a toolkit for partners of the Canadian Tourism Commission
© Canadian Tourism Commission 2007. All rights reserved.
KPV CTV C61419
digital artist Marny
1 9 o c t 0 6
file name CTC_logo_horz_BIL_CMYK_R_Sm.eps
It is with great enthusiasm that I present the Canadian Tourism
Experiences Resource Guide for Industry. This guide provides
concrete tools and resources for you, Canada’s operators,
small and medium sized enterprises, and tourism associations,
to align with the CTC’s dynamic international marketing efforts.
Our goal is to grow tourism export
revenues to Canada, and with that in
mind, we have set four objectives:
• Convert high-yield customers
• Focus on markets of highest return
• Maintain brand consistency
• Research new market opportunities
Canada’s tourism brand visual identity
was the first bold step towards
re-imaging Canada’s position as a
global destination. But to the high-yield,
discriminating international traveller
we target, experiences are the key to
bringing Canada’s Tourism Brand to life.
The purpose of this toolkit is to:
• Demonstrate the shift from product
• Provide tips so you can add value
to your tourism business
• Enable you to be more competitive
in today’s ever-changing marketplace
• Add to your bottom line
• Share some examples of best practices
from across Canada
Through partnerships and knowledge
sharing, we can ensure Canada excels in
the highly competitive global travel arena.
The Canadian Tourism Experiences Guide
will help us all achieve our goals. By
working together with one strong voice,
we will succeed in motivating travellers
to visit Canada now.
President & CEO
Canadian Tourism Commission
Library and Archives Canada Cataloguing in Publication
Experiences: a toolkit for partners of the Canadian Tourism Commission.
Issued also in Frenc