7. Priorities for Immediate Action

The Strategy identifies six key priorities for immediate action and collaboration. The priorities reflect the input obtained from the tourism industry through consultation. They were selected because of their national significance or consequence to the industry at large and they require the collaboration of governments to effect change.

Key Priorities for Collaboration:

1. Accessible Destination—Border Crossing

Goal

• Ensure the efficient flow of tourists to and from Canada.

Strategies:

1. Canadian governments will continue to work with the U.S. to streamline the secure and efficient movement of travellers across borders.
2. Governments will speak with a unified voice on border issues in the interests of the tourism sector in decisions affecting the industry.
3. Inform the Canada-U.S.-Mexico Security and Prosperity Partnership initiatives that seek to improve the efficiency of the cross-border movement of people and goods while upholding security.

Outcomes:

1. Due consideration of tourism-related interests in all matters concerning border crossings.
2. Encourage new and expanded border infrastructure and processing.

2. Accessible Destination—Transportation

Goals

• Emphasize the need to implement transportation policies and programs that take into consideration national, provincial/territorial, and regional tourism economic benefits.
• Emphasize the importance of ensuring transportation policies enhance the ability of tourists to travel to and within Canada.

Strategies:

1. Continue to expand and develop new international bilateral agreements with other countries.
2. Continue to pursue initiatives that facilitate improvements to F/P/T policies and practices that impact tourism.

Outcome:

1. Increase competitiveness and access to all Canadian destinations.

3. Exceptional Experiences—Product Development

Goal

• Ensure that existing products are enhanced and new products developed to take advantage of new and emerging opportunities.

Strategies:

1. Build upon the existing tourism structures and related organizations to identify and influence the development of new tourism products that respond to new and emerging opportunities and markets.
2. Encourage the activities of F/P/T partners in bidding for and hosting major international events.
3. Encourage investment in public infrastructure and investment that enhances tourism business and product development.

Outcomes:

1. Provide unique and differentiated products that respond to evolving demand.
2. Attract major international events to Canada.
3. Encourage enhanced public infrastructure that strengthens tourism businesses.

4. Exceptional Hosts—Human Resources

Goal

• Ensure that the supply of the tourism/hospitality labour is consistent with the demand.

Strategies:

1. Governments will work with their sectoral/workplace partner organizations to increase participation from new immigrants, volunteers and underutilized labour pools: youth, older workers, Aboriginal workers, and persons with disabilities.
2. Governments will work with their sectoral/workplace partner organizations to develop effective programs to promote the industry as a profession, to attract professionals/workers to the industry, and provide recognition of excellence for people and organizations.

Outcomes:

1. A highly skilled, educated, and trained professional tourism/hospitality labour force capable of delivering Canada’s exceptional tourism experiences.
2. Tourism and hospitality businesses, employers and employees that are recognized nationally and internationally for their excellence.

5. Exceptional Reputation—Tourism Information and Statistics

Goals

• Improve access by governments, business, and stakeholders to relevant information and analysis for decision making.
  Improve measurement of tourism’s performance and impact on the economy.

Strategies:

1. Governments continue to work with the CTC and research committees to improve baseline data, fill gaps, address duplication and establish comparable measures across jurisdictions.
2. Develop a consistent model for establishing a business case for tourism investment.
3. Improve dissemination and awareness of tourism information, analysis, performance and impacts.

Outcomes:

1. Market research based and market driven business decisions.
2. Improved quantifiable tools and enhanced tourism knowledge and decision-making.

6. Exceptional Reputation—Tourism Marketing

Goals

• Better harmonize and coordinate marketing activities between the CTC and provinces/territories (P/T) to better position Canadian destinations.
• Optimize existing resources through increased government collaboration.

Strategies:

1. Enhance P/T and CTC coordination and collaboration to ensure compatible and cohesive marketing strategies.
2. Optimize existing and announced financial commitments.
3. Increase collaboration between P/T and CTC to maximize revenues from campaigns targeting high-yield international markets in accordance with P/T priorities.

Outcomes:

1. A coherent approach to promote Canada’s brand.
2. Optimized tourism investments.
3. Marketing campaigns are high yield