OTTAWA, ONTARIO — The Canadian Tourism Commission has come under unwanted and ignorant criticism this month. The truth is, any of us would be hard-pressed to find a government agency that manages to do more with less than the CTC. Its budget has been slashed by 20% to $58.5 million from the 2012 level of $72 million, a sum that had also been reduced from previous years. Yet, the Canadian tourism industry grew 4.2% in 2012, increasing its revenue to $81.9 billion. A $100-billion target has been set for 2015.
“We’re the little engine that could,” Michele McKenzie said on May 3 in Cape Breton while attending that Nova Scotia region’s annual tourism conference and she underscored that sentiment a week later at Rendez-vous Canada, a yearly gathering of Canada’s tourism and trade industry.
In the face of relentless competition and staggering budget cuts, the CTC has deployed a strategy that involves provincial and municipal tourism boards and agencies focusing on traditional markets like the United States. On the federal level, the CTC is pushing all of its efforts toward attracting consumers from Brazil, India, China and Australia — nations where revenue potential is immense. The economies of Brazil, India and China are going to continue to grow and their citizens are will travel farther afield, and Canada has an opportunity to ensure consistent travel from those populations. Australians are used to long flights and the ascent in value of their currency allows many of them to fulfill the dream of venturing to Canada.