CTC News

Competitive intelligence: all aboard the tourism money train.

Switzerland uses its railways to entice the Indian travel trade while New Zealand gets substantial new cash to play with.

12 June 2013

There is a lot of money swirling around the international tourism marketplace, with more than US$1 trillion spent by travellers in 2012. The battle for those travellers, and those dollars, continues unabated around the world with Canada one of the top competitors. The Canadian Tourism Commission (CTC)’s emphasis on innovation aims to keep our country ahead of the pack.

There’s no better vantage point on this arena than CTC News; we track the influencers and trends as they unfold, then share the info with the Canadian tourism industry. It couldn’t be done without the eagle eyes of CTC’s colleagues, industry partners and general sales agents. Merci!

  • All aboard: Switzerland Tourism teamed up with Swiss Travel System and Rail Europe for a special package to help reward the Indian travel trade for its efforts in boosting numbers to the Alpine country. The Swiss Pass SuperStar program boosts travel-trade knowledge about the country as well as offering monthly prizes, such as an iPad or an all-expenses-paid trip to Switzerland, for the star performers who excel at selling the Swiss Pass ticket to Indian consumers.
  • The yuan and only: China became the world’s biggest spenders on tourism in 2012, according to the UNWTO World Tourism Barometer. Chinese travellers spent a record US$102 billion in 2012, up a staggering 40% on 2011 alone. Those travellers took 83 million international trips to rack up that spending, considerably more than the 10 million taken in 2000. Americans spent US$84 billion in 2012good enough for second place. Other notable big spenders were the Russians (US$ 43 billion, up to fifth) and Brazilians (US$22 billion, up 17 places to 12th).
  • In the money: Tourism New Zealand now has a lot more power to its marketing elbow after the New Zealand government  announced a four-year NZ$158 million boost to tourism spending in emerging markets in Latin America and China. Of that, Tourism New Zealand will trouser an additional NZ$29.5 million for the 2014-2015 year, starting July 1, taking its total budget to NZ$113 million.
  • Local rivals: Not content with that pot of extra cash, Tourism New Zealand has also launched a new ski campaign primarily aimed at their Aussie neighbours. “More magic in every day” is reinforced by TV ads on two major Australian networks, featuring winter vacations in Canterbury, Queenstown and Wanaka.
  • Presidential address: No less than Bill Clinton has made the connection between tourism and economic prosperity. Speaking at the 13th World Travel & Tourism Council Global Summit in Abu Dhabi, the former US president said: “I spent a lot of time when I was the president trying to end wars, prevent killing and promote understanding. What I have seen is that peace works better than conflict, and one of the best manifestations is travel and tourism.” Clinton also cited the work of the Clinton Foundation in showing the ripple effect of tourism-related initiatives in emerging markets.



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