Canadian Tourism Commission Debuts Program for High-End Travelers

Canadian Tourism Commission Debuts Program for High-End Travelers

The Canadian Tourism Commission (CTC) has launched the Signature Experiences Collection, what it calls a new marketing approach to attract more high-spending international travelers to Canada. The announcement was made by Maxime Bernier, minister of state (small business and tourism).

The inaugural Signature Experiences Collection is made up of 48 Canadian tourism enterprises from coast to coast to coast that deliver the authentic experiences CTC research says high-spending target customers look for when they choose a vacation destination. “By highlighting unique Canadian experiences abroad, this ground-breaking initiative will encourage the world to visit Canada,” said Bernier. “It will increase our share of international visitors and generate greater revenues for Canadian businesses.”

CTC said this is the next phase of its global strategy to make Canada stand out in a fiercely competitive tourism marketplace will showcase members of the Collection as compelling ambassadors of Canada's tourism brand, Canada. The rollout begins in the United Kingdom, France, Germany and Australia.

CTC will draw on the Collection's expanding pool of high-quality tourism experiences in its marketing campaigns. International travelers will be able to find the exceptional adventures they seek and book them. At the same time, it will be easier for buyers to acquire and sell these tourism experiences to the travel trade, which will be encouraged to include them in their promotional materials and itineraries.

“Our goal is to incorporate the tourism experiences offered by Collection members in the creative materials we develop for all our markets using social, print, online and broadcast media,” said Michele McKenzie, CTC’s president and CEO, “We've set a target of 100 members by the end of 2011, and we'll continue to add outstanding experiences to keep the Collection fresh and intriguing for international visitors.”