Explaining Canada’s tourism strategy

Adrian Brijbassi

[This column was first published in Vacay.ca on May 17, 2013, and later appeared on the Huffington Post.]

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…

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