The Canadian Tourism Commission (CTC) Board of Directors has approved at its last Board meeting increases of $4 million in program budgets…
The Canadian Tourism Commission (CTC) Board of Directors has approved at its last Board meeting increases of $4 million in program budgets for regions generating the highest returns on Canadian marketing investments. In the Asia-Pacific region, this decision will mean a $1 million increase for Japan, $300,000 for China, $200,000 for South Korea and $100,000 for Australia. In Europe/Latin America there will be increases of $1 million for the United Kingdom and $600,000 for Mexico. The U.S. Meetings, Conventions & Incentive Travel program will receive an additional $800,000.
The increases result from a reallocation of funds after the CTC was forced to close some markets and reduce certain activities starting January 2005. Shrinking resources and increased competitor spending forced the CTC to carefully scrutinize all its activities.
By focusing on markets yielding the best returns, the CTC is ensuring the wisest expenditures of its own and partner dollars. It is also ensuring a critical mass of marketing dollars is at work in important markets. These markets have proven the source of high-spending tourists for Canada.
As a result of the redistribution of the CTC`s marketing resources, Canada will be in a better position to compete in the global tourism market, says the Chair of the CTC`s Asia-Pacific Marketing Committee, Brian Richardson.
As the CTC prepares to enter 2005 with a more focused emphasis on key markets, it is also moving away from traditional mass marketing towards more tailored marketing based on the concepts of customer relationship management. In addition, the CTC is currently refreshing the Canada brand to attract more tourists to Canada.
Industry led, market driven and research based, the CTC is a Crown corporation that works in partnership with the tourism private and public sectors to market Canada as a four-season destination.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
