“Dollar for dollar, advertising in overseas markets was proven to generate a higher return on investment than the United States.”
… Canadian Tourism Commission VP talks about cancelling advertising in the USA
Return on Investment lacking for BTA’s efforts in the USA
Last month the Canadian Tourism Commission, the Crown corporation that acts as a national tourism marketing board for that country, announced that it was going to stop advertising in the United States.
I am sure it took many by surprise.
The Ottawa Sun seemed to capture the spirit behind the decision with a bold headline screaming ‘Ottawa no longer wants to waste time and money trying to lure American tourists to the land of moose, mountains and Mounties’.
At first this decision appears to defy any logic – to ignore an immediate neighbour with nine times your own population, a staggering 316 million potential visitors on your doorstep. Among the justfying reasons were that the typical US visitor spent, on average, only US$518 per trip to Canada last year – the lowest amount spent by any international visitor group. By contrast tourists from Brazil spent an average of US$1,874 per trip.
Canadian Tourism Commission vice-president of strategy and corporate communications, Paul Nursey, stated ‘Dollar for dollar, advertising in overseas markets was proven to generate a higher return on investment than the United States’. Since 2000 the share of tourism industry revenue from outside Canada has dropped from 35 per cent of the industry total to just below 19 percent and the decline is largely attributed to diminished travel from the U.S. market.
It got me thinking is there are any parallels with Barbados.
“Traditionally, the United States has always has always received the lion’s share of the annual Barbados Tourism Authority (BTA) budget, and frankly I have always found this difficult to understand.”
In the five year inclusive period 2003 to 2007, we welcomed 654,282* American long stay visitors. From 2008 to 2012 that number had marginally grown to 662,246* or just 7,965 additional people.
To put that in perspective, it only represents around 30 more visitors per week. Continue reading