CTC News

Competitive intelligence: keeping surveillance on the international tourism marketplace.

007 turns his sights on boosting traveller numbers, while the competition for Chinese tourism dollars heats up again.

06 December 2012

Assessing your rivals’ strengths and slip-ups plays a big part in planning tourism marketing activities to keep Canada ahead of the game.

Like a master of international espionage, CTC News has gone behind the lines to collect these latest pieces of intel. Sources in the field: The Canadian Tourism Commission (CTC)’s stable of colleagues, partners, general sales agents and other industry friends in its key international markets.

Shaken, not stirred: VisitBritain is banking on its most famous secret agent to pull in a fresh wave of visitors to the old country. Riding on the back of the new James Bond movie “Skyfall,” VisitBritain has launched a film tourism campaign in 21 countries. Bond fans take four online missions around the UK, with the winner claiming the prize of a “live like Bond” adventure. Oh, James…

Island life: Tourism Fiji is looking to tempt Aussie travellers with a new campaign. A series of 15- or 30-second TV ads going to homes in Sydney, Melbourne and Brisbane are targeting families and couples in an attempt to boost numbers for Christmas and Q1 2013.

Ker-ching: New research from the World Travel & Tourism Council reveals how far and fast the tourism sector has grown in China. Tourism now brings in an eye-watering 1.2 trillion yen to the country’s GDP and contributes 62 million direct, indirect and induced jobs. Its direct contribution to China’s GDP now outpaces the automotive industry by 13%, and is expected to grow by 9% over the next 10 years.

Timing like a Swiss watch: Tourism Australia has teamed up with Singapore Airlines and outdoor store Transa to lure travellers from Switzerland to the outback and Aboriginal experiences Down Under using images from South Australia’s Kangaroo Island and the Bungle Bungles.

China in their hands: Staying in the southern hemisphere, Tourism Victoria has cut the ribbon on “Open up to More,” its first dedicated campaign aimed at affluent long-haul Chinese travellers. And Tourism Australia has unveiled two more (just how many does it have?) Australian ambassadors from that lucrative Asian market. Chinese celebrity couple Yuan Quan and Xia Yu are touring the country for Top Travel magazine.


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