Complete Table of Contents
1. Foreword
2. Introduction: A new Era of Collaboration
3. Envionmental Overview: The Context for Change
- Global Trends: A Changing and Volatile Environment
- How Is Canada Performing?
- International Tourism Long-Term Growth—Projections to 2020
- Canada's Tourism Industry: A Strong Contributor to the Canadian Economy
- Canadian Trends: Domestic and International Travellers’ Spending Patterns
- Reasons for Visiting Canada
4. Challenges and Opportunities Facing Canada's Tourism Industry
- Understanding the Expectations of Travellers
- An Aging Population
- Changing Travel Patterns
- Visitor Information Services: Increasing Use of Technology
- Cohesive Marketing Campaigns that Reflect Provincial/Territorial Realities
- Developing Aboriginal Tourism
- Developing Northern Tourism
- Attracting and Retaining a Workforce
- Investing in Tourism Infrastructure
- Ensuring an Efficient Transportation System
- Adopting Sustainable Tourism Development and Quality Practices
5. The Way Forward — Canada's National Tourism Strategy
- Role of the Federal/Provincial/Territorial (F/P/T) Governments
- Industry is a Key Partner with F/P/T Governments
6. Strategic Objectives and Key Results
- Exceptional Hosts
- Exceptional Experiences
- Accessible Destination
- Exceptional Reputation
7. Priorities for Immediate Action
- Accessible Destination—Border Crossing
- Accessible Destination—Transportation
- Exceptional Experiences—Product Development
- Exceptional Hosts—Human Resources
- Exceptional Reputation—Tourism Information and Statistics
- Exceptional Reputation—Tourism Marketing
8. Conclusion