Liz Sperandeo

The 2016-2020 Corporate Plan for Destination Canada provides a strategic roadmap to strengthen Canada's position as a premier global destination. The plan aims to achieve a target of 20 million international visitors, generating $20 billion in revenue by 2020. Key objectives include increasing demand for Canada through innovative marketing, enhancing the commercial competitiveness of the tourism sector, and improving corporate efficiency and effectiveness. The strategy emphasizes leveraging partnerships, adopting content marketing, and utilizing data-driven approaches to stimulate economic growth and job creation within the Canadian tourism industry.

This document outlines Canada's Business Events Restart Recovery Framework, aiming to guide the industry through post-COVID-19 recovery. It delves into the current state of business events, conducts a global environmental scan, presents various recovery scenarios, and establishes a restart framework with specific recovery signals. The framework prioritizes understanding market dynamics, sector-specific needs, and decision-maker requirements. The overarching objective is to enable Canadian partners to host meaningful events, re-establish Canada as a leading international destination for business events, and facilitate a return to pre-COVID-19 business volumes, with projections extending to late 2024 or early 2025.

This corporate plan for the Canadian Tourism Commission aims to grow tourism export revenues for Canada by sustaining a vibrant and profitable tourism industry and promoting Canada as a premier four-season tourism destination. It focuses on increasing demand for Canada's visitor economy and targeting markets with the highest return on investment. Key priorities include ensuring customer relevancy and differentiating Canada, fostering a culture of innovation and entrepreneurial development among tourism businesses, leading industry in international brand alignment and consistency, and fostering organizational excellence.

The Canadian Tourism Commission's 2007-2011 Corporate Plan outlines its strategic direction to grow tourism export revenues. The plan focuses on four key objectives: converting high-yield customers, focusing on markets with the highest return on investment, maintaining brand consistency, and researching new market opportunities. It details seven strategic priorities including developing one-to-one customer relationships, aligning market allocations, differentiating Canada, leveraging partner investment, capitalizing on 2010 Olympic Games media exposure, creating demand for increased air access, and achieving organizational excellence.

This strategic plan outlines the Canadian Tourism Commission's objectives for 2015-2019 to generate economic growth and prosperity for Canada through tourism. It focuses on three key pillars: generating demand for Canada's visitor economy by growing visitation and revenue, supporting Canadian tourism businesses (especially SMEs) to sell Canada in international markets, and advancing corporate excellence and efficiency. Key initiatives include leveraging digital marketing and 'big data' (e.g., 'Follow the Global Customer'), attracting international meetings and conventions, developing a youth travel program, and strengthening partnerships and operational models.