Bollywood’s daredevil action star, Akshay Kumar has been signed up as Canada's Tourism ambassador to India.

In what promised to be his opening Indian engagement in his new avatar, the stylish and very charming Mr. Kumar first addressed the media and answered questions at a press conference followed by a lunch banquet, hosted by the Canadian Tourism Commission (CTC) for prominent members of the Indian travel trade in recognition of India as a priority international market for out bound travel to Canada. The High Commissioner of Canada to India, Mr. Stewart G. Beck honored the occasion with his presence and lent his support as the CTC presented a vote of thanks to its associates and partners from the Indian travel trade.

As Canada's national tourism marketing organization, the CTC's entry into the India market (in 2009) is aligned with its corporate strategy to inspire high-yield customers to visit Canada and to focus on high growth emerging markets. Also to communicate the exciting travel experiences to Indian travellers who too often do not have a clear image of what a vacation, or business incentive trip in Canada would look like. Adventure, relaxation, cultural exploration – we have the makings for a perfect vacation. The CTC is proud that Canada is a safe, world-class destination that offers the thrill of bustling cities, the calm of unspoiled wilderness and everything in between.

With an eye to India's rapidly growing outbound market, the CTC continues to invest its money with an annual marketing budget of a whopping 1.5 million Canadian dollars. The resulting surge in outbound numbers to Canada speaks for itself. Tourism from India to Canada has grown about 11 % per year, since 2000. However in 2010 the number of Indian tourists to Canada jumped 20% over the same period the previous year to total a satisfying 130,000 visitors, a healthy mix of business travel, students, leisure and visits to friends and family.

And now the CTC has roped in Bollywood star, Akshay Kumar to promote Canada as a premier four season destination in India. In Mr.Beck’s words “As Akshay can attest, Canada is a great place for a holiday”. He is expected to serve as ambassador until the summer of 2012. As part of his new role he will make several promotional appearances in both India and Canada as well as "familiarization" trips across Canada to be reported and extensively documented by the media. No word yet on how long it will take the "Singh Kinng" to teach the entire country to Bhangra!!

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