Using research to outsmart the competition
June 21, 2011
Inspire the world to explore Canada.
Harness Canada’s collective voice to grow export revenues.
Innovation, Collaboration, Respect
Federal Crown corporation since 2001
Headquartered in Vancouver
Canada’s national tourism marketing organization
Currently marketing in 11 countries around the world
We generate wealth for Canadians by creating demand for
Canada as an international travel destination.
We do this through effective tourism marketing and promotions
supported by aligned market research and a measurable ROI.
We invest where Canada’s tourism brand leads and delivers
the greatest ROI by targeting long-haul, high-yield consumers
who tend to spend more and stay longer.
Traditional/core markets Emerging/transition markets
• UK • Brazil
• France • China
• Germany • India
• Australia • Mexico
• US (MC&IT, media) • South Korea
each of our 11
Emerging economies are investing heavily in
tourism marketing (e.g. India, Turkey).
Internationally, progressive NTOs are re-vamping
their models to be more efficient (e.g. VisitBritain,
Tourism New Zealand, Tourism Australia).
Canadian marketing partners (i.e. PMOs and
DMOs) are increasingly well-funded.
New US Corporation for Travel Promotion is a
public-private partnership with the mission of
promoting increased international travel to the US.
• National Tourism Marketing Organizations (NTO)
President and CEO Best Practices Forum
Assisted by strategic planning tools:
identifying markets of interest from a tourism
suggesting nominal level of investment in each
market, to optimize ROI given a set of risks,
constraints and opportunities.
Our market investments are research- and
evidence-based using strategic planning tools
Market Portfolio Analysis (MPA):
Model that rates & ranks a broad range of markets
against their market potential.
Outcome: market potential tier ranking
Market Investment Model (MIM):
Model that suggest nominal resource investment
allocations for selected markets against their market
Outcome: nominal investment allocations
Return on Investment Model (RIM):
Model that uses the MIM results and suggest for a
given time horizon, optimal portfolio investments by
market against the best ROIs and a risk tolerance.
Outcome: Set of optimal investment allocations
based on ROIs