CTC News

Competitive intelligence: a watching brief on Canada’s tourism rivals.

Part two of new series looking at the activities, campaigns and promos undertaken by other major tourism destinations. This time: CTC’s emerging markets.

13 June 2012

Previous competitive intelligence stories

Lifting the lid on Canada’s tourism rivals.

Our first report on other national tourism organizations’ activities around the globe certainly piqued Canadian tourism industry curiosity. CTC News returns with a second bulletin—a look at the Canadian Tourism Commission (CTC)’s emerging markets: Brazil, China, India, Japan, Mexico and South Korea.

The intelligence here is derived from reports sent in by our team-mates, partners, general sales agents and other friends who get down to business in these markets.

  • The Japan National Tourism Organization (JNTO) has plans to lure more affluent India travellers during 2012. After SATTE in Delhi earlier this year, JNTO officials said they planned to use a series of travel-trade and media FAMs to create awareness, especially around honeymoons and incentive travel. JNTO has set a target of 90,000 Indian visitors in 2012, a big rise on 59,000 in 2011 and 66,000 in 2010.
  • The visa process is the bane of many a traveller. The Swiss Embassy has partnered with VFS Global to open 10 new regional application centres around India to capitalize on increased interest in Switzerland travel from South Asia.
  • France is the third country that believes it has theje ne sais quoi to attract Indian travellers. Atout France unveiled a new “France celebrates India” campaign in March, with a big emphasis on Paris and wooing the travel trade. More than 300,000 Indians took a trip to France in 2011, with 30,000 of those heading for Paris. 
  • Tourism New Zealand has stepped up its work in China with the third phase of its influencer campaign in March. “Yao Chen’s 100% revival tour” looked to tell the Kiwi story to Chinese people via the popular award-winning actress. Chen’s visit has been presented in the context of four emotional benefits: excitement, happiness, relaxation and romance.
  • Mexico is aiming to attract cultural explorers out of their French homes. A new poster campaign plays on having great underwater adventures while scuba diving as opposed to walking round a gallery.
  • Tourism Australia is tapping into celeb culture in its latest drive to boost Chinese visitation. Show Lo and Rainie Yang, two Taiwanese pop and TV stars with a 25-million strong fan base, are starring in a new online drama series being filmed Down Under in New South Wales, Tasmania and Victoria.
  • Japanese wholesalers are being tempted by luxury Aussie tourism products under the auspices of Tourism Australia. After testing the water with Luxury Lodges and Qantas in 2011, Japanese giant HIS has now created a glossy brochure and Tabikobo has a luxury-lodge campaign in 13 Japanese travel cafés.


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