“To say that Peterborough & the Kawarthas knocked our socks off as our choice for the 2015 TMAC conference is an understatement; our conference committee was wowed on every front, from the wealth of activities available to the tremendous hospitality they experienced from everyone they met during their site inspection. We are excited to introduce our members to this beautiful area next year. They’ll love it and will return home with oodles of story ideas”.

- Michele Sponagle, National President, Travel Media Association of Canada

We are proud to announce that Peterborough & the Kawarthas Tourism (PKT) has successfully secured the opportunity to host the 2015 Travel Media Association of Canada (TMAC) Conference & AGM in Peterborough. This will be the first time the association has chosen to host its conference in a rural destination, and will result in significant media coverage for the area.

In 2007, PKT completed the Premier Ranked Tourism Destination Framework which identified areas for development related to tourism and assessed the area’s competitive tourism advantage with the ultimate goal of improving the region to be a top destination. The pursuit of earned media opportunities was one of the area’s identified, and PKT has been successfully focussing efforts on travel media relations over the past 5 years with the goal of encouraging travellers to visit the destination, investing dollars into the local economy.

We bid to host this conference because we recognize the tremendous value of having the opportunity to showcase our destination to a large number of travel media professionals. Travel media relations is a long term process, centered around building relationships. Over the past five years, we have been building meaningful relationships with media from across the country. In 2013, we invested $5500 in travel media relations which resulted in editorial features via various media outlets across Canada and the United States, with a media value of over $83,000. On average, we’re finding anywhere from a 10:1 or 15:1 ratio on this investment. The opportunity to host this prestigious national conference is the culmination of years of work in this field.

Millions of people call themselves travel “experts,” but only a handful of travel media worldwide can truly be called trusted sources. In Canada, most of them belong to the Travel Media Association of Canada (TMAC). Founded in 1994, TMAC is Canada’s most professional and productive experts in the field of travel. TMAC is currently comprised of 450 members – writers, photographers, filmmakers, bloggers and social media mavens, as well as highly respected representatives of the travel industry.

TMAC Membership is well represented from coast-to-coast-to-coast and supports four regional chapters: British Columbia, Alberta, Ontario and Atlantic and working on furthering its regional chapters, specifically developing a Quebec chapter. As a not-for-profit organization, TMAC is directed by a volunteer Board of Directors, supported by an association management company, T.O Corporate Services.

Our team attended the 2014 Conference & AGM in Pittsburgh, PA in May 2014, and hosted a luncheon to announce that the 2015 Conference & AGM will take place in Peterborough & the Kawarthas.

Below is the video that was shown at the beginning of the presentation.

RESULTS TO DATE (Updated: Dec 31, 2015):

  • Early results have been positive, with more than 1.3 Million impressions using #TMACPtbo on Twitter
  • 46 post-conference external media coverages already received
  • The Conference alone had an economic Impact of $575,000.
  • To date, media results tracking is at 12 to 1 for every dollar we spend on media coverage. (i.e. print)
  • 54 Media leads – all high potential

PKT_TMAC Infographic

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