News releases

CTC, Parks Canada join forces, sign Memorandum of Understanding

Agreement means more collaboration on national projects, promotion, marketing and special events.

For Immediate Release

VANCOUVER, BC, December 16, 2008 – From a tourism standpoint, it’s the perfect match—uniting the marketing power of the Canadian Tourism Commission (CTC) with the outstanding experiential opportunities offered by the Parks Canada Agency (PCA).

On November 5, 2008, these two well-known members of the federal family signed a Memorandum of Understanding that will help to leverage the strengths of both.

The agreement provides the framework for greater collaboration on national strategic planning priorities, special events, research and information sharing, and communications and promotion.

“As Government of Canada leaders in the Canadian tourism industry, Parks Canada and the CTC share common goals that have already led to a number of initiatives that are mutually beneficial,” said Michele McKenzie, CTC’s president and CEO.

Speaking for Parks Canada Agency, CEO Alan Latourelle commented, “This Memorandum of Understanding will provide the basis for increased collaboration between two key federal family agencies. Parks Canada is committed to enhancing the opportunities available to visitors to national parks, national historic sites and national marine conservation areas. Working with the CTC will significantly increase the awareness of those opportunities to Canadians and international travellers.’

Specific projects include promoting the Vancouver 2010 Olympic and Paralympic Winter Games, collaborative planning on the Icefields Parkway Planning Initiative, putting the CTC’s Explorer Quotient tool to use in real, on-the-ground situations in order to develop sustainable tourism initiatives.

“The Memorandum of Understanding will support the Government of Canada’s efforts for the growth and future sustainability of Canada’s tourism industry—in particular small- and medium-size businesses—in efforts to develop products and promote opportunities to potential markets, as well as enhancing the awareness and quality of visitor experience opportunities in Canada,” McKenzie concluded.

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 nine countries around the world, conduct industry research and studies, and promote product and industry development.

For research and statistics, news and media resources, travel information and events, please visit

About Parks Canada
Parks Canada is responsible for a network of national parks, national historic sites and national marine conservation areas recognized as one of the most attractive and extensive networks of protected areas in the world.

For further information, please contact:

Margaret Nevin
Senior Communications Advisor/Conseillère en communications
Canadian Tourism Commission / Commission canadienne du tourisme
Tel/ Tél 604 638-8406
Fax/ Téléc 604-638-8438
nevin [dot] margaret [at] ctc-cct [dot] ca

Joanne Huppé
Media Relations Advisor / Conseillère en relations avec les médias Direction nationale des communications
Parks Canada Agency / Agence Parcs Canada
Tel/ Tél 613-799-6269
Fax/ Téléc 819-953-5523
joanne [dot] huppe [at] pc [dot] gc [dot] ca