Reflecting it’s recognition of the importance of the Canadian market, VisitBritain has created a new director position in the country, naming veteran staff member Cathy Stapells to the role. Stapells was previously Senior Marketing & Communications Manager Canada. The well-known Lynda Falcone continues as National Travel Trade Manager Canada.
Based in VisitBritain’s Toronto office, Stapells, as Director, Canada, will lead the implementation of the national tourism’s agency trade and communications strategy in this country. The role is also a key interface for cross-government activities with the British High Commission in Ottawa and Consulates in Toronto, Montreal, Vancouver, and Calgary.
“Cathy brings a wealth of tourism and communication experience during the 10 years she has been at VisitBritain, including leading on our tourism efforts in Canada for the 2022 Commonwealth Games held in Birmingham, England,” says VisitBritain’s Paul Gauger, Executive VP, The Americas, Australia & New Zealand. “In appointing Cathy to this new role, we recognize the increased importance and significance of the Canadian market in driving tourism growth across Britain throughout the year.’
In 2022, Canada achieved record spend, reaching £934 million in 2022, up 27% on 2019, and is ranked the seventh most valuable market for spend to the UK. With continued growth this year, spend forecast is expected to surpass £1 billion. Visits were up 3% to 897,000, with Canada currently the UK’s ninth largest market for the number of visits.
VisitBritain’s latest forecast projects that this year Britain will welcome 37.5 million inbound visitors overall (92% on 2019) spending £30.9 billion (109% on 2019 level in nominal terms although 90% in real terms, taking inflation into account).
Says Stapells: “Canada is playing a significant part of the post-pandemic tourism recovery to Britain, and we’re not stopping there. Our ambition is to crack a million visits from Canada to the UK. With the support of our incredible trade partners, we want to inspire Canadians to ‘See Things Differently’ by enjoying the experiences and attractions that can be found only in Britain.”
Other members of the VisitBritain’s Canadian team include Trade & Communication Executive Ritushri Dhankhur and intern Matthew Smith.