Helping Tourism Businesses Prosper highlights CTC’s platforms and priorities that help businesses reach international travellers and drive growth.
Tweet: The state of play for Canada’s tourism industry: our 2013 Annual Report: Helping Tourism Businesses Prosper http://ow.ly/uf1YW
Vancouver, BC, May 5, 2014: The Canadian Tourism Commission (CTC)’s 2013 Annual Report: Helping Tourism Businesses Prosper reviews a good 12 months’ work for CTC and the Canadian tourism industry. The report demonstrates that tourism is Canada’s No. 1 service export; indeed, leisure travel accounted for almost one-fifth of Canada’s international trade in services. Overall tourism export revenue grew 2.5% to reach $16.4 billion.
According to the World Tourism Organization (UNWTO), there were 1.087 billion international travellers in 2013, a 5% year-on-year rise. Canada played its part in fuelling this seemingly insatiable demand for travel. The broad benefits that travellers bring to Canada go far beyond supporting our $82-billion dollar tourism industry. As these visitors—who include business people, future immigrants, investors, entrepreneurs and teachers—become acquainted with our country and its high-quality products, they become advocates for Canada, uncovering investment and trade opportunities, identifying business partnerships and creating a foundation for trade.
The Honourable James Moore, Minister of Industry, has just tabled the report in Parliament.
“The Canadian tourism industry is vital to the social and cultural identity of Canada, above and beyond its important contribution to the economy and the well-being of Canadians,” says Steve Allan, chair of CTC’s Board of Directors. “Partners are benefiting from the resources and collaboration the CTC platforms provide and I am pleased to note 81% of our partners plan to partner again.”
The 2013 Annual Report spotlights key results directly attributable to CTC’s 2013 marketing activities, including:
The Annual Report chronicles some of the high points in CTC’s activities and campaigns in 2013. CTC’s China team developed a travel competition TV series, “Canada—You Can Be a Star” that proved hugely popular, pulling in 100 million viewers plus 15 million more online to watch hundreds of hours of Canada footage. CTC’s Business Events Canada division generated $120 million in revenue in 2013 by attracting key meetings and conventions, and was a key player in a consortium that brought the annual TED conference to Vancouver, BC. The Canadian Signature Experiences program, nearly 200 members strong, helped Canada stand out in a crowded marketplace with exceptional tourism experiences and also helped Canadian businesses increase international demand for their products by 6%.
“Canada’s tourism industry is composed of hundreds of thousands of small businesses. We want them to continue to take advantage of our international trade shows, media events and expert teams on the ground,” says Greg Klassen, CTC president and CEO (interim). “The CTC will continue to provide important platforms for the industry so that businesses have the market access and expertise needed to succeed in the global economy.”
The Annual Report is CTC’s mechanism for reporting back to Parliament on its activities during its fiscal year.
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About the Canadian Tourism Commission:
The Canadian Tourism Commission (CTC) is Canada's national tourism marketing organization. A federal Crown corporation of the Government of Canada, we lead the Canadian tourism industry in marketing Canada as a premier four-season tourism destination. Our vision is to inspire the world to explore Canada. With our partners in the tourism industry and the governments of Canada, the provinces and the territories, we promote Canada's extraordinary experiences in 12 countries around the world, conduct market research, offer stunning visuals through the Brand Canada Library and provide resources and toolkits to help industry leverage Canada's successful tourism brand, “Canada. Keep Exploring.” CTC is a proud member of the Palladium Balanced Scorecard Hall of FameTM for Executing Strategy. For regular updates on CTC initiatives, subscribe to CTC News, search our corporate website, become a fan on Facebook, follow us on Twitter, share images on Instagram or subscribe to our YouTube channel.
For further information, please contact:
nevin [dot] margaret [at] ctc-cct [dot] ca (Margaret Nevin)
Senior Corporate Communications Advisor
Canadian Tourism Commission