Expansion of Canada's tourism brand into high-growth emerging markets
has potential for greater return on investment
MUMBAI, India, Feb. 19 /CNW/ - Following swiftly on the heels of the
federal budget, the Canadian Tourism Commission is embarking on a strategy to
enter the tourism market in India, a country with a rapidly growing
middle-class and outward-bound potential. The Honourable Tony Clement,
Minister of Industry and Andrew Clark, the CTC's Vice President of Sales and
Market Development were in Mumbai, India today to launch the new campaign for
priority international markets.
"The Government of Canada forecasts an upcoming increase in tourism to
Canada from India, and we invite you to visit our country," said Minister
Clement. "Our two countries share a commonwealth background and already have
many strong ties through immigration and two-way trade."
Michele McKenzie, the CTC's President and CEO, said, "Budget 2009
provided the CTC with a tremendous economic opportunity to expand investment
into a high-growth emerging market like India. Tourism is one of the fastest
growing industries in the world, and the further expansion of Canada's tourism
brand into high-growth markets can provide increasing rates of growth in the
short and long-term. Prudent diversification keeps us from being overly
reliant on mature tourism markets."
In Budget 2009: Canada's Economic Action Plan, the CTC received an
additional $20 million over the next two years for development of priority
Since 1995, tourism from India to Canada has grown about 6.9 % per year.
Entry into the India market is aligned with the CTC's corporate strategy to
inspire high-yield customers to visit Canada, to focus on markets of highest
return on investment and to respond quickly to changing market dynamics.
Andrew Clark, Vice-President of Sales and Market Development for the CTC
said, "The CTC is currently well-positioned to leverage its expertise to
generate success in emerging economies like India due to Canada's highly
successful tourism brand, strong research capabilities, excellent strategies,
and marketing and sales tools. Our tourism marketing has already had
significant success in emerging markets such as Mexico, South Korea and China
and these three countries now represent some of the potentially strongest
growth markets in the CTC's portfolio."
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 weekly
updates on CTC initiatives, subscribe to CTC News, available through RSS feeds
and by e-mail.
For further information:
For further information: Margaret Nevin, Senior Communications
Advisor/Conseillère en communications, Canadian Tourism Commission/Commission
canadienne du tourisme, Tel/Tél (604) 638-8406, Cell (604) 376-6690, Fax/Téléc
(604) 638-8438, firstname.lastname@example.org, http://mediacentre.canada.travel