Tourism

6. Strategic Objectives and Key Results

  1. Foreword
  2. Introduction: A New Era of Collaboration
  3. Envionmental Overview: The Context for Change
  4. Challenges and Opportunities Facing Canada's Tourism Industry
  5. The Way Forward — Canada's National Tourism Strategy
  6. Strategic Objectives and Key Results
  7. Priorities for Immediate Action
  8. Conclusion
  9. Table of Contents

Strategic objectives drive action. They will provide the F/P/T with a focus so that resources get directed to areas that are critical to the development of a stronger and more vibrant Canadian tourism industry. The Quebec Declaration clearly outlines the objectives that will guide future cooperation among F/P/T governments. These objectives dictate the priorities that the industry must address in an effort to put itself on a sustained growth path. As such, the National Tourism Strategy focuses on the following four strategic objectives:

  1. Exceptional Hosts
    Canadians continue to be renowned as welcoming, friendly and truly exceptional hosts to our visitors.

    Key Results
    • Efforts are coordinated nationally through the Canadian Tourism and Human Resources Council (CTHRC)*.
    • Canadians are recognized as hospitable and welcoming people.
    • Tourism/hospitality education is high quality, articulated and recognized nationally and internationally.
    • Tourism/hospitality training is industry-defined, relevant and recognized nationally and internationally.
    • Exceptional tourism and hospitality businesses, employers and employees are recognized nationally for their excellence.
    • Tourism labour force and volunteer-base growth matches requirements.

  2. Exceptional Experiences
    Canada offers truly exceptional and authentic tourism experiences that provide opportunities for visitors to continue exploring Canada.

    Key Results
    • The quality of Canadian tourism products is enhanced, product offerings diversified and international product-readiness improved.
    • New high-quality and sustainable tourism destinations and products are developed.
    • Access to financing tourism product development is improved.
    • Public and private investment in tourism product development is increased.
    • Aboriginal and northern tourism are priorities for coordinated development efforts.
    • Inter-governmental and industry coordination in support of product development is improved.
  1. Accessible Destination: Getting to and around Canada is efficient, affordable and secure.

    Key Results
    • Communicate national tourism infrastructure priorities, considering the goal of a high quality ”coast to coast to coast“ transportation system.
    • Ensure international gateway and border crossings are secure, efficient, integrated and offer visitors a uniquely Canadian welcome.
    • Encourage the development of Canada’s international gateway airports to handle targeted international capacity in a secure and efficient manner.
    • Encourage increased air, rail, marine, and road capacities and integration to meet anticipated growth in tourism.
    • Encourage the development of seamless, efficient and affordable intermodal travel services across Canada.

  1. Exceptional Reputation Canada is renowned as an exciting, yet sustainable and safe destination.

    Key Results
    • A cohesive marketing strategy is in place to support Canada’s brand.
    • Marketing is focused on yield.
    • Regional tourism development and marketing initiatives are in place across Canada.
    • Aboriginal and northern tourism experiences are marketed as unique, emerging experiences.
    • Measurement of tourism marketing results is timely, accurate, and meaningful.