January/February 2010
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Message from the Vice-President of Economic & Tourism Development Happy New Year Industry Partners! As 2009 came to close and we reflect on a year in review, I was proud to see the industry working together and persevering through the economic downturn. One of the greatest achievements of the year came in December with China granting Canada Approved Destination Status (ADS). This designation makes it easier for Chinese citizens to visit our country, while also allowing Canadian tourism officials to advertise in China. There is an emerging middle class in China and according to the World Tourism Organization, China will become one of the top three outbound tourism markets in the world by 2020. Edmonton Tourism has been laying the groundwork for ADS since 2005, which has resulted in formal cooperative tourism agreements with the cities of Chengdu, Harbin and Jinan. Chinese travellers have the highest average length of stay - 28 nights - in Canada and spent more than visitors from any other country – an average of $1,650. According to a Conference Board of Canada survey, ADS is expected to boost the yearly rate of travel to Canada from China by up to 50 per cent by 2015. This undoubtedly creates exciting, future tourism development opportunities for our region. I am confident in the packaging Greater Edmonton can offer Chinese visitors. Not only can we showcase our affinity to nature through our spectacular river valley, our proximity to the Rocky Mountains, Elk Island National Park, but also our cultural products including our fantastic festivals, shopping and attractions such as Fort Edmonton Park and West Edmonton Mall. Plans are underway to offer Industry Partners Chinese cultural training to make our guests feel welcome. The warmth and attentiveness of our frontline staff will have the biggest impact on our Chinese visitors, while they in turn, will spread the word about Edmonton being a wonderful place to discover.
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