Back In The USA

Solid, new performance numbers by the Canadian tourism industry have helped drive a decision by the Canadian Tourism Commission to restart marketing investments in the US, reports western editor, Ted Davis in this week’s digital edition of Canadian Travel Press.

The promotion of Canadian tourism in the US has been on hiatus for about five years now, going back to a decision by the CTC to avoid a big spend in the United States during the economic downturn. Work to cultivate tourism in other overseas and developing markets have since paid off, and market conditions are now more suitable for a new marketing push by the CTC south of the border.

“Now is the time to revisit the United States,” said CTC president David Goldstein, reflecting on a more bullish outlook by both the private sector and the provinces – and an exchange rate that favours visitors from below the border.

The newly announced stats by the CTC confirm that marketing work in other world markets has indeed had an impact. For instance, the number of visitors coming to Canada from China rose 29% in 2014 vs. 2013, leading all other source markets by a comfortable margin. UK arrivals grew by 4.8%, Japan was up 13%, and Australia grew 5.2%. India, a developing market, was up 18.8%.

“It’s very impressive,” said minister of state for small business and tourism Maxime Bernier. “This kind of growth tells us that we have made a good investment,” he said, referring to the federal budget granted for the operation of the CTC.

For the full story in this week’s digital edition of Canadian Travel Press, click here.