CTC News

Canada Specialist Program rolls out in China and South Korea.

Interactive training program all set to help Asian travel agents sell Canada more effectively.

12 April 2011

It’s a global travel school these days, and Canada is very much part of the curriculum. The Canadian Tourism Commission (CTC) has unveiled the Canada Specialist Program in two more of our key overseas markets: China and South Korea.

The program provides interactive training for travel agents and tour operators to help them get the skinny on Canada—and then bring that knowledge to bear by selling our country to consumers.

The Approved Destination Status (ADS) agreement between the Chinese and Canadian governments, which allows for marketing directly to consumers, was signed in June ’10. The Canada Specialist Program will enable travel-trade pros in China to ramp up their efforts with a whole new set of tools.

CSP training takes students on a personal tour of Canada and its knock-your-socks-off travel experiences through eight modules: Introduction, British Columbia/Alberta, Manitoba/Saskatchewan, Ontario/Quebec, Atlantic Provinces, Canada’s North, Winter Experiences and Aboriginal Experiences.. There’s an interactive map with downloadable driving routes and itineraries for travellers on the road.

Each student can learn at his/her own pace, but must pass a quiz on each module to progress to the next. Cherry on top? Once qualified, travel-trade pros then have access to CSP’s tourism tools and resources, including a local area for travel news and events info, as well as familiarization (FAM) trips to Canada, discounts, partnership funding and more.

The program will also roll out in Japan, Mexico and Brazil over the coming weeks.

“Tourism in 2011 is an ever more competitive business, so arming agents and operators in our key Asian markets with the information from our Canada Specialist Program will certainly help them raise Canada’s profile to consumers,” says Charles McKee, CTC vice-president International.


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