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No Bounds Tourism, September 10, 2013 ...

No Bounds Tourism, September 10, 2013

See Michele McKenzie’s presentation “No Bounds Tourism” providing a glimpse into Canada’s international tourism brand and its link in driving trade and investment to Canada.

Prospects North 2013 is a key initiative of the NWT Chamber of Commerce in partnership with the Northern Aboriginal Business Association and Le Conseil de développement économique des Territoires du Nord-Ouest taking place September 9-11 in Yellowknife, NWT. The conference is one of northern Canada’s largest business events gathering a cross-section of influencers, featuring business developers, investment bankers, mining companies, energy companies, Inuit and Dene entrepreneurs, as well as Northwest Territories political and aboriginal leaders.

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  • I’m delighted to be here in Yellowknife at Prospects North. Thank you for inviting me to chat a bit about Canada’s international tourism brand and the greater economic success we might all achieve if we rally behind this brand.  One of the first things my colleagues and I decided to do when I joined the CTC in 2004 was to deconstruct Canada’s old brand and imagine what it could be. We did this with one goal in mind - connect to the international customer. Show them the unexpected. Invite them in to Keep Exploring.
  • We had to be newly relevant to international travellers so they would chose us over all the other exciting options. We had to refresh our brand as compelling and authentic.  So what you’re seeing behind me now how international travellers are introduced to Canada.Tourism marketing is the first calling card. A friendly invitation. It must deliver what the customer dreams about and wants to experience. And it is the key to opening many other doors beyond tourism.  The reality is…. we had to innovate to compete.
  • Roger Martin, dean of the University of Toronto’s Rotman School of Management once noted that innovation is about the customer and delighting them. “Innovation entails starting with users, obsessing about their experience, and being dedicated to creating unique improvements to it that delight them, even if they never asked for or expect them….When we produce more customer delight, we will grow more large and prosperous businesses that create high-paying jobs and generate tax revenues for our governments to invest.” We couldn’t agree more!
  • Research shows us that travellers want to come here. But when it comes to putting down their money, we are at risk for the “maybe next year” category.  That’s not a good category for anyone’s business. And that’s not going to cut it if we want a tourism industry that is supporting our economy and driving other opportunities.  Lose out for tourism, and lose out for even greater opportunities that tourism can influence: Trade, investment, and immigration. So the Canadian Tourism Commission built a new approach with our partners in the industry and worked with provinces, territories, destinations and cities, to get all of us behind a new way of marketing our country to the world: Canada.Keep Exploring.
  • Invite the customer in for the unexpected.
  • Canada’s new international tourism brand has taken hold. The best indicator of this is Futurebrand’s Country Brand Index – an annual evaluation that reports on global perceptions of key country attributes such as tourism, place to do business, and the regulatory environment.
  • Canada held the number 1 position in 2010 and 2011, and weare now in the number 2 slot having flipped places with Switzerland. Under the Good for Business category, Canada jumped up 3 spots to number 7 in the world overall. Under the Tourism dimension of Canada’s brand, we soared up 7 positions to the number 6 place due to the strength of our tourism image.These two results alone should be fabulous news for everyone in this room today. 
  • Many of you in the room will know that Tourism is big business for Canada. In the North, it’s a sector that brings in around $350 million dollars a year and we know at the CTC has great potential for future growth.  But the dollars generated by tourism don’t stop at the airport, the restaurants or the hotels.
  • Tourism dollars spread to schools, factories and industries across the country. Tourism acts as a catalyst, setting off a flurry of interest and activity around all other industries.  It’s time to leverage tourism for a wider economic benefit. Take a look:
  • In the last five years Canada’s business events industry has done a lot more than support our economy - and you’ll see that these direct results alone are impressive.Business events, your conventions and your meetings, connect international professionals and entrepreneurs to Canada as a potential place to do business, to invest, to go to school, or even to start a business.
  • That’s why our Business Events Canada strategy is linked closely to a Global Commerce Strategy. Because we know can do more for Canada through tourism. And with corporate Canada we can do more to win over more business, more investment, and more trade. The fact is we have a strong international Brand we can all leverage.Having one of the world’s top Country Brands is more than a tourism opportunity -  It’s an opportunity for economic growth.
  • Later this year we’ll be releasing a paper with the Tourism Industry Association of Canada focused the benefits of tourism in support of trade development. This will report will help lift this message more broadly and help it resonate across all economic sectors. The Canadian Chamber of Commerce is preparing a report on the need for a competitive tourism approach and the CTC is fully supportive of that study. The Council of Chief Executives has called additional funding for tourism promotion within the context of the Global Commerce Strategy. So, you might think we are on a roll! We hope so. Because the influence of tourism is already widespread in many sectors, Transportation; Real estate and realty finance; Accommodations; Food and beverage; Meetings and events; Festivals; Attractions – cultural, natural historic.   And by showing the world that Canada is a dynamic, modern and cosmopolitan society, we’re not just inviting the world to visit us, we’re capitalizing on our positive reputation to open new doors and create new opportunities.  Perhaps if I could impress upon you one thing today it would be: Put more Canada into what we export and leverage our brand. I’ll leave you now with this bit of made by Canadians inspiration: 
  • Last summer we asked Canadians to take on the job of promoting their own country. - Who better to send a global invitation to travellers than the people who welcome millions of visitors each year?

Prospects North 2013_No Bounds Tourism_En Prospects North 2013_No Bounds Tourism_En Presentation Transcript

  • Michele McKenzie, President & CEO, Canadian Tourism Commission
  • No Bounds Tourism Michele McKenzie, President & CEO, Canadian Tourism Commission
  • “Innovation entails starting with users, obsessing about their experience, and being dedicated to creating unique improvements to it that delight them, even if they never asked for or expect them….When we produce more customer delight, we will grow more large and prosperous businesses that create high-paying jobs and generate tax revenues for our governments to invest.” Roger Martin, dean of the University of Toronto’s Rotman School of Management
  • Only 20% of Canada’s customers make it to the point of imaging themselves in Canada.
  • #2 country brand in the world 58% of the decision to visit Canada is driven by the tourism brand* * Interbrand study
  • Tourism is a driver of economic growth for the North Yukon NWT Nunavut Total Territories Total annual visits (including domestic) 300,000* 75,000** -- 400,000+ annually Total revenue (annual) (including domestic) $200 million* $106 million $40 million $350 million annually* -- Data not available *Approximate **(12 mos ending Mar 31/13)
  • Greater Recognition of Link Between Tourism Promotion & Trade Growth Nation Brand Tourism Exports Governanc e Investment and Immigration Culture and Heritage People Source: The Nation Brand Hexagon, Simon Anholt, 2000
  • In the last 5 years Business Events has: • Brought more than 12.3 million international travellers to Canada • Contributed more than $13 billion in export revenue to Canada’s economy. Of these results, the convention and conference industry specifically has: • Brought more than 3.3 million international travellers to Canada • Contributed $3.6 billion in export revenue to Canada’s economy”
  • Business Events Canada wins over more business, more investment, and more trade
  • 35 Million Directors
  • Today’s presentation can be viewed at http://www.slideshare.net/ctc_cct/ Corporate site: Canada.travel/corporate (corporate): twitter.com/ctccct @ctccct Site entreprise: Canada.travel/entreprise (entreprise): twitter.com/cctinfos @cctinfos