Stampede breakfast indicator of success for Travel Alberta marketing
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CALGARY, July 7, 2012 /CNW/ - Earlier this morning 120 Chinese guests
came together for Together We Breakfast at Heritage Park Historical Village to celebrate the Calgary Stampede
Centennial. This gathering represents the largest group of Chinese
tourists to converge in Alberta since Canada was granted Approved Destination Status in 2010.
"The Chinese market represents a huge opportunity for Alberta's tourism
industry and I am thrilled to welcome such a large group of visitors to
our province" says Alberta's Minister of Tourism, Parks and Recreation,
Christine Cusanelli. "Along with their souvenirs and photos, I hope our
Chinese guests will return home with great Alberta travel stories to
share with their friends and families."
Together We Breakfast was part of a larger strategy to build awareness of Alberta as an
exciting destination among China's growing affluent middle class. The
authentic Stampede breakfast—which honoured both cultures, with
pancakes and dim sum—was an incentive proposed by Travel Alberta to
encourage the sales of tour packages featuring a minimum of four days
in the province. In the past, standard Chinese tour packages spent as
little as one day in Alberta.
In 2010, 38K Chinese visitors contributed a total of $26M to Alberta's
economy, however, as Canada received Approved Destination Status (ADS)
in 2010, 2011 figures will provide the strongest indication of the
impact that ADS had on tourism in Alberta.
"Outbound travel from China has more than doubled in the past ten
years," explains Bruce Okabe, Travel Alberta Chief Executive Officer.
"Approximately 70 million Chinese travelled overseas in 2011—this
growth represents incredible potential for Alberta's tourism industry.
By leveraging our efforts with our industry partners in China, we are
tapping into this exciting market."
Travel Alberta's marketing strategy in China incorporates a number of
different tactics to reach a wide audience of travellers both online
and offline. China currently ranks sixth in international visitation to
Alberta, following behind established markets such as the United
States, the United Kingdom, Germany, Australia and Japan.
About Travel Alberta:
Travel Alberta is the tourism marketing agency of the Government of
For more information visit: www.TravelAlberta.com
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Image with caption: "Travel Alberta Chief Executive Officer, Bruce Okabe stands with the Honourable Christine Cusanelli, Minister of Tourism, Parks and Recreation for the Government of Alberta and Xia Yu, popular, award-winning Chinese actor, Xia Yu at Together We Breakfast. (CNW Group/Travel Alberta)". Image available at: http://photos.newswire.ca/images/download/20120707_C6914_PHOTO_EN_16060.jpg
SOURCE Travel Alberta
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