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

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• Provides industry perspective to the CTC’s development of annual marketinvestments• Acts as a sounding board for CTC management in the development of sales andmarketing programs that align with industry business objectives and capitalize onmarket opportunity• Acts as Ambassador and positive force in fostering industry understanding andsupport of CTC activitiesMember Composition ProfileTaking into consideration the stated MC&IT Advisory Committee mandate, to adequatelyfulfill their advisory role, members of the committee are:• In a Senior MC&IT (Executive) role – minimum Director level with at least 5years experience in that position• From the MC&IT sector with work experience, competencies, skills and expertiserelevant to the committee’s mandate.More specifically, committee members will reflect a cross-section of the following coreattributes, competencies and experience:• global awareness of MC&IT tourism marketing issues• strategic marketing and planning skills• possess global sales experience• past service on industry committees i.e. PCMA, MPI etc.• active in industry associations and knowledgeable of their operation• solid understanding of partnership marketing• involvement in high level budgeting/market allocations• have goals/metrics attached to their current positions• dynamic and energetic, with stature and influence in the industry• independent informed judgment serving the interests of the CTC• strong oral communication and listening skills – capable of speaking out andchallenging• ability to work as a part of a group – persuasive, assertive and flexible• high ethical standards and integrity – willing to commit time and effort3 Research Advisory CommitteeMandate:To ensure alignment and support to the Canadian Tourism Commission, the mandate ofthe CTC’s Research Advisory Committee (CTC RAC) is to provide strategic advice tothe CTC Board and CTC Management. In its advisory capacities, the CTC RAC reflects,debates and provide considerations on:8
• Strategic issues that may impact and/or play a significant role on the currentstate of the Canadian tourism industry as well as its evolution;• Emerging strategic research needs/opportunities to better inform the decisionmaking process and CTC’s Strategies;• The direction and priorities of CTC’s Strategic Research plan to ensure alignmentwith CTC’s broader strategic directions;Roles and ResponsibilitiesThe RAC is mainly responsible for providing expert advice to the Board and the CEO.Its main focus is to conduct strategic planning meetings to reflect on strategic issues aswell as identify strategies directions of the research program.The CTC RAC consults with the Canadian tourism industry via the Committee members.More specifically the CTC RAC:• Responds to strategic issues directed by the Board and/or CTC Management;• Identifies strategic issues, whether challenges or opportunities, reflects anddebates them and provides strategic considerations to CTC’s Board, CTCManagement and other CTC Advisory Committees;• Develops and recommends to the CTC Board of Directors the annual strategicresearch plan for implementation through CTC’s Research Program;• Facilitates the research program of the CTC by conducting annual strategic issueidentification and planning sessions within its meetings and via its members’knowledge of and consultation with the various components of the Canadiantourism industry. In the fall of each year, the outcomes of these sessions areconsidered in the development of the annual strategic research plan.Member Composition ProfileTaking into consideration the stated CTC RAC mandate, to adequately fulfill theiradvisory role, members of the CTC RAC are:• In a Senior ( Executive) role - minimum Director level, with significantindependent decision making and budget authority;• From the tourism industry, and/or regions, and/or academe (balancerepresentation), with work experience, competencies, skills and expertiserelevant to the committee’s mandate.More specifically, RAC members will reflect a cross section of the following coreattribute, competencies and experience:9
Page 1 and 2: Guidelines for Advisory Committees
Page 3 and 4: Meetings of Committee ChairsThe CEO
Page 5 and 6: Sub-CommitteesChairs may from time
Page 7: • From the tourism industry, and/
Page 11: Member Composition ProfileTaking in

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