Aboriginal tourism opportunities for Canada

June 19, 2008
	In celebration of National Aboriginal Day on June 21, 2008, the Canadian Tourism Commission (CTC) is releasing a recent research report on the Aboriginal tourism market potential from the CTC's three primary European tourism markets - the UK, Germany and France. Research objectives were designed to establish the demand for Aboriginal tourism experiences in Canada, and then to provide the CTC, provincial/territorial partners and the Aboriginal tourism industry at large with market insights, perceptions, motivators and expectation on aboriginal cultural tourism experiences. Efforts brokered by Aboriginal Tourism Canada in 2007 led to the creation of a multi-provincial partnership to undertake this project. The partners include the CTC, Aboriginal Tourism Canada, Aboriginal Tourism British Columbia, Alberta Tourism, Parks, Recreation and Culture, Northwest Territories Tourism, Tourism Saskatchewan, and New Brunswick Tourism and Parks. The report highlights: * European demand for Aboriginal tourism * What Canadian Aboriginal experiences can drive European visitation * What are the underlying motivations of Aboriginal experience seekers * Canada's relative competitive position vis-à-vis other notable destinations for Aboriginal tourism experiences. * Profiling key traveller prospects * European travel trade perspectives Among the key findings: * The percentage of potential travellers to Canada who are interested in Aboriginal products is substantial in France (85%), Germany (72%), and the UK (46%). * Aboriginal tourism experiences can be highly motivating, but Aboriginal tourism is not a primary driver or motivation to visit Canada. It is a value-added opportunity for travellers to include in their travel plans once they arrive here. * European Aboriginal experience seekers are very clear on what they want and do not want in terms of Aboriginal tourism products. Products that include their participation and provide enriching experiences are highly valued, while products that are entertainment-oriented and distance the traveller from the Aboriginal people are of lesser value and interest. * European travellers seek the sense of discovery and adventure. In the context of Canadian Aboriginal tourism, this means authentic interaction with Aboriginal people, guiding them through Canada's beautiful and scenic natural environment. These travellers are relentless in achieving self-discovery through Aboriginal tourism experiences, demand authenticity and scrutinize products thoroughly. They know that a good experience will lead to self-discovery, because of the self-reflection these kinds of trips create. The opportunity to feel something different and do something different in a unique environment through a unique culture is the strongest emotional trigger. * European travellers under age 50 have more enthusiasm for physical involvement, including canoeing, kayaking, dog-sledding, horseback riding, and whitewater rafting. Those over 50 are more interested in softer activities like hiking, walks, nature observation, and indoor activities. * The tourist profile index is higher on being married, no children, and better educated. Generally they seek information on Aboriginal tourism when they are at the country destination; source media most likely to be used for Aboriginal tourism products are the internet, word of mouth and magazines. European travel trade respondents who had included Aboriginal tourism products in Canadian tours and packages had mixed reactions. Some were impressed with the quality and authenticity; however in other cases, based on previous experience, they were concerned the products may not yet be market-ready. They were most impressed with experiential products where there is an opportunity to participate in traditional activities with Aboriginal people. They are still impressed with traditional regalia, although recognize this is only worn on ceremonial occasions or for special performances and competitions. However, the travel trade reacts very negatively to anything that seems artificial or overly staged specifically for visitors. They are very negative towards "fake" crafts and souvenirs. "The research clearly points to the opportunity in European markets for Canadian Aboriginal cultural tourism experiences," says Paul Nursey, CTC's manager for product innovation and enhancement. "The research also provides Canadian Aboriginal tourism stakeholders who have interest in global market development, with key insights into the experiential travel values sought by European visitors within our three principal source markets. This is key information for them when it comes to programming and marketing their product offering." To download this report, please visit www.corporate.canada.travel where it can be retrieved from the "Latest Publications" section.
	Author: TOURISM staff Organization: Canadian Tourism Commission

Edmonton Tourism launches summer campaign

une 10, 2008
	Edmonton Tourism's 2008 summer campaign was launched this week to increase Greater Edmonton's share of summer tourists from within Alberta as well as select markets in Saskatchewan, B.C., Yukon and the Northwest Territories. Messages will be timed to profile Edmonton's incredible variety of festivals, attractions and sporting events. The campaign will also promote major events and exhibits such as the Rexall Edmonton Indy, Body Worlds 1 (at Telus World of Science) and Dragons - Between Science and Fiction (at the Royal Alberta Museum). Regions within driving distance of Edmonton will be targeted using a multi-media campaign involving direct mail, web communications and print advertising -- including a two-page spread in Westworld magazine (which has one million-plus readers). Website engages visitors and locals Audiences will be directed to visit the campaign website at www.edmonton.com/tourism for a comprehensive guide on what to see and do in Greater Edmonton. The campaign will encourage local residents to become tourism ambassadors for the region. Residents can invite family and friends to visit Edmonton through the Visiting Friends & Relatives (VFR) program. This summer's campaign is a partnership between Edmonton Tourism, the Destination Marketing Hotels of Edmonton, the Edmonton and Area Tourism Destination Region, and 15-plus tourism industry partners.
	Author: Cathy Ennis Organization: Edmonton Tourism

Gold Country celebrates Ashcroft

June 5, 2008
	A beautifully, sunny Ashcroft day greeted the 14 participants in this year's first Gold Country Familiarization (FAM) tour enthusiastically hosted by museum curator, Kathy Paulos. The fourteen ladies enjoyed a day touring Ashcroft and learning the great history, recreation opportunities & even ghost stories too! Wednesday, May 28th was the day to show off Ashcroft to Info Centre staff, tourism business operators, heritage society members and others who refer the traveling public to visit this great region. The tour began at the museum with a guided historical slide show and tour, followed by a guided trip along the Heritage Walking Tour. Kathy Paulos shares "a big thank you to Safety Mart Foods, Royal LePage Crossroads Realty and the Village of Ashcroft for sponsoring our lunch and a thank you to the Ashcroft Secondary School Culinary program for preparing the bunwiches!" An afternoon bus tour featured the park and pool, Desert Hills, Evans Road to the slough, the Chinese Cemetery and a tour of Sundance Guest Ranch. Manager Uli Payer guided the FAM participants through the facilities, shared some refreshments & wrapped up with some great ghost stories. FAM tours offer an excellent opportunity to showcase your community, featuring what you have to offer both local visitors and tourists. With improved networking and a greater understanding of the tourism opportunities in our rural communities we can increase both visits and revenues for local businesses and improve the visitor experiences for those touring the region. www.exploregoldcountry.com
	Author: Amy Thacker Organization: Gold Country E-mail: amy.gccs@telus.net

Edmonton Tourism launches summer campaign

June 4, 2008
	Edmonton Tourism's 2008 summer campaign was launched this week to increase Greater Edmonton's share of summer tourists from within Alberta as well as select markets in Saskatchewan, B.C., Yukon and the Northwest Territories. Messages will be timed to profile Edmonton's incredible variety of festivals, attractions and sporting events. The campaign will also promote major events and exhibits such as the Rexall Edmonton Indy, Body Worlds 1 (at Telus World of Science) and Dragons - Between Science and Fiction (at the Royal Alberta Museum). Regions within driving distance of Edmonton will be targeted using a multi-media campaign involving direct mail, web communications and print advertising -- including a two-page spread in Westworld magazine (which has one million-plus readers). Audiences will be directed to visit the campaign website at www.edmonton.com/tourism for a comprehensive guide on what to see and do in Greater Edmonton. This summer's campaign is a partnership between Edmonton Tourism, the Destination Marketing Hotels of Edmonton, the Edmonton and Area Tourism Destination Region, and 15-plus tourism industry partners.
	Author: Cathy Ennis Organization: Edmonton Economic Development Corp.

A contest to help industry's bottom-line

June 4, 2008
	Tourism Saskatchewan launches its seventh annual Snap It! The Great Saskatchewan Photo Contest as part of Tourism Awareness Week, celebrated throughout the province June 1 to 7, 2008. This contest has a number of benefits for Tourism Saskatchewan. Last year, the contest brought in nearly 1,000 images from both amateur and professional photographers. Some of these images have been purchased from the owners and used in Tourism Saskatchewan's guidebooks and its annual calendar. There are six categories to enter: * Saskatchewan People - Photos that reflect the character and spirit of Saskatchewan citizens. (No studio photography) * Nature in Saskatchewan - Photos of flora and fauna in natural habitat. * Prairie Scenic - Scenic photos from prairie regions of Saskatchewan, including traditional scenes, as well as hidden treasures such as the Qu'Appelle Valley, hills and badlands, and features not typically categorized as "prairie." * Woods and Water - Scenic photos reflecting parkland, boreal forest and/or lake settings. * My Saskatchewan Vacation - Photos of people having fun during their vacation in our province. Images may capture adventure, recreation, relaxation or celebration at a favourite Saskatchewan attraction, event or destination. * Towns and Cities - Photos that reflect the character and spirit of Saskatchewan communities. Entrants come from all over North America. There is no fee to participate, and entries may be submitted electronically or via mail. www.sasktourism.com/snapit
	Author: Leanne Burak Organization: Tourism Saskatchewan

Online spending outpaces traditional avenues

June 4, 2008
	Due primarily to the "inability of newspapers, magazines, radio and TV to prove return on advertising investment," spending on online promotions will nearly triple to $22.8 billion by 2012 from $8 billion last year, based on a study by Borrell Associates called "The Big Shift", reports TravelMole's David Wilkening. A May 2008 Business Week article said that coupon Web sites are getting more traffic this year. The magazine cited March 2008 comScore data showed an increase of 38% from the same time last year. Some marketers are using other digital channels for promotions. An Online Testing eXchange study commissioned by SeeSaw Networks and the American Association of Advertising Agencies found that more than half of US mobile users would text in response to digital outdoor promotions.
	Author: TOURISM staff Organization: Canadian Tourism Commission