This document summarizes a presentation given by Michele McKenzie, President and CEO of the Canadian Tourism Commission, about looking forward for tourism in Canada. It notes that international tourist arrivals are projected to reach 1.8 billion by 2030, with emerging economies surpassing advanced economies by 2015 and reaching over 1 billion arrivals by 2030. Data shows that overnight trips to Canada from core markets have been increasing less than those from emerging and transition markets. The document discusses Canada's work to develop a new tourism brand and marketing strategy in 2006 to better promote the country's attributes and differentiate it from competitors. It also notes ongoing challenges around investment in tourism marketing compared to other countries and the need for a bolder tourism policy.

2. CTC 101 – Looking forward
Michele McKenzie, President and CEO, Canadian Tourism Commission,
Ted Rogers School of Hospitality and Tourism Management, February 5, 2013

3. Tourism presents
unprecedented
opportunity

4. Arrivals to reach 1.8B by 2030
World International Tourist Arrivals, billions
1.8 billion
Source: Tourism Towards 2030 / Global Overview, UNWTO

6. By 2015, arrivals to
emerging economies will
surpass those of advanced
Emerging economies will
add on average 30 million
arrivals a year
By 2030, emerging
economies will surpass
1 billion arrivals
Source: UNWTO

7. Overnight trips to Canada
Index 2005=100
200
Core (UK, DE, FR)
180
Emerging (CH, BZ, IN)
160
Overnight Trips (000's)
140 Transition (JP, MX, SK)
120
100
80
60
40
20
0
2005 2006 2007 2008 2009 2010 2011

8. Futurebrand Country Brand Index
2012-2013
Rank 2005 2006 2007 2008 2009 2010 2011 2012
1 Italy Australia Australia Australia USA Canada Canada Switzerland
2 Australia USA USA Canada Canada Australia Switzerland Canada
3 USA Italy UK USA Australia NZ NZ Japan
4 France France France Italy NZ USA Japan Sweden
5 Maldives Greece Italy Switzerland France Switzerland Australia NZ
6 Greece UK Canada France Italy Japan USA Australia
7 Fiji Spain Spain NZ Japan France Sweden Germany
8 Thailand NZ NZ UK UK Finland Finland USA
9 Egypt Maldives Greece Japan Germany UK France Finland
10 Bahamas India Japan Sweden Spain Sweden Italy Norway
11 n/a n/a n/a n/a Switzerland Germany Germany UK
12 n/a Canada n/a n/a Ireland Italy Norway Denmark

9. MOST RECOMMENDED
DESTINATION TO VISIT
“A strong country reputation builds stakeholder support, making
Canada a country people will recommend as a place to visit, invest
in, live in and work in.”
– Nicolas Trad, Managing Partner, Reputation Institute

10. What we’ve learned

11. Since the 1940s…

12. We relied on three calling cards….
MOOSE MOUNTAINS & MOUNTIES

14. 1940s
2003
…and nothing changed in 60 years

16. Needed a new frame of reference to make
everything that potential travellers believe to be
true about Canada more interesting.
Cold Inclusiveness
Pristine Tolerance
TODAY
Natural Peace,
Moutains Order
Multicultural Relaxation Vast Good
A Northern country Clean Safety Nature Governance Peacemaker
Top of Mind Attribute Benefit Territory Value Role

17. And we wanted to find something that would make us
stand out from the rest.

18. Research, Research, Marketing Plan
Research… Brand Articulation
Field Research
Positioning Refinement
Field Research
& Industry
Consultations
Hypotheses
Stakeholder Interviews
Desk Research

19. Cold, pristine,
natural, Inclusiveness,
tolerance,
TODAY
mountains,
Mounties, peace, order,
A northern Relaxation / Vast good
multicultural
country safety Nature government Peacemaker
clean
Top of Mind Attribute Benefit Territory Value Role
Intrigue Beauty, Intimate, A life less A catalyst
TOMORROW?
Freedom, Modern, ordinary
Compassion, Evocative,
Creativity, Lack Upbeat,
of Artifice Clean
Extra-ordinary
Stories

20. The new brand launched in 2006….
Canada. Keep Exploring
Connects the curious traveller with everything rewarding
about a vacation in Canada —stunning geography, diverse
culture and progressive society— and attaches that to the
idea of exploration, the fundamental joy of travel.

21. A new look and feel

22. Brand
Canada
22

23. What we continue to
learn and apply

24.  market share, revenue
FREE SPIRITS potential
Target CULTURAL EXPLORERS
 age, gender, income
the right AUTHENTIC EXPERIENCERS
 travel motivators – trip type,
accommodation, food,
customers NO-HASSLE TRAVELLERS
activities
 preferred media sources for
inspiration, planning,
advocacy
GENTLE EXPLORERS
 what sorts of Canadian
REJUVENATORS tourism experiences appeal to
them
 marketing considerations –
messaging, voice, personality

26. Bringing Canada’s
Unique Selling
Propositions
to life through the
Signature
Experiences
Collection

28. SOCIAL MEDIA
Platforms for real
travellers to provide us
that powerful ‘advocacy’

29. Only
20%
of Canada’s customers
make it to the point of
imaging themselves in
Canada.

30. Purchase decisions are vulnerable to
change – even at Point of Purchase.

31. A business model
for success

32. Marketing 58%
helps drive of the decision to visit Canada
is driven by the tourism brand*
visitation * Interbrand study
A strong
national
brand is
administered by Harris Decima.
critical
32

33. We focus on markets of
highest ROI where
Canada’s brand leads
2011
34

34. FORMAL INFORMAL

35. VS
Transition

37. keepexploring.canada.travel
new consumer site – inspiration and information for the traveller

38. Business Development
Visitor Entry Air Service

39. 89% Partner
satisfaction
0.8 : 1
partnership ratio
(target is 0.6)
are an essential ingredient to success

40. Challenges exist

41. Competition Brazil
Britain
is fierce
Brand USA
Australia
43

42. Bolder Integrated
Competitive Tourism Policy
• UK announcing 10 M Pound
Sterling investment in China
& 150 new visa officers
• Australia linking Air
Passenger Movement
charge to increased
marketing in Asia

43. 45

44. Tourism Marketing Budgets of Select Countries*
India† $222
And we are Mexico†
South Africa†
$171
$168
being Australia† $164
severely
Malaysia† $134
France† $112
outpaced in UK†
South Korea§
$88
$84
our marketing New Zealand† $79
investments Ireland‡
Switzerland§
$76
$75
Brazil§ $73
* CTC research
† Budget for 2012-2013
‡ Budget for 2013
Canada‡ $61
$58M by 2014
§ Budget for 2010 46

45. Full Market
Withdrawal
Active
Market
Our world is shrinking…

46. Lemons to
Lemonade

47. LEVERAGE OUR COMPETITOR’S MARKET
MUSCLE
Brand USA

48. US is already the gateway to Canada for all our markets.
US Canada

49. We have big consideration hurdles.
66%
Fall off
Barriers: Distance. Cost. Understanding
Source: P2P Research

50. +Canada…
…in reaction to Brand USA, promoting the
dual-nation vacation

52. Tourism
Greater
Recognition of People Exports
Link Between Nation
Tourism Brand
Culture and
Governance
Promotion & Heritage
Trade Growth Investment
and
Immigration
Source: The Nation Brand Hexagon, Simon Anholt, 2000

53. 2013 GLOBAL COMMERCE STRATEGY
5 Structured Sector Practices
Aerospace
Clean Technology (Wind, Solar etc)
Infrastructure/Engineering
Business Life Sciences
Events
Information/Communication Technology
Canada
2 Key Priorities
Natural Resources
Agriculture & Food

54. 2017 YOUTH STRATEGY

55. 35 MILLION DIRECTORS

56. Corporate site: corporate.canada.travel
Consumer site: Canada.travel
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