Quantifying Value in Tax-Funded Tourism Marketing at the Canadian Tourism Commission
For most public sector organizations, the need to demonstrate value for money is greater today than ever before. It's also a challenging exercise in transparency and accountability-and one made even tougher when you're selling a product you don't own. The Canadian Tourism Commission (CTC) faced this very challenge in showing how its work-selling the notion of taking a Canadian vacation-benefits the Canadian taxpayer. With its Balanced Scorecard system and driver-based model, the CTC has achieved a remarkable goal-quantifying the intangible-along with breakthrough success and international recognition.