News releases

International visitors saddled up for the 100th Calgary Stampede.

Canadian Tourism Commission program boosted awareness and visitor numbers from around the world via Canada’s Economic Action Plan.

Vancouver, BC, Jan. 8, 2013 —The thousands of cowboys and cowgirls who roamed the Parade Grounds at this year’s Calgary Stampede had a global heritage like never before. The 2012 Stampede had a record 1.4 million attendance level for the 10-day Alberta spectacular, up 20% on 2011.

The substantial uptick in international visitors was largely fuelled by a one-time funding allocation of $5 million to the CTC by the federal government via Canada’s Economic Action Plan in its 2011 Budget. The aim was to market the Stampede Centennial in key international tourism markets.

A new report just published by the Canadian Tourism Commission (CTC) reveals some of the initial results from these marketing campaigns. Other main legacies of the work will be cementing the Stampede’s stature as an international must-see event and boosting Alberta’s and Canada’s profile as a destination for global travellers. Both will bring lasting economic rewards to the country as a whole.

More than 8,900 travellers booked trips to Canada in the six months leading up to the centennial celebrations as a direct result of CTC’s campaigns in Brazil, Germany, South Korea and the UK. Other key stats include:

  • An estimated $9.2 million in tourism revenue
  • $2.8 million in government revenue, of which $1.2 million went to the federal government
  • Support for 71 jobs in Canadian tourism businesses.

“The Calgary Stampede is a proud member of our Signature Experiences Collection® and the CTC’s one-time funding to promote the Centennial internationally brought a solid return on the government’s investment,” says Greg Klassen, CTC senior vice-president of Marketing Strategy and Communications. “The campaigns will live long in the memories of consumers in those markets and have led to strengthened ties for CTC with our travel-trade partners.”

CTC worked closely with the Calgary Stampede, Tourism Calgary and Travel Alberta to develop an effective program. The partners used the government funding in four distinct areas: developing marketing assets, direct-to-consumer advertising on TV, radio and online, media relations and social media promotion plus promotions through tour operators and travel agents.

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About the Canadian Tourism Commission
The Canadian Tourism Commission 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 11 countriesaround the world, conduct market research, offer stunning visuals through the Brand Canada Library and provide resources to help industry leverage Canada's successful tourism brandCanada. Keep Exploring. To stay current, subscribe to CTC News, search our corporate website, become a fan on Facebook, follow us on Twitter, or subscribe to our YouTube channel.

For further information, please contact:
nevin [dot] margaret [at] ctc-cct [dot] ca ( Margaret Nevin)

Senior Communications Advisor

Canadian Tourism Commission

Tel: 604-638-8406