Canada has begun a major advertising campaign to woo China’s big-spending travellers as the number of outbound tourists from the world’s most populous nation looks set to explode.

China estimates outbound travellers will rise to 100 million over the next decade, with the potential to generate an extra $300 million in tourism revenue for Canada by 2015, according to The Canadian Tourism Commission.  According to the World Tourism Organisation China was one of the fastest growing markets in 2010 with spending by outbound tourists gaining 17%.

Canada was granted Approved Destination Status (ADS) in June 2010. The designation meant that the CTC could market Canada in China and compete on an equal footing with other destinations.

"We are aiming primarily at affluent, high-spend and well-educated 25- to 34-year-olds in this initial campaign," says Derek Galpin, CTC managing director China/India. "Our research shows that they are the most inclined to long-haul travel, and then to get out and explore Canada once they arrive." The marketing campaign will be called “Say hello to Canada” and will be focused on online advertising.