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:

• Macroeconomic, market and industry research;

• Product and industry development; and

• Advertising and promotional activities in markets across the globe.

Reflecting these objectives are the two main CTC business lines:

• 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.

• 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.