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

1. Global Trends & Market Demand
Lesley Anderson – Manager, Brand Experiences
Tourism Saskatchewan Industry Conference, April 2011

2.  The Power of Tourism
 Who is the CTC?
 Global Trends
Impacting Tourism
 Your Opportunity

4. 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

5. Our vision
To inspire the world to explore Canada
Our goal
To grow tourism revenues brought into
our economy by foreign travellers

6. Why focus on selling Canada?
• Travellers are more aware of countries
rather than regions or attractions.

11. Our Challenges

13. The Big Picture

14. 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

15. NO.
15
PLACE
VISITED

16. REPUTATION INSTITUTE COUNTRYREPSM RANKING
2010
WHICH COUNTRY WOULD YOU
RECOMMEND TO VISIT THE
MOST

17. 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 Purchase
Path to Purchase 2009

18. WE NEED TO MOVE TRAVELLERS
FROM
AWARENESS
TO
CONVERSION

19. 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

20. Shift to crafting & delivering experiences

22. FROM PAUPER TO PROPER
Adult $115, Youth $65
A phonetic make-over. Learn to talk like Eliza before and after, or
fit in on or off Admirable Crichton’s island. We’ll add costume
pieces to complete the picture. Includes:
backstage tour and buffet lunch workshop with a company
member matinee performance of My Fair Lady

23. A tourism product is what you buy.
An experience is what you remember.

24. Crafting an experience is about
making connections

25. …about sharing your
unique story

26. …and making the traveller a part
of what’s going on

27. Sharing & Engaging

28. Travellers around
the world are telling
us that they want to
explore and live a
life that’s less
ordinary.

29. Experiences fulfill this desire…

30. The Signature
Experiences Collection
will help us deliver that
…and differentiate what
powerful, consistent
marketing to compete
you offer message
more effectively

33. Re: Any sites worth seeing close to route 1?
Feb 25, 2010, 9:33 PM
I would second Frostback's suggestion of the Tunnels of Moose Jaw. They are
an incredibly unique experience. One tunnel was supposedly used during
Prohibition days by some cohorts of Al Capone. The other tunnel system
(connecting downtown buildings underground) were used by Chinese workers as
residences and connections to buildings they worked in. You are lead along the
tunnels by character actors who are quite entertaining.

57. 66%
of brand touchpoints
are now generated
by consumers
MCKINSEY

59. the most recommended
company in its
category grows
2.5
times the category average
BAIN CONSULTING

60. The Changing Path to Purchase
Edelman, D. (2010). Branding in the digital age. You’re spending your money in all the wrong places. Harvard Business Review, December 2010.

61. Post-purchase is where advocates are born

62. What does this mean?
 The experience IS the marketing
 Re-evaluate where you’re spending your money
 Understand your customer & what they want

64. Destination brands are more important than ever

68. What does this mean?
 Don’t market the “stuff”, sell the experience

70. 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

71. Canada’s Brand Challenge

72. add images from SEs

73. Hi. Step into Canada.

74. http://www.youtube.com/watch?v=HypOO2Tqs2o

79. Evoke emotion & a sense of involvement –
sell the experience
OLD
NEW

84. Thank you
anderson.lesley@ctc-cct.ca
@andersonlesley