May/June 2009
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North American Leisure
Americas Leisure Travel Update The months of March and April were quite busy for the Leisure team with several sales missions and gearing up for spring Fam tours and the Rendezvous-Canada Marketplace scheduled in early May in Calgary. Below is a brief overview of the key activities; March Sales Mission to Mexico March 3-7, 2009 In the beginning of March, Travel Alberta led a sales mission for Alberta partners that have been active in the Mexico market. Building on the successes of the last few missions and realization of current marketing constraints both in-market and with budgets, this mission focused on opportunities in two key cities - Guadalajara and Mexico City. The goal of the mission, from a travel trade perspective was to include training sessions for the travel agents and some sales calls/meetings with specific operators. The timing of the mission was set to coincide with the production and distribution of Brewster Vacations new Alberta itinerary brochure that focuses solely on Alberta itineraries. This was an exciting development for Alberta partners because in the past there was very little leisure product available in the market. With the partners in market assisting in the training it helped to heighten the awareness and interest for Alberta only vacation product. To maximize partners’ time in Guadalajara and Mexico City, appointments with local media were conducted to generate some editorial in the press to support the trade efforts. Participants
Anderson Vacations Ontario Sales Mission March 30 – April 2  For a spring training initiative directed towards Ontario based travel agents, Edmonton Tourism along with other Alberta industry partners participated in the Anderson Vacations Agent Appreciation Nights in Toronto, Mississauga, Peterborough and Ottawa. This was an ideal opportunity to promote Edmonton product and FIT itineraries to the eastern travel trade because Anderson Vacations is the tour operator carries an extensive variety of product for the Edmonton capital region. Edmonton Tourism participated in a similar training exercise in the fall and based on that success, we felt it was important to continue the momentum that was created by other marketing and consumer trade show activities. Rendez-vous Canada Marketplace May 9-13, 2009 RVC is the most important marketplace in the Leisure Travel calendar at Edmonton Tourism. International buyers from designated key markets travel to Canada to meet for one-on-one pre-scheduled appointments with suppliers that can be attractions, hotels and DMO’s. Edmonton Tourism will have strong representation at the show with a double booth on the marketplace floor and two sets of appointments. We have also agreed to a small sponsorship on the final night event which as the host province, Alberta has the honor of showcasing our food, culture, night-life, adventure and western history. Edmonton Tourism’s sponsorship will ensure that Festival City themeing is incorporated and the Festival City Roadshow performers will travel to Calgary for the event. As a lead up to the marketplace in Calgary, Edmonton Tourism in cooperation with Jasper Tourism will host a pre-fam in the city for 16 confirmed buyers. Upcoming Americas Fams
Fall Marketplace Registration Reminders
If you would like to nominate a festival or event to represent the Edmonton area please contact Christie Makowichuk, Manager, Leisure Travel, Americas at cmakowichuk@edmonton.com or (780) 862-7831.
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