The Canadian Tourism Commission (CTC), in partnership with the ski and the tourism industries, will invest over $700,000 in the next three years to strengthen skiing as a Canadian tourism product through the newly created Ski Industry Product Club. This Club will work with large and small ski operators, tour companies and accommodation properties to develop a larger number of attractive ski packages.
The Canadian Tourism Commission will invest a total of $330,000 over three years in the Ski Industry Product Club while ski industry members and other members of the tourism industry will raise $380,000 for a total of $710,000.
The Ski Industry Product Club is part of the CTC's Product Club Program designed to help small and medium size businesses create partnering alliances, regionally and nationally. These alliances will speed up the development of new tourism products, improve existing products, and enhance the attractiveness of Canada as a tourism destination.
"The Ski Industry Product Club is an excellent example of how the industry, working together in partnership, will create new product and increase sales channels, vital to the growth of tourism in Canada," said Roger Wheelock, Chairman of the CTC's Industry Enhancement Committee. "As the first of the product clubs, we know that the ultimate success of the program will depend on the extent to which we involve more partners in tourism development."
Representatives from the Canadian Ski Council, including Canadian ski area association members, resorts and the tourism industry will oversee the project as members of the Club's Steering Committee.
"We are very excited about the potential of coordinating the development of the ski tourism product on a national level for the first time," said David Thompson, Chairman of the Canadian Ski Council and President and Owner of Poley Mountain (New Brunswick). "The advantage of the product club will be the ability to establish a critical mass, which is more attractive to tourism industry partners, and more effective in resolving issues of mutual concern."
The Canadian Tourism Commission is a working relationship between tourism industry businesses and associations, provincial and territorial governments, and the government of Canada.
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