Travel Alberta

CTC publishes its 2014-2018 Corporate Plan summary

Canada’s opportunity to attract investment and introduce new business partnerships through tourism is outlined in the Canadian Tourism Commission (CTC)'s 2014-2018 Corporate Plan summary: Tourism as Canada’s engine for growth.

The annual rolling strategic plan has one ultimate goal: to grow tourism export revenue for Canada.

Canada is in a powerful position: its stellar reputation abroad puts our country in pole position to take advantage of the world’s insatiable demand for international travel. Canada’s tourism industry opens the doors for other priority sectors. In particular, business tourism stimulates future investment: business travellers get a personal sense of investment opportunities in a country while attending a meeting, conference or exhibition.

Canada is looking to expand its export networks to partners in markets such as Brazil, China and India; increased tourism from the countries will help cement burgeoning trade relationships.

The 2014-2018 Corporate Plan summary details three strategic themes:

• Generate demand for Canada’s visitor economy
• Deliver branded platforms to help Canadian tourism businesses sell Canada and offer international marketplace access
• Advance corporate excellence and efficiency.

CTC will build on these themes through its core business of marketing Canada as a tourism destination abroad, generating demand for our country’s tourism products and thus bringing in new dollars.

The CTC’s plan also has five operational objectives:

• Put in place the foundation for a Youth Travel Program
• Explore options for broader business events consistent with Canada’s trade agenda
• Further develop branded platforms for tourism businesses in the interest of both immediate and potential returns
• Demonstrate a more holistic value of the CTC for the tourism industry in addition to return on investment measures
• Continue ongoing work on efficiencies

These objectives will help prepare Canada’s tourism industry to inspire a new generation of travellers to visit Canada and support Canada’s trade agenda.

“Investing in international leisure marketing and business tourism supports the Government of Canada’s priority for economic growth,” says Greg Klassen, CTC’s President and CEO (interim). “By targeting sectors of Canadian excellence, such as life sciences, we intend to bring in international business meetings and events that connect the global entrepreneur with Canadian innovation and trailblazers.”

Read the 2014-2018 Corporate Plan summary: Tourism as Canada’s engine for growth in full.

Canadian Tourism Commission