Focus on greater destination awareness, demand and conversion in the face of vigorous competition from new and traditional tourism rivals.
The Canadian Tourism Commission (CTC) has just completed its 2013 Global Marketing, Sales and Communications Plan. The plan, which focuses on leisure travellers, examines the opportunities and challenges for the Canadian tourism industry in the year ahead.
The global tourism marketplace has become ever more competitive. Modern travellers are surrounded by persuasive marketing from emerging destinations such as Turkey and Dubai. On top of that, Canada’s traditional rivals, such as the US and Australia, have received significant funding boosts and launched multi-million-dollar campaigns in 2012.
CTC research indicates that the next few years should see an expansive period for global tourism, with big-spending international travellers looking for just the type of experiences that Canada has in spades. That means significant opportunity for this country’s tourism industry.
The CTC prizes partnerships, international leadership and innovation and uses a three-pronged channel strategy in each of its 10 key international markets: consumer direct advertising, media relations and travel trade.
The 64-page plan looks at CTC’s work in each market—Brazil, China, India, Japan, Mexico and South Korea(emerging/transitional markets) as well as Australia, France, Germany and the UK(core markets)—breaking it down into market insights, 2013 focus and channel weightings.
“While global competition leaves no room for complacency, Canada has a great product, wide international appeal and, consequently, big opportunity,” says Charles McKee, CTC vice-president, International. “The 2013 Plan focuses on how we as an industry working together can achieve a fair share of the global market.”
The CTC will be distributing the plan directly to key partners in the fall.