In advance of next week’s Tourism Congress in Ottawa, the Tourism Industry Association of Canada (“TIAC”) and HLT Advisory are pleased to release the fourth in a series of annual reports on the health and performance of the Canadian tourism industry.
“2015 is shaping up to be one of the best years for Canadian tourism in over a decade” said Charlotte Bell, President and CEO of TIAC. “There are several factors contributing to this success, most of which are short term and outside our control including US economic conditions and favourable currency exchange rates.”
Lyle Hall, Managing Director at HLT Advisory and co-author of the report together with colleagues Katia Muro and Ken Lambert, noted that “the tourism industry has changed since Canada was last a “top 10″ destination and so too have traveller behaviours. For this report we examined the strategic growth opportunities available to Canada in the key markets of China and the United States and analyzed the merits of marketing to long haul versus short haul routes. However you look at it though” said Hall, “Canada’s ability to return to the top 10 is contingent upon national leadership in funding and maintaining a consistent message to potential international visitors while aligning relevant provincial and municipal partners on the same objective.”
The full report can be obtained here.