NORTH AMERICA & CANADA DESTINATION CANADA
“The foundation of For Glowing Hearts is positioning Canada as a passion brand”
Gloria Loree, Destination Canada’s marketing
strategy senior vice president and chief marketing officer, says the branding is designed to create a strong emotional connection with travellers and is the result of 18 months of market research and industry consultation.
BUILDING THE BRAND The team focused on what motivates people to travel, studying the shift from visitors’ search for experiential travel to a desire for transformative travel. Loree explains: “While we used to speak to bucket-list travellers, there has been an evolution to transformational travel – travellers who want to be moved by a trip, and are on a quest, and want to gain a new perspective. We’re seeing changes, so we’re moving with the travellers.” Previously millennials were a key focus for the
DESTINATION CANADA
ABOVE: Callaghan Valley, Whistler
LEFT: Bow Valley Parkway, Banff national park
Destination Canada is based in Vancouver, with a satellite office in Ottawa, alongside regional hubs in London, Beijing and Tokyo. As the country’s primary service export, tourism employs nearly two million Canadians, and its share of gross domestic product stands at 2%. The country’s top 10 leisure markets
are Australia, China, France, Germany, India, Japan, Mexico, South Korea, the UK – and its primary source market, the US. In 2020 Destination Canada will also target Canada as a domestic market.
organisation in the key source markets of the US and the UK, but there will now be a shift towards consumers aged 40-plus. “They are the learner audience,” Loree explains. “They also tend to be an audience who will travel in the shoulder season, and they align with the sensibilities of transformative travel. We used to divide our efforts between audiences, but now, whether it’s trade or direct to consumer, we are looking at a learner audience. They love to plan, research and document their travel, and will therefore be recommending their experiences to others.” Rather than focusing on what people can do in Canada, Destination Canada’s marketing content will aim to emphasise how a trip will make visitors feel, with a keen focus on the local people they will meet. Loree adds: “We believe that travel should change, connect and move you. The foundation of For Glowing Hearts is positioning Canada as a passion brand, which people are loyal to. Travellers will make a connection which will last a lifetime.”
MARKET UPDATE Canada has seen several years of record- breaking visitor numbers, welcoming 21.1 million international travellers in 2018. Of these, 1.39 million were attributed to Destination Canada’s work. The organisation’s efforts also generated $1.76 billion in international tourism spending, and accounts for more than 13,000 Canadian jobs.
04.11.2019 WTM OFFICIAL EVENT DAILY 61
Photography: Tourism Whistler - Mike Crane; Canadian Tourism Commission
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