Canadian Tourism Commission reports travel bookings tied to Olympic
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VANCOUVER, Feb. 10 /CNW/ - Travellers are putting down their money to
vacation in Canada in the afterglow of the Vancouver 2010 Olympic and Paralympic Winter Games. Awareness of Canada as a tourism destination, created through the
Games, is translating into travel bookings in the Canadian Tourism Commission's (CTC) core markets as a result of post-Games marketing campaigns.
Some of the highlights:
290,000 British travellers were inspired by Canada's marketing campaigns
to book flights to Canada—almost double 2009 and triple 2008 figures.
Tourism revenues from this market were up over 2009 by $134 million
(from $256 million to $380 million), reflecting the additional traffic.
Over 70,000 Australians shifted from considering a trip to Canada to
making a firm booking in 2010—twice 2009 numbers. Revenues rose from
$62 million to $117 million.
Some 128,000 German travellers were persuaded by CTC marketing campaigns
to book a trip to Canada in 2010, up from 91,000 the previous year.
Revenues rose by $61 million to $196 million.
CTC marketing campaigns convinced 120,000 French travellers to take a
trip to Canada, generating $160 million in revenues.
CTC's media and public relations activity around the Games resulted in
global coverage for travel to Canada and roughly $1 billion in
"advertising value equivalency" in 2010.
These figures come from an interim report, Tourism steps up to the podium, prepared by the Canadian Tourism Commission (CTC). This interim accounting examines the early results from the
Government of Canada's investment in a $26-million tourism-focused
strategy to leverage the Games.
"As host of the 2010 Vancouver Olympic and Paralympic Winter Games,
Canada seized the opportunity to showcase the spirit and hospitality of
its people and the natural wonder of our attractions to the world,"
said the Honourable Rob Moore, Minister of State (Small Business and Tourism). "Our tourism industry
is poised to build on the successful collaboration of public and
private partners as we focus on drawing many more visitors to
As part of its tourism strategy, Canada became the first hosting country
to successfully integrate new, high-definition footage of tourism
experiences into the coverage of the Games by international
broadcasters. Audiences around the globe followed the Games, and also
got a taste of the Canadian adventures that await them here in all
regions of the country.
"From the outset, we knew that our job was to market Canada—to use the
Games platform to advance Canada's tourism brand," said Michele McKenzie, CTC president and CEO. "Through innovative campaigns, bold strategy
and judicious investments, we are competing to keep Canada front of
mind as a premier tourism destination in 2011 and beyond, ensuring that
international travellers can find—and experience—the Canada they saw on
their screens during the Games."
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About the CTC
The CTC is Canada's national tourism marketing organization. Our vision
is inspiring the world to explore Canada. With our partners in the
tourism industry and the governments of Canada, the provinces and the
territories, we advertise and market Canada in 11 countries around the
world, conduct industry research and studies, and promote product and
industry development. For daily updates on CTC initiatives, subscribe
to CTC News, available through RSS feeds and by e-mail. Become a fan on Facebook, follow us on Twitter, subscribe to our YouTube channel or check out new photos on Flickr!
/NOTE TO EDITORS: Media Assets accompanying this story are available as
SOURCE Canadian Tourism Commission - Vancouver
For further information:
Senior Communications Advisor / Conseillère en communications
Canadian Tourism Commission / Commission canadienne du tourisme
Tel / Tél 604.638.8406