Not the Usual Suspects Breakfast featuring Michele McKenzie, President & CEO of the Canadian Tourism Commission

When: Tuesday, April 20, 2010 - 07:30 - 09:00

Where: Rideau Club - Ottawa

The Public Policy Forum in partnership with Enbridge hosted the President & CEO of the Canadian Tourism Commission, Michele McKenzie, as part of the second installment of the Public Policy Forum's Not the Usual Suspects series.

Michele McKenzieMichele McKenzie is President and CEO of the Canadian Tourism Commission. Ms. McKenzie has 25 years of experience in destination marketing, and immediately prior to her CTC appointment, she was Deputy Minister of Tourism, Culture and Heritage for the Province of Nova Scotia. She has held positions on a number of boards including the Nova Scotia Liquor Corporation, the Art Gallery of Nova Scotia and the Nova Scotia Museum.

Since her appointment in 2004, Michele has guided the evolution of the CTC to become a fully integrated brand marketing organization, now recognized as one of the top marketing organizations in Canada. In 2009, the CTC was awarded Marketing magazine's Marketer of the Year award.

Specifically, the Commission has the responsibility to:

  • Sustain a vibrant and profitable Canadian tourism industry;
  • Market Canada as a desirable tourism destination;
  • Support a cooperative relationship between the private sector and the governments of Canada, the provinces and the territories with respect to Canadian tourism; and,
  • Provide information about Canadian tourism to the private sector and to the governments of Canada, the provinces and the territories.

To start the conversation, Michele McKenzie provided some behind-the-scenes glimpses of the CTC's 2010 Winter Games strategy, and a sneak peek at what's next for Canada as it leverages this tourism opportunity. Then we opened up the floor and talked about the business of tourism, competitive marketing, Canada's advantages, and turning awareness into sales.

Cost per ticket: PPF member: $80 | non-member $100