Monday 26 May 2008

There's No Place Like This. Great discoveries in Ontario

I am a Canadian tourism professional in the communications and eMarketing sector of the industry. I am also some a sort of professional tourist since I moved to this country almost 20 years ago settling in Toronto. I travel around Canada for business and for pleasure. For business I always look for spots that can attract the Mexican, Latin American and Spanish visitors. For pleasure I just travel to see as much of Canada as possible. I have travelled to every area of the country, and yet, every once in a while I am reminded of how much I can still discover. Our country is so immense that even travelling full time would take a very long time to see it all.
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Thanks to my daughter I discovered an area of Canada right in my neighbourhood so to speak. Not three hours away from home driving WEST I discovered Huron County and Ontario's West Coast. My daughter is an avid singer and my wife and I support her aspirations, so when she has an opportunity to sing we do our best to help her (she's 14). This past weekend, in the context of the Blythe Theatre Festival, she participated in Ontario's Country Singing Competition. This meant we had to go and stay in the area for a couple of nights. We found a hotel (through Google and Google Maps of all sites). The Bedford Hotel (formerly the Albion) in Goderich is an impressive building in the town's square (also impressive) that dates back to the 1890's. The rates were very reasonable and the staff very friendly. Mind you at night it was a bit noisy for our taste (a bride and groom party) and in the mornings the staff begins work early (rooms are not quite sound proof). Staying in Goderich was serendipitous because we could not find suitable accommodations in Blythe proper. But it turned out to be the best because we were 20 minutes away from Blythe and we had a beautiful town to go for a walk (Goderich's slogan is "the prettiest town in Canada" something that would be very debatable. I personally think it would be impossible to determine the prettiest town in Canada - what about Baddeck, N.S.; Canton-de-Hatley, Quebec; Niagara-on-the-Lake, Ont; Banff, Alberta; Lunenberg, N.S.; Canmore, Alberta, Tremblant, QC, and many others).
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While we were in Goderich we had fantastic weather if only a bit chilly, but with sunny blue skies. We went exploring on Highway 21 down to Grand Bend a town with a fantastic beach (all these years living in Toronto and I did not know about it - it shows you how limited marketing can be). Grand Bend is a young town meaning it seems to cater mostly to the young or to young families. The lake is so beautiful that one can take a photograph and fool someone by telling them it was taken in the Caribbean. We had lunch in Grand Bend at a local burger joint and the food was quite good for the money.
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We also stopped in Bayfield, a much more upscale town than Grand Bend, also on Highway 21 not far from Goderich. Bayfield has beautiful homes by the lake and a beautiful main street reminiscent of Niagara-on-the-Lake, with quaint stores, bakeries, and restaurants. My wife and I decided that when we visit the area again we might stay in there. We very much enjoyed the drive and the exploring (in my native Mexico, when I was a kid, we used to call it "pasear en coche" and it was always a treat). To me (a hard core city boy), visiting these towns and driving by the numerous bucolic farms - seeing the young calves and foals amid green fields - was like going back in time or entering some kind of movie. The feeling of peace, beauty and tranquility of small town life in the towns we saw was quite invigorating. So, one thing we realized is that we may want to do more of these outings in the future, just a couple of days to explore some new town nearby (I think within 2 to 3 hours from Toronto - perhaps Bruce County since I have not visited Sauble beach). . In July we will be doing just that on our way to Quebec City to take part in the 400th Anniversary celebrations. We plan to drive from Toronto to Quebec taking the Chemin du Roy from Montreal. I am sure we will find many beautiful small towns there too. Because, after all and even though it's Ontario's marketing phrase (and anthem), I believe it can apply to all of Canada: There's No Place Like This.
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Regards,
Jaime
www.ontarioenespanol.ca


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Tuesday 20 May 2008

High loonie notwithstanding Mexican inbound tourism was up 35.5% in March

While the sub-prime mortgage debacle, high gas prices, an interminable Democratic party race, recession fears, a "been there done that" mood, a low greenback, and other worries continue to keep Americans away from Canada (down a further 14.8% from March '07), a high loonie has not deterred Mexican tourists from visiting the Great White North. Visits from Mexicans in March of this year were up 35.5% compared to last year and 28% higher this year than last for the period of January to March. The Mexican economy is stable for the time being supported by a strong petropeso so summer is also looking good for Canadian Tourism organizations catering to these visitors.
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It also appears that for the first time ever, Mexico (22,195) surpassed Japan (20,344) in monthly visitors and also in total visitors year to date (Jan - Mar, Mexico: 47,991 Japan: 47,230). Orale!
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Saludos,
Jaime
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P.S. Given the numbers, there must be a mistake in StatCan's The Daily report "Travel between Canada and other countries," which says: "Travel declined in 8 of Canada's top 12 overseas markets, with the strongest decreases in travel from Mexico, Germany and Hong Kong. On the other hand, there were gains in visitors from India, Italy and the Netherlands."

Friday 16 May 2008

Tourism Toronto names Russell Peters Global Ambassador. Russell who?

If you don't know who Russell Peters is then you are definitely not hip. Mr. Peters is one of the hottests comics in North America today. A native Indo-Canadian Torontonian Russell Peters has taken the comedy world by storm and is one of the most watched comedians on YouTube.
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"In our business we compete literally with the entire world. Russell canhelp us break through the noise and reveal the true personality of Toronto -the diverse, cosmopolitan experiences that make it such a tremendous place tolive, work and visit," said David Whitaker, President and CEO of Tourism Toronto. "Russell has demonstrated that sometimes the best way to bring people together is by laughing."
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"Mr. Peters will appear at major trade shows promoting Toronto to meeting and convention planners and other travel influencers." Tourism Toronto press release.
It will be very interesting to follow this initiative from Tourism Toronto and look back in a couple of years. One thing is for certain, Russell Peters is a very funny comedian whose comedy is based on great observation skills. If you have never seen or heard any of his comedy, here's a sample:


Jaime

PS this reminded me of my dream ad campaign to bring back Americans to Canada - I'll post it soon - cheers

Tuesday 13 May 2008

Social Network www.Canadamigos.com reaches 1,200 members and dons a new logo.

Canadá en Español's Canadamigos Social Network reached 1,200 members this week after four and a half months online. There are members from Mexico, Spain, Argentina, Colombia, Venezuela, Ecuador, Peru, Canada and the US. The Canadá en Español® Network (Cactus Rock New Media Ltd.), established in Toronto since 1999, is a virtual company whose focus is to promote Canada to Spanish speakers around the world. Canadamigos is an extension of this vision wherein members of the Hispanic traveling public who are interested in Canada can create and participate in conversations about the country. Members can upload videos, photos, write a blog, leave comments on each other's pages, send private messages and even share their content on Facebook.
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This week Canadamigos donned a new logo designed by one of its members, Giselle Della Mea, a graphic designer from Argentina. How she came to be the designer is a Web 2.0 story itself. Giselle and I also belong to the Turismo 2.0 social network for Hispanic tourism professionals. Turismo 2.0 launched a contest among its members to come up with a new logo for the site. I liked Giselle's submissions so much that I contacted her to design the Canadamigos logo. She was able to translate what I wanted the logo to be into a simple and elegant representation. Before we arrived at the final logo, she provided me with 6 or 7 different options. What does the logo represent for me? The maple leaf obviously represents Canada, but it also represents its multiculturalism (as it does in Canada's code of arms). The figures that represent people seem to be dancing (a common Latin activity, but also Canadian as well, e.g. Western Line Dancing, Eastern Scottish aand Irish dancing, First Nations dancing). Furthermore, the figures seem to be looking at each other making a connection, which is one of the purposes of Canadamigos. Finally, the dynamic movement of the figures within and around the maple leaf implies arriving, travel to Canada.
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Cheers,
Jaime


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Wednesday 7 May 2008

A closer look at TripAdvisor. How interested are travelers in your destination?

TripAdvisor (now part of Expedia Inc.) is the leading (and I believe was the first mover) travel review site in the world. Many have tried and many more are trying to imitate it. TripAdvisor's home page says "18,114,828 Travelers from 190 Countries Planned Trips Here This Week!" I don't know how the site measures this. If I visit TripAdvisor and just look around or browse, do I count as one of those visitors planning trips?
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Question: Can TripAdvisor's forums tell us anything about the demand for a destination? Which comes first, interest on a destination or volume of reviews/topics (questions) and posts on TripAdvisor? Do TripAdvisor's users create demand for a destination?
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While this is not, by any means an exhaustive scientific analysis, I think the numbers do tell us something. You decide what this "something is." (In the past I looked at Google as a possible proxy for interest in a destination and the numbers were also telling. "Are Google results a proxy for people's interest in a certain country?..."
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If you are not familiar with TripAdvisor, visit the site and do a search for any destination that comes to mind. At the top of the results page you will see som Travel Deals (sponsored links). Below the travel deals you will see a "Location Results" box. This box will have anywhere from a few to several links for the word you chose because there are many locations with the same name. For example, if you search for Mexico you will see 250 results because there are many locations in the world called Mexico (e.g. Mexico, Indiana). It will also include establishments with the word Mexico in them, such as a restaurant called "Mexico" in Derbyshire, England, etc.
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For the purposes of this post I am focusing on the destination itself, usually the first result in the "Location Results" box. You will notice that underneath the destination's name there are a few links to: Hotels Things to Do Restaurants Deals Forums Maps, etc.
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When you click on Forums, you go to the forums page for that destination. The forums' table includes the Topic (which many times is a question), the name of the Forum (e.g. Cancun), the author of the Topic (or question), a registered member of TripAdvisor, replies (if any) to that Topic or question and the last time a message was posted.
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One would think that if there are many Topics or questions about a particular destination, as well as many replies then the conclusion may be that there are many travelers interested in or planning trips to that destination. So I did a search for various countries a few days ago to determine how many Topics and Replies each generated (I mainly focused on TripAdvisor's English language site). This is what I found:
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Number of Topics/Questions when people searched for the word Canada in TripAdvisor's UK and US versions (same results for both): 30,840 Topics or questions

Number of Topics/Questions when people searched for the words United States in TripAdvisor's UK and US versions (same results for both) versions: 515,126 Topics or questions
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Number of Topics/Questions when people searched for the word Mexico in TripAdvisor's UK and US versions (same results for both) versions: 209,620 Topics or questions
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Other destinations:

China – 22,120 Topics/Questions
France – 56,340 Topics/Questions
Italy - 98,480 Topics/Questions
UK - 60,860 Topics/Questions
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Note: Topics searched went as far back as what's on TripAdvisor more or less since the Fall of 2004.
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The reader can draw his/her own conclusions. Mine is simple. I wrote about it in my submission to the first version of the Tips From the T-List book entitled "Social Media and SEO are no substitute for Advertising and PR." In order for people to ask questions about a destination or plan a trip there, first they must be interested in it. If we want to see more people talking and asking questions about our destinations, products and services we still need to advertise to them (whether online or offline, but ideally a combination of both). Even though my recently launched Canadamigos.com social network is growing well from promoting it in my Spanish network of sites (sort of in-house advertising) I still think it's important to adveritise it offline and in search engines, in order to get more people interested in the site. On my next post, I will write about my fantasy ad campaign for Canada as a destination.



Happy surfing,

Jaime



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