Travel Alberta

Apply to become part of Canada’s Signature Experiences Collection

Get Ready to Make Your Mark for Canada.

The Canadian Tourism Commission (CTC) is building a collection of travel experiences that will be used to show the world what Canada’s tourism brand is all about. They’re calling it the Signature Experiences Collection and the benefits are tremendous for those that apply and are accepted.

Experiences in this Collection will help the CTC attract more international travellers to visit Canada, which is the biggest reward of the program. These travellers stay longer and spend more. And the tourism revenues they bring into the country help strengthen and grow Canada’s tourism industry overall. The CTC’s Explorer QuotientTM research provides insights into what types of experiences motivate travellers to choose a destination and how they prefer to travel when they are there. The Signature Experiences Collection is an inventory of these internationally appealing experiences that the CTC’s marketing, media and sales teams will draw on to showcase in their campaigns. Signature Experiences are those that will capture the imagination of consumers in the CTC’s 11 priority international markets* by way of campaigns that use the best approaches like social media, travel media & trade relations, and web marketing. This innovative approach allows the CTC to position the right experiences in front of the right customers to create powerful, relevant marketing messages that will inspire travellers to visit Canada now.

The program also brings direct benefits to tourism businesses such as:

* Improved odds that your business’ experience will be featured in CTC campaigns
* Priority consideration for the creation of photography and video content
* Use of a special badge you can present to travel trade and domestic partners identifying you as a Signature Experience
* Being showcased in the Canadian tourism industry as a best practice example and industry leader in the delivery & marketing of internationally sought after tourism experiences
* There are no fees to participate

Canadian-based tourism businesses that have been in operation for 3 or more years and actively market in, or plan to market in, 1 or more of the CTC’s priority markets* are eligible to apply. The bar for membership is high. Businesses wanting to be part of the Collection must meet the following criteria:

* sell an engaging, participatory, authentic experience that connects travellers to the culture, people &/or landscape of the region in which it’s delivered,
* meet international demand – these are experiences that are appealing to Canada’s best target customers as defined by the CTC’s Explorer QuotientTM market segmentation research,
* and practice a high standard of international marketing that is complementary to how the CTC markets Canada.

The CTC is seeking Signature Experiences Collection members who thrive on collaboration and understand the importance of working together to increase tourism to the country, their province and their region, as well as to their business. We hope Collection members’ commitment to excellence catches on in the industry and that your example influences a new generation of experiences in Canada. To make sure that happens, Signature Experiences members will be expected to speak knowledgeably to their own business networks about the program, and to encourage other tourism businesses to apply. The world will be watching so we need Signature Experiences that will shine light on Canada’s tourism brand wherever their business takes them like trade events, consumer shows and trade missions.

Canadian-based experience providers who feel they meet the criteria and are willing to fulfill the expectations are encouraged to submit an application online. Once submitted, an expert panel will review your application to see if it meets the criteria for membership. The CTC began accepting applications on May 15, 2011. The first wave of applications will be accepted until June 30th, 2011. Evaluation and selection will occur between July 1st and August 31st, 2011. A second application period will take place starting November 1st, 2011. Applications for this intake will be accepted until December 31st, 2011. The associated application evaluation and selection period will be undertaken from January 2nd, 2012 to February 29th, 2012. Subsequent application periods will be announced on the website.

For answers to your questions, to learn more about the program and how to apply, to read the selection criteria, and to apply online visit

Become part of a collection that’s going to show the world what Canada’s tourism brand is all about. It’s time to show the world what it’s been missing.

Apply today!

* The 11 priority markets are Germany, France, UK, Australia, US, Mexico, Brazil, China, India, South Korea & Japan.
Canadian Tourism Commission