capabilities-agriculturefoodcapabilities-consumer-goodscapabilities-extractivescapabilities-financial-servicescapabilities-healthcarecapabilities-humanitarian-assistancecapabilities-manufacturingcapabilities-pharmaceuticals capabilities-public-sectorcapabilities-technology
Back
Canadian Tourism Commission

Industry: Professional Scientific and Technical Services

Inducted: 2013

Regions: americas

Country: Canada

Announcement Excerpt:

The Canadian Tourism Commission (CTC), wholly owned by the Government of Canada, leads the Canadian tourism marketing industry. To demonstrate that it was managing taxpayer money and creating value for Canada, the CTC decided to adopt the Balanced Scorecard in 2006. By 2012, the impact of the CTC's efforts generated $687 million CAD in attributable tourism revenue for Canada's economy, directly supported over 5,000 jobs for Canadian tourism businesses, and demonstrated a marketing return on investment of 56:1.

Download the case