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Canada's Federal Tourism Strategy Announced
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Canadian tourism insiders have emphasized the importance of the government's new coordinated strategy to attract more tourists to the country.
Mr. Maxime Bernier, the Minister of State for Small Business and Tourism announced the new Federal Tourism Strategy on October 6, 2011 to help position Canada's tourism sector for long-term growth and global competitiveness.
After announcing the strategy at the Canadian Museum of Civilization, the minister indicated that: "It's a new beginning for the federal government... All the departments that have an influence on tourism, like transport department, Parks Canada . . . (will) now work together to ensure we are aligned with the same objectives".
In response to the announcement of the government's new strategy, David Goldstein, president of the Tourism Industry Association of Canada said that it was a key announcement "because for the first time we have a thoughtful and deliberate roadmap" to promote the tourism industry.
Mr. Goldstein emphasized the important role of tourism in increasing investment and employment in Canada, which few other industries could do. Mr. Goldstein stated that "It's just a great job driver. It’s one of the sectors where you can drive private sector jobs in every region of the country — urban centres, rural communities, even Canada's North".
The new strategy for tourism in Canada includes the need to enhance Canadian visa services and improve "border experiences" for arriving visitors. Most importantly, for many involved, the strategy makes tourism a focus across 15 government departments and agencies. This is seen as a positive first step, which will enable Canada to compete with Australia and New Zealand who are considered world-class in terms of taking an all-of-government approach to tourism.
Canada has set a goal to attract more travellers from 11 key markets, including Australia, Brazil, India and Japan. An agreement signed with China last year helped to increase visitors to Canada by 24 percent.
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