TORONTO — VisitBritain has launched its new Canadian Tourism Advisory Council to help steer the agency’s Canadian strategy and provide unbiased expertise.

Comprising members from several companies, the need for a Canadian council reflects the strong tourism numbers coming out of Canada. In 2017, a total of 835,000 Canadians visited Britain, the highest total since 2006. For 2018, visitor numbers and spend are tracking ahead of 2017, according to data from the International Passenger Survey.

“The global travel and tourism industry is more competitive than ever thanks to steady growth from international travellers,” said Gavin Landry, Executive Vice President, Americas, VisitBritain. “The council’s insights and expertise will further strengthen Britain’s role as a world-class destination.

The council has already met for the first time in Toronto, where insights were shared and “a robust discussion took place,” added Landry. It will next meet in Harrogate, Yorkshire on May 8-10 for ExploreGB, VisitBritain’s flagship event for British & Irish tourism suppliers, destinations and international travel buyers.

Companies represented in the Canadian Tourism Advisory Council include: Ensemble Canada; Globus family of brands; Kensington Tours; Travel Professionals International; Transat Holidays; TravelBrands, and Air Canada Rouge.

Members on the council from VisitBritain include: Landry; Paul Gauger, Senior Vice President, Americas; Sheelagh Wylie, Chief Marketing Officer, Americas; and Carl Walsh, Director of Travel Trade, North America.

The launch of the Canadian council follows the successful debut of the U.S. Tourism Advisory last October at Destination Britain North America (DBNA) in Austin, Texas.