CTC president and CEO (interim) discussed the latest trends affecting the Canadian tourism industry and the link between tourism and trade on Business Day AM program.
Investing in international tourism marketing supports the federal government’s agenda for economic growth, said Mr. Klassen in his discussion with BNN’s Frances Horodelski. Travel can stimulate trade in services and goods not directly related to tourism, such as education, technology and financial services.
A country’s reputation is its international calling card; in Canada’s case it’s also an economic trump card. The most recent RepTrak™ report from the Reputation Institute placed Canada No. 1 for the third year in succession, giving our country a competitive edge in attracting tourists, talent and investment from around the world.
Mr. Klassen gave a broad overview of the Canadian tourism industry, including the increasing value of the youth tourism sector to Canada. The sector is growing rapidly and provides both high revenue and support to smaller local businesses through diversification.