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It is a landmark initiative designed to generate demand for skiing in Canada among foreign markets. The Canadian Ski Council (CSC) is pleased to announce the formation of the Canada-wide Destination Marketing Committee.

Open to destination ski resorts dedicated to growing their markets outside Canada, this new Committee will initiate a united effort to bring more skiers and snowboarders to vacation on Canadian slopes.

Previously known as the Canadian Destination Ski Consortium, this new committee will operate within the structure of the Canadian Ski Council, receiving administrative support from the CSC and tapping into its ability to unite the ski industry from coast to coast.

“The CSC has always been involved in stimulating the growth of the ski industry within Canada,” says Patrick Arkeveld, President and CEO of the CSC. “Over the years we have honed those skills, encouraging ski areas to work together toward a common goal, and we’ve enjoyed some incredible success. Our next step is to help stimulate the growth of our skier markets beyond our own borders, and we encourage destination ski resorts to get involved.”

Joining at this committee’s inception are board members from Whistler, Banff, Sun Peaks, Big White, and the Resorts of the Canadian Rockies, but the Committee is reaching out for more involvement. To ensure a truly national scope, participation is currently being sought from all destination ski resorts designed to host skiers from markets outside of Canada. Participants must currently be marketing to at least two foreign markets recognized by the Canadian Tourism Commission (CTC).

Once destination ski areas from every ski region in Canada have gathered at a single table, the new Destination Marketing Committee will commence its efforts to reenergize foreign marketing efforts. The Committee will first work to secure support and funding from the CTC. It will then commence joint efforts to create ski campaigns to attract destination skiers to Canadian slopes. Expect the Committee’s first promotions to appear in time for the 2014/15 ski and snowboard season.

“Consider this a call to action,” says the CSC’s Patrick Arkeveld. “The timing has never been better to unite this country’s ski areas in a common purpose: to showcase Canada’s ski slopes on an international stage. This committee is the perfect platform from which to join forces and focus our energies on attracting the world. If we work together, we can make great things happen.”

For more information on joining Canada’s new Destination Marketing Committee, please contact Patrick Arkeveld, President and CEO, at 705-445-9140.

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