The
mission of the Tourism Economic Initiative (TEI) is to increase the
number of GLBT travellers to and within Canada to become more
globally competitive as a GLBT destination.
The TEI was inspired by the realization that there is currently no
one unified body in Canada coordinating the marketing efforts of
Canada’s collective GLBT tourism businesses. The goal of the
tourism program is to promote Canada’s GLBT offerings in a much
more targeted and focused manner than current Canadian efforts.
Objectives
:: Benefits :: Current
Activities ::
Objectives
· To promote Canada as a four season GLBT travel destination
· To promote Canada’s GLBT product on behalf of all businesses
and associations
· To promote the diversity of tourism experiences available within
Canada, and to expand the range of tourism activities participated
in
· To add legitimacy to GLBT businesses within Canada
· To bring together provincial/local/national bodies to minimize
duplication and maximize efforts when targeting both the domestic
and international GLBT traveller
· To promote Canada as a safe, open and liberal destination
· To perform an advocacy role on issues related to GLBT tourism
· To conduct market research
· To assist in sustaining GLBT culture within Canada
Benefits
By promoting Canadian GLBT businesses domestically and
internationally under one “Canadian umbrella”, the TEI would be
of benefit to any tourism-based business in Canada that actively
targets the GLBT consumer/traveller. Benefits to include:
· Exposure of the organization/association to a wider consumer base
· Access to greater sales and marketing efforts (e.g.
representation at various tourism expos; added to the business
directory listing on the consumer Web site, www.TravelGayCanada.ca)
· The opportunity to be included within tour packages
· Availability of greater market research, such as increased
information and understanding of the GLBT traveller, and
impacts/benefits of GLBT tourism on Canada
· The opportunity to develop new, and enhance existing, business
contacts through networking
· Supporting the GLBT community by creating enhanced awareness of
Canada’s GLBT businesses and through supporting various GLBT
causes/initiatives
· The opportunity to have a greater voice in the Canadian GLBT
tourism industry, and to become involved in advocacy initiatives
Current Activities
In promoting Canada as a GLBT travel destination, it is important to
be able to show that a wide variety of businesses, services, and
experiences are available to GLBT travellers. But of equal
importance is showing that Canada is an open and accepting country
with progressive laws and attitudes towards gays.
The first initiative of the TEI, under the Canadian Gay &
Lesbian Chamber of Commerce, is to lobby to have Canada become the
Featured Nation at Equality Forum 2004, an international GLBT human
rights conference. By recognizing Canada as the Featured Nation, we
are able to promote Canada as a safe and GLBT-friendly destination.
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