The Canadian Tourism Commission (CTC) is going back into the American leisure market following a four-year absence that has seen slow or no growth from this country’s No. 1 visitor source, reports Montreal editor, Mike Dunbar in this week’s digital edition of Canadian Travel Press.
The welcome news was delivered by federal tourism minister Maxime Bernier, during the annual meeting of the Tourism Industry Association of Canada (TIAC) in Ottawa Nov. 25.
The only uncertainty surrounding the return was funding, but Bernier assured delegates that he would work to get the necessary financing from cabinet colleagues.
In his lunchtime address the minister recalled, “Two years ago I cut the CTC budget by 20% in line with government policy to deliver a balanced budget and hold the line on taxes.
“We have done our job,” he said. “Canada is now the No. 1 economy in the G7 group of nations.”
The turnaround coincided with intense lobbying from TIAC and provincial tourism ministers to give the CTC the means to highlight Canada south of the border.
Bernier stated, “We have been listening to what industry has been telling us and now realize it’s time for the CTC to resume US marketing.”
For the full story, check out the December 1, 2014 digital edition of Canadian Travel Press by clicking here.