The Road Explorer - Summer 2012 - (Page 6)

Explorer ROAD Managing Editor Ann Fairley Editor Laura Huether Publisher Robert Phillips Naylor Editor Leslee Masters Project Manager Kim Davies Publication Director Meaghen Foden Marketing Alex Rodriguez Sales Representatives Maria Antonation, Bill Biber, Megan Burns, Angela Caroyannis, Grandolf Cuvos, Candace Dyck, Tracy Goltsman, Cheryll Oland, Trevor Perrault Layout and Design Dan Proudley the industryvoice Time for Canadian Governments to Step up and Support Tourism Industry by Doug Switzer I The Road Explorer is published three times per year by Naylor (Canada) Inc. 2 Bloor Street West, Suite 2001 Toronto, ON M4W 3E2 Tel: (416) 961-4384 Fax: (416) 924-4408 for the Ontario Motor Coach Association 555 Burnhamthorpe Road Suite 505 Etobicoke, ON M9C2Y3 Tel: (416) 229-6622 Fax: (416) 229-6281 ©2012 Ontario Motor Coach Association. All rights reserved. The contents of this publication may not be reproduced by any means, in whole or in part, without the prior written consent of the association. The Ontario Motor Coach Association (OMCA) 555 Burnhamthorpe Road Suite 505 Etobicoke, ON M9C2Y3 Tel: (416) 229-6622 Fax: (416) 229-6281 MCC Calgary Office 1439 Renfrew Dr., NE Calgary, AB T2E 5J4 Tel: (403) 210-1054 MCC Toronto Office 555 Burnhamthorpe Road Suite 505 Etobicoke, ON M9C2Y3 Tel: (416) 229-9305 Fax: (416) 229-6281 MCC Fredericton Office 11 Tapley court Fredericton, NB E3A 5B6 Tel: (506) 451-6400 n this edition of Road Explorer we feature a terrific article on the current trends in Canadian travel to the U.S. As the article points out, travel by Canadians to U.S. destinations is up by 5 percent this year and should grow by another 5 percent next year. And that’s great. We all have close business relations with our U.S. partners and most of us personally travel to the U.S. That’s why OMCA is holding its annual Conference and Marketplace outside of Ontario next year, in Buffalo New York. We recognize the strong connection between Canadian and U.S. tourism suppliers and operators. But for Canadian suppliers, the news isn’t as bright. Domestic tourism in Canada is only expected to grow by 1.8 percent next year. Worse, in the most recent edition of the UNWTO World Tourism Barometer, Canada saw a decrease of 0.8 percent in international arrivals, falling to 18th in the world in international arrivals, and making Canada the only country in the top 25 to have shown a loss last year. Some of the blame can be laid at the doors of Canadian governments, both federal and provincial, which have shown a lack of commitment in promoting the Canadian tourism industry. Spending on tourism marketing is inadequate and often unfocused, and we are falling behind our competitors in attracting international visitors. Just look at what the U.S. has done with its recent announcement of the new Brand USA marketing campaign, a mutli-million dollar comprehensive marketing strategy using TV digital, billboard and print ads as well as modern social media communications. In the first three months of the campaign they will spend $12.3 million in three target markets: Britain, Japan and Canada. The Canadian budget alone is around $5 million. Contrast that with the latest federal Canadian budget in which the Canadian Tourism Commission will see its funding cut by $14.2 million, almost 20 percent of its overall budget, by 2013/2014. While our international competitors are ramping up funding for their international tourism marketing, Canada is going in the other – the wrong – direction. These are tight economic times for our governments; we get that. Money is scarce and asking for funding for anything is tough. So no one should seriously expect immediate action by our governments to step up and join the international marketing competition anytime soon. But for years now we’ve seen a diminished commitment to tourism as other priorities have eclipsed tourism spending at both the federal and provincial levels. It’s time to reverse that trend and for Canada to get back in the game. ■ PUBLISHED JUNE 2012/OMCT0212/7311 CANADIAN PUBLICATIONS MAIL AGREEMENT #40064978 The Road Explorer 6 Summer 2012

Table of Contents for the Digital Edition of The Road Explorer - Summer 2012

Industry Voice
Issues Update
Canadian Travel to the U.S. Continues to Grow
Electronic On board Computers
Capital Gains
Making the Grade in Kingston,Ontario
200 Years of Joie-de-vivre
Buyers' Guide
List of Advertisers

The Road Explorer - Summer 2012