CTC News

Competitive intelligence: Canada’s rivals spin the tourism wheel of fortune.

Las Vegas rolls the dice with a new campaign, Australia reaches for the skies and BRIC shoppers line up at the tills.

06 February 2013

The Canadian Tourism Commission (CTC) is one of many major players in the high stakes world of international tourism. Like a big casino, the tourism marketplace is crowded with risk-takers looking to get the edge on their rivals, big and small.

CTC News is your go-to source for the work of tourism marketing organizations around the world. Big hat tip once more to CTC’s colleagues, partners, general sales agents and industry friends for sifting through the tourism big data.

  • What happens in Vegas: The Las Vegas Convention and Visitors Authority has launched a new campaign to boost its visitor numbers beyond 2012’s estimated 40 million. A new ad features an average traveller called Lasvegasdotcom being repeatedly asked for Sin City info. The campaign also includes a revamped website to help people customize their own trips and book tickets.



  • Deal them in: Tourism Australia is trying to bounce back from the abrupt end of its 40-year relationship with Qantas with some new airline partnerships. An AUS $6 million deal with Etihad Airways will target travellers from Europe, the Middle East and the UK over the next three years, while an existing global partnership with Virgin Atlantic has been doubled in value to AUS $12 million.
  • Hands across the ocean: The Japan National Tourism Organization is teaming up with Tourism Australia for the Australia-Japan Tourism Exchange Year 2013. Promotions and events in both countries will take place during the year to boost interest in each nation and promote long-term tourism growth.
  • Air supply: Air Canada is toying with the idea of adding a second Australian destination to its armoury, with Melbourne looking to be the best bet. Calin Rovinescu, Air Canada president and CEO, said at a December Canadian Chamber of Commerce lunch in Sydney that Australia remains a market with potential for growth.
  • Shop till they drop: According to TCI Research, more than a quarter of BRIC (Brazil, Russian, India and China) travellers have shopping as the main reason for their trips, which is double the average for other markets. The TRAVELSAT Competitive Index© also notes that seven out of 10 BRIC visitors regularly hit the shops on vacation, 30% more than other travellers.
  • Bucking a trend: The Israel Government Tourist Office is aiming to revitalize sagging international tourist numbers with a brand new website for Tel Aviv. Images, videos and written content look to promote the city as a modern destination, as well trying to capture more of the LGBT market through a special GayVibe section. Indeed, Tel Aviv calls itself “the city that never sleeps”; no doubt Frank Sinatra would have had something to say about that.


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