CTC News

Competitive intelligence: learning the language of success in international tourism.

South Korea taps global phenom Psy for outreach, while Ireland hopes its exiles answer the call of home in 2013.

14 August 2013

Just under a quarter of leisure travellers use video for inspiration before taking the plunge on a booking, a number that is rising fast. The Canadian Tourism Commission (CTC) and its tourism partners have a rich library of content, but international competitors are looking at ways to get an edge.

CTC News always has its tablet ready to watch the clips from around the world, sent in via our colleagues, general sales agents and industry partners. Lights, camera, action!

  • Language lessons: the Korea Tourist Organization drafted global YouTube megastar Psy to attract international visitors through a series of videos. Each 15-second clip forms part of Psy’s Wiki Korea Dictionary of different Korean words to teach travellers about the country’s culture and latest trends, such as Banchan, Cosmeroad and Samgyeopsal. There was also a contest to win a trip to South Korea and meet some local celebs.


  • Home sweet home: Tourism Ireland is pulling out all the stops this year to encourage some of its 70 million ex-pats to come home for a visit. The year-long initiative, called “The Gathering,” has been incorporated into large annual Irish events, such as the Galway Arts Festival and Dingle Tradfest. The Gathering also has its own flagship events, including a Riverdance spectacular and the JFK50 Homecoming. More than 2,000 events are planned for 2013, with Tourism Ireland hoping the initiative will bring 350,000 “tourists” home.
  • Deep dive: Tourism and Events Queensland adopted a novel approach for a summer promotion. A live 12-hour dive around the Great Barrier Reef was broadcast on YouTube, featuring celebrated marine biologist Richard Fitzpatrick. The promotion tied in with World Oceans Day in June.
  • Partners in dimes: Tourism New Zealand, fresh from securing NZ$ 29.5 million in federal funding, has revealed a new one-year partnership worth NZ$ 20 million with Air New Zealand. The funds represent an 80% rise in joint marketing on 2012 and will be used in key international markets such as North America, China, Japan and the UK.
  • Close to home: Tourism Australia has been running a YouTube campaign targeting Americans and Canadians who fancy crossing the Pacific for a vacation. The campaign has clocked up two-million-plus page views. 


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Who says a quarter of travellers view videos ... need some proof of this ... reference please ...