Project aims to help Canadian tourism businesses understand what today’s travellers are seeking.
In an ever-growing and more competitive tourism marketplace, identifying traveller needs and desires becomes increasingly important. To address this challenge, the Canadian Tourism Commission (CTC) teamed up with the Gros Morne Institute for Sustainable Tourism (GMIST) to make two videos to help Canadian tourism businesses better grasp what today’s travellers are seeking: authentic and engaging experiences that they themselves can take part in.
The videos support CTC’s new Signature Experiences Collection, which is now open for applications. The first video—“Fulfilling Travellers’ Dreams through Experiences”—features Bill and Mary Kendrick, owners of Experience PEI. Their raison d’être is selling adventures that let travellers experience life on Prince Edward Island.
The second video—“Connecting Travellers to Culture, Community and Cuisine”—concerns Todd White, owner of the Ocean View Hotel in Rocky Harbour, NL. The hotel regularly tops the visitor wish lists in Gros Morne National Park with its mix of great outdoor adventure and traditional Newfoundland evening entertainment. Both videos are narrated by instructors from GMIST’s Edge of the Wedge program, the standard-bearers for Canadian experiential tourism training.
According to the United Nations World Tourism Organization (UNWTO)’s Tourism 2020 Vision report, there will be almost 1.6 billion international travellers in 2020. That’s a lot of very discerning tastes; these videos will help Canadian tourism businesses shift to meet these tastes.
“We’ve showcased operators who are out there crafting and delivering engaging and authentic experiences to travellers now,” says Lesley Anderson, CTC Brand Experiences manager. “That peer-to-peer perspective will help other businesses take up the practical advice in the videos and follow their lead to creating great experiences themselves.”
The CTC has a whole range of toolkits and resources for industry on our corporate website. Check them out!