News releases

Dreams of travel translate into bookings as Canada harvests afterglow of 2010 Winter Games.

Canadian Tourism Commission reports surge of travel bookings tied to Olympic tourism strategy.

VANCOUVER, BC, Nov. 10, 2010—Travellers are putting down their money to transform dreams into reality as they book flights to Canada in record numbers in the afterglow of the 2010 Winter Games.

Results of an advertising tracking and conversion study conducted for the Canadian Tourism Commission (CTC) link awareness of Canada as a desirable destination to real travel plans. The study tracks the impact of CTC tourism marketing campaigns in countries where CTC invests. The UK, Australia and Germany are the first to report results, with others to follow.

  • 290,000 British travellers were inspired by CTC marketing campaigns to book a flight to Canada—almost twice more than in 2009 and three times more than in 2008. 
  • Over 70,000 Australians moved from considering a trip to Canada to making a firm booking in 2010—almost twice the 2009 number. 
  • More than 128,000 German travellers were persuaded by CTC marketing campaigns to book a trip to Canada, up from about 91,000 in 2009.
  • 2010 Tourism export revenues from these markets were also up over 2009, reflecting the additional traffic: UK from $255.7 million to $379.3 million; Australia from $62.3 million to $117.1 million; Germany from $134.7 million to $195.8 million.

Consumers were tracked along a “path to purchase”—from their ability to recall CTC marketing campaign ads to their purchase of a ticket. It’s the big jump from daydreams to real travel bookings that provides the conversion rate and proof of a return on investment from the campaigns.

CTC’s President and CEO Michele McKenzie is intent on keeping Canada front of mind for international travellers in 2011 and beyond.

“Tourism marketing fills an important gap for travellers between a general awareness of a country and having enough information, detail and inspiration to book trips. Great marketing, great partnerships, solid strategies and a great team deliver those results.”

The positive results of the conversion study come on the heels of strong international travel numbers provided by Statistics Canada. Year-to-date increases in overnight trips registered across all CTC key markets except Mexico; travellers made 2.4 million trips to Canada in August alone, a 2% increase over the same month in 2009. CTC-Asia Pacific and emerging markets all posted double-digit gains in August, with the strongest growth seen in Brazil (38.7%), China (38%) and India (35%). For the first time since January 2005, there was an increase in overnight air travel to Canada from all of CTC’s core markets.

CTC received support from the federal government for the Olympic Games Strategy with special funding of $26 million.

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 12 countries around the world, conduct industry research and studies, and promote product and industry development. For daily 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, subscribe to our YouTube channel or check out new photos on Flickr!


For further information:

Margaret Nevin
Senior Communications Advisor / Conseillère en communications
Canadian Tourism Commission / Commission canadienne du tourisme
Tel / Tél 604.638.8406
Cell 604.376.6690
nevin [dot] margaret [at] ctc-cct [dot] ca