CTC News

CTC launches Signature Experiences Collection.

Canadian businesses will take starring role in fresh program for Canada’s tourism brand to catch international travellers’ imaginations.

11 July 2011

It’s all systems go. On July 11, the Canadian Tourism Commission (CTC) officially launched its Signature Experiences Collection®, a new program encapsulating outstanding Canadian tourism enterprises in every corner of Canada.

The launch took place in a great setting: the visual eye-candy of the Rocky Mountains in Banff, AB. The Honourable Maxime Bernier, Minister of State (Small Business and Tourism) did the honours, unveiling the first 48 members of the Signature Experiences Collection. The Collection is the next stage in CTC’s 2011 marketing strategy, designed to make Canada stand out from the crowd in an ever-more competitive global arena.

It’s a chance for Canadian businesses to strut their stuff on the global stage as CTC will look to showcase Collection members as ambassadors of Canada’s tourism brand. Through this pool of experiential talent, international travellers can discover Canadian adventures and go straight on to book them. Our primary focus will be on CTC’s 11 key international markets, kicking off with the UK, France, Germany and Australia.

In Canadian industry terms, CTC is now on the lookout for new experiences. Businesses that cut the tourism mustard should get cracking and apply to join the Collection. We’ve assembled all the docs on our corporate website that industry peeps need to answer any queries and help make the process as smooth and straightforward as possible: a backgrounder, eligibility and selection criteria, the application process itself and a Q&A list.

There are benefits, too, for the travel trade. This new pool of experiences will be ideal to add to itineraries for global consumers with a yen for exploration. CTC has a bank of written material, images and video to help sell these products. We have set a target of 100 members by the close of 2011, so the hunt for fresh and innovative experiences to bring to the fold starts in earnest now.

“The Signature Experiences Collection will bring real positives to eligible Canadian businesses, especially small- to medium-size ones,” says Michele McKenzie, CTC president and CEO. “The Collection will increase familiarity with Canada via our global sales and marketing activities, thereby boosting international visitor numbers and bringing extra revenue to industry coffers.”


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