Skift Take
Canada’s decision to pull leisure marketing from its poorest performing markets is an interesting tactic, but one that gives individual destinations an opportunity to stand out without competing against the more influential country brand.
Canada's national tourism marketing firm doesn't want to compete for U.S. tourists any more.
In 2012, the Canadian Tourism Commission stopped all media relations, public relations, and social media work in the U.S. after finding little return on the money they laid for expensive marketing campaigns. American visitors spent an average of $518 per trip in Canada last year, the lowest amount spent by an international visitor group.
The exit was part of a strategic shift at the organization aimed at getting the greatest bang for their buck, so to speak. The 2012 annual report from the Canadian Tourism Commission, "Delivering Value for Canada's Tourism Bu
