Industry-led, market-driven, and research-based, the mission of the Canadian Tourism Commission (CTC) is to increase awareness of and interest in Canada as a premiere four-season tourism destination.
Together with its public and private sector partners, the Commission undertakes:
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Macroeconomic, market and industry research;
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Product and industry development; and
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Advertising and promotional activities in markets across the globe.
Reflecting these objectives are the two main CTC business lines:
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Marketing and sales - information marketing and sales activities aim to increase tourism-sector revenues by attracting more and higher-yield tourists from international markets and by encouraging more Canadians to travel at home.
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Information activities help improve sector decision-making and profitability by researching and communicating market opportunities, new products in demand, trends, barriers to growth, and opportunities to lower transaction costs.