CTC News

Competitive intelligence: if you can’t stand the heat, get out of the tourism marketing kitchen.

A Swiss town seeks extraterrestrial tourism, Croatia gets a summer vibe while the US and Australia work up an appetite.

07 August 2014

International tourism marketers strive to find new ways to show off the unique experiences their destinations offer, not just the places themselves. One of the most competitive battlegrounds is over food and drink, with enticing photos, videos and testimonials all whetting consumer appetites.

Canada is rich in culinary inspiration from coast to coast to coast, from Arctic char to icewine to cheese and so many more. It’s one of the unique selling propositions that the Canadian Tourism Commission (CTC) believes puts our country ahead of the rest. CTC News staff put down their menus to watch what our global competitors are getting up to for these regular digests. An amuse bouche to our international colleagues and industry partners for monitoring the daily marketing specials.

  • Close encounters of the tourism kind: Fresh from being designated a UNESCO biosphere (a first for the country), the small Swiss town of Entlebuch created a tourism video with a difference, aimed at extraterrestrial visitors. The message was beamed into outer space via one of Europe’s largest radio telescopes and contained alphorn music, yodelling, regional smells and a reading of a complete Entlebuch chronicle. ET, phone home…

  • Selfie time: Visit Croatia wants summer tourists to be the creators and curators of its latest campaign. The posts and videos by visitors will form “Share Croatia,” which shows off the country’s history, cities, scenery and other activities. By taking a selfie and sharing it on social media with the hashtag #lovecroatia or #sharecroatia, tourists also get a chance to win a free trip.

  • Fodder for foodies: Brand USA has launched a new culinary guide that aims to show off the country’s gastro diversity. Great American Food Stories features chefs, events, stories and possible road trips for hungry international travellers.
  • Reel to reel: Visit Florida has released a new series of short videos highlighting different aspects of the state to the record numbers of visitors coming to Florida from around the world. With a wealth of seafood and fish off its coast, it’s not surprising that fishing is one of the topics.

Chow down: Not to be outdone in the foodie stakes, Tourism Australia has published a new glossy video about the culinary experiences for tourists in Western Australia’s Margaret River region. It features top international chefs such as Heston Blumenthal, Alex Atala and Rick Stein waxing lyrical about the local food and wine.


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