students are to create an overview of one of Destination Canadas key national target
markets, and put together a summary of visitor profiles from this market, visitation stats, and marketing
activities, and create a context to our current socio-economic climate. In addition, based on the insights of
their chosen target markets travel behaviour, students are to create an ideal sample tour package for this
target market, including timing and a rationale. Findings of the report are presented and discussed in a
Round Table Format with other students and their assignment results.
Rationale:
This assignment allows students to gain insight into the activities of our federal marketing body, and to
understand that Canada is one of many tourism products in the global market place that would not survive
without continued marketing efforts. Students also catch a glimpse into the travel behaviours of different
originating target markets and their view of Canada in the front of their own cultural background.
The Task:
Sign yourself up into one of the groups and fill out a group contract. The group contract needs to be filled
out, signed by all group members and submitted to your professor anytime over the next couple of weeks,
latest by the date indicated on your Critical Path. Failure to submit on time will result in a 5-mark deduction
off the group mark.
Go into Destination Canadas website https://www.destinationcanada.com/en/about-us and click on the
Markets tab. Select your assigned target market.
The structure of your report should include:
1. A characterization of your target markets travel motivations and behaviour (what kind of traveller they
are according to the explorer quotient)
2. Barriers for their arrival
3. Competitors – what other destinations would your target market choose if they did not go to Canada?
4. Visitation numbers to Canada and a track of changes over the years
5. Ideal travel experience in Canada for your target market what time of the year would your target
market come, what main area is of most interest, for how long would they come and what experiences
would they like to get? Please elaborate and put together a small sample itinerary with a rationale.
6. An analysis of the current context. Some reports are from 2013. How do you feel your chosen target
market would fare in their choice to come to Canada now? Are they likely to visit? What could deter
them apart from the above named factors? Any other observations speci
