NORTH AMERICA & CANADA DESTINATION CANADA
BOOSTING BUSINESS TRAVEL
Looking to the future, Loree says: “If we can position Canada as a passion brand, then we hope we can exceed our targets.” Figures for 2019 are already buoyant. The first six months of the year saw international overnight arrivals to Canada increase by 4%, reaching a record high. In June, the destination welcomed a record 2.76 million international overnight arrivals, which was up 2% on the previous June peak set last year. The new branding is already in use across all
TOP: Fairmont Chateau Lake Louise
ABOVE: Canada’s new logo at Rendez-vous
consumer, business and trade channels after being unveiled in May at the Rendez-vous Canada tourism marketplace, and WTM London is welcoming 40 members of the Destination Canada team. Loree adds: “They will be the Canadian Glowing Hearts. This brand really is about the pride that Canadians have. It speaks to the passion that our team have, as we see them spreading that love for Canada. It also speaks to the pride that travellers have for choosing Canada as a destination.” Destination Canada plans to focus on its Canadian Signature Experiences programme, which showcases more than 200 unique travel experiences. “In 2020, we’ll refresh it and ensure they are more relevant to our trade partners,” Loree adds. “We’d like to segment them so they are more relevant to the travel trade, whether they are looking to increase sales at a certain time of year or there are places they’d like to broaden their offering with.”
Visit Destination Canada on stand NA400 62 WTM OFFICIAL EVENT DAILY 04.11.2019
Destination Canada plans to closely align its marketing to business and leisure travellers as it looks to encourage more business events. As the most lucrative of all Canada’s
tourism segments, business events are seen as a catalyst for the Canadian visitor economy and an important tool for economic development. Whereas business travel previously
operated under a standalone marketing plan, from 2020 it will join the other key channels – direct to consumer, the travel trade and media relations and social. Loree says: “We’re excited about this new
approach as we’re looking to see where the overlap is and how the leisure and business channels work together. We’ll be talking about incentive travel but also leisure, so we can hit the two audiences in one place.” Destination Canada’s key source business
travel markets are Belgium, France, Germany, the UK, and the US – and China and India were added this year. A dedicated Business Events Canada team help planners and decision-makers to see the value of hosting events in Canada, with advice, educational trips and site inspections. In 2018, the Innovate Canada event was
launched, aiming to showcase Canada’s expertise in key sectors while promoting meetings, investing or doing trade with the country. The inaugural event last year focused on the information and communications technology sector, followed by a four-day life sciences event in May.
Photography: Travel Alberta
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