TravelDailyNews: What are your expectations for the tourists` arrivals and tourism expenditures in Canada during this winter period?

Michele McKenzie: Tourist arrivals and expenditures for winter 2006/07 are expected to continue with moderate growth over the previous year. Highlights for Canada’s tourism are forecast to be from domestic travel, Asia, and Latin America. Travel from Europe is likely to be steady with some growth. Continued weakness is expected for the U.S. market with the implementation of WHTI, an appreciating Canadian dollar, and other economic factors affecting demand from this important market.

TDN: Canada is one of the top destinations especially during the winter period. How would you characterize Canada’s winter tourism product? Is there any room for improvement?

M. M.: Winter tourism in Canada is much more than skiing and other outdoor, cold-weather experiences. But for those who think of winter travel in the traditional sense, Canada offers world class alpine skiing, heli-skiing and snowboarding, snowmobiling, cross-country skiing, dog sledding, skating, winter camping, snowshoeing, wildlife observation, and winter themed festivals and events. In a broader context, because we are a four-season destination, we include city-based activities like casinos, shopping, fine dining, museums, theatre, concerts and professional/amateur sports events in the mix. Experiential travel products like language-learning holidays; aboriginal cultural experiences and culinary cooking schools are popular activities. Weekend resort get-aways for spa vacations combined with outdoor winter pursuits are in demand as well. And, we can’t forget the festive season in North America with special events.

Events such as the Carnaval de Québec, Festival du voyageur in Winnipeg, Montréal High Lights Festival, Winterlude in Ottawa, Winter Festival of Lights in Niagara Falls and Calgary Winter Festival among others, bring in a series of activities from performing arts, to fine dining paired with wines, to sports activities and general joie de vivre for all to enjoy. And nightlife and entertainment is still high as well as on the priority list.

TDN: Why do tourists prefer Canada in winter? What are they seeking for?

M. M.: Travel is based on a number of motivators and on who our travellers are. For some it will be the desire to add another notch to the best skiing destinations they’ve been to, some will seek the culture that is infused in our urban centres, while for others it will be the pleasure of seeing immense snow covered mountains for the first time. Indoors or outdoors, Canada will give them the ability to create extra-ordinary stories all their own.

TDN: Is winter tourism only holidays in ski resorts or can it be combined with other forms of tourism such as cultural tourism?

M. M.: We aim to include several elements of a winter vacation into our marketing efforts: from nightlife and entertainment to shopping and fine dining and culture as this is what our tourism partners are also developing as their winter products. We find that winter travellers will not focus on one single element and incorporate several ones, as do the summer travellers.

TDN: What kind of initiatives did you undertake this year in order to attract more tourists in Canada during the winter period?

M. M.: U.K., Australia and U.S. have a ski/snowboard program in place to attract destination skiers to Canada. As well, the U.S. is continuing on with its GLBT program thoughout the winter season as some partners have events that do cater to that community, such as Winter Pride in Whistler and GLBT events in Montréal, and some major events in the U.S. fall within the winter. There will be also a focus on winter mountain resorts through our luxury program in the U.S.

TDN: How will the Western Hemisphere Travel Initiative affect travel in Canada especially after its implementation in January 2007?

M. M.: The WHTI is expected to further weaken the U.S. market to Canada, especially with day visitation. Impact on air travel is likely to be less than for the drive market due to the higher incidence of passport ownership with this market. The WHTI will not likely have any effect on other international travel to Canada.

TDN: Where do Canadians travel for their winter holidays and why?

M. M.: The top travel destinations for Canadians in general include the United States, the United Kingdom, Mexico, France, Cuba, and the Dominican Republic. The United States, the Caribbean, and Mexico continue to be favourites for winter holidays.