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Tuesday, February 2, 2010

The impact of tourist visas on the Mexican inbound market to Canada and marketing to emerging markets.

On this morning's edition of the Globe and Mail, respected columnist and opinion leader, Jeffrey Simpson writes: "It's no wonder Mexicans feel aggrieved. How long does it take to get a visa? One part of the Canadian government website in Mexico recommends applying 30 days in advance; another part suggests six weeks." SIX WEEKS! Do we think that Canada is such a compelling must-see destination that we expect travelers to set aside 4 to 6 weeks just to get a visitor's visa? And that's just the time. I have stories from Mexican friends, relatives and clients about the visa application process that read like a surreal, magic-realism tale. But they're not funny to the operators or the travelers who should have received visas, but didn't (hiring a Canadian immigration lawyer to argue on behalf of the traveler or tour operator, is not worth the cost to any of the parties in these cases, so a visa rejection stands and there's no recourse to fight it).

Simpson: "Want a tourist visa? Here's a sampling of what's required over and above the usual passport and photo: a signed letter from your employer granting a leave of absence and specifying your salary (In French or English only, as Spanish will not be accepted!); original bank documents showing your financial history over the past six months; recent pay slips (a business owner must submit proof of the past three years' income tax statements); evidence of assets in Mexico; evidence of precious travel (previous passports)." These requirements appear to be a legacy of permanent residency applications (I would know because I came to Canada as a legal resident and went through all the paperwork). A tourist should not have to go through all these hoops to visit a destination. Americans, who have been issuing visitors visas to Mexicans for decades have a very efficient system to do so (in Spanish). Why not emulate them? Why not accept American Visas as proof of tourist worthiness?

The economic impact of Canada's visa imposition on Mexican tourism to Canada has been devastating for those Canadian (and Mexican) businesses that serve the inbound Mexican tourism market. Mr. Simpson goes over some calculations to get an idea of the impact in dollars. However, longer term, the numbers are harder to calculate, but are certainly up there. ("And how does one measure the drubbing that Canada's reputation has taken in Mexico, especially when senior Mexican officials, including judges, have been refused visas!")

Mr. Simpson quotes Prime Minister Harper referring to the issue of the visa at the top of his article: "This is not the fault of the Mexican government...This is a problem with Canadian refugee law, which encourages bogus claims." If this is so, then logic would dictate that it is the Canadian Government's fault that many Canadian tourism businesses, including mine, are suffering badly because of this decision. The prorogation of Parliament doesn't help, but I am not holding my breath in regards to refugee system reform. Being a sovereign country, Canada could determine what nationals can apply for refugee status and what nationals could not (a similar model to the British system) thereby blocking Mexican refugee claims and allowing the hundreds of thousands of law abiding Mexican travelers that wish to vacation in Canada (or used to want to anyhow) to come here as before. But I am not naive (rhetoric notwithstanding, Mexico is not really that important to Canada). Refugee System reform will not happen anytime soon, if at all, so, in my case, I am looking at other sources of income or another area of endeavour (not sure Canada's Economic Action Plan covers my case).

The way things are going I wouldn't be surprised if the Canadian Tourism Commission downsized in Mexico or closed down its office altogether in a year or two.

One thing to keep in mind as Canada markets our country as a tourism destination in emerging markets (developing countries) is that all these potential visitors in India, Brazil, China, will require visitors visas to enter the country. How many visas can the Canadian Government process in each of these countries in any given year? The answer to that question gives you the maximum number of tourists per year you could expect from any of those markets.

Mr. Simpson's article in the Globe and Mail: While Mexicans fume, our reputation and revenues take a hit

Jaime Horwitz Rodriguez MBA

Monday, February 1, 2010

Canada-e-Connect 2010 went viral and international. Musings #CEC2010 Post #4 Cajun_Mama's video: the Travel Bloggers Forum

Shannon Hurst Lane set up her laptop to Ustream our Canada-e-Connect 2010
Travel Bloggers and Twitterers panel with her, Wendy Perrin and Kim Mance, and myself moderating
Thanks Shannon.

Saturday, January 30, 2010

Canada-e-Connect 2010 went viral and international. Musings #CEC2010 Post #3 Twenty interesting things

Some key phrases and thoughts from Canada-e-Connect 2010
  1. Conversational Capital - Rituals, initiation, icons, relevant sensory oddity, exclusive product (service, experience) offering, over delivery, tribalism, endorsement, continuity. "the medium is the message" McLuhan "the consumer is the message" Cesvet
  2. From Claude Benard of Hotelitour to Hoteliers. (paraphrasing) "Use the OTA's for search. Maximize all your channels of distribution, but most importantly maximize your own direct channel (your chain's or hotel's booking engine and website)
  3. From Philip Wolf, President CEO PhoCusWright: "Strategically correct yes, politically correct, no"
  4. From Philip Wolf, President CEO PhoCusWright: "Brand matters"
  5. From Philip Wolf, President CEO PhoCusWright: "Premature ROI analysis stifles opportunity before it has a chance to develop"
  6. From Kim Mance, founder GoGalavanting and the Travel Bloggers Exchange community: "You need to be louder" (after my question about why aren't Americans coming to Canada, what are we doing wrong or not doing?)
  7. From Cajun Mama, Shannon Hurst Lane, founder TravelingMamas.com, ShannonLane.com: (paraphrasing) many people market to the coasts (of the US) "they think that's where everybody is and they forget that there is this huge country between those two coasts. (after my question about why aren't Americans coming to Canada, what are we doing wrong or not doing?)
  8. From Patrick Payne of Quickmobile: Mobile's 7 P's Presentation, Presence, Proximity, Personalization, Privacy, Payments, Push (also contender for the most tweeted tweet)
  9. From Philippe Fabri of Atout France: 100 mini-sites. being specific in promoting destinations
  10. From Maria Ziv of VisitSweden: Digital Embassies as opposed to one huge website. Focus on images (everyone has ADD these days)
  11. From Jens Thraenhart, DragonTrail.com: (paraphrasing) "China is a huge opportunity...there are more bloggers in China than in the United States"
  12. From Philippe Fabri of Atout France: eTourism as cloud
  13. From Vicky Brock of Highland Business Research, Scotland: "Strategy without metrics is merely wishes. Metrics without a strategy are meaningless." (perhaps the phrase most tweeted at the conference)
  14. From Carroll Rheem of PhoCusWright: The Long Tail of OTAs (Online Travel Agencies) is getting fatter.
  15. From Walid Salem, Exec Dir eBusiness, Canadian Tourism Commission: "Take advantage of the millions of dollars in free advertising and PR that the Olympics will provide"
  16. From Ken Lambert, VP Sales & Marketing, Delta Hotels and Resorts: "For us, Twitter is more important than Facebook."
  17. From Jaime Horwitz, Cactus Rock, Digital Marketer and Strategist, Co-Chair CeC: "It's Tasty" after tasting Poutine with Fois Gras for the first time (at the Restaurant au Pied de Cochon in Montreal)
  18. From Jaime Horwitz, Cactus Rock, Digital Marketer and Strategist, Co-Chair CeC: "To increase destination fans be specific: fans of poutine, fans of Grand Prix du Canada, fans of Tamy Emma Pepin (not just fans of Quebec)"
  19. From Joe Buhler, BuhlerWorks, PhoCusWright, Marketing in the Smart Web: "data roaming charge is the elephant in the room" (at the Mobile issues and opportunities session)
  20. From Wendy Perrin, The Perrin Post, Traveler Magazine: "I love talking to travelers, I love helping them with their travel..."

Jaime Horwitz MBA
Digital Marketer and Strategist
Chair Canada-e-Connect 2009
Co-Chair Canada-e-Connect 2010
Member of TIAC since 1999

Canada-e-Connect 2010 went viral and international. Musings #CEC2010 Post #2 Twitter

Last year at Canada-e-Connect 2009 in Toronto, I had a conversation with Ted Souder of Google (head of Industry Travel Mid West - named "25 most extraordinary minds in sales and marketing" by HSMAI in 2006). This conversation took place on stage during the luncheon as a keynote presentation. At that time, I asked the audience whether anyone was using Twitter. This was January 2009. Only one or two people in the audience of more than 200 raised their hands. Many hadn't even heard of Twitter (Ted, of course, not only had heard, but was using it already), so I proceeded to do one tweet live from the stage about interviewing Ted Souder of Google at CeC2009.
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12 months is an eternity in digital time. At Canada-e-Connect 2010, pretty much everyone knew about Twitter and the majority of attendees (I think) have Twitter accounts. But not all. In fact, about a dozen people started tweeting for the first time at Canada-e-Connect. The fact that #CEC2010 became a trending topic in Canada during the conference bodes well for Canadian Tourism. It should very much be an example of the kind of exposure and "word-of-mouth-on-steroids," to use PhoCusWright's Philip Wolf's phrase, that social media can provide for an event or a destination. I know that Montreal, CEC2010's host city, is very happy about all the mentions that it too received from hosting the event.
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While Twitter, just as any other element of Social Media or of the marketing mix, is not the end all and be all, I think it is clear that it has become an extremely important tool (if used well) for tourism. What better example to confirm this than Ken Lambert's statement. Ken is VP of Sales and Marketing for Delta Hotels and Resorts, and a great panelist at CEC2010's Hoteliers 2.0 session. Ken said (I'm paraphrasing here) that "Twitter is very important for us and it's growing tremendously. For us Twitter is more important than Facebook."

Jaime Horwitz MBA
Digital Marketer and Strategist
Chair Canada-e-Connect 2009
Co-Chair Canada-e-Connect 2010
Member of TIAC since 1999

Canada-e-Connect 2010 went viral and international. Musings #CEC2010 Post #1 The Stars

Quickly: Top of Mind. Who were the stars of the Canada-e-Connect eTourism Strategy Conference 2010 in Montreal? In no particular order:
  1. Twitter
  2. Maria Ziv VisitSweden.com
  3. Kim Mance - GoGalavanting.com
  4. Wendy Perrin The Perrin Post Conde Nast Traveller Magazine
  5. Shannon Hurst (Cajun Mama) TravelingMamas.com Shannonlane.com
  6. Philp Wolfe President CEO PhoCusWright
  7. Bertrand Cesvet SidLee.com
  8. Vicky Brock Highland Business Research, Scotland
  9. Philip Fabry Atout France
  10. Emmanuelle Legault Tourisme Montreal
The above are my top of mind, quick-tell-me, stars of #CEC2010. If you attended the conference you might have a different top-of-mind list. Share it in the comments here. Just now, as I write this, I remembered Jens Thraenhart (DragonTrail.com), for example, and his impressive presentation on the eTourism/Online landscape in China.
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Jaime Horwitz MBA
Chair Canada-e-Connect 2009
Co-Chair Canada-e-Connect 2010

Canada-e-Connect 2010 went viral and international. A series of musings on #CEC2010

Canada-e-Connect eTourism Strategy Conference 2010, aka #CEC2010 by its Twitter hash tag, was a resounding success, in my opinion. Of course, you might say I am somewhat biased because I was Co-Chair of the Conference, but I would submit to you that, on the contrary, I would not be biased because I, together with my colleagues on the Advisory Committee, TIAC (Tourism Industry Association of Canada), and my Co-Chair Carmen Ciotola from Tourism Montreal, were the ones sweating every moment hoping everything would go as planned and hoping to exceed the delegates expectations.
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But judging from feedback I personally received during and after the conference, and the approximately 1,000 tweets from Wednesday Jan 27 at 6 pm to Friday Jan 29 at 4 pm (yes I have counted them), which made #CEC2010 one of the top ten Twitter topics in Canada at various times, I am confident that delegates found the conference helpful and stimulating, and that they left Montreal with knowledge that is actionable and that they can apply to their organizations' strategies. Just the act of starting to use Twitter to communicate and network was well received by the several attendees who started to tweet for the first time at CeC2010. CeC's tweets, by the way, reached thousands of Twitter users not only in Canada, but internationally (more on that in an upcoming post)
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Now that the conference is fresh in my mind, and before I get back to the daily challenges of work and family next week, I decided to take some time on this cold (but sunny) Saturday afternoon to write a few posts about the conference and some thoughts about the future. Feel free to share the posts on Facebook or Twitter using the AddThis buttons at the end of each post.
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Jaime Horwitz mBA
Chair Canada-e-Connect 2009
Co-Chair Canada-e-Connect 2010
Member of TIAC since 1999

Wednesday, January 27, 2010

Spotlight of eTourism strategic issues - Canada-e-Connect 2010

Strategy is not just about marketing. Since its inception, the Canada-e-Connect conference has focused not only on strategic marketing, but also on other elements of strategy in the eTourism space. The new digital revolution has implications for many areas of your strategic planning.
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Technological and social advances have fundamentally changed the way in which organizations operate, with spinoff operational implications affecting everything from government relations and law, to human resources and labour relations, as well as marketing and public relations. CeC is pleased to present The new relationship between Travellers and the Tourism Industry This panel session with experts from different backgrounds will consider the most pressing issues and address your concerns.
This session will take place Thurs, Jan 30th at 1:30 pm.

Jaime Horwitz MBA

Spotlight on Kim Mance - Canada-e-Connect 2010 Travel Bloggers

I met Kim virtually when I joined the Travel Bloggers Exchange community, a worldwide community of travel bloggers, journalists, writers and travel professionals who meet annually and which she founded. Kim is a travel writer, editor, and new media broadcast personality based in Chicago, IL. Kim hosts the lively web travel series Galavanting, is editor-in-chief of the online women's travel magazine, GoGalavanting.com, and writes about travel for outlets like MarieClaire's Travel Diaries, Indie Travel Podcast magazine, and The Huffington Post. She is currently writing the first Insiders' Guide to Chicago for Globe Pequot Press.
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I am delighted that Kim will be one of the panelists at this year's Canada-e-Connect 2010 Travel Bloggers (and Twitterers) session which will take place this coming Friday, bright and early (8am) at the Delta Centre Ville.
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Jaime Horwitz MBA

Thursday, January 21, 2010

Spotlight on Shannon Hurst Lane of TravelingMamas.com - Canada-e-Connect eTourism Strategy Conference

Shannon Hurst Lane has been a freelance travel writer for almost a decade and has always dabbled in the online world sharing her love of all things travel with her readers. She is the author of travel guides and the self-help book The Definitive Guide to Travel Writing. She is the creator and curator of the TravelingMamas.com blog. I read the Mamas every now and then to learn about various NorthAmerican destinations and little known travel spots, but it's clear to me that their content is geared to women for the most part. TravelingMamas write, among other things, about Romantic Getaways, Family Travel, Culinary Travel, Girlfriend Getaways and Adventure Travel.

One of Shannon's websites was named as a Nielsen Power Mom site, and she is proud to be able to provide valuable learning opportunities through travel to younger generations. Shannon has devoted herself to sharing social media strategies with the travel industry, through speaking engagements and one on one consults. Shannon is the CEO of Lane Media, LLC, a Louisiana-based media publishing company.

I am looking forward to moderating The International Travel Bloggers & Twitterers Forum – Presented by Ottawa Tourism and the Ontario Tourism Marketing Partnership at Canada-e-Connect Montreal 2010 where Shannon, Kim Mance and Wendy Perrin will be the panelists.

A bientôt,

Jaime Horwitz MBA

Spotlight on Wendy Perrin Canada-e-Connect eTourism Strategy Conference

I can't remember how I found Wendy Perrin on the Web, but I often check her blog the Perrin Post and I also follow her on Twitter. You can learn a lot about what's hot in travel around the world by following and reading Wendy. Wendy is also Condé Nast Traveler’s consumer news editor and writes the magazine’s practical advice column, The Perrin Report. She is one of the most respected travel bloggers I know about and, even though, she does work for a mainstream publication, she has a reputation for honest reporting and opinion. I am very excited to meet her next week in Montreal and share the stage with her and Kim Mance of GoGalavanting and Shannon Hurst Lane of the TravelingMamas.com blog. The travel bloggers session promises to be one of the most interesting parts of the Canada-e-Connect 2010 program.
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Jaime Horwitz MBA