Speaking to C&IT at the CTC’s showcase, which took place at St Mary’s Axe last night (23 September), Klassen said that Canada’s tourism leads are up by around 30% on last year, due in part to the country’s handling of the Winter Olympics in Vancouver.
"Visit Britain could learn from us. It’s all about how you handle the media. You have to start a dialogue with the major broadcasters well in advance, and make sure they have the access and opportunities to tell the stories they want to tell," he added.
"We worked with the BBC two years before the event and had in-depth conversations with Australia (who had recently hosed an Olympic Games) to inform our strategy."
He also revealed that European interest in Canada is particularly strong, with fishing and skiing incentives proving popular.
The St Mary’s Axe showcase was attended by conference and travel planners from across the UK. 20 CTC partner brands were present at the event alongside event companies including Drpgroup and Black Tomato.
Venues including the Ottawa Convention Centre and The Niagara Convention & Civic Centre are set to open in April 2011. The sites will be 22,000 and 21,500 sqm respectively.