David Goldstein, President & CEO, Destination Canada, to close #ttra2017
David Goldstein, President & CEO of Destination Canada relies heavily on fact-based decision-making as head of the country’s national tourism marketing organization. In his keynote address, Goldstein will discuss how a balance of “poetry” and “plumbing’ is essential for good marketing. Consumers usually see the “poetry” or storytelling aspect of a marketing campaign, but it is the “plumbing” – market research and analytics– that drives strategy and demonstrates return on investment. Find out how Destination Canada is using commercially relevant research to hone its marketing campaigns, gain market share and stimulate further investment for the tourism sector in Canada.