In February 2010, awareness of Canada as a destination will be at an all-time high…
In February 2010, awareness of Canada as a destination will be at an all-time high. It is imperative that Canada`s tourism community work together to plan how best to achieve and capitalize on the tourism benefits of this high-profile international event.
This past summer, the CSTA, in collaboration with the Tourism Industry Association of Canada (TIAC) released a discussion paper, 2010 OLYMPICS A Call to Action for the Canadian Tourism Industry, to raise awareness of the significant impact that the 2010 Winter Olympic and Paralympic Games will have on Canada`s tourism industry. The document served as a first of several steps in ensuring the industry works together to achieve this goal.
Among other recent joint actions, the CSTA and TIAC held an interactive panel debate at Canada?s Tourism Leadership Summit in Whitehorse, Yukon and a meeting with the Honourable Stephen Owen, Minister of State for both Western Economic Diversification (WD), and Sport. Topics discussed at this meeting included linking the 2010 Winter Olympic and Paralympic Games and economic development, extending the impact of the Games as outlined in the Olympic discussion paper and how WD and Sport can work with the tourism industry in advance of the 2010 Games. Both organizations also emphasized how a national tourism strategy could encompass all of the above.
To move forward on this important initiative, the CSTA and TIAC are forming a steering committee of 15-20 senior tourism industry representatives. The committee`s terms of reference will be to develop the strategy for the 2010 Olympic and Paralympic Games and oversee its implementation. The group will be active from January 2005 until February 2010 and members will be required, at their own cost, to attend one meeting annually and intermittent conference calls.
As presented in the discussion paper, the steering committee will work to address the following questions:
- How could our marketing plans be developed or adjusted to take advantage of the 2010 Winter Olympic and Paralympic Games?
- What new products or services can we develop?
- What training, education or tools would we need?
- With whom would we need to partner or build a relationship?
- What are the possible funding sources?
- Is there a benefit to all tourism stakeholders adopting a ?Canadian Brand? for a certain time period?
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
