Marketing Plan - Tourism Calgary

The Challenge• 70% of the regional market has been to Calgary in the past 5 yearsand 51% in the past two. They are definitely aware of Calgary butdon’t necessarily know or are inspired by Calgary.‘Been there. Done that.’• Visitors’ self-perceived familiarity with the city prevents them fromactively researching it as a destination. They see it as a trip whichembodies a lower set of expectations and a lower willingness toexplore and experiment once they arrive.Source: Marketing Effectiveness Research 2011-201233