Canada’s tourism industry – stung by a series of blows including 9/11 and SARS – is mobilizing a strategic rebuilding campaign focusing on travellers in Canada and the U.S., Alberta industry leaders heard last week.
Doug Fyfe, president and CEO of the Canadian Tourism Commission, told a Calgary audience that global economic and political woes have provided a “very dull silver lining” by demonstrating the importance of travel to the Canadian economy.
“This is not about the colour of a canoe in a particular ad. This is a major economic generator,” said Fyfe, who also spoke to tourism representatives in Edmonton.
The commission, a Crown corporation that markets Canada within its borders and around the world, is responding to the challenging times in several ways, Fyfe said.
Market research is helping determine where best to spend time and money promoting the country as a safe and attractive destination, he said.
A recent survey in the U.S., for example, revealed that 60 per cent of Americans were unaware that Canada did not support the U.S.-led war on Iraq.
However, more than half said Canada’s political stance would not affect their decision whether to visit their northern neighbour.
As well, nearly 80 per cent of respondents were aware the SARS virus had become a health concern in Canada, but most knew the majority of cases were centred in southern Ontario. The World Health Organization last week lifted a travel advisory for Toronto after a furious outcry from politicians, health experts and tourism officials.
The tourism commission is also working with industry to help refocus the travel sector and is communicating its efforts to affected businesses through its website, www.canadatourism.com
