Our marketing and sales programs invite German travellers to see and experience Canada in a whole new way. Whether we launch an integrated marketing campaign, attend ITB Berlin or bring media and destination partners together to exchange stories, our initiatives target three major audiences:
Germany’s 2015 consumer-direct strategy is focused on the consideration phase of the path to purchase. Our goal is to drive aided destination interest and active consideration for travel to Canada through curation, creation and distribution of relevant, inspiring and exciting content. We will employ a mix of paid search, paid digital media, native advertising, content partnerships and social integration channels to reach new audiences and to enhance and maintain our relationship with engaged users. Our consumer direct strategy is aligned with our travel trade, PR/media relations channels and social channels to optimize our influence across the various stages of the path to purchase.
Activity will target Germany’s priority Explorer Quotient® (EQ) types—Free Spirits and Authentic Experiencers—who pose the best potential for engagement. The strategy utilizes the latest research findings such as Global Tourism Watch and Destination Canada’s conversion studies. Insights from both Destination Canada in-market teams and key industry partners aid media and channel planning to ensure we optimize our consumer projects.
Our main activity will concentrate on the consideration phase of September to November to fuel the conversion period of early 2016, supported by nimble and responsive activity in key booking, planning and consideration phases during the year..
In Germany, trade development focuses on the retail and wholesale aspects of selling travel. On the retail side, the in-market team conducts sales calls, works co-op programs with key accounts, attends trade shows, organizes tour operator and partner familiarization (FAM) trips and conducts training and promotions through the Canada Specialist Program (CSP). Special attention is given to Destination Canada’s Canadian Signature Experiences (CSE) program.
Canada Specialist Program
The Canada Specialist Program, our certified web-based training program, helps German travel professionals learn about Canada’s distinct experiences. Participating travel agents are offered a range of information and support, including:
- Regular e-newsletterswith updates and/or raffles as incentives
- Familiarization (FAM) trips: CSP Mega FAM trip (Sept. 9-17, 2015)
- Regular CSP webinars of various partners throughout the year
- Exclusive travel agent rates for Canadian partners at hotels, airlines and attractions
- Regular news and events releases on the CSP website
- CSP Facebook site as a communication platform
- Publication of contact details onthe Destination Canada-Germany consumer website
- Seminars of Canadian partners on sales calls upon request.
Destination Canada-Germany also collaborates with tour operators to develop innovative marketing programs and creative promotions to extend and complement the advertising campaigns. These promotions reflect Destination Canada brand in terms of images and messages, with special attention given to Destination Canada's Canadian Signature Experiences program.All activities are carefully measured to identify the ROI. We expect to partner on 12 co-op campaigns with key accounts throughout the year. Our most important key accounts will be supporting Destination Canada’s consumer campaign in Q4 2015 through online (including social media) and offline channels. Destination Canada will carry out follow-up promotions in Q1 2016 with key accounts to convert interest initiated by the campaign into bookings.
For details on these events and more, check out our Trade Shows & Events.
Media Read more > Close >
Destination Canada-Germany assists the media with partnered press trips and media events, and by hosting individual and TVmedia visits to extraordinary Canadian destinations. Our strategy is to gain visibility in the German media by staging partnered media events across Canada and pitching relevant and targeted story ideas to media influencers. In 2015, we organize EQ-targeted group press trips featuring various Canadian Signature Experiences members as well as the Canadian cuisines and lifestyles that highlight Canada's five Unique Selling Propositions. Destination Canada-Germany will also support up to 15 individual media visits (including blogger trips) upon request.
Group 2015 press trips include:
Aug. 12-17: Acadian joie de vivre, NB
Aug. 16-23: Flavours in Action—A tour in Canada’s smallest and tastiest province, PEI
Aug. 20-27: Truly Saskatchewan: First Nations, Cowboys & Mounties, SK
Destination Canada-Germany is also supporting various German TV visits:
- Arte is producing a series of five 45-minute episodes to air in Germany and France about Canada’s national parks in BC, Alberta, Manitoba, Quebec and Newfoundland and Labrador.
- A TV production company is producing a 45-minute feature about Quebec for 3SAT.
- A TV production company is producing a feature about unique Canadian characters for ZDF.
In 2014 Destination Canada-Germany also supported four visits by German TV companies: ZDF to Quebec and Ontario, ZDF to British Columbia, a production company for the FIFA Women’s World Cup in Canada as well as “The Bachelor” in Alberta.
German media website and newsletter
Destination Canada-Germany’s German media website offers a wide variety of story ideas, press releases, itineraries, celebrity spots and news from across Canada. In 2014, it published 12 story ideas from Destination Canada’s main Media Centre as well as 52 news items and 12 press releases. We post media news on the exclusive Facebook group Canada Media and we tweet regular media news on Destination Canada-Germany’s Twitter channel. Last, but not least, we send out a bimonthly media newsletter to media subscribers.
Canada Tumblr page
Destination Canada is increasingly being asked to repost media articles on its social networks. In addition, there are many German travel bloggers who temporarily cover Canada, as well as a few who cover Canada exclusively, offering high-quality, entertaining and in-depth content. With this in mind, we have created a Canada Tumblr page that automatically features the content of two exclusive German Canada bloggers, and Destination Canada will repost media articles resulting from press trips. The page also includes a blog roll featuring Canada-based Canada bloggers plus video and banner advertising spaces for partners. The site launched successfully with five partners on board (three destinations and two key account tour operators).
GoMedia Canada Marketplace
Destination Canada-Germany brought nine German media to Destination Canada’s GoMedia Canada Marketplace in Winnipeg, MB, Aug. 17-21,where Canadian travel operators exchange stories and ideas with international media. GoMedia is held annually in Canada and is hosted by a different destination each year. GoMedia 2015 will take place Sept. 27-Oct. 1 in Penticton, BC.
Just prior to World Travel Market, Destination Canada-Germany once again hosted three media events Oct. 28-30, 2014 in Hamburg, Berlin and Munich. The gala dinner meals were inspired by Canada’s eastern, central, western and northern regions. These events enabled up to 17 Canadian partners to mingle with over 100 journalists to help them generate their 2015 media leads. The goal of this gourmet trip across the country was to bring Canada closer to the audience in an intense and emotional way. All events were well received and have already generated multiple leads.
Business Events Canada
For information on our Business Events Canada activities, check the BEC Markets section of the corporate website.
|Inbound travel to Canada from Germany|
|Overnight trip to Canada (000's)||298.6||315.4||291.7||315.6||290.3||276.6|
|Year to year change||0.3%||5.6%||-7.5%||8.2%*||-8.0%||-4.7%|
|Year to year change||3.5%||10.6%||-4.6%||7.0%||-5.5%||-7.4%|
|Source: International Travel Survey, Statistics Canada.|
- As Europe’s largest economy and exporter, the subdued economic environment caught up with Germany in 2012, with GDP growth slowing to 0.7% after a 3.1% expansion in 2011. Despite the lowest unemployment among major economies in Europe (6.8%), outbound travel declined 0.3% in 2012, with Germans travellers staying closer to home.(Source: Tourism Economics– Tourism Decision Metrics)
- In 2012, overnight trips from Germany fell 4.7%, dropping to 276,600. While arrivals were up 10.1% in Q1, they subsequently declined in Q2 (-10.1%), Q3 (-3.6%) and Q4 (-8.2%) compared with the same quarters in 2011.
- While the number of travellers visiting friends and relatives expanded 16.9%, business and pleasure travel saw significant declines of 17.9% and 16.6% respectively.
- Spending by overnight German travellers fell 7.4% in 2012 to $417 million, as visitors spent less per trip (-2.8% to $1,506) and stayed for a shorter period of time (-0.9% to 17.4 days).
- Unique to the German market, the third most popular tourism related activity (after shopping and sightseeing) was visiting national or provincial nature parks.
- German tourists tend to see more of Canada, visiting 1.41 provinces on average. Ontario, British Columbia and Alberta were the most popular destinations.
Source: Statistics Canada, International Travel Survey, unless otherwise indicated.
The German economy continues to be the powerhouse within the European Union. It is one of the few countries in the eurozone that still registers economic growth (official forecast for 2015: increase of 2%) and a low unemployment rate (currently 6.5%). Consumption is still at a rather high level.
Travel to Canada showed a 5% increase in 2014. The tour operator outlook for the summer season 2015 is positive, which is partly due to the currently favourable exchange rate (in particular compared to the US$). Other reasons are insecurity in many areas in the world and a conversion from consumer interest into actual bookings.
Germans are increasingly looking to get away from it all and to create new experiences. The focus is not so much on “where to go” but “what to do” when it comes to vacation planning. There is a trend towards more but shorter vacation trips, e.g. city breaks. The overall outlook for the 2014 summer season is encouraging, given the positive economic environment and the fact that most consumers are no longer worried about losing their jobs.
Personal wellbeing in an authentic environment is paramount for many German travellers.Hiking continues to be their most popular activity. The “power of places and people” is gaining importance. Destinations with friendly people who welcome foreign visitors are expected to have competitive advantages in the future.
Similar to reports from other European markets, Canada is considered a top "dream destination" among German travellers, but there remains no urgency to visit in the short term. Canada is also perceived as offering vast wilderness and nature but lacking the cultural excitement and comforts of other destinations.
Destination Canada-Germany showcases Canada’s rich cultural attractions, unique character and its exhilarating—and often unexpected—adventures found year-round to entice German travellers to visit now.
Guided by Destination Canada’s corporate strategy, the German strategy focuses on high-yield travellers—consumers who spend more, stay longer and are less influenced by exchange-rate fluctuations and market pressures.
Contact our team for more information:
General Sales Agent:
Travel Marketing Romberg TMR GmbH
Mettmann, (near Düsseldorf), Germany
kh [dot] limberg [at] travelmarketing [dot] de (Karl-Heinz Limberg), Account Director, Destination Canada
b [dot] ackermann [at] travelmarketing [dot] de (Barbara Ackermann), PR Director, Destination Canada
//n [dot] brauckmann [at] travelmarketing [dot] de">Nina Brauckmann, Account Manager Travel Trade, Destination Canada
Business Events Canada
For information on our Business Events Canada activities, go to the BEC Markets section of the corporate website.