Download - MM - Travel Manitoba AGM - Aug 31, 2011
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Canadian Tourism CommissionTravel Manitoba – Annual General MeetingAugust 31, 2011
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The Power of Tourism
� Growth of global arrivals: � 25 million in 1950.� 935 million in 2010.� 1.6 billion by 2020.
� In 2010, Canada’s tourism sector contributed:� $73.4 billion in revenues to the Canadian economy� $29.3 billion to Canada’s GDP� $20.1 billion in government taxation revenues.
� Tourism marketing benefits other sectors, like trade and education.
� Tourism generates enormous secondary benefits for the economy and the employment of a country.
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CTC overview
Our visionInspire the world to explore Canada.
Our missionHarness Canada’s collective voice to grow export revenues.
Our valuesInnovation, Collaboration, Respect
� Canada’s national tourism marketing organization (NTO)
� Investing in 11 countries around the world
� Headquartered in Vancouver with a regional hub in UK
� Federal Crown corporation
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� Roles-based return on investment (ROI) model: target long-haul, high-spending consumers who tend to spend more and stay longer.
� Provide leadership with representation in each of our 11 key markets:
CTC business model
Traditional/core markets Emerging/transition markets
• UK • Brazil
• France • China
• Germany • India
• Australia • Mexico
• US (MC&IT, media) • South Korea
• Japan
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Mexico
Brazil
UKFrance Germany
India
ChinaSouth Korea
Japan
Australia
US
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CTC funding: 2001-2012
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Tourism marketing organization 2010 base appropriations ($CDN)*
Tourism India $248.5 million
Tourism Ireland $211.3 million
Tourism Australia $147.1 million
Tourism Malaysia $128.2 million
Las Vegas Convention & Visitors Authority $119.7 million
South Africa Tourism $118.1 million
Atout France $111.5 million
Korea Tourism Organization $94.2 million
Tourism New Zealand $88.5 million
Brazil Ministry of Tourism $83.9 million
The Bahamas Ministry of Tourism $81.8 million
Switzerland Tourism $80.0 million
Canadian Tourism Commission $77.4 million
Hawaii Tourism Authority $73.9 million
California Travel & Tourism Commission $51.5 million
VisitBritain $48.6 million
Competitive funding levels
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Role of destination marketers is transforming
� 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.
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Canadian jobs:
594,500(-1.1% from 2009)
Federal tax revenues:
$9.4 billion(+5.8% from 2009)
Canada’s tourism industry performance in 2010
Foreign spending: $14.9 billion(+5.7% from 2009)
Foreign spending: $14.9 billion(+5.7% from 2009)
Domestic spending: $58.5 billion(+6.9% from 2009)
Domestic spending: $58.5 billion(+6.9% from 2009)
Total tourism spending:
$73.4 billion(+6.7% from 2009)
CTC’s attributablecontribution:$1.9 billion
CTC’s attributablecontribution:
16,569
CTC’s attributablecontribution:
$244.2 million
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Board and Committee Structure
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CTCIn-Market Advisory
Committees
Deputy Ministers’
Forum
Provincial Marketing
Organizations
International Best
Practices Forum
Outreach toindustry
Destination Marketing
Organizations
Federal departments
and agencies
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Takeaway 1:Canada has what it takes to compete
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Larger competitive set
Source: UNWTO
RANK 1950 World
Share 1970 World
Share 1990 World
Share 2010 World
Share 1 USA
97%
Italy
75%
France
67%
France
56%
2 Canada Canada USA USA
3 Italy France Spain Spain
4 France Spain Italy China
5 Switzerland USA Hungary Italy
6 Ireland Austria Austria UK
7 Austria Germany UK Turkey
8 Spain Switzerland Mexico Germany
9 Germany Yugoslavia Germany Malaysia
10 UK UK Canada Mexico
11 Norway Hungary Switzerland Austria
12 Argentina Czech Greece Ukraine
13 Mexico Belgium Portugal Russia
14 Netherlands Bulgaria Malaysia Hong Kong
15 Denmark Romania Croatia Canada
Other 3% 25% 33% 44%
Total 25 million 166 million 703 million 935 million
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Long-haul inbound travel
Source: Tourism Economics
Rank 1999 2009
1 US US
2 UK France
3 France China
4 Canada UK
5 China Italy
6 Germany Canada
7 Italy Germany
8 Spain Turkey
9 Hong Kong Malaysia
10 Mexico Hong Kong
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Takeaway 1: Canada has what it takes to compete
WHICH COUNTRY WOULD YOU RECOMMEND TO VISIT THE MOST?
REPUTATION INSTITUTE COUNTRYREPSM RANKING 2010
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Impact of export tourism
Sectors 2010 export receipts($ millions)
Motor vehicle manufacturing* 28,125
Food manufacturing* 19,936
Export tourism 14,806
Aerospace products and parts manufacturing* 11,217
Basic chemical manufacturing* 9,774
Financial services* 6,976
Plastic product manufacturing* 6,739
Pharmaceutical and medicine manufacturing* 6,171
Computer and information services* 4,873
Source: Statistics Canada * Denotes Industries in Global Commerce Strategy
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How policy impacts tourism business
Impact of China granting Approved Destination Status to the US in 2009
Impact of US government dropping visa requirement for South Korean travellers in late 2008
Impact of implementation of new visa requirements for Mexican visitors in July 2009
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Summary of Takeaway 1: Canada has what it takes to compete
� Canada is currently punching above its weight class.
� Canada has a tourism opportunity centered around global growth.
� Canada’s tourism industry is an industry of the future: no subsidies required.
� An opportunity to create new wealth and jobs in every community is within reach.
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Takeaway 2:Unique role of tourism marketing at a national level
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International travellers’ awareness
• Travellers are more aware of countries rather than regions or attractions.
Source: Global Tourism Watch, Unaided Destination Awareness (Harris/Decima 2010)
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CTC is founded on principle of partnerships
In 2010, partnership contributions totalled $138.5 million:
• CTC-led marketing campaigns: $16.3 million
• Partner-led marketing campaigns: $40.7 million
• Parallel partnerships: $39.7 million
• In-kind partner contributions: $41.8 million
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Moving consumers down the path-to-purchase
Brandbuilding
Tacticsconversion
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Travel Manitoba partnered with us in our Europe Spring 2010 campaigns, in both UK and Germany.
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This Free-Standing Insert was an integral part of our UK and Germany 2010 spring campaign that was timed to launch in conjunction with the 2010 Winter Games.
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PEOPLE DON’T BUY WHAT YOU DO.
THEY BUY WHYYOU DO IT.
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Our marketing channels
� Direct-to-consumer advertising� Increase awareness of Canada as a destination
� Generate interest in travel to Canada
� Create a “vacation movie” in the minds of travellers
� Travel trade promotions� Work with our key accounts
� Train travel agents to sell Canada
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Our marketing channels
� MC&IT� Meetings
� Conventions
� Incentive travel
� Media & public relations� Events, publications
� Media stories
� Social media
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Strategic role of meetings & conventions
Banff
Ottawa
Vancouver
Winnipeg
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Canadian Museum of Human Rights
A case study of tourism as a catalyst for broad regional economic development.
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Takeaway 3:CTC supports small and medium tourism businesses
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Results of RVC 2010 in Winnipeg
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Results of RVC 2010 in Winnipeg
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Experiences Toolkit
� The Experiences Toolkit helps turn tourism products into experiences travellers will keep talking about.
� Inside the Experiences Toolkit you'll find:
�Key information on turning your product into an experience that customers will keep talking about.
�Quick diagnostic tools to ensure your product is aligned with travellers’ expectations.
�Latest travel trends and research insights.
�Examples of successful practices of several tourism operators in Canada.
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Brand Toolkit
� The Brand Toolkit will help get Canada’s tourism brand workingfor you.
� Inside the Brand Toolkit you'll find:
� Information on how we paint a picture with words to inspire travellers to visit Canada now.
� Ideas on how to incorporate the brand essence into your advertising and promotional materials, using clear, simple, evocative images.
� How we create images that best express and evoke what Canada offers travellers.
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Explorer Quotient®: the art of segmentation
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Signature Experiences Collection
What is a Signature Experience?
An immersive, hands-on experiential offering that is aligned with Canada’s tourism brand and is unique and
differentiated, that engages local people and showcases special places.
Current SEC members from Manitoba:
• Marvels of Manitoba - Churchill Nature Tours• Birds, Bears and Belugas - Churchill Wild• Polar Bears by Tundra Buggy - Frontiers North
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� We are focused on marketing that generates business demand. And Canada has what it takes to compete!
� We work to provide a partnership framework for the Canada’s national tourism industry behind a strong tourism brand “Canada. Keep Exploring.”
� We provide tools to help SMEs compete in the international tourism marketplace.
� We greatly value our important relationship with Travel Manitoba and Tourism Winnipeg.
� We look forward to continuing to work closely together to inspire the world to explore Canada!
To wrap up…
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Thank you!
Michele McKenzieTwitter: @CTCCEO