Latest News
HomeRegional NewsAsia-PacificDestination Canada signs memorandum of understanding with Sina Weibo to promote Canada to Chinese travellers
Destination promotion

Destination Canada signs memorandum of understanding with Sina Weibo to promote Canada to Chinese travellers

As of September 2017, year-to-date arrivals from Chinese travellers have reached 557,178. Strong economic growth, a rapidly growing middle class, and increasing air access bode well for this market.

VANCOUVER – Destination Canada, Canada's national marketing organisation, has entered into a Memorandum of Understanding with Sina Weibo, one of the most popular social media sites in China. This strategic decision will allow us to tap into the 80% of Chinese travellers who use the internet to plan their trips and raise the profile of Canadian tourism products among prospective Chinese travellers.

This strategic partnership framework will boost Canada's exposure in China, the second largest contributor of tourism dollars to the Canadian economy. As part of this agreement, Sina Weibo will provide Destination Canada with access to its influencer resources and analytics to tailor our campaigns and access the growing number of millennial travellers. The agreement also establishes a Strategic Cooperation Committee to explore how Destination Canada and Sina Weibo can maximize exposure during the Canada-China Year of Tourism in 2018.

As of September 2017, year-to-date arrivals from Chinese travellers have reached 557,178. Strong economic growth, a rapidly growing middle class, and increasing air access bode well for this market.

"This agreement is another important step in building closer ties between our two countries through tourism," says the Honourable Bardish Chagger, Leader of the Government in the House of Commons and Minister of Small Business and Tourism. "As we get ready for the Canada-China Year of Tourism in 2018, we are working to promote more cultural exchanges, closer people-to-people ties, and more visitors to Canada, which will help to create good, middle class jobs in communities from coast to coast to coast."

"To be heard in a market as large as China, we need an always-on, digitally-based marketing strategy," said David F. Goldstein, Destination Canada's President & CEO. "Sina Weibo is a powerful tool that allows us to reach our target consumer: hyper-connected Chinese traveller."

Gearing up for the 2018 Canada-China Year of Tourism
Canada and China enjoy strong people-to-people ties. More than 1.8 million Canadians have some Chinese ancestry, and Mandarin and Cantonese are the most spoken languages in Canada after English and French. Next year, Canada will have a unique opportunity to showcase all of its amazing and exciting attractions to Chinese visitors, while helping to create well-paying middle-class jobs in communities across Canada.

As both countries gear up for the 2018 Canada-China Year of Tourism (CCYT), the Honourable Bardish Chagger, Leader of the Government in the House of Commons and Minister of Small Business and Tourism, and Li Jinzao, Chairman of the China National Tourism Administration, unveiled the official CCYT logo during an event at the headquarters of Weibo, one of China's largest online media companies.

The logo, which will be used throughout the year to raise awareness of the Year of Tourism, is based on circle designs found in both Canadian and Chinese cultures, representing unity and collaboration while reinforcing the strong people-to-people ties that link our countries. The logo includes images of a panda and a polar bear, animals of national significance for both countries.

Canadian tourism and hospitality businesses interested in promoting the Canada-China Year of Tourism are encouraged to download the logo from Canada.ca/ccyt2018. Additional information on how businesses can prepare to welcome more Chinese tourists is also available on the site.

"I am happy to join Prime Minister Trudeau and my colleagues on this important trip to China. Canada's relationship with China is built on strong family and people-to-people ties. Diversity is our strength, and the Canada-China Year of Tourism is a fabulous opportunity to build on these ties and showcase the many amazing events and attractions for which Canada is world-renowned. I am looking forward to welcoming a record number of Chinese visitors in 2018, which means more middle-class jobs for Canadians", said the Honourable Bardish Chagger, Leader of the Government in the House of Commons and Minister of Small Business and Tourism

Quick facts

  • Destination Canada launched its Sina Weibo account in 2010 and now has almost 1M fans. Since joining the platform, Destination – Canada has enjoyed an extensive relationship with Sina Weibo and Sina.com, a leading Chinese portal site with over 500M viewers.
  • Sina Weibo is one of the most popular social media sites in China with over 376 million monthly users, and used by 30% of internet users worldwide.
  • In 2014, e-commerce giant Alibaba, which owns 31% of Sina Weibo, created Weibo Payment enabling users to shop online.
  • Chinese travellers can visit the Canada-China Year of Tourism website for more information.
12/07/2024
11/07/2024
10/07/2024
09/07/2024
08/07/2024