The Canadian Tourism Exchange: Content, Collaboration, and Commerce

Abstract

The Canadian Tourism Commission (CTC) was created in 1995 to promote Canadian tourism in order to capitalize on one of the fastest-growing international industries. The CTC is a unique public/private sector partnership that provides an innovative approach to tourism: one that is industry led and market driven. In delivering its mandate to the industry, the CTC needs to be as efficient as possible in communicating with its partners in order to share information, create and manage the knowledge and wisdom to make the right business decisions to strengthening Canada’s competitive advantage. The Canadian Tourism Exchange (CTX) is one such way, as a new communications, marketing and commercial tool, all in one. The CTX is a Web-based business-to-business Extranet for the Canadian tourism industry. It’s purpose is to connect the tourism industry — to bring buyers and suppliers together, to disseminate information and knowledge quickly and extensively, to allow for collaborative marketing initiatives, and to enable business-to-business transactions; tools to help Canada gain a competitive advantage.