CTC News

China commands the Canada tourism spotlight again.

With CTC’s spring/summer campaign underway, a new World Traveller promotion highlights Alberta; plus CTC picks up two early 2012 awards.

19 April 2012

China’s tourism market is taking top billing again. With the Canadian Tourism Commission (CTC)’s spring/summer campaign in full swing, a new promotion with World Traveller is set to garner Alberta and Canada more attention.

China is a giant tourism market in every sense of the word. According to the China National Tourism Administration’s crystal ball there will be will be 100 million Chinese outbound tourists by 2020. CTC’s own Research experts forecast that trips to Canada by Chinese travellers will surge by 21% this year and by 25% in 2013, with a parallel rise in spending. Indeed, January 2012 witnessed a remarkable 44% increase in visitors over the same month in 2011.

CTC’s spring/summer campaign was officially launched by Prime Minister Stephen Harper during his visit to China this past February. The campaign follows CTC’s new global marketing platform, as unveiled in Australia and Europe. Members of CTC’s Signature Experiences Collection® take the lead role, supported by genuine traveller-to-traveller stories to provide inspiration as well as  the Calgary Stampede and its centennial celebrations.

There is widespread print and online advertising, including SINA, Sohu, Global Times and National Geographic Traveler plus TV and cinema ads. There’s a strong social-media element, too, with engagement on Sina Weibo, Tencent Weibo, Kaixin and Renren. CTC-China’s partners for this campaign are Tourism British Columbia, Travel Alberta, Ontario Tourism Marketing Partnership Corporation and Tourisme Québec.

“Every country around the world is seeking more Chinese visitors, making for a fiercely competitive global industry,” says Derek Galpin, CTC managing director, China and India. “The new campaign will grow the independent traveller section of this market as well as shift consumers’ mindsets from just thinking about Canada to actually buying a Canada trip.” 

March also saw the fruition of another CTC-China project, this time alongside Travel Alberta. World Traveller, a mega Chinese travel-media group for the country’s elite, is promoting Alberta to its 22-milllion strong audience for the next 12 months across TV programs, a smartphone app, its website, magazines, guidebooks and members’ club.

World Traveller focuses on just 12 destinations each year. The Alberta promotion kicked off with broadcast coverage on Shanghai TV of 100 highlights, broken down into top 10s that included outdoor fun and the Stampede.

In other news, CTC-China has already picked up a pair of early awards for 2012. Canada claimed the ‘Best Destination” designation at SINA’s Golden Track Awards in January. Here, a panel of industry pros picks the hottest destinations, images and blogs from around the world. Also in January, Canada walked away with the “Next Travel Destination Award” from Travel + Leisure (China) at their 2011 China Travel Awards. Established in 2007, Chinese consumers see these awards as their best travel guide.


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