A major campaign is underway to attract more Chinese vacationers to Canada.
On Wednesday, the Vancouver-headquartered Canadian Tourism Commission (CTC) began its first advertising campaign in China since Canada was given approved destination status last June.
For the first time, Canada is able to market itself in China as a destination for Chinese travellers, the CTC said.
"We are aiming primarily at affluent, high-spend and well-educated 25-34-year-olds," commented Derek Galpin, the CTC managing director for China and India. "Our research shows that they are the most inclined to long-haul travel."
The CTC, which is Canada’s national tourism marketing agency, said China would deliver some 100 million international travelers worldwide in the next decade, a figure that could generate $300 million per year in tourism revenue for Canada.
The "Say hello to Canada" campaign features heavy online and social media advertising, as well as ads in leading Chinese newspapers and magazines.
The CTC’s Greg Klassen, senior vice-president of marketing strategy and communications, expects significant growth in the number of Chinese travellers to Canada in the next year.
"To start, we’ll focus on promoting well-known tourism icons," Klassen said. "Later, once Chinese travellers feel a certain comfort level, we’ll introduce them to experiences a little more off the beaten track."