The ttra Annual International Conference is the premier event in which the global community of practitioners and educators engaged in research, information management, and marketing in the travel, tourism and hospitality industries comes together to network and share best practices. Members in ttra represent a variety of segments from the greater international travel and tourism community, including educators, practitioners, research providers/consultants and users of research.
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Thursday, June 22 • 16:30 - 17:00
Facts Matter | L'importance des faits

David Goldstein, President & CEO of Destination Canada relies heavily on fact-based decision-making as head of the country’s national tourism marketing organization. In his keynote address, Goldstein will discuss how a balance of “poetry” and “plumbing’ is essential for good marketing. Consumers usually see the “poetry” or storytelling aspect of a marketing campaign, but it is the “plumbing” – market research and analytics– that drives strategy and demonstrates return on investment. Find out how Destination Canada is using commercially relevant research to hone its marketing campaigns, gain market share and stimulate further investment for the tourism sector in Canada.

David Goldstein, président et PDG, Destination Canada, l’organisation responsable du marketing de destination canadien, appuie fortement son processus décisionnel sur des faits, c’est-à-dire des données issues de la recherche. Dans sa conférence, M. Goldstein discutera de l’équilibre à atteindre en marketing entre la «poésie» et la «mécanique». Les consommateurs voient la «poésie» et l’aspect «récit» d’une campagne marketing, mais c’est la «mécanique» - la recherche et l’analyse de marché - qui dirige la stratégie et démontre le retour sur investissement. Découvrez comment Destination Canada utilise la recherche pour affiner ses campagnes marketing, gagner des parts de marché et stimuler les investissements en tourisme au Canada.

avatar for David Goldstein

David Goldstein

President & CEO / Président-directeur général, Destination Canada
David Goldstein has had a long and distinguished career in Canada’s tourism and media sectors. He has extensive experience in national leadership and strategic business planning, as well as deep knowledge of communications and stakeholder (government, media, and investors) relations... Read More →

Thursday June 22, 2017 16:30 - 17:00 EDT