The Government of Canada continues to be committed to promoting Canada as a premier tourism destination, said Conservative Minister of State Maxime Bernier during his address to tourism suppliers and international media on the opening day of Rendez-vous Canada (RVC) 2015, the Canadian Tourism Commission’s (CTC) international marketplace currently underway in Niagara Falls, Ontario.
Mr. Bernier, who has responsibility for small business, agriculture and tourism including the CTC, spoke about the additional support for tourism outlined in the Government’s 2015 Budget; support which was confirmed on May 22nd with Prime Minister Stephen Harper’s announcement that the CTC will receive $30 million over the next three years for a major new marketing campaign to attract more American visitors to destinations across Canada.
Mr. Bernier also announced that the CTC is coming out with a bold new corporate identity, Destination Canada, which represents the dynamic campaigns and programs used to distinguish Canada as a competitive global destination. The CTC will use Destination Canada instead of Canadian Tourism Commission whenever doing business at home and abroad.
“Our government is committed to supporting the CTC as it reinvents itself just in time to lead a new initiative to attract travelers from the U.S.,” said Mr. Bernier. “Events such as Rendez-vous Canada also present opportunities for the CTC to position Canada’s small and medium-sized tourism businesses to take advantage of international growth opportunities, increase revenues and create jobs.”
The CTC’s new initiative will allow it to build on its strong brand and track record of collaborating with partners in the private sector, international travel trade, and the provinces and territories to attract international visitors. The new campaign will use advanced and innovative marketing methods to reach out to U.S. travelers.
Created to facilitate meetings between Canadian sellers and international buyers, Rendez-vous Canada is the CTC’s flagship event. The 2015 edition, which runs through tomorrow (May 29th) at the Scotiabank Convention Centre, is hosting more than 1,500 international travel-industry professionals.
Canadian tourism revenues, GDP and employment all experienced growth in 2014. Total tourism revenues grew by 4.7 percent in 2014 to reach over $88 billion.