Canada’s opportunity to attract investment and introduce new business partnerships through tourism.
The Canadian Tourism Commission (CTC) has just released its 2014-2018 Corporate Plan summary: Tourism as Canada’s engine for growth.The annual rolling strategic plan has one ultimate goal: to grow tourism export revenue for Canada.
Canada is in a powerful position: its stellar reputation abroad puts our country in pole position to take advantage of the world’s insatiable demand for international travel. Canada’s tourism industry opens the doors for other priority sectors. In particular, business tourism stimulates future investment: business travellers get a personal sense of investment opportunities in a country while attending a meeting, conference or exhibition.
Canada is looking to expand its export networks to partners in markets such as Brazil, China and India; increased tourism from the countries will help cement burgeoning trade relationships.
The 2014-2018 Corporate Plan summary details three strategic themes:
CTC will build on these themes through its core business of marketing Canada as a tourism destination abroad, generating demand for our country’s tourism products and thus bringing in new dollars.
The CTC’s plan also has five operational objectives:
These objectives will help prepare Canada’s tourism industry to inspire a new generation of travellers to visit Canada and support Canada’s trade agenda.
“Investing in international leisure and business tourism supports the Government of Canada’s priority for economic growth,” says Greg Klassen, CTC’s President and CEO (interim). “By targeting sectors of Canadian excellence, such as life sciences, we intend to bring in international business meetings and events that connect the global entrepreneur with Canadian innovation and trailblazers.”