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Archived - Minister of State Bernier Launches Initiative to Promote Canada's Best Tourism Experiences

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Banff, Alberta, July 11, 2011 — Today, the Honourable Maxime Bernier, Minister of State (Small Business and Tourism), launched the Canadian Tourism Commission's Signature Experiences Collection, an innovative new program that will highlight authentic Canadian travel experiences, increase awareness of Canada abroad and help grow our share of international visitors.

"Growing international markets is important to Canadian tourism," said Minister of State Bernier. "This collection will provide our tourism businesses with the opportunity to grow and make better connections with potential international visitors."

The Canadian Tourism Commission developed the Signature Experiences Collection to promote Canadian tourism businesses that exemplify the Canadian travel experience. The program will encourage Canadian tourism operators to evolve and offer more innovative products and experiences, which will increase Canada's economic competitiveness.

"Our government recognizes the important contribution that tourism makes to the Canadian economy," said Minister of State Bernier. "That is why we are working with partners to ensure the long-term growth and competitiveness of the tourism sector."

Capitalizing on growth in international tourism is particularly important to the federal government as the tourism sector offers opportunities for all regions of Canada. In 2010, tourism accounted for approximately 2 percent of Canada's gross domestic product and nearly 600,000 jobs. The sector generated $73.4 billion in total revenues for the economy.

For more information about the Signature Experiences Collection and the application process, please visit the Canadian Tourism Commission's website.

For further information (media only), please contact:

Scott French
Press Secretary
Office of the Honourable Maxime Bernier
Minister of State (Small Business and Tourism)

Media Relations
Industry Canada

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