VANCOUVER - The Canadian Tourism Commission says its efforts to market last year's 100th anniversary of the Calgary Stampede paid off, luring thousands of visitors to Canada.

The commission received a special one-time allocation of $5 million from the federal government to promote the event internationally.

It now says that over 8,900 travellers booked trips to Canada in the six months leading up to the centennial celebrations "as a direct result" of its campaigns in Brazil, Germany, South Korea and the U.K. The estimate is based on an analysis done by the market research consultancy Longwoods International.

Spending by those visitors injected more than $9.2 million into the Canadian economy, the commission says. As well, awareness of the Stampede and Alberta is expected to lead to future visits by international tourists.

The 10-day 2012 Stampede received a record 1.4 million visitors, up 20 per cent from 2011.

Overall, a CTC spokesperson said, $40 was generated in tourism revenue for every advertising dollar spent marketing Canada around the world in 2012, according to a preliminary analysis.

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  • 1914

    The Calgary Stampede took on a more cultured look in 1914.

  • 1927

    Chuckwagon races, the Australian National Band and the newly constructed Banff-Windermere Highway were the highlights of the 1927 fair.

  • 1935

    The 1935 poster celebrates 50 years of progress in the city. "Thrilling Cowboy Sports" and fireworks are on the agenda.

  • 1946

    The first poster to feature full colour photography was unveiled in 1946.

  • 1951

    In 1951 the Calgary Stampede chooses a poster that promotes the argricultural and rodeo aspects of western culture.

  • 1967

    1967 was the year of Calgary's centennial. The poster is a snapshot of history, featuring an astronaut and some of the Stampede's most culturally iconic images.

  • 1988

    The 1988 poster just screams 80s. No photographs this time - just illustrations.

  • 1999

    The Stampede continues to grow and become an increasingly spectacular event, as seen in 1999's poster.

  • CES2000

    The millennium poster feature a female barrel racer, which is really cool. Those girls can ride!

  • Old Calgary Stampede posters line the walls on Stampede grounds in Calgary.