Issue link: https://digital.copcomm.com/i/113255
•Pg_19-23__BMT_pg3-58 2/27/13 7:02 AM Page 22 hile Brand USA's focus is appropriately the great destination options available in the 50 States – there is a positive impact anticipated of strengthening the DAVID WHITAKER, PRESIDENT & CEO, awareness of all of North America to international travelers. This is increasingTOURISM TORONTO ly important as travelers now have a myriad of choices to travel just about anywhere in the world and the newest and latest exotic or undiscovered destination brings new competition to well-established brands such as the United States or Canada. Specifically here in Toronto – there are already a number of travel operators who package Toronto as a multi-city destination with our great neighbors in New York City and Chicago as an example not to mention our own packaging efforts with Niagara Falls and our Niagara wine region right here on the border with Ontario and the United States. Speaking of International Travelers – we first start with our friends in the United States who often are looking to organize and host their first International Meeting in Canada – and Toronto is often the logical and practical first choice. What transcends logic and practical is the amazing fact that per our last census, 50% of Toronto's residents were not born in Canada – an amazing statistic making Toronto one of the most cosmopolitan and diverse cities in North America if not the world. So travelers, meeting organizers, delegates and sponsors can easily tap into an amazing resource of global content, global experiences and global attendees all in the sophistication of one of North America's largest cities – and better yet, accessible 90 minutes or less by air or car to over 70% of the population centers of the United States. And the word is spreading, that's why in the last two years Toronto has added the highest percentage of new hotel builds and room inventory in North America bringing on line some of the biggest names on the international stage including a new Thompson Hotel, LeGermain, Ritz Carlton, Trump International and just last month – a newly opened Shangri-La Hotel Toronto and Four Seasons. Great International destinations attract great international hotel brands joining an impressive list of convention and lifestyle hotels we've been famous for. It gives folks the convenience and opportunity of experiencing the world – while experiencing the best of Canadian and Toronto's famous hospitality. W ith the advent of Brand USA's new advertising program, the Virginia Beach CVB JAMES B. RICKETTS, PRESIDENT & CEO, has embarked on an aggressive international marketing campaign for current markets and emerging markets. First, we are continuing our presVIRGINIA BEACH CVB ence in French-speaking Canada with a contracted office in the market. In addition, we advertise aggressively in the Canadian market for year-round business. In Europe we just signed an agreement for a European director who will be responsible for sales in Belgium, France and Germany, thus solidifying our position in these mature markets. Third, we are making inroads into the Brazil and China markets through relationships with the U. S. Travel Association and their China tourism outreach strategy, and the Capitol Region USA, a regional international marketing consortium comprised of the states of Virginia, Maryland and the District of Columbia. We have participated in sales missions to both countries and will do so again in 2013. We also are working with Brand USA by participating in their cooperative marketing programs to leverage our marketing dollars against the Brand USA opportunities. Virginia Beach is attractive to the second and third time international traveler to the east coast because those travelers are looking for the "authentic" America. They have seen the big cities and now desire to drill deeply into the real America. Virginia Beach is working with international tour operators, tour wholesalers and travel agents to provide attractive rates for their tour packages, which are predominately "Fly-Drive" independent travel offerings as opposed to group travel experiences. Even the upper scale Chinese travelers are now seeking more independent experiences rather than group travel. Even though Virginia Beach is Virginia's most populous city, we offer small town rates and a wide variety of experiences desired by the repeat international traveler. W 22 B M & T ••• January/February2013 ••• www.blackmeetingsandtourism.com