Delivering Value for Canada's Tourism Businesses highlights three key strengths to guide tourism industry to success
VANCOUVER, May 6, 2013 /CNW/ - The global tourism industry generated
some jaw-dropping statistics last year. It now accounts for one in
every 12 jobs around the world. According to the United Nations World Tourism Organization, 2012 saw international tourism reach one billion visitors for the
first time with tourists spending $3 billion a day on their travels, or
$2 million a minute. Tourism has truly become a lucrative global
The Canadian Tourism Commission (CTC)'s 2012 Annual Report: Delivering Value for Canada's Tourism Businesses
through Innovation and Efficiency examines a fiercely competitive 12 months for the CTC. The marketplace
was saturated with exotic destinations and set against a backdrop of
global economic volatility, particularly in the Eurozone. The report
demonstrates how CTC helps tourism businesses of all sizes across the
country through its leadership, marketing excellence and economic
The Honourable Christian Paradis, Minister of Industry and Minister of State (Agriculture), has just
tabled the report in Parliament.
The 2012 Annual Report highlights key results directly attributable to CTC's 2012 marketing
$687 million in tourism export revenue for Canada's economy
$212 million toward government revenue
5,073 jobs created or protected by Canadian tourism businesses.
"In a global context, the G20 world leaders recognized for the first
time the importance of travel and tourism as a driver of economic
recovery, growth and jobs," says Steve Allan, CTC chair. "Marketing budgets are being strengthened around the globe,
while governments adjust air, visa and border access policies to
maximize competitiveness. And Canada can compete. We have a great brand
and a stellar reputation."
The annual report also reflects on some of CTC's highlights over the
past 12 months. The 35 Million Directors project, which asked Canadians to submit their favourite travel
experiences and destinations via video or image, stole the show. The final video has amassed 2.5 million views worldwide on YouTube already, and shows
no sign of slowing. Last year marked the centenary of the Calgary Stampede; CTC showcased the Stampede internationally through targeted campaigns
to boost awareness and visitor numbers, leading to 8,000-plus consumers
booking trips to Canada. And CTC's Signature Experiences Collection® went from strength to strength, gaining new members and international
recognition in our key markets.
"Pride of place at 2012's innovation table must go to our 35 Million Directors project. It delivered a stunning visual story that delighted and
inspired people around the world to come visit Canada," says Michele McKenzie, CTC president and CEO. "The project also stirred a great sense of
national pride in Canadians to help promote our country and to support
our national tourism industry in communities across Canada."
The Annual Report is CTC's mechanism for reporting back to Parliament on its activities
during its fiscal year.
Additional web links:
About the Canadian Tourism Commission
The Canadian Tourism Commission (CTC) is Canada's national tourism marketing organization. A federal
Crown corporation wholly owned by the Government of Canada, we lead the
Canadian tourism industry in marketing Canada as a premier four-season
tourism destination. Our vision is to inspire the world to explore Canada. With our partners in the tourism industry and the governments of Canada, the provinces
and the territories, we promote Canada's extraordinary experiences in 11 countries around the world, conduct original market research, offer stunning visuals through the Brand Canada Library and provide resources and toolkits to help industry leverage Canada's successful tourism brand—"Canada. Keep Exploring." For regular updates on CTC initiatives, subscribe to CTC News, search our corporate website, become a fan on Facebook, follow us on Twitter, share images on Instagram or subscribe to our YouTube channel.
Image with caption: "Delivering Value for Canada's Tourism Businesses highlights three key strengths to guide tourism industry to success through 2013. (CNW Group/Canadian Tourism Commission)". Image available at: http://photos.newswire.ca/images/download/20130506_C3017_PHOTO_EN_26285.jpg
SOURCE: Canadian Tourism Commission
For further information:
Senior Communications Advisor
Canadian Tourism Commission