News releases

Canadian Tourism Commission releases its 2010 Annual Report

Report highlights how CTC’s marketing efforts generated $1.9 billion for Canada’s economy in 2010

VANCOUVER, BC, June 24, 2011 – The Canadian Tourism Commission (CTC) delivered a strong return on its tourism marketing investments last year, as outlined in its 2010 Annual Report, which was tabled in Parliament on June 22, 2011 by the Honourable Christian Paradis, Minister of Industry.

Entitled “Seizing Opportunities for New Growth”, the Annual Report highlights the CTC’s activities in 2010 and shows how every dollar invested in its core campaigns generated $82 for Canada’s economy. Overall, the CTC’s 2010 direct-to-consumer marketing initiatives contributed

  • $1.9 billion in tourism export revenues for Canada’s visitor economy;
  • $244.2 million in government revenues;
  • 16,500 Canadian jobs created or protected. 


“2010 was a year of significant development for the Canadian Tourism Commission,” says Steve Allan, Chair of the CTC Board of Directors. “Not only did we enhance Canada’s competitiveness as a tourism destination by shifting our strategy to maximize resources dedicated to marketing activities, but we also reduced our cost structure to ensure we can deliver on our mandate in a much more efficient way.” 

The CTC’s major marketing initiatives for 2010 were focused around leveraging the world’s interest in Canada as host of the 2010 Winter Games, creating awareness in the emerging markets of India, Brazil and China (following Approved Destination Status), and completing year two of the award-winning LOCALS KNOW domestic advertising campaign. 

“Canada’s international tourism brand Canada. Keep Exploring, developed and managed by the CTC, made great strides and yielded significant results in 2010,” says Michele McKenzie, CTC President & CEO. “The success of our brand is creating global awareness of Canada as a destination; it’s one of the main reasons that FutureBrand ranked Canada as the number one country brand in the world in 2010."

Download the CTC 2010 Annual Report.

About the CTC:
The CTC is Canada’s national tourism marketing organization. Our vision is inspiring the world to explore Canada. With our partners in the tourism industry and the governments of Canada, the provinces and the territories, we advertise and market Canada in 11 countries around the world, conduct industry research and studies, and promote product and industry development. For regular updates on CTC initiatives, subscribe to CTC News, available through RSS feeds and by e-mail. Become a fan on Facebook, follow us on Twitter, or subscribe to our YouTube channel. For more information, go to:

For further information, or to arrange interviews please contact:
Margaret Nevin
Senior Communications Advisor
Canadian Tourism Commission
Tel: 604-638-8406
E-mail: nevin [dot] margaret [at] ctc-cct [dot] ca (nevin [dot] margaret [at] ctc-cct [dot] ca)

Quinn Newcomb
Senior Policy Analyst & Communications Strategist
Canadian Tourism Commission
Tel: 604-638-8308
E-mail: newcomb [dot] quinn [at] ctc-cct [dot] ca