Media release: Ottawa Tourism launches incentive program aimed to boost recovery for group travel

OTTAWA, JULY 11, 2023— Ottawa Tourism has launched a program for tour operators to incentivize new bookings in Ottawa. Upon registering for Ottawa VIP (“Visitor Inspiration Program”), tour operators receive a box of local gifts to share with tour participants, elevating the in-destination experience and showcasing more of our local culture. This incentive program is paired with a $35 credit per room night to be used on a qualified tour operator’s next visit to Ottawa, further encouraging more travel trade business. Ottawa VIP has been created as a multi-year incentive program, with the $35 credit being offered until December 1, 2023.

“Group travel is an important segment of Ottawa’s tourism mix, and innovative ideas like Ottawa VIP will help us regain market share in this space as all destinations rebuild from the pandemic-years,” says Michael Crockatt, President and CEO of Ottawa Tourism. “We know visitors are seeking personal connections to the destinations they visit, so our Travel Trade team is constantly looking for ways to elevate the Ottawa experience and show off our beautiful city and foster relationships with operators that bring visitors back year after year.”

“We are excited to participate in this program led by Ottawa Tourism which lessens our overall cost to bring visitors to town as well as creates a special opportunity to share local products with our participants,” says Carole Carley, Director of Operations for Brightspark Travel. “In my mind, participation in this is a no-brainer. It benefits us, our guests, future guests, and the Ottawa community!”

Ottawa VIP launched June 5, 2023. Tour operators interested in taking part in this opportunity can register on the Ottawa VIP webpage by December 1, 2023 and may spend the $35/ room night credit at participating attractions or hotels by May 31, 2024, with credits rolling over to upcoming visits, with the ability to earn and use credits multiple times throughout the duration of the program. In addition to the credit, gifts for participants include either one small gift for each person or 3-4 medium gifts that can be raffled. All gifts are locally sourced such as chocolates, maple products, wellness soaps, locally-made Indigenous products, and more.

About Ottawa Tourism

Through its values of inclusivity, trust, collaboration, and innovation, Ottawa Tourism pursues its vision to be one of Canada’s most visited, sustainable, vibrant, and appealing urban destinations, as well as the tourism authority for key economic development and city-building decisions in Ottawa. Before the pandemic, the industry welcomed an estimated 11 million visitors annually and generated $3 billion in economic output.

For more information, please contact:
Julia Thomson
Manager, Destination Development
press@ottawatourism.ca