My 26 Years working for Canada - a personal Review

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GOODBYE CANADA

So, it will come to an end. In a few weeks, I will terminate my longtime work for Canada to pursue other professional activities, such as my blog. I have mixed feelings about this, but it is about time. It is also an excellent opportunity to review this milestone of my career in tourism.

HOW DID IT ALL BEGIN?

In 1991, the German travel trade press commented that "the Canadians" were about to close their big National Tourism Office to move to the Consulate General in Düsseldorf instead. Since I was looking for a new job during that time, this caught my interest. Until then, I was contracting and marketing hotels in warm destinations worldwide, so why not try to promote a completely different destination? So, I applied. The first interview went well, and let me confess that I lied during it - I stated I had been to Canada before, which was not true (shhhh...!). Call this a white lie. On a sweltering summer day, I got a call to come over for a second interview. My office in those days was just a stone's throw away from the Consulate General. "I can come, but there is a little problem," I told the secretary over the phone. "What problem?" On that day, I was wearing a striking red silk shirt with short sleeves, which I did not deem appropriate for a visit to a Consulate. "The gentlemen want to see you and not your shirt," was the cool reply of that lady. To cut it short, I got the "Tourism Manager" job a few days later. I think I was the youngest guy in such a position in Germany—a new kid on the block.

FIRST TRIP TO CANADA: WINNIPEG

My first trip to Canada took me to a manager's meeting in Winnipeg, Manitoba. A bunch of older gentlemen (and a few ladies) were having endless discussions. They talked about producing collateral at hardly any cost and other things I did not have to deal with before. Was I in the right place? I had just given up a good job in private tourism. My second trip took me to the headquarters of Tourism Canada in Ottawa in February. I am sure you know what that means: -25 degrees C (- 13 F) and snow all over the place. I prepared well with an oversized coat, warm underwear, and gloves. Unfortunately, I had forgotten about my head and decided to walk from the hotel to the office. When I arrived, I was unsure if I still had ears. At least I could not feel them. The first lesson learned was always to leave the house with head protection when in Ottawa in winter. Years later, I experienced that city (which I like a lot) from another side. It was July and almost 40 degrees C hot (104 F). A colleague took me out for lunch on a lovely patio. When the waiter arrived with our food, he was sweating so much that I was concerned that some of his drops of sweat could make their way right onto my salad.

SIX TRIPS TO CANADA IN ONE YEAR

Back to year one with a total of six trips to Canada, lots of learnings, unpleasant meetings with two airlines, and a few incidents with German tour operators that I could have easily done without. I almost got hit during my first big travel event (no kidding) by a German tour operator. He was upset that I had interviewed one of his competitors on the stage. I had done this because that competitor was one of Germany's most successful skiers who had won a World Cup race in Quebec. After that, he became a tour operator and could talk nicely about his skiing experiences in Canada. Not everyone seemed to understand this, though. A few years later, the guy who had been about to hit me (someone went in between) went out of business. I have to say that my pity was limited.
Another tour operator threatened to take me to court since some of our collateral had not arrived at a consumer show in time. "If the stuff is not here until noon, I will take legal action against you." Lovely people. Ah, the brochures arrived shortly after, and I did not end up in jail ;-).
Some German representatives of Canadian Provinces counted how often "their" specific region was mentioned in Canada brochures. If not all of them were treated equally, I had a problem. Always remember to mention any partners who participate in your promotions. This happened a few times, making me feel like the most guilty man on earth. Well, life is an everlasting learning process.

WHAT THE HECK IS INTERNET?

During my first year, I was asked by a colleague from Ottawa if I thought that the Internet would significantly impact tourism. I'm talking about the year 1992 here. I did not have a clue what he meant by INTERNET, and for sure, I could not google the word in those days ;-). I gave a vague reply in order not to admit my ignorance. Oh yes, the Stone Age of tourism was about to end soon!

FROM TOURISM CANADA TO THE CANADIAN TOURISM COMMISSION AND ... DESTINATION CANADA!

Over the years, the Canadian landscape changed. In the late 90s, Tourism Canada's name was altered to the Canadian Tourism Commission, and marketing became much more professional. The so-called CTC was on its way to becoming one of the most efficient and innovative tourism organizations, which Destination Canada still is today. It was exciting to be part of it and watch all the changes, away from bureaucracy towards creative and efficient world-class marketing.

WE ENGAGED INFLUENCERS BEFORE THE WORD WAS EVEN CREATED

We had moved out of the Consulate and created innovative campaigns to attract more German visitors to Canada. Long before the term (which we cannot hear anymore) was created, we used "influencers" to promote Canada as a world-class travel destination. German actors, authors, sportsmen and women, and singers went to Canada to write blogs about it. Some of them became very close friends. The CTC and its partners appreciated our innovation and creativity. We received the President's Team Award, and three team members, including myself, were also recognized as "Employees of the Year."

LIFE IS ... CHANGE!

However, what would life be without change? In 2010, I learned that our office would be closed (along with Paris and Sydney). To reduce the overall costs, the CTC intended to work with an agency instead. They offered me to apply as a "GSA" (general sales agent), which - after many thoughts - I agreed to do in cooperation with Travelmarketing Romberg. This agency has a lot of experience representing international destinations. To cut a long story short, we got the contract. At the same time, I created my agency, KHL Tourism & Lifestyle Consulting, to do some other stuff on the side (such as PR for luxury hotels). From today's perspective, this was another brave decision in my life. Seven years of work for Canada and a dedicated team followed. Most of that was fun.

These days, I have been thinking a lot about my experiences in Canada, that big country with untamed nature and those beautiful cities that I love so much. I have done it (almost) all! I have gone horseback riding in Alberta and the Yukon. I have flown over the giant Kluane National Park up to Alaska.

I have learned how to survive in the wilderness and mix cocktails (yes, life is colorful). I have tried to play golf and conquered Whistler Mountain as a non-skier. I have done sea kayaking in Nova Scotia. I have walked the ocean grounds during low tide in New Brunswick and paddled the Yukon River. I have admired all kinds of whales in BC and Quebec. I have conquered the Coast Mountains by mountain bike and tasted local wines in the Okanagan Valley. I met inspiring people such as scientists, elders of First Nations, and celebrities; some have become great friends. I have traveled over the Big Pond almost 100 times. I have attended at least 50 trade shows in Canada, Germany, the Netherlands, Switzerland, Spain, and the UK. I have made uncountable presentations to Canadians and Germans and moderated 13 events at the Embassy of Canada.

I must have attended a couple of 100 meetings (I still remember the one on the 54th floor of the Shangri-La in Vancouver - a tough session, but at least a gorgeous view). I accepted many prizes on behalf of the CTC/DC and even made a few appearances on TV. What did I miss? I have never seen a moose in its natural habitat (shame on the moose for not showing up). I just had one in the form of a stew on my plate. Shortly after that, I became a vegetarian, by the way. Blame it on the damn moose!

Joking apart, I can only be grateful for all these beautiful experiences and all the love and sympathy I have received over the past 26 years. The nicest compliment I have ever received came from Michele McKenzie, former President and CEO of the CTC (and an extraordinary woman). "Canada does not need Hollywood; Canada has Karl-Heinz." I still get goosebumps when I think of that. I must thank so many people; I can't name them all. Let me mention Barbara and Nina, my guardian angels over the past few years, and Rupert Peters and his fantastic DC team in London, UK.

THANK YOU ALL SO VERY MUCH - MERCI BEAUCOUP À TOUS - DANKESCHÖN!!!