welcoming the world - destination canada...canada itac authenticity is key interest is there but...
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Welcoming the World Annual Public Meeting, 2017
Chair’s Introduction
Canada’s New Tourism Vision
Marketing Access Product
Canada on Top of the World
Video 1: 2016 Annual Report Highlights
On Track for Our Best Year Ever
2000
20
19
21
18
17
16
15
Millio
ns
of
Arr
iva
ls
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2012 2012 2013 2014 2015 2016
20.1M
Source: ITS, DC Research
2017
+5%
Air
+0.1%
Auto
+10%
Other
YTD September 2017
US Overnight Performance in 2017
11.6M travellers
+3%
TC
TBC
Overseas Performance in 2017 – YTD September
+6%
0 100,000 200,000 300,000 400,000 500,000 600,000 700,000
BRAZIL +18%
JAPAN +1%
INDIA +17%
+12% SOUTH KOREA
+52% MEXICO
+14% AUSTRALIA
GERMANY +6%
FRANCE +6%
CHINA +11%
UNITED KINGDOM -2%
+7% YOY Increase
Millennial Travel Program
Video 2: Canada 150
Connecting America
Connecting America
Goals
1.035M $629M
Leisure Travellers Visitor Spend
Leads
1M $21M
Partner
Investment
Audience Pool for
Retargeting
81M
Performance Highlights to Date
Earned Media
Stories
265 160M
Video Views Social Media
Engagements/Actions
10.8M
Performance Highlights to Date
Campaigns
34
Industry
Investment
$9.6M
National / Cross
Provincial Initiatives
13
Co-op Program Overview
The China Opportunity
The Chinese Market: What to Know
2nd fastest growing inbound
market
Long-haul travellers taking more trips than
ever before
Air travel is increasing
More VAC’s in tier 2 cities
Video 3: China Sizzle
Exploring New Destinations
Video 4: Rural & Remote
Destination Canada ITAC
Authenticity is key
Interest is there but awareness is
low
Travellers are looking for experiential and emotional
Canadian advantage Personal and authentic connection
Joint Research on Perceptions
Video 5: ITAC
Alignment
Collaboration
Results
Destination Canada
Statistics Canada
NorthStar 22
Questions?
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