Attended the Leading Spas of Canada conference in Toronto. Since I don’t know Canada well, I enjoyed learning about not only the spa scene but also the country itself and its tourism market. Some tidbits that caught my attention:
The Canadian Tourism Commission recently performed a “Brand Canada” study including a survey of the top characteristics associated with Canada. They were:
- Genuine and friendly people
They also found that while Canada is considered one of the top places in the world to live, it ranks twelfth on the list of countries people most want to visit. The problem? Many people think of Canada as “vanilla.” Not sexy. Not fun. So the Commission is launching a campaign to undo that misperception. An updated look for their logo, a new tag line (“Canada, Keep Exploring”), and a cutting-edge look with a color palette containing hues you would find in the country’s natural settings.
This should be a positive development for the spa industry. Genuine and friendly people, nature, and safety are great for spa vacations. And Canada has some other advantages in their spa industry that I was not aware of. More on those tomorrow…
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