Seizing Opportunities for New Growth highlights increased awareness and arrivals from almost all CTC key markets in 2010.
The tourism economy is on the rebound after years of turbulence. According to the Canadian Tourism Commission (CTC)’s 2010 Annual Report: Seizing Opportunities for New Growth thanks to improved confidence, better economic conditions and a surge of awareness in Canada generated by the Vancouver 2010 Olympic and Paralympic Winter Games, international tourist arrivals from CTC’s 11 key international markets rose nicely in 2010, up 2.1% over 2009. The report was tabled June 23 by the Hon. Christian Paradis, Minister of Industry and Minister of State (Agriculture), in Parliament.
Based on our preliminary estimates for 2010, Canada’s tourism industry rang the Canadian economy tills to the tune of $74.1 billion. In doing so, $29.5 billion went to Canada’s Gross Domestic Product (GDP) coffers and the cash supported 610,600 jobs in this country via tourism spending.
“By any measure, 2010 was an incredible year for our country and our organization,” says Steve Allan, CTC chair. “The CTC’s strategy to leverage the 2010 Winter Games for Canada played out beyond expectations.”
Last year also witnessed the start of a new strategic direction for CTC, with a refocused business model and leaner structure. The 2010 Annual Report highlights results that are directly attributable to CTC’s 2010 direct-to-consumer marketing efforts, including:
$1.9 billion in export revenue for Canada’s tourism economy;
$244.2 million in government revenues;
16,569 jobs in Canada created or protected.
The 2010 Winter Games dominated our work before, during and after the Games, reaching a record TV audience of 3.8 billion people worldwide. We played a significant role in generating increased media and consumer interest in Canada and its tourism experiences through various programs. These included Connecting with Canadians (which allowed athletes and families to get to know this country), the Torch Relay International Media Program (we invited 14 celebs and Olympic stars to run with the flame and enjoy local Canadian experiences) and “Harvesting the Afterglow” (sustaining the interest generated in Canada by converting it into actual travel bookings).
There was international recognition, too. Canada’s tourism brand garnered a major accolade in 2010, becoming the No. 1 country brand in the world in the Country Brand Index by FutureBrand, a New York-based global brand consultancy. Other awards included CTC’s LOCALS KNOW Web campaign, picking up the Official Honouree distinction at the 14th annual Webby Awards, as well as a silver CASSIE gong in the Events, Seasonal & Short Term categoryfrom the Institute of Communication Agencies.
“Under the CTC’s new business model, we will focus on taking our tourism brand into markets where we can lead, and where we see opportunities for new growth,” says Michele McKenzie, CTC president and CEO.
The Annual Report is our mechanism for reporting back to Parliament on our activities during its fiscal year.