realizing canada’s international tourism potential
Upload: canadian-tourism-commission-commission-canadienne-du-tourisme
Post on 17-Jan-2015
1.124 views
DESCRIPTION
Canada’s tourism brand is stronger than ever, but in a world of ever-increasing competition for high-yield international travellers, Canada will need to out-smart and out-market its competition and take calculated risks along the way. Greg Klassen offers up insights and options to reach Canada’s international tourism potential.TRANSCRIPT
![Page 1: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/1.jpg)
Realizing Canada’s
International Tourism
Potential Greg Klassen
SVP Marketing
Canadian Tourism Commission
November 20, 2012
![Page 2: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/2.jpg)
How are you doing?
![Page 3: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/3.jpg)
crossroads
ch
an
ge
ch
oic
e uncertainty transition
hu
b
continue alter course
impasse
inte
rsect
![Page 4: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/4.jpg)
Tourism 2012: what is it?
![Page 5: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/5.jpg)
RELIANCE ON DOMESTIC TRAVELLERS
Domestic market…
big growth
US market…
hit bottom
Travel deficit…
ballooned
$36.2b
$10.4b
$2.1B
$63.7b
$7.2b
$16.3b
2001 2011
Overseas market…
flat $7.5b $8.0b
*US/overseas figures are export revenue (not receipts), therefore include air fares and same-day travel
**Average spend per traveller from the CTC’s key markets (excluding the US) per overnight trip to Canada in 2011
(source: International Travel Survey 2011, Statistics Canada).
=
=
$300
$1,459
Spend per trip**
![Page 6: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/6.jpg)
Domestic revenue accounts for
81% of tourism revenue
![Page 7: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/7.jpg)
…AND DOMESTIC
MARKET IS AT RISK
7th fastest growth in outbound spending since 2009
Hotel book of business is weak for next 2-3 years
Starting to see ‘rust-out’ effect
Domestic business is much less profitable & less long term growth
Growth in outbound tourism
spending since 2009
![Page 8: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/8.jpg)
BRAND USA BRAZIL AUSTRALIA
BRITAIN
COMPETITION
IS FIERCE
![Page 9: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/9.jpg)
opportunity
luc
k
ch
an
ce hard work learning
risk
reward
gro
wth
evolution
op
en
ing
progress
knocks
![Page 10: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/10.jpg)
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
FUTUREBRAND COUNTRY BRAND INDEX
2012-2013
![Page 11: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/11.jpg)
“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
MOST RECOMMENDED
DESTINATION TO VISIT
![Page 12: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/12.jpg)
WHICH COUNTRIES ARE THE MOST ATTRACTIVE
FOR KEY SUPPORTIVE BEHAVIORS?
Visit
Canada
Australia
New Zealand
82.42
82.29
79.88
“… is a country I would recommend visiting”
Invest
Switzerland
Canada
Sweden
70.08
67.40
66.16
“… is a country I would recommend investing in”
Live
Canada
Australia
Switzerland
74.81
73.14
70.97
“… is a country I would recommend living in”
© 2012 Reputation Institute, all rights reserved.
![Page 13: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/13.jpg)
WHICH COUNTRIES ARE THE MOST ATTRACTIVE
FOR KEY SUPPORTIVE BEHAVIORS? Continued…
Buy
Switzerland
Canada
Sweden
72.22
72.11
71.17
“… is a country I would recommend buying
products & services from”
Work
Canada
Australia
Switzerland
73.66
71.54
71.49
“… is a country I would recommend working in”
Study
Canada
U.K.
Australia
74.16
71.67
71.62
“… is a country I would recommend studying in”
© 2012 Reputation Institute, all rights reserved.
![Page 14: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/14.jpg)
Canada’s Federal
Tourism Strategy
![Page 16: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/16.jpg)
![Page 17: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/17.jpg)
Tourism 2020:
what could be?
![Page 18: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/18.jpg)
“If we can’t export the scenery, we’ll import the tourists.”
![Page 19: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/19.jpg)
![Page 20: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/20.jpg)
UNWTO 1950 Global Ranking
1 US
97%
2 Canada
3 Italy
4 France
5 Switzerland
6 Ireland
7 Austria
8 Spain
9 Germany
10 UK
11 Norway
12 Argentina
13 Mexico
14 Netherlands
15 Denmark
Other 3%
Total 25 million
UNWTO 1970 Global Ranking
1 Italy
75%
2 Canada
3 France
4 Spain
5 US
6 Austria
7 Germany
8 Switzerland
9 Yugoslavia
10 UK
11 Hungary
12 Czech
13 Belgium
14 Bulgaria
15 Romania
Other 25%
Total 166 million
![Page 21: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/21.jpg)
![Page 22: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/22.jpg)
UNWTO 1990 Global Ranking
1 France
67%
2 US
3 Spain
4 Italy
5 Hungary
6 Austria
7 UK
8 Mexico
9 Germany
10 Canada
11 Switzerland
12 Greece
13 Portugal
14 Malaysia
15 Croatia
Other 33%
Total 703 million
![Page 23: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/23.jpg)
![Page 24: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/24.jpg)
![Page 25: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/25.jpg)
UNWTO 2011 Global Ranking
1 France
56%
2 US
3 China
4 Spain
5 Italy
6 Turkey
7 UK
8 Germany
9 Malaysia
10 Mexico
11 Austria
12 Russia
13 Hong Kong
14 Ukraine
15 Thailand
Other 44%
Total 983 million
Canada 2011-
18th place
![Page 26: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/26.jpg)
What we’ve learned
![Page 27: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/27.jpg)
CANADA’S INTERNATIONAL
TOURISM BRAND
![Page 28: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/28.jpg)
Target the right customers
FREE SPIRITS
CULTURAL EXPLORERS
AUTHENTIC EXPERIENCERS
NO-HASSLE TRAVELLERS
GENTLE EXPLORERS
REJUVENATORS
market share, revenue
potential
age, gender, income
travel motivators – trip type,
accommodation, food,
activities
preferred media sources for
inspiration, planning,
advocacy
what sorts of Canadian
tourism experiences appeal to
them
marketing considerations –
messaging, voice, personality
![Page 29: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/29.jpg)
![Page 30: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/30.jpg)
SOCIAL MEDIA
Platforms for real
travellers to provide us
that powerful ‘advocacy’
![Page 31: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/31.jpg)
Bringing Canada’s
Unique Selling
Propositions to life through the
Signature
Experiences
Collection
![Page 32: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/32.jpg)
IN 2011 THE CTC…
For every $1 dollar invested in advertising, $37flowed into
the country’s tourism sector
Generating $15b in export revenue
and $180 million in
government tax
revenues
CTC with partner’s efforts
generated an estimated
$590 million in
tourism revenue for Canada’s
economy
created or
protected
4,781
tourism jobs
across the
country
![Page 33: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/33.jpg)
conundrum
perp
lexin
g
ch
allen
ge puzzle paradox
confusion
rid
dle
stumped
so
lve
unexplained
conjecture
en
igm
a
![Page 34: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/34.jpg)
FutureBrand
Country Brand
Index 2012-2013 TOURISM
HERITAGE & CULTURE
CBI DIMENSIONS
Canada climbed 7 places in tourism dimension
Canada climbed 15 places in heritage & culture
![Page 35: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/35.jpg)
Canada improved its rank significantly among key
attributes for TOURISM
2012 KEY TOURISM ATTRIBUTES
VALUE FOR MONEY
4th
↑ from 17th in 2011
ATTRACTIONS
6th
↑ from 16th in 2011
NIGHTLIFE
12th
↑ from 17th in 2011
RESORT & LODGING OPTIONS
10th
↑ from 14th in 2011
SHOPPING
12th
↑ from 15th in 2011
FOOD
11th
↑ from 30th in 2011
![Page 36: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/36.jpg)
Canada improved its rank significantly among key
attributes for HERITAGE & CULTURE
2012 KEY HERITAGE & CULTURE ATTRIBUTES
ART & CULTURE
15th
↑ from 29th in 2011
AUTHENTICITY
12th
↑ from 34th in 2011
NATURAL BEAUTY
6th
↑ from 15th in 2011
![Page 37: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/37.jpg)
to
CONVERSION
from
AWARENESS
![Page 38: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/38.jpg)
Only
20% of Canada’s customers
make it to the point of
imaging themselves in
Canada.
![Page 39: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/39.jpg)
Brand USA
USA TOURISM SUCCESS STORY
![Page 40: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/40.jpg)
OVERNIGHT TRIPS US VS. CANADA
Arrivals
10:1 US : CA
Source: Statistics Canada, ITS, OTTI
![Page 41: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/41.jpg)
CANADA’S TOURISM EXPORT
REVENUE IS ONE TENTH OF THE US
U.S. $153 B
Canada $ 15 B
EX
PO
RT
RE
VE
NU
E
Source: Statistics Canada, NTI, OTTI
![Page 42: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/42.jpg)
AIR SEAT CAPACITY
Overseas seat capacity: Canada vs. US Millions of seats, 2000 – 2012 (source: Diio Mi)
US Canada
74.4 81.2
7.0 11.1
2000
2012
![Page 43: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/43.jpg)
US TOP OF MIND
![Page 44: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/44.jpg)
How will we compete with Brand USA?
![Page 45: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/45.jpg)
Brand USA
LEVERAGE OUR COMPETITOR’S MARKET
MUSCLE
![Page 46: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/46.jpg)
Leverage Brand USA strengths
Active
consideration
Massive
visitation
and repeat
Marketing
spend
$200M
Air access Proximity
to Canada
#1
destination
for all our
EQ
segments
![Page 47: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/47.jpg)
US is already the gateway to Canada for all our markets.
Canada US
![Page 48: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/48.jpg)
confidence
co
nvic
tio
n
iden
tity
trust reputation
courage belief
pride
hu
bri
s
self-esteem
assu
red
en
erg
y
eg
o
composure
![Page 49: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/49.jpg)
66% Fall off
Channel strategy
49
We have big consideration hurdles.
Source: P2P Research
Barriers: Distance. Cost. Understanding
![Page 50: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/50.jpg)
Channel strategy
50
Aggressively intercept at point of purchase.
![Page 51: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/51.jpg)
+Canada
![Page 52: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/52.jpg)
+Canada Pilot… …in reaction to Brand USA, promoting the dual-nation vacation
![Page 53: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/53.jpg)
Banners
![Page 54: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/54.jpg)
Travel agent poster
54
![Page 55: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/55.jpg)
Travel agent poster
55
![Page 56: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/56.jpg)
Small space
56
![Page 57: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/57.jpg)
2017 YOUTH STRATEGY
![Page 58: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/58.jpg)
35 MILLION DIRECTORS
![Page 59: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/59.jpg)
![Page 60: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/60.jpg)
2013 GLOBAL COMMERCE STRATEGY
5 Structured Sector Practices
Aerospace
Clean Technology (Wind, Solar etc)
Infrastructure/Engineering
Life Sciences
Information/Communication Technology
2 Key Priorities
Agriculture & Food
Natural Resources
Business
Events
Canada
![Page 61: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/61.jpg)
![Page 62: Realizing Canada’s International Tourism Potential](https://reader034.vdocument.in/reader034/viewer/2022051818/54ba0e634a79598c738b46c7/html5/thumbnails/62.jpg)
SET YOUR ALARM
TOURISM 2020
Nov 20, 2020?
What will tourism for
Canada look like?