News releases

Canadian Tourism Commission announces addition of new members to the Signature Experiences Collection®

High-quality tourism experiences will keep Canada competitive as a top destination for international visitors

Tweet: New members of Signature Experiences Collection to boost international visitors to #Canada #secced #tourism 

Vancouver, BC, October 18, 2011— 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.

The Canadian Tourism Commission (CTC) is pleased to confirm that 67 more tourism experiences have qualified for the Signature Experiences Collection® (SEC)—an innovative marketing program with the goal of inspiring more high-spending international travellers to book their next vacation in Canada. This brings the total to 115 members this year with another opportunity to apply just around the corner.

The SEC, first launched in July, showcases high-quality Canadian tourism enterprises from coast to coast to coast that deliver the authentic experiences CTC research says its international customers look for when they choose a vacation. As ambassadors of Canada’s tourism brand, Canada. Keep Exploring, these memorable experiences have met rigorous criteria to ensure they will stand out in a crowded and competitive marketplace.

Members of the SEC will become the priority pool of high-quality tourism experiencesfrom which the CTC chooses content for its marketing campaigns in the 11 countries where it invests.

Says Minister of State Maxime Bernier (Small Business and Tourism), “Canadian tourism businesses create jobs in every region of the country and drive our economy forward. The Signature Experiences Collection® will continue to play a key role in helping our tourism businesses attract new visitors, seize new opportunities, and become more competitive by promoting unique Canadian tourism experiences to the world.”

International travellers will be able to find the exceptional adventures they seek, book them and enjoy them in a way they will remember for the rest of their lives. At the same time, it will be easier for buyers to acquire and sell these tourism experiences to the travel trade,which will be encouraged to include them in their promotional materials and itineraries.

Says Michele McKenzie, CTC President & CEO, “The power of the program is that it will inspire Canadians to create, develop, and enhance tourism products to become truly experiential and competitive—connecting international travellers to Canada in unique ways. The criteria have been set so that we find new Signature Experience members that match what international customers want to buy now. We encourage tourism businesses across the country to take advantage of the many tools we offer to help them meet the program’s criteria.”

The Signature Experiences Collection®  is a highlight of the Government of Canada’s Federal Tourism Strategy (FTS).

Background information about the Signature Experiences Collection®

About the Canadian Tourism Commission
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 11 countries around the world, conduct industry research and studies, and promote product and industry development. For regular 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 or subscribe to our YouTubechannel. For more information visit


Images with captions
"Explore Canada's flavours in a unique culinary destination. - Le Cordon Bleu International (CNW Group/Canadian Tourism Commission)".

"Haida Gwaii Sailing Cruise, BC. - Kevin J. Smith/Maple Leaf Adventures (CNW Group/Canadian Tourism Commission)".

"Narwhal and Polar Bear Safari, NU. - Michelle Valberg/Arctic Kingdom Polar Expeditions (CNW Group/Canadian Tourism Commission)". 

"Life in 19th century New Brunswick. - King's Landing Historical Settlement (CNW Group/Canadian Tourism Commission)".

"The Montreal International Jazz Festival: a passion for music. - Festival International de Jazz de Montréal, Jean-François Leblanc, PQ (CNW Group/Canadian Tourism Commission)".

"Innovating to Compete".

Additional web links

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