Chapter by chapter slides based on "Fundamentals of Destination Management and Marketing," provided by Destination Marketing Association International in cooperation with American Hotel & Lodging Association Education Institute.

1. © 2005, Educational Institute
Chapter 13
Destination Management in
Canada
Fundamentals of Destination Management and Marketing
(323TXT)

2. © 2005, Educational Institute
Tourism Industry Structure
• All federal, provincial, and territorial
governments are involved in tourism.
• Industry Canada coordinates federal government
tourism entities.
• The Canadian Tourism Commission markets
Canada as a destination at the national level.

3. © 2005, Educational Institute
Canadian Tourism Commission (CTC)
• Created in 1995 as a special operating agency in
Industry Canada
• Became a Crown corporation in 2001
• Partnership between federal and provincial
governments and the private sector

4. © 2005, Educational Institute
CTC Activities
• Macroeconomic, market, and industry research
• Product and industry development
• Global advertising and promotional activities

5. © 2005, Educational Institute
CTC Committees
• Canada marketing
• U.S. Marketing
• Meeting, convention, and incentive travel marketing
• Europe and Latin America marketing
• Asia-Pacific marketing
• Research
• Product development

6. © 2005, Educational Institute
Tourism Industry Association of Canada
• Founded in 1931
• National lobby group
• Works to influence government policy
• Promotes measures intended to grow industry
• Advocates on behalf of tourism industry

7. © 2005, Educational Institute
Travel Ontario
• Reports to an industry-led board of directors that is
accountable to the Minister of Tourism
• Centered on partnering opportunities within the
industry

8. © 2005, Educational Institute
Travel Ontario Operations
• Strategic planning
• Marketing research
• Product development
• Media advertising
• Consumer information services
• Publications
• Travel trade
• Media relations

9. © 2005, Educational Institute
Tourism British Columbia
• Governed by a 15-member, industry-led board
• Funded through a percentage of provincial hotel
tax revenue
• Markets British Columbia to consumers and the
travel industry in countries around the world

10. © 2005, Educational Institute
Travel Alberta
• Guided by the Strategic Tourism Marketing Council
• Marketing strategies aim to keep residents traveling
within the province, attract other Canadians to visit,
and build international business
• Gathers and distributes market intelligence

11. © 2005, Educational Institute
Canadian CVBs
• Primary role is to market their communities’
economic development products to the world.
• Generally registered as nonprofit societies.
• Some are funded through hotel bed taxes.