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Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
Tourism Saskatchwan Host 2011 - CTC Presentation
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Tourism Saskatchwan Host 2011 - CTC Presentation

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Presentation delivered to the plenary at the Tourism Saskatchwan Host 2011 conference on Global Trends & Market Demand Impacting Experiential Tourism

Presentation delivered to the plenary at the Tourism Saskatchwan Host 2011 conference on Global Trends & Market Demand Impacting Experiential Tourism

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Transcript

  • 1. Global Trends & Market DemandLesley Anderson – Manager, Brand ExperiencesTourism Saskatchewan Industry Conference, April 2011
  • 2.  The Power of Tourism Who is the CTC? Global Trends Impacting Tourism Your Opportunity
  • 3. Who we are Federal Gov’t Crown corporation Headquartered in Vancouver Market in 11 countries around the world Canada’s only national tourism marketing organization
  • 4. Our vision To inspire the world to explore CanadaOur goal To grow tourism revenues brought into our economy by foreign travellers
  • 5. Why focus on selling Canada?• Travellers are more aware of countries rather than regions or attractions.
  • 6. Our Challenges
  • 7. The Big Picture
  • 8. Larger competitive set Rank 1950 World 1970 World 1990 World 2009 World Share Share Share Share 1 USA Italy France France 2 Canada Canada USA USA 3 Italy France Spain Spain 4 France Spain Italy China 5 Switzerland USA Hungary Italy 6 Ireland Austria Austria UK 7 Austria Germany UK Turkey 8 Spain 97% Switzerland 75% Mexico 67% Germany 56% 9 Germany Yugoslavia Germany Malaysia 10 UK UK Canada Mexico 11 Norway Hungary Switzerland Austria Argentina Czech Greece Ukraine 12 Mexico Belgium Portugal Russia 13 Netherlands Bulgaria Malaysia Hong Kong 14 Denmark Romania Croatia Canada 15 Other 3% 25% 33% 44% Total 25 million 166 million 703 million 880 million Source: UNWTO
  • 9. NO.15PLACEVISITED
  • 10. REPUTATION INSTITUTE COUNTRYREPSM RANKING 2010WHICH COUNTRY WOULD YOURECOMMEND TO VISIT THEMOST
  • 11. Travellers are not moving down the path to purchase 100% Long Haul Pleasure Travellers (%) 83% Core Mkts 44% 20% 5% 2% 1% Step 1: Step 2: Step 3: Step 4: Step 5: Step 6: Step 7: Aware Dream Consider Movie Itinerary Arrange PurchasePath to Purchase 2009
  • 12. WE NEED TO MOVE TRAVELLERSFROMAWARENESS TO CONVERSION
  • 13. What does this mean for you? Travel is still relevant Int’l markets represent an opportunity for growth Your competition is not the guy down the street Intense competition ups the game
  • 14. Shift to crafting & delivering experiences
  • 15. FROM PAUPER TO PROPERAdult $115, Youth $65A phonetic make-over. Learn to talk like Eliza before and after, orfit in on or off Admirable Crichton’s island. We’ll add costumepieces to complete the picture. Includes:backstage tour and buffet lunch workshop with a companymember matinee performance of My Fair Lady
  • 16. A tourism product is what you buy.An experience is what you remember.
  • 17. Crafting an experience is about making connections
  • 18. …about sharing your unique story
  • 19. …and making the traveller a part of what’s going on
  • 20. Sharing & Engaging
  • 21. Travellers aroundthe world are tellingus that they want to explore and live a life that’s less ordinary.
  • 22. Experiences fulfill this desire…
  • 23. The SignatureExperiences Collectionwill help us deliver that…and differentiate whatpowerful, consistentmarketing to competeyou offer messagemore effectively
  • 24. Re: Any sites worth seeing close to route 1?Feb 25, 2010, 9:33 PMI would second Frostbacks suggestion of the Tunnels of Moose Jaw. They arean incredibly unique experience. One tunnel was supposedly used duringProhibition days by some cohorts of Al Capone. The other tunnel system(connecting downtown buildings underground) were used by Chinese workers asresidences and connections to buildings they worked in. You are lead along thetunnels by character actors who are quite entertaining.
  • 25. 66%of brand touchpointsare now generatedby consumersMCKINSEY
  • 26. the most recommendedcompany in itscategory grows2.5times the category averageBAIN CONSULTING
  • 27. The Changing Path to PurchaseEdelman, D. (2010). Branding in the digital age. You’re spending your money in all the wrong places. Harvard Business Review, December 2010.
  • 28. Post-purchase is where advocates are born
  • 29. What does this mean? The experience IS the marketing Re-evaluate where you’re spending your money Understand your customer & what they want
  • 30. Destination brands are more important than ever
  • 31. What does this mean? Don’t market the “stuff”, sell the experience
  • 32. What does this mean? Shift from “me” to “we” Your experience has to tell a piece of the destination story Work to deliver on the destination promise
  • 33. Canada’s Brand Challenge
  • 34. add images from SEs
  • 35. Hi. Step into Canada.
  • 36. http://www.youtube.com/watch?v=HypOO2Tqs2o
  • 37. Evoke emotion & a sense of involvement –sell the experience OLD NEW
  • 38. Thank youanderson.lesley@ctc-cct.ca @andersonlesley

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