Directory of Canadian Tourism

Establishments and Destinations

Visitors viewed 1.6 million pages of the

MUST GO™ Directory in 2014.

Those tourism firms booking an annual

directory listing or a display banner had a chance to be found by over 402,000

surfers (close to 34,000 monthly uniques on average) through the different versions of the MUST GO™ Directory:

  • 151,000 in Japanese
  • 134,000 in Korean (a 14% increase over the previous year)
  • 117,000 in Chinese

Over 130 listed Canadian tourism

establishments and destinations

generated on average an estimated over 100 leads in 2014 in one language, up to over 225 leads when the listing appeared in all three languages.

Links to MUST GO™ Directory

The different language versions of the Directory can be accessed through search engines in those languages and directly by navigating in Japanese:

in simplified Chinese:

in traditional Chinese:

in Korean:

The Directory can also be accessed high on the fold from the Homepage of

  • Canada Journal, Japan Advertising's Canadian gateway site in Japanese and Chinese for those studying or vacationing in North America
  • Café Daum, one of the most popular search engines in Korea and a favourite website among Korean students, residents and tourists visiting North America. With over 32,000 unique monthly visitors navigating through its Canadian gateway site
  • Corea Best Magazine, another popular site for Korean students, residents and tourists traveling to North America. With over 12,000 unique monthly visitors navigating through its Canadian gateway site

Over 130 tourism firms list on

View here the Top 20 Most Visited Canadian tourism establishments

and destinations listed in 2014 with links on MUST GO™ Directory in

Japanese, Chineseand/or Korean through a Google document published on the web. 

  • The same information can be accessed by scrolling the embedded window below. If clicking on a link, reset navigation by reloading your browser:



Historical data gathered through Japan Advertising's North American web publications in Japanese since 1999, Chinese since 2005/2006 and Korean since 2011 show on average:

  • About five percent of unique visits recorded on a directory listing or on its hosted (Mini) Web (landing) Page generate projected leads; for instance, over a 12-month period ending in 2014, Canadian tourism establishments and destinations listed in all three languages with views ranging between 2,000 and up to over 4,000 unique visits could generate up to 200 potential leads*.
  • Each display banner ad is clicked on average by 0.2% of the annual unique visitors, therefore generating for an advertiser about 800 projected leads from a presence in all three languages on the MUST GO™ Directory in 2014) and over 500 projected leads from a presence in both Japanese and Chinese on Moreover, it is estimated a display banner ad, because of its unique visual impact on each page viewed, generates awareness between two times(for a regular-size banner) and three times (for a panoramic-size banner) greater than a directory listing.

As an example, this display banner ad in Chinese hosted for a restaurant in

Charlottetown PEI, Lobster On The Wharf, generated over 230 projected leads through the Chinese directory pages alone from 117,000 unique visits over a twelve-month period.

  • In comparison, over 200 projected leads was generated through listing in Japanese, Chinese and Korean in a twelve-month period from an estimated over 4,000 surfers who viewed the same restaurant's alphabetical listing (Rolodex) or searched and found its Web (landing) Page hosted in all three languages.

Market Opportunity:

Growth from Northeast Asia is key for the Travel & Hospitality market to Canada. The three main Northeast Asian countries are bound to overtake the three main European countries in terms of overnight trips to Canada by 2016.

In 2014, Northeast Asian visits to Canada were growing over 4x faster than visits from UK/France/Germany combined:

Greater China with its diasporas soon #1 source of world tourism

Chinese is expected to overtake English as the most used language on the Web by 2018. China granted, earlier on to the USA then to Canada in 2010, Approved Destination Status for Chinese coming to North America.

Engaging with that market online is finally bringing many rewards but still represent a huge challenge for small and medium-size organisations with limited scarce resources that can be allocated to online content marketing and advertising.

For more on the task ahead, see Best Practices.