americas regions
Collaboration Canada I
t might mean kayaking to glimpse sea otters, grizzly bear viewing or a chef’s tour around a market, but since 2011, Canadian Signature Experiences (CSE) has been guiding visitors through a diverse range of attractions that showcase the vast country. Now a key part of Canada’s marketing machine, CSE has enabled niche operators and those that are – literally – off the beaten track to benefit from global exposure via the Canadian Signature Experiences website, which carries the strapline Keep Exploring. The CSE website and stamp acts as a one-stop shop and a mark of approval for consumers. Rupert Peters, regional managing
director for Europe, Destination Canada, sums up the experiences as those “that are inherently personal, engage the senses and make connections on an emotional, physical, spiritual, intellectual or social level”. CSE’s target audience is the 25-35
age group and the 55-plus, and Peters says there is an increasing appetite among this demographic for new and unique experiences: “That translates into being more adventurous
in experiencing nature, wildlife, outdoor scenery, culture, food and wines and urban experiences. CSEs are uniquely positioned to benefit from this.”
Worldwide appeal The programme is promoted in the
UK, France, Germany, Australia, US, China, South Korea, Mexico, Japan and India and CSE itineraries are sold by more than 150 tour operators in these countries. Peters says one benefit that collaboration brings is the increased packaging and co-promotional opportunities with other members as well as “prestige and market credibility”. “Destination Canada and Canada’s
13 provincial and territorial tourism marketing organisations draw on the CSE collection to capture the attention and imagination of consumers around the world, and to entice them to visit Canada now,” he says. “CSEs are integrated into media and PR, social media, trade development and consumer marketing efforts every year.” Small ship cruise specialist One Ocean Expeditions received its CSE classification in 2015 for its Fins and Fiddles itinerary on Canada’s north-east coast. It achieved this after first gaining the support of Tourism Nova Scotia. Fins and Fiddles is typical of the CSE portfolio, offering cruises to remote areas on polar expedition-standard vessels. Guests explore remote islands and otherwise inaccessible areas of the coast using Zodiac dinghies. On the Fins and Fiddles itinerary, clients examine the history and wildlife of a remote area that attracted some of the first settlers
Atlantic puffins on Sable Island
Only seven years after it was launched, Canadian Signature Experiences now boasts its 200th member. Gary Noakes explains what it’s about
and which is home to great baleen whales and the world’s largest grey seal colony. Included in the package are activities such as sea kayaking, stand-up paddle boarding and guided hikes. Nancy Steward, One Ocean’s marketing manager, says: “The CSE programme is an incredible portfolio that carries selected Canadian products and then showcases them to the rest of the world.”
She firmly believes that the collection as a whole has “helped visitors to change their perceptions of Canada” and explore more widely than beyond the usual gateways. She adds: “It is hard to measure whether or not we have achieved a direct impact on the business for the CSE listing. However, it has authenticated the value we see in this particular departure in this area of Canada to the rest of the world. “We feel strongly there is great potential in the continued growth of tourism in Canada’s East Coast, and we are doing our best to assist wherever we can. We expect it has helped us attract new markets, given the large extent of the Destination Canada profile.”
Fins and
Fiddles offers cruises to
remote areas
wtm.com
autumn 2018 wtm insights 49
© Kyle Marquardt
© Tony Beck
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