CTC News

Competitive intelligence: Canada’s tourism rivals under the microscope.

Back to CTC’s mature markets in our new series spotlighting the activities, campaigns and promos conducted by other international tourism destinations.

28 June 2012

The tourism intelligence is flying in thick and fast from around the world, with tips on what to do—and what not to do—in such a competitive landscape. CTC News is here to sift through the data on behalf of the Canadian tourism industry, this time with a peek at what’s been happening in the Canadian Tourism Commission (CTC)’s core markets: Australia,France, Germany, the UK and the US.

Big hat tip again for the reports provided by our team-mates, partners, general sales agents and other friends who get down to business in these markets.

  • Tourism Australia launched the latest phase of its global marketing campaign in June. Worth AU$250 million over three years, the unveiling of “There’s nothing like Australia” took place in Shanghai, China, Australia’s most rapidly growing overseas market. The campaign looks for social-media advocacy, especially among Tourism Australia’s three million Facebook fans, as well as a new interactive app for tablets. The campaign kick-starts in China, the UK and the US, with AU$ 5 million also being spent on a domestic marketing push.
  • There’s no question that the Americans like a big show and Brand USA, its new national tourism marketing body, did not disappoint with the launch of its first global marketing campaign in May. Its tagline invites visitors to “discover this land, like never before,” starting with those from the UK, Japan and Canada (the cheek of it!). The centrepiece of the campaign is “Land of Dreams,” a song performed by Grammy award-winning Rosanne Cash, daughter of Johnny, where she is accompanied by musicians from around the world to capture America’s multiculturalism. Brand USA poured plenty of money into this first effort, with a cool US $12.3 million making it all happen. A second campaign wave later in the year will target visitors from Brazil and South Korea, though there are no concrete plans yet for Australia.
  • VisitBritain is looking to the 2012 Olympic & Paralympic Summer Games and the Queen’s Diamond Jubilee to boost its presence in the international travel trade. The BritAgent Destination Training Programme (which looks eerily familiar to anyone who has taken the Canada Specialist Program) is one of the central planks of this trade campaign.
  • ATOUT France gave its annual tourism marketplace a fresh lick of virtual paint in March with a new Rendez-vous en France website, available in 14 languages, as part of its new digital strategy. There are new web platforms for collaboration with partners and trip-building. The marketplace pulled in 900-plus buyers from 60 countries.  Rendez-vous en France has also branched out onto Pinterest, with 36 boards showing different French themes and destinations.
  • Tourism Australia took five Italian national swimmers and journalists from RAI, Italy’s national broadcaster, to Melbourne, Cairns, Port Stephens, Sydney and the Great Barrier Reef to show off life Down Under to Italian audiences in April. This came in the same month as a 24-page sponsored supplement in Die Zeit, a leading German weekly newspaper, which featured indigenous experiences.
  • Latest figures from Tourism Research Australia show that tourism in Australia is worth AUD $73 billion to the national economy and contributed AUD $34.6 billion directly to GDP in 2010-11. Tourism leads to 900,000-plus jobs nationally in Australia.
  • Switzerland Tourism is gaining plaudits for its recent smart social-media work, which started with the entertaining “Holidays Without Internet” campaign. Its summer promotion continues in a similar vein, and there is now a MySwitzerland iPad app featuring two e-brochures.



  • Visit California has rolled out new marketing programs in the UK with expanded print advertising focusing on wine, food, beach and ski life, TV ads; music from Linda Perry; and ads on London Underground billboards—if the commuters get time to see them, of course.


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