OTTAWA, ON, April 21, 2015 - "Today's federal budget promises to improve Canada's global competitiveness in attracting US visitors, and strengthen the travel industry's ability to create jobs and wealth for Canadians in every region," stated Charlotte Bell, President and CEO of the Tourism Industry Association of Canada (TIAC).
The federal budget includes important measures for the Canadian travel and tourism industry, specifically a commitment to invest in TIAC's Connecting America marketing proposal. Under the proposal, the federal government will match industry investment dollar-for-dollar to re-engage American interest in Canada as a travel destination through a Canadian Tourism Commission-led marketing campaign. The government will be consulting with industry over the coming weeks to determine the amount.
"The United States is Canada's largest and most important tourism source market. With a recovering US economy, record high passport ownership and a favourable exchange rate, the timing is perfect for a nationally-aligned marketing campaign to regain the nearly 4 million American visitors we have lost annually since 2001," added Bell.
Global travel is a fiercely competitive sector where quality of experience, ease of access, and price-point define advantage. Canada's competitiveness as a travel destination requires more than effective marketing. Our brand promise can only be fulfilled through efficient and affordable access, and memorable, world-class experiences. Through the Federal Tourism Strategy TIAC is engaged with numerous federal departments and agencies to improve industry performance. The Budget includes other measures to facilitate visitation including the expansion of the electronic travel authorization program to remove visa requirements from low risk travellers from the key emerging markets of Mexico and Brazil.
The Budget also commits to enhance experiential tourism through investments in Canada's 150th birthday celebrations in 2017, as well as infrastructure investments in public transit, museums, cultural centres and historic sites.
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Vice President, Public & Industry Affairs
Tourism Industry Association of Canada