News releases

Q1 2012 International Market Insights.

Canadian Tourism Commission encouraged by strong results

Vancouver, BC, May 22, 2012 — The Canadian Tourism Commission (CTC) is encouraged by recent strong results from the latest Statistics Canada ‘International Travel Survey’ for the month of March 2012 which line up nicely with CTC’s international marketing and sales efforts.  Arrivals from overseas countries where the CTC promotes Canada as a premier tourism destination registered growth of 20% compared to March 2011—a healthy bounce.  

Overall, international visitation has increased by 11.1% in the first quarter of 2012 over 2011 from these same key overseas markets in which the CTC invests—the United Kingdom, France, Germany, Australia, Japan, South Korea, Mexico, Brazil, China, and India.

 “These results are positive signs for Canada’s tourism export industry as we head into the summer season.  While we have a strong, experiential tourism brand, we can’t be complacent. We continue to invest in innovative strategies in a growing but highly competitive global tourism industry” says Greg Klassen, Senior Vice President, CTC Marketing Strategy and Communications.

The afterglow of the 2010 Winter Olympic Games, and Canada’s Number One country brand title two years running, are enhancing the CTC’s international marketing clout and potential for tourism export growth for Canada.

Michele McKenzie, CTC’s President and CEO, leads a strategy to help grow the tourism export industry for the long-term: “Tourism generates billions of dollars in economic activity and creates hundreds of thousands of jobs in Canada.  To keep the industry vibrant we need to reach out beyond our own borders, marketing to customers who spend more, stay longer, and bring new money into Canada.  Export revenue is a crucial element for the long-term growth and prosperity of our tourism sector – and that’s our ultimate benchmark.”

From cultural icons in sophisticated urban centres to awe-inspiring expeditions in the high Arctic, more exotic tourism experiences are ready to be marketed to the world as part of Canada’s strategy to differentiate itself as a destination of choice for international travellers.

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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 countries around 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:
Margaret Nevin
Senior Communications Advisor
Canadian Tourism Commission
Tel: 604.638.8406
nevin [dot] margaret [at] ctc-cct [dot] ca