Minister of State visits Banff to unveil Canada’s finest experiences

Canadian Tourism Commission launches ‘Signature Experiences Collection’

Banff, Alberta, Canada (July 11, 2011) – The Honourable Maxime Bernier, Minister of State (Small Business and Tourism) presided over the unveiling of the Canadian Tourism Commission’s newest marketing program which encapsulates Canada’s signature experiences for consumers and the travel trade.


The ceremony took place at the Fairmont Banff Springs Hotel in Banff National Park, the birthplace of tourism in Canada. The announcement marks an important next stage in the CTC’s marketing strategy, designed to make Canada stand out from the crowd in an ever-more competitive global tourism marketplace.

Several Banff National Park experiences and Banff Lake Louise Tourism members are on the initial list of 48 including:
• Plain of the Six Glaciers Tea House Ride - Brewster Adventures
• Journey Atop a River of Ice - Brewster Travel Canada
• Fondue with a View: Chocolate Mountain High - Great Divide Nature Interpretation
• High Flying Summer Adventures - CMH Heli-Skiing & Summer Adventures
• Canadian Rockies Highlights - Rocky Mountaineer
• Historic Railway Hotels – Fairmont Hotels and Resorts

“This represents a significant opportunity to showcase our destination in markets around the world,” says Julie Canning, president & CEO of Banff Lake Louise Tourism. “From glaciers to tea houses, horseback riding to white-water rafting, heli-hiking to wildlife viewing, and iconic hotels to backcountry lodges, Banff National Park truly offers unlimited signature experiences, every season of the year”.

This new pool of experiences will be added to itineraries for global consumers as well as the travel trade. Along with a bank of written material, images and video, the content will be applied to campaigns using multiple distribution channels including social media, travel media relations and e-marketing. The CTC is currently accepting applications for additional experiences through July 31st.