CTC President's Message

Message from Michele McKenzie, CEO & President of the CTC:

The Internet is constantly evolving, particularly as a marketing and distribution medium for the travel and tourism industry. Today, it's crucial not only to build targeted, successful online campaigns that result in bookings, but also to create strategies that build and protect the brand. 

According to Jupiter Media Metrix, over 60% of Americans consider the Internet as the key source of information, and 56% say "most" of the information they find is "reliable and accurate". Because of compelling statistics such as these, the Canadian Tourism Commission has made significant investments in the area of e-marketing and customer relationship management over the last couple of years. Looking to the future, our strategy is to support this investment by generating targeted demand in a cost effective way. We aim to create valuable online experiences that inspire people to visit Canada and that ultimately convert potential visitors into actual customers. Having taken a leadership role with the dot travel initiative, the Canadian tourism industry is positioned as an innovative force in e-marketing, and we're ready to meet with many challenges and much success.   

In order to continue driving the Canadian travel and tourism industry to embrace emerging technologies and online distribution channels, the Canada-e-Connect e-Tourism Strategy Conference will not only bring together the brightest travel and tourism marketers to debate the impact of the Internet and Web 2.0 trends in marketing Canada to the world, but will also recognize outstanding online Canadian brand articulations in the first ever Canadian e-Tourism awards competition that will take place in conjunction with the Canada-e-Connect e-Tourism Strategy Conference in Vancouver November 7-9, 2007.

We look forward to welcoming you to the first Canada-e-Connect in Vancouver from November 7th through 9th.

Thank you, and all the best,

Michele McKenzie
Canadian Tourism Commission
President & CEO