The Canadian Tourism Commission works to generate wealth for Canadians through tourism marketing. Its vision is to inspire the world to explore Canada. It operates in key international markets like the US, UK, China, and others. While Nunavut Tourism focuses on the domestic market, the CTC can provide international exposure. The CTC supports Nunavut through its Signature Experiences Collection, which features three experiences operating in Nunavut. It hopes this will benefit the local industry and get Nunavut recognized globally. The CTC promotes Nunavut through advertising, images, websites, and working with tour operators to promote Nunavut experiences.

1. TITLE CASE
The Canadian Tourism Commission
Michele McKenzie, President & CEO

2. Vision: Inspire the world to explore Canada.
Mandate: Generate wealth for Canadians.
Create demand with tourism marketing.
Support it with market research.

3. US and 1 UK
2 China
3 France
4 Germany
5 Australia
6 South Korea
7 Brazil
8 Japan
CTC operates in these 9 India *
international markets 10 Mexico
5

4. As Nunavut Tourism
…CTC can support
focuses on the with international
domestic market… exposure
Business New
Other
travellers Nunavut International
Canada
(gov’t, mining) residents

5. Canada’s domestic market is
large and growing
It’s where over
80% of Canada’s
tourism revenues
come from

6. International market holds potential
too; CTC can support there
 Global travel market extremely large and growing exponentially
 For some, getting to Nunavut involves similar cost/distance to
what Canadian travellers face
 Nunavut stands out as a unique experience

7. Signature Experiences Collection
(SEC)

8. Three SECs operating in Nunavut
Adventure Canada
• Out of the Northwest Passage
Arctic Kingdom Polar Expeditions
• Narwhal & Polar Bear Safari
Carrefour Nunavut
• Living the Inuit Lifestyle

9. Hope is that SEC can benefit local
industry more broadly
 Get Nunavut on the map in people’s minds
 Benefit partners that work with the SECs
 Traffic could benefit other, small businesses in the area
 Opportunity for other export-ready experiences to apply to SEC

10. Travel Book
Luxury Travel Magazine’s Canada Book

11. “Advertorials”

12. Broadcast
‘Essential’ on UK Travel Channel

13. Broadcast
“Born to Explore” on US ABC

14. Consumer Website
[ UK website ] [ Germany website ]

15. Images for Media/Trade

16. Travel Agents
Canada Specialist Program
47

17. Tour Operators
Grand Nord Grand Large
• Financial support for Nunavut Guide
to be sold at their agency
Compagnie du Ponant
• Video material promoting Nunavut for
Boreal cruise ship

18. Trade Shows
47

19. Meetings,
Conferences &
Incentive Travel (MC&IT)
48

20. Thoughts on…
 International market?
 Areas to work together?