Guidelines for Advisory Committees of the CTC - Canadian Tourism ...

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Appendix ITerms of Reference of Advisory Committees1. Marketing Advisory Committees (Core and Emerging markets)Mandate:To ensure alignment and support to the Canadian Tourism Commission (CTC), themandate of the CTC’s Core Markets Advisory Committee and Emerging marketsAdvisory Committee (“the marketing committees”) is to provide strategic advice to theCTC Board and CTC Management.Roles and ResponsibilitiesThe marketing advisory committees are responsible for providing expert industry adviceto the Board and the CEO.Areas of focus for the marketing committees are:1. Foster discussion on matters of strategic sales and marketing importancepertaining to the Core and Emerging Markets to aid management directionsetting and Board decision making.2. Provide a link to industry and coalesce an industry voice in the development ofthe CTC’s market goals and objectives.3. Review output from Return on Investment Model and other decision making toolsused by management, and advise on market changes and investment.4. Act as a sounding board to CTC Management in optimizing performance of inmarketsales and marketing programmes.5. Act as ambassadors and positive force in fostering industry understanding ofCTC objectives, priorities and activities.Member Composition ProfileTaking into consideration the stated CTC Marketing Advisory Committees’ mandate, toadequately fulfill their advisory role, members of the CTC marketing committees are:• In a Senior Management or Executive role - minimum director level, withfinancial and commercial planning accountabilities to their organisation6
• From the tourism industry, and/or regions, and/or academe (balancerepresentation), with work experience, competencies, skills and expertiserelevant to the committees’ mandate.More specifically, Marketing Advisory members will reflect a cross section of thefollowing core attribute, competencies and experience:• Dynamic and energetic, with stature, influence in the industry;• Global awareness of tourism marketing issues;• Strategic marketing and planning skills;• Strong user of strategic market intelligence;• Visionary and significant international or in-market experience• Independent informed judgment serving the interests of the CTC;• Desire to contribute to the CTC’s objects in a meaningful way;• Strong oral communication and listening skills, capable of speaking out andchallenging;• Willingness to promote CTC understanding among professional networks• Ability to work as part of a group - persuasive, assertive and flexible;• High ethical standards and integrity, willing to commit time and effort;2. International MC&IT Advisory CommitteeMandateTo ensure alignment between the strategies of the MC&IT unit/partners and theCanadian Tourism Commission, the mandate of the International MC&IT AdvisoryCommittee is to provide strategic advice to the CTC Board and Management on MC&ITstrategic issues advanced by the CTC’s board, CTC Management and/or identified bythe committee itself.Roles and ResponsibilitiesThe International MC&IT Advisory Committee is mainly responsible for providing expertindustry advice to the MC&IT business unit, the Board and the CEO. Its main focus is toconduct strategic planning meetings twice per year to reflect on strategic MC&IT industryissues as well as advise on the direction of the CTC MC&IT program.The CTC International MC&IT Advisory Committee consults with the Canadian MC&ITtourism industry via the Committee members. More specifically the Committee:• Fosters discussion on matters of strategic importance to aid the Board and CTCmanagement in decision-making• Provides industry perspective during the CTC’s development of its corporatepriorities and objectives to meet its mandate• Reviews management proposals on new market entry and providesrecommendations to the Board7
Page 1 and 2: Guidelines for Advisory Committees
Page 3 and 4: Meetings of Committee ChairsThe CEO
Page 5: Sub-CommitteesChairs may from time
Page 9 and 10: • Strategic issues that may impac
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Guidelines for Advisory Committees of the CTC - Canadian Tourism ...

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