Akshay Kumar is India’s ambassador for Canadian Tourism Commission

MUMBAI: Akshay Kumar will leverage his celebrity status in India to promote Canada as a premier four-season destination in his new role as the Canadian Tourism Commission’s (CTC) Ambassador for India. Kumar carried the Olympic torch for Canada in Toronto during the 2010 Olympic Torch Relay.

"We’re thrilled that Kumar has agreed to be the CTC’s Ambassador for India. Having a superstar like him on board to boost Canada’s profile within his country will help turn the spotlight on the extra-ordinary experiences that visitors can enjoy here," says CTC president and CEO Michele McKenzie.

Kumar, who has a strong relationship with Canada since 1995, will act as the CTC’s Ambassador for India until summer 2012. The partnership will involve familiarization trips ("fams") across Canada, which will be captured for local and Indian media in video and blog posts.

Says Kumar, "I am very honored and privileged to have been asked to represent the CTC as their Ambassador for India and am proud to encourage and promote Canadian tourism in India to this great land and its warm people."

The CTC entered the Indian market in 2009 as part of its emerging markets strategy to inspire high-yield travelers to visit Canada.