Canada is cool not cold according to the latest marketing message from CEO and President of Destination Canada, David Goldstein.
At a media conference to start the four-day Rendez-vous Canada Market Place, Goldstein outlined a number of initiatives to boost visitation including a $CAD 50 million investment from the Federal Government over the next two years across most markets, with budget allocations still being finalized. The theme is ‘Canada is cool, not cold.’ “The idea is to portray the Canada we know, but others in the world don’t know,” he said. “For a long time we have been targeting the older traveller, now we want to attract a younger audience both globally and internally. The culinary industry, wineries and the many premium restaurants are not often used as an enticement to come to Canada and this should be addressed,” he said.
Canada’s premium tourism forum, Rendez-vous Canada is in full swing as sellers from all over the country meet with product buyers from around the world. The destination for the 1,680 attendees is Montreal, one of the oldest cities in North America and the heartland of French-Canadian territory. It is also Canada’s original cosmopolitan city, the largest meeting place of the nation’s two official languages.
More than twenty-six thousand one-on-one appointments will generate hundreds of millions of dollars of revenue for Canadian tourism businesses, which helps to grow the $88.5 billion industry that supports the almost 619,000 Canadian jobs that depend on tourism.
Just a short stroll from the Palais des Congres de Montreal convention centre, the venue for Rendez-vous 2016, is the magnetic district of Old Montreal, or Vieux-Montreal. Its cobbled streets and sturdy grey stone buildings echo days past in Montreal’s history. Visitors can easily stroll these lanes, ducking into shops, fashion boutiques, restaurants and bistros to soak in the atmosphere.
Written by John Savage in Montreal