ARCHIVED - Canadian Tourism Commission 2008-2009

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2008-2009 Report Card
Canadian Tourism Commission

Official Languages Program Management (15%)

Rating

The Canadian Tourism Commission’s (CTC’s) 2007 official languages action plan (Parts IV, V, VI and VII) remains current. The Plan is results based and sets out objectives, expected outcomes, activities, performance indicators and some timelines. An update on the Plan’s progress is provided in the Commission’s annual review of official languages.

The most recent review was finalized in May 2008. However, to ensure that progress is maintained, the Commission’s official languages program remains a standing item during weekly meetings of the senior management committee.

The organization’s official languages action plan has been largely implemented. Once implementation is complete, the Commission will deem official languages to be fully integrated into its operations and decision making, at which point only close monitoring will be required. The CTC intends to continue reviewing its official languages policies and programs regularly to ensure its goals are met.

In the current fiscal year, the most notable official languages developments at the CTC concern ongoing efforts to incorporate the interests of official language minority communities (OLMCs) into tourism strategies related to the 2010 Vancouver Winter Games.

The CTC cooperates fully with staff at the Office of the Commissioner of Official Languages in the complaint resolution process.

One complaint was received during the period covered by this report. At issue was an English-only Canada Day sign displayed during July 1 celebrations in London, England organized by the CTC.

A

Service to the Public Part IV of the Official Languages Act (30%)

According to observations of service in person made by the Office of the Commissioner between June and December 2008, an active visual offer was present in 100% of cases, an active offer by staff was made in 50% of cases, while service in the language of the linguistic minority was available in 100% of cases.

According to observations of service on the telephone made by the Office of the Commissioner between June and December 2008, an active offer by staff or by an automated system was made in 100% of cases, while service in the language of the linguistic minority was available in 100% of cases.

According to observations of service by e-mail made by the Office of the Commissioner between September and December 2008, the availability of service is comparable for both linguistic groups 85.7% of the time, and benefits Anglophones 14.3% of the time. However, the response time is, on average, 16.72 hours longer in French than in English.

B

Language of Work  Part V of the Official Languages Act (25%)

Employees of the CTC did not participate in the language of work survey because their numbers are not high enough to achieve valid results.

To calculate the report card’s final score, the points normally awarded for this section were distributed proportionately across the card’s other sections.

Participation of English-speaking and French-speaking Canadians  Part VI of the Official Languages Act (10%)

Overall, the workforce is 28.6% Francophone.

The percentage of Anglophone participation in Quebec does not apply because the entire workforce is located in British Columbia and the National Capital Region (NCR).

(Source: CTC, March 2, 2009)

A

Development of Official Language Minority Communities and Promotion of Linguistic Duality  Part VII of the Official Languages Act (20%)

In terms of applying Part VII in its activities and operations, the CTC works to ensure that OLMCs have fair access to its tourism support services. This approach is consistent with the Commission’s general role of supporting the Canadian tourism industry in promoting Canada as a tourist destination.

Given that 2008–2009 is the year leading up to the 2010 Winter Olympic Games in Vancouver, the Office of the Commissioner has placed particular importance on the CTC’s efforts to ensure minority-language interests are fully considered when developing and implementing its Games-related tourism strategy. The Commission has received a federal government grant to implement its proposed strategy for promoting travel to Canada before, during and after the 2010 Games. Although the CTC’s strategy document on which the grant was based made no reference to Canada’s linguistic duality, OLMC interests are included in the strategy’s implementation.

Particularly noteworthy is the CTC’s close collaboration in developing tourism promotion plans for the 2010 Games with the Réseau de développement économique et d'employabilité (RDÉE), an umbrella organization serving Francophones in minority situations in Canada. As described by the Commission, its discussions with the RDÉE have focused on involving OLMCs in mainstream CTC programming where appropriate, so that they can develop an overarching plan of their own that leverages CTC assets and the Canada tourism brand.

These discussions led to the signing of a CTC-RDÉE memorandum of understanding in February 2009, committing the two organizations to work together up to and beyond the 2010 Games. An example of projects underway is the creation of a series of short videos on Francophone tourism experiences across Canada for broadcast and general media relations. Working with the RDÉE, the CTC also plans to support the Place de la francophonie in Vancouver, which will highlight Canada’s various Francophone communities throughout the Winter Games.

Other notable Part VII-related activities in the past year include the CTC’s partnership with CBC/Radio-Canada to bring the television show “La petite séduction” to Saskatchewan and Manitoba in May and June 2008. The initiative showcased the vitality of Francophone communities in minority situations to a national audience. The Commission’s partnership with the RDÉE in this year’s Rendez-vous de la francophonie program, which marks the annual Journée internationale de la francophonie, is also noted.

A review of the Commission’s Web sites targeting its nine international markets raised certain concerns about how Canada’s linguistic duality is reflected. Question and answer sections on various sites described Canada’s Francophonie almost exclusively in reference to Quebec. In addition, some links to federal government Web sites offering additional information on Canada’s cultural and linguistic make-up were no longer operational. CTC officials committed themselves to taking corrective measures upon learning of these concerns. The question and answer sections were quickly revised to better reflect the diversity of Canada’s Francophonie. The Office of the Commissioner has been advised that other issues will be addressed in the coming months as new Web sites are developed.

B

Overall Rating

A