The Canadian Tourism Commissions' (CTC) overall mandate as a public-private partnership is to plan, direct, manage and implement programs to promote tourism in and to Canada, and provide timely and accurate information to the industry that assists in their decision making.

The CTC is industry led, market driven and research based. Together with its public- and private sector partners, the CTC undertakes;

• Macroeconomic, market and industry research;
• Product and industry development; and
• Advertising and promotional activities in markets across the globe

Vision and Mission

The vision statement of the Canadian tourism industry, endorsed by the CTC board of directors, is a rallying cry to come together in pursuit of sustainable growth and prosperity: Canada will be the premier four-season destination to connect with nature and to experience diverse cultures and communities.

The mission statement commits that:
Canada’s tourism industry will deliver world-class cultural and leisure experiences year round, while preserving and sharing Canada’s clean, safe and natural environments. The industry will be guided by the values of respect, integrity and empathy.

What is a Product Club?

Among CTC’s most successful product-development initiatives is the Product Club Program. Product Clubs are consortia of mainly small businesses formed to develop new products and packages or to upgrade the quality of existing product offerings. The consortia share information and support one another in bringing products to market readiness.