Canadian Tourism Commission IN PERSON
Canada’s a top travel brand and a ‘dream destination’ with plenty of appeal the whole year round, but the CTC’s challenge is to see more travellers realising that dream NOW, says the organisation's Vice President
Charles McKee
What did you do before joining the CTC? I made the short jump from airline marketing and travel retailing to destination marketing three years ago. Through roles at Virgin Atlantic, Air Canada and
Lastminute.com I’ve had great fun being associated with some awesome brands. But nothing beats working with one of the world’s top country travel brands.
CHARLES MCKEE Vice President, International Canadian Tourism Commission
What is your specific role? In the company of some brilliant marketing minds, I have the joy of figuring out how to get prospective travellers in 11 countries to choose Canada for their next holiday!
What’s your biggest challenge in driving up UK sales to Canada? It’s all about the economy. Canada is a dream destination for many millions of experienced UK travellers. Our job is to make that dream happen right now. The economy is the tiger pit in the road.
How can you help UK agents? It’s all about connections. The Canadian Tourism Commission and its partners are instrumental in building awareness and consideration among travellers of a
“There are Signature Experiences for every season. Canada is a natural choice for summer but winter is inviting too for ski, snowmobiling and snowshoeing, and great culinary and cultural festivals”
destination that is not only highly profitable to sell but also sees the highest visitor satisfaction returns in the world. If we can make those connections with travellers we can drive them down the purchase path to agents and other sellers.
How can agents encourage clients to go beyond the usual honey-pot destinations of Canada? They should check out our ‘best of the best of the best’ set of Signature Experiences for
22 WINTER 2012/13 • SELLING CANADA
Canada. Standing side by side with the majestic and well-known experiences of the Rockies and Niagara are more than 150 unique experiences, ranging from swimming with beluga whales to heli- hiking, or connecting with locals at a famed (maple) sugar shack in the Québec woods. Agents can read about these in each issue of Selling Canada or see
www.canada.travel/sec.
Has Canada successfully established itself as a four-season destination? There are Signature Experiences for every season – and every traveller type. Canada is a natural choice for summer but is equally inviting in winter, too. Ski, snowmobiling and snowshoeing, great culinary and cultural festivals mean that while winter may not be an obvious choice it is a great time to visit.
Do you have a favourite place to visit in Canada? That would be any place that has a shoreline, fish and access to a cold delicious Canadian beer!
Give us a top sales tip We have literally tons of free stuff available to help agents power ahead their sales. From the Canada Specialist Programme agent training modules, research on where to find and target potential travellers, rights- free access to an amazing library of video and images for brochure production and promotion, to advertising fulfillment opportunities there is a lot to be had. The best place to start is by checking out
www.corporate.canada.travel
Wild North
Q ARE THERE ANY REGIONS OF CANADA YOU WOULD STILL LIKE TO VISIT? CM: Canada’s majestic north holds tremendous allure. I hope soon to follow the path of an increasing number of intrepid travellers as they journey through the Yukon (pictured), Northwest Territories and Nunavut.
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