PRIME MINISTER HARPER LAUNCHES TOURISM CAMPAIGN IN CHINA

BEIJING, CHINA – Prime Minister Stephen Harper today launched the Canadian Tourism Commission (CTC)’s new 2012 tourism marketing campaign, which will promote tourism in Canada by showcasing the many wonders and unique experiences our country has to offer. The Prime Minister launched the campaign at the official opening of the CTC’s newly outfitted marketing centre in Beijing.

“The tourism industry creates jobs and economic growth in every region of our country,” said Prime Minister Harper.  “Thanks to the landmark Approved Destination Status (ADS) agreement reached with the Chinese government in 2009, there has been a huge increase in the number of Chinese visitors enjoying the pristine beauty and vibrant cities that Canada has to offer. The new tourism commission office and marketing campaign being announced today are further signs that this industry, which generates such goodwill between our two great countries, is flourishing.”

Designed to promote Canada as an all-season destination of choice, the CTC’s 2012 tourism campaign focuses on a collection of travel experiences –the Signature Experience Collection – that will be used to showcase Canada’s many tourist attractions to the world, including the centennial celebration of the Calgary Stampede, which will be a focal point of the CTC’s efforts in China this year.

Since Canada was granted ADS by China in 2009, it has welcomed approximately 25 percent more Chinese visitors, including an estimated 232,000 travellers in the first 11 months of 2011. The introduction of two new Canadian visas in 2011 – the Long-Term Multiple-Entry Visa and the Parents and Grandparents Super Visa –  are also contributing to an increase in the number of international visitors to Canada by making the visa application process easier and more efficient.  By increasing people to people connections, Canada is strengthening its economic cooperation with China.

Tourism is an important source of revenue for Canada, contributing nearly $15 billion to the economy in 2010.

This document is also available at http://pm.gc.ca

 

Backgrounder

Canadian Tourism Commission Marketing Campaign in China

Tourism is an increasingly important industry in Canada and a key driver of economic activity in every region of the country. In support of Canada’s efforts to increase tourism, on February 8, 2012, Prime Minister Stephen Harper officially launched the Canadian Tourism Commission (CTC)’s new 2012 tourism marketing campaign in Beijing, China. This campaign will promote tourism in Canada by showcasing the many wonders and unique experiences our country has to offer. The Prime Minister launched the campaign at the official opening of the CTC’s newly outfitted marketing centre in Beijing.

The Canadian Tourism Commission in China

The Canadian Tourism Commission (CTC) established an office in China in 2005, recognizing that the country was a growing source of outbound tourism for the world. Since then, the CTC has built strong relationships with Chinese tour operators, media and Chinese government tourism authorities.

The CTC is bringing together an assortment of unique travel experiences called the Signature Experiences Collection, which will promote Canada as an all-season destination of choice, with its many tourist attractions. A centrepiece of this Collection for 2012 is the centennial celebration of the Calgary Stampede, which will be a key piece of the CTC’s international marketing campaign.

In addition to the CTC’s marketing efforts, Canada’s tourism industry has also benefited from securing Approved Destination Status from the Chinese Government, and the introduction in 2011 of two new Canadian visas which make it easier for international visitors to come to Canada.

Approved Destination Status (ADS)

In December 2009, the Chinese Government granted Approved Destination Status to Canada, allowing Chinese travel agents to advertise and organize group tours to Canada and to encourage more people from China to visit Canada.

Since being granted ADS, Canada has welcomed approximately 25 percent more Chinese visitors. The most recently released data suggest that Canada received nearly 232,000 travellers from China in the first 11 months of 2011.
10-year Multiple-Entry Visa and Parents and Grandparents Super Visa

Canada also recently introduced two visas that help make it easier for Chinese nationals and other international visitors to visit and stay in Canada. The Long-Term Multiple-Entry Visa, which came into effect in July 2011, and the Parents and Grandparents Super Visa, which came into effect in December 2011, aim to make applying for the visa easier and more efficient, strengthening cultural ties and bolstering Canada’s tourism sector.

The Long-Term Multiple-Entry Visa extends the maximum validity period from five years to 10 years (minus one month), or as long as the individual’s passport remains valid. This means that holders can come and go as they please from Canada over the 10-year validity period of the visa. This type of visa, which permits visitors to stay in Canada for up to six months at a time, is recommended for frequent visitors, such as business travellers or those with family in Canada.

The Parents and Grandparents Super Visa is also valid for up to 10 years and allows qualifying parents and grandparents to stay in Canada for up to 24 months at a time without the need to renew their status. With this new visa, eligible parents and grandparents pay fewer fees and have greater certainty that they will be able to enjoy the company of their families in Canada for a longer period of time.