Global Travel Trade Strategy

The purpose of this Negotiated Request for Proposal (the “NRFP”) is to solicit proposals for the development of Destination Canada’s long term Global Travel Trade Strategy, to support its wider 2030 strategic goal. See Statement of Work (Section C) for detailed requirements.

Destination Canada’s (DC’s) marketing strategy and the implementation of the marketing plans require multi-channel work with a significant focus in travel trade to reach our Highly Engaged Guests (HEGs). DC invests in travel trade programs comprised of tactics across nine international markets (USA, Mexico, UK, Germany, France, Australia, South Korea, Japan, China). The overarching approach for trade engagement and education is set and led by market Managing Directors and implemented by Travel Trade Managers (TTMs) who actively develop and implement marketing co-ops, training initiatives and maintain relationships with trade key accounts (Receptive Tour Operators, Tour Operators, Travel Agents, Consortia, etc.) to drive consideration and conversion with DC’s target audience.

DC is not active in the domestic market (Canada). Domestic travel trade and destination marketing is led by Team Canada Provincial, Territorial, and Destination Management Organizations (PTDMO) partners. Although the proponent will need a solid understanding of the Canadian travel trade industry to be able to advise on the RTO strategy, a travel trade strategy to build domestic travel is not included in this scope of work.