Canadian Heritage committee  We haven't looked at the full range of programs that could be offered in this type of a campaign yet. I do expect that with partners coming on board, I could see the opportunity for some sponsored types of opportunities. That may be part of the program.

Canadian Heritage committee  I'm saying that I think we can have programs of that nature included, but I also think that by working with our partners, we'll be able to offer deals that should be accessible to many travellers, even if they're not going that far within Canada. What we found in our research i

Canadian Heritage committee  You can see how some of the return on investment in that campaign was over a hundred to one in terms of dollars. It would be more modest if we were looking at a program targeting youth, but certainly it would be over our fifty to one international marketing benchmark, which means

Canadian Heritage committee  I think the biggest challenge we have is to inspire youth with the idea that Canada is a destination for them. When we've worked internationally, we've done a really good job of targeting our target customers, who are perhaps the empty nesters, people who have an opportunity to d

Canadian Heritage committee  Thank you. I would say that about half of our work now is done through social media. Social media has become not just a channel for us but an integrated part of everything we do. It's also a much more efficient way to market than traditional types of paid media are. Mostly what

Canadian Heritage committee  We see our proposal being part of a bigger idea of how Canada will celebrate its 150th year. The proposal we have structured is a $30-million proposal over four years, which would allow for those types of partnerships and campaigns, be they with travel companies or the media—the

Canadian Heritage committee  Drawing to Canada the international travel of the world is our day job. That is what we do all the time. I think we'll be doing that around the events in 2017, in addition to our regular work. What we see as an opportunity with this youth program is to extend that programming to

Canadian Heritage committee  The CTC is focusing on youth travel as a theme, and internationally we're trying to connect that to the educational marketing activities that are going on, that Canada is not only a great place to travel but also a great place to study. So that's the work we are doing and are try

Canadian Heritage committee  Whether or not you call young people a market, we talked about what Australia is doing. Australia is doing a very good job attracting Canadian youth with the idea of travelling to Australia, because they have really branded themselves as a great place for youth travel. That's wha

Canadian Heritage committee  The inspiration is really to inspire young people with the idea of travelling in their country, making them lifetime travellers of Canada, not unlike the way those of us who were in school in 1967 dreamed about the idea of travelling to every single province and territory in Cana

Canadian Heritage committee  Thank you. Yes, we looked a lot at what Australia is doing. In fact Australia and New Zealand have been very aggressive in going after the youth market and have put together campaigns specifically for that purpose. We think that's the kind of example they set. Not only do we w

Canadian Heritage committee  No, I'll do that during the presentation. Thank you, Mr. Chairman. It's a pleasure to be with you here today, and also a treat to be sitting next to Jim, who, in addition to being mayor, is a great advocate of tourism in Canada. For those of you not familiar with the Canadian

Industry committee  We choose countries depending on their potential return on investment. That research is not sensitive enough to understand what the visa process looks like. In a country like India, for instance, we'd be very focused on working with immigration and DFAIT officials to make sure we

Industry committee  Pure leisure travel would be 50% to 60% of the demand across Canada. Then you have other motivations, including business travel. Tourist numbers don't include all business travel, they specifically exclude some types. We can give you some detailed breakdowns on those numbers.

Industry committee  The declines we're seeing, especially in U.S. air travel for instance, are largely business travel. Leisure travel remains quite strong, but business travel has been hit the hardest, I would say, of all the sectors.