Destination Canada (DC) the progressive Canadian Tourism organisation has forecast an increase in visitation to 20 M by 2020.In a recent statement Destination Canada’s CEO David Goldstein predicted an increase of 3 M by the turn of the decade.
Australia is making its contribution to the increase in visitation with the latest statistics for February, 2016 showing an increase of 4.4 per cent on the previous year and more than 32,000 Aussie visitors entering Canada in February.
“Destination Canada, the new name for the Canadian Tourism Commission, has become increasingly aggressive in the Australian market” said Managing Director of Destination Canada in Australia, Donna Campbell.
“One of our marketing and sales programs invites Australian travellers to see and experience Canada in a whole new way. Our integrated advertising partnership programs—focusing on ski travel, fully independent travel (FIT) and group travel—are the cornerstones of all major activities in Australia. These programs focus on raising awareness of Canada as a desirable destination, driving the consumer to book Canada now.
Whether we launch an integrated marketing campaign, conduct travel-trade shows or bring media and destination partners together to exchange stories and tourism experiences, our initiatives target three key audiences, Consumer, Travel Trade and Media.” she said.
Canada is marking its 150th anniversary of Confederation in 2017 with celebrations and major events acting as a significant travel driver for millennials.
“This milestone event presents an opportune time for our tourism industry to refresh Canada’s travel story and its perceptions among Canadian millennials”. Destination Canada’s CEO David Goldstein said. “DC is launching “Far & Wide,” an integrated consumer marketing campaign, targeting Canadian millennials. Through this campaign, DC anticipates reaching 50% of Canadian millennials (4.4 M) by the turn of the decade. Increasing the number of millennial leisure trips taken by 5% or 150,000 trips by 2017.”
DC has identified that there are over 8.25 million Canadian millennials between the ages of 18-34. Millennials are a growing worldwide travel segment. By 2020, international millennial travel trips are expected to reach 300 million per year — nearly double the 187 million trips taken in 2010.
“We have for a long time skewed our marketing to the older traveller and we will continue to reach out to this demographic but we will add new initiatives, a stronger media and digital base that will build a bridge to the industry in our main 10 markets to identify possible travellers and convert them to come to Canada”.
“There is also a renewed investment by the Federal Government of CAD$30 M to influence the US market. Canada is currently 17th in the world for international arrivals and we are poised to improve this statistic.” he said
Some of the new products at the forefront of this drive are:
- Sea Wolf Adventures, Mike Willie seawolfadventures.ca
- Ontario Highlands Tourism Organization (Canadian Canoe Route) ontarioshighlands.ca
- Alpine Helicopter (winery tours by helicopter) alpinehelicopter.com/winery–tours
- Calgary Stampede (new aboriginal tourism integration), calgarystampede.com
- Head Smashed In Buffalo Jump, Duncan Daniels, headsmashedin.org
– Brewster Travel (Banff Gondola),Mark Hendrikse www.brewster.ca
- Tourisme Saguenay Lac-St-Jean, https://www.saguenayca/en/en
- Churchill Wild, Unique Lodges of the World supported by National Geographic, Melanie Swenarchuk churchillwild.com
A recent magazine survey pinpointed the Northern Lights as the top bucket list item for visitors to Canada.
“Australians are fascinated by this mystical shimmering light display that’s highly visible during the winter months, particularly in the northern territories of Yukon and Northwest Territories,” said Donna. “Canada’s stunning wildlife also continues to be a major drawcard with polar bears, grizzles and narwhals all making the top 5 in the list of ‘Things to do in Canada Before you Die’.”
Written by John Savage