THE Canadian Tourism Commission (CTC) has launched the Signature Experiences Collection, an innovative marketing approach to lure more high-spending international travellers to Canada and satisfy their craving for the unique and exotic.
The inaugural collection is made up of 48 Canadian tourism enterprises from coast to coast which deliver the authentic experiences CTC research says its high-spending target customers look for when they choose a vacation destination.
“By highlighting unique Canadian experiences abroad, this ground-breaking initiative will encourage the world to visit Canada,” says Minister of State Maxime Bernier. “It will increase our share of international visitors and generate greater revenues for Canadian businesses.”
This next phase of CTC’s global strategy to make Canada stand out in a fiercely competitive tourism marketplace will be showcasing members of the collection as compelling ambassadors of Canada’s tourism brand, ‘Canada. Keep Exploring’.
CTC will draw on the collection’s expanding pool of high-quality tourism experiences in its marketing campaigns.
International travellers will be able to find the exceptional adventures they seek, book them and enjoy them and, at the same time, it will be easier for buyers to acquire and sell these tourism experiences to the travel trade, which will be encouraged to include them in their promotional materials and itineraries.
Says Michele McKenzie, CTC president and CEO: “Our goal is to incorporate the tourism experiences offered by collection members in the creative materials we develop for all our markets using social, print, online and broadcast media. We’ve set a target of 100 members by the end of 2011 and we’ll continue to add outstanding experiences to keep the collection fresh and intriguing for international visitors.”