2015 Tourism Town Hall Series
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Tourism Town Halls are a series of interactive forums across Canada that provide insight on how TIAC and Destination Canada are working together to grow Canada’s visitor economy. With attendance from tourism and hospitality business operators, tourism marketers, travel industry employees and government stakeholders, this town hall series provides Canada’s tourism sector with an unique opportunity to share ideas through open dialogue on making Canada’s tourism industry more competitive.
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2015 Tourism Town Hall Series
- 4. GENERATE DEMAND FOR CANADAGENERATE DEMAND FOR CANADA Business EventsBusiness EventsLeisure TravelLeisure Travel
- 6. +1% = $817M Trade & InvestmentInternational Arrivals
- 7. 4.8% 4.7% 3.5% 5.2% 5.2% 10.2% 14.2% 13.1% 18.8% 29.4% United Kingdom France Germany Australia Brazil South Korea Mexico Japan India China *CTC Research Estimates based on Statistics Canada International Travel Survey (ITS) December 2014 from which is removed same-day air travellers. +11%
- 8. 10.6% 7.1% CTC International Markets Non-CTC International Markets Source: Statistics Canada, International Travel Survey, Border Counts YTD December 2014
- 9. 2.7% 5.2% 5.5% 5.7% 5.7% 6.0% 7.9% 8.0% 10.0% 10.8% 20.0% United States United Kingdom France Japan Germany Australia South Korea Brazil Mexico India China CTC Estimates +4%
- 12. CANADA SHARED
- 14. RVC 2015 – NIAGARA FALLS, ON “It’s one of the best experiences I have had in my life. And last night we went to the vineyards — the wineries, the cuisine, everything, It’s unbelievable.” Sanat Kumar Hegde, India Buyer • 1,600 delegates • 24,000 face-to-face meetings • 453 buyers from 28 countries • International media attendance
- 16. 2008 2009 2010 2011 2012 2013 2014 Core Partner One-Time $179 $239 $242 $161 $137 $109 $109 2008 2009 2010 2011 2012 2013 2014 Total Funding ($M)
- 17. 61.5 % 27%* 11.5 % PMO DMO CTC *DMO budgets include: Victoria, Vancouver, Whistler, Banff/Lake Louise, Calgary, Edmonton, Winnipeg, Toronto, Ottawa, Montreal, Quebec City, Mt. Tremblant and Halifax Source: HLT Advisory
- 18. PROVINCIAL MARKETING ORGANIZATIONS DESTINATION MARKETING ORGANIZATIONS PRIVATE INDUSTRY Canada Brand
- 19. Zhou You Jia Na Da Canada – Let’s Go 2014 – 2016+ Content Production – 100% Digital, Mobile & Social
- 23. BEC Speaker Series, NY
- 25. REDUCE A DOMESTIC TRAVEL DEFICIT
- 26. Great Canadian Journeys Across 150 Experiences
- 27. INFLUENCER DAILY & MONTHLY CONTENT CAMPAIGN AT A GLANCE MEDIA PARTNER DIGITAL HUB • influencer profiles • pulls in all digital, TV, and social content • real time • created & curated • travel offers • partner features
- 28. CONTENT MARKETINGVideo Mash-ups Easy to Access & Use • Transportation • Accommodations • Culture/Attractions/Festivals/Events • Loyalty/Rewards programs • Special offers TBD TBD
- 29. We’ve got a to celebrate…
- 30. WE HAVE WIND IN OUR SAILS
- 31. Q1 VISITATION FROM THE UNITED STATES +12.5% Gain in Purchasing Power +7.0% Overnight Arrivals by Air +5.9% Overnight Arrivals by Car +6.0% Overnight Arrivals
- 32. 319M 122M 81M 63M 15M US POPULATION CONSIDERING OUTBOUND TRAVEL OUTBOUND TRIPS CONSIDERING CANADA FOR THEIR NEXT TRIP PASSPORT OWNERS OUR CHALLENGE: TO LOCATE
- 34. 37| CTC USA INITIATIVE 680,000 Additional Travellers $400 Million Incremental Visitor Spend 1: 1.25 Partnering Ratio OUR COLLECTIVE GOALS OVER NEXT 3 YEARS
- 35. 38| CTC USA INITIATIVE 1) Build emotional engagement with Brand Canada 2) Use our marketing assets as data sources 3) Enable partners to leverage Brand Canada to enter new US markets OUR OBJECTIVES
- 36. 39| FOCUS ON CITY PAIRS WITH HIGH POTENTIAL 67% of US visitors vacationing in Canada are more likely to visit multiple destinations
- 37. 40| BUILD BRAND FAME AND USE HIGHLY EMOTIVE CONTENT TARGETING TRAVELER’S INTERESTS MAKE IT EASY TO INTERACT WITH, AND BACK IT WITH A SMART MEDIA BUY SO WE CAN DISTRIBUTE IT FAR BEYOND OUR BRAND OWNED COMMUNITIES
- 38. HOW IT WORKS CTC CTC & PARTNERS PARTNERS LEARN ONLINE BEHAVIOUR PASS QUALIFIED LEADS CLOSE THE SALE EVALUATE