Good afternoon. Thank you very much for having us here today.
My comments will deal with the importance for the Canadian Tourism Commission to capitalize on the international tourism market. I am vice-president on the board of directors of the Association québécoise de l'industrie touristique. I am also the president and general manager of the Association des stations de ski du Québec and chair of the Canadian Ski Council.
The Association québécoise de l'industrie touristique represents close to 10,000 Quebec businesses, and sector and regional associations. Its mission is to represent the various members and ensure that the tourism industry thrives economically in Quebec and Canada.
The Canadian tourism industry contributes $7.8 billion in revenue to Canada's economy. It operates year-round across the country and employs Canadians of all educational backgrounds and ages. Contrary to other economic sectors such as manufacturing, tourism creates employment that cannot be outsourced. A job in the tourism sector will not be transferred anywhere else in the world.
The Canadian Tourism Commission is Canada's national tourism marketer. It sustains a vibrant and profitable Canadian tourism industry. As worldwide tourism receipts keep growing, Canada's share in this growing export sector continues to erode. International arrivals have increased by 4.6% globally, while international arrivals to Canada are down by 0.8%. Canada's international travel account deficit balance of payments was $16.25 billion in 2011, a 14% increase over 2010. This is not good news for us.
Taking into account Canada's tourism deficit and the enormous economic potential of the industry, it is absolutely incomprehensible for the CTC, our country's marketing agent, to have $14 million, or 20%, of its already limited budget amputated in the 2012-13 financial exercise. While Canada loses ground, countries have invested in considerable marketing vehicles in order to face challenges from newly emerging competitors.
Some countries invest a lot of money in their tourism budget. For example, Ireland has a budget of $211 million to market their destination. In the last 15 years, Ireland has had an increase of 14% in arrivals from key markets. Australia has an annual budget of $147 million to market itself, around the world and it has had an increase of 30%. Canada, with a budget of only $72 million in 2011, in the same period had a decrease of 10% in arrivals from key markets. This is not good news.
Almost all major tourism destinations are cashing in on this incredible boom in the industry, welcoming increasing numbers of visitors every year. Only five of the top 50 most popular destinations in the world are losing ground. Not only is Canada one of the five countries that are losing ground, but we have fallen 18%. Our annual losses in terms of international arrivals amount to 3.6 million tourists since 2000.
Our recommendation is this: as other countries have been investing considerable amounts in promoting their appeal for tourists, the Canadian Tourism Commission has seen its financial resources reduced by 41.5% over the past ten years, from $99 million to $58 million in 2013-14. Canada must have a strong national marketer that will strategically position the country abroad and capitalize on our Canadian national identity, our culture, our nature, and our winters.