A new marketing strategy designed to attract more "high spending international travellers" to Canada has been launched by the Canadian Tourism Commission (CTC).

The inaugural Signature Experiences Collection was unveiled by the Honourable Maxime Bernier, minister of state for small business and tourism, in Banff, Alberta. Comprising nearly 50 tourism firms across Canada, the programme will deliver "authentic experiences" that CTC research says high-spending customers look for on their travels.

Bernier said: "By highlighting unique Canadian experiences abroad, this ground-breaking initiative will encourage the world to visit Canada. "It will increase our share of international visitors and generate greater revenues for Canadian businesses."

CTC president and chief executive officer Michele McKenzie added: "Our goal is to incorporate the tourism experiences offered by Collection members in the creative materials we develop for all our markets using social, print, online and broadcast media." Image: Shediac Bay Lobster Cruises, New Brunswick