

·       salt [dot] cat [at] ctc-cct [dot] ca (Catherine Salt)
Marketing Specialist, Core Markets
Tel: 44-207-389-9989


Latest Campaigns Read more > Close >

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