2015 Tourism Town Hall Series

GENERATE DEMAND FOR CANADAGENERATE DEMAND FOR CANADA

Business EventsBusiness EventsLeisure TravelLeisure Travel

+1% = $817MTrade & InvestmentInternational Arrivals

4.8%

4.7%

3.5%

5.2%

5.2%

10.2%

14.2%

13.1%

18.8%

29.4%

United Kingdom

France

Germany

Australia

Brazil

South Korea

Mexico

Japan

India

China

*CTC Research Estimates based on Statistics Canada International Travel Survey (ITS) December 2014 from which is removed same-day air travellers.

+11%

10.6%7.1%

CTC International Markets Non-CTC International MarketsSource: Statistics Canada, International Travel Survey, Border Counts YTD December 2014

2.7%

5.2%

5.5%

5.7%

5.7%

6.0%

7.9%

8.0%

10.0%

10.8%

20.0%

United States

United Kingdom

France

Japan

Germany

Australia

South Korea

Brazil

Mexico

India

China

CTC Estimates

+4%

CANADA SHARED

TRADE SHOWS & EVENTS

RVC 2015 – NIAGARA FALLS, ON

“It’s one of the best experiences I have had in my life. And last night we went to the vineyards — the wineries, the cuisine, everything, It’s unbelievable.” Sanat Kumar Hegde, India Buyer

• 1,600 delegates

• 24,000 face-to-face meetings

• 453 buyers from 28 countries

• International media attendance

2008 2009 2010 2011 2012 2013 2014Core Partner One-Time

$179$239 $242

$161 $137$109 $109

2008 2009 2010 2011 2012 2013 2014

Total Funding ($M)

61.5 %27%*

11.5 %

PMO DMO CTC

*DMO budgets include: Victoria, Vancouver, Whistler, Banff/Lake Louise, Calgary, Edmonton, Winnipeg, Toronto, Ottawa, Montreal, Quebec City, Mt. Tremblant and Halifax Source: HLT Advisory

PROVINCIAL MARKETING

ORGANIZATIONS

DESTINATION MARKETING

ORGANIZATIONS

PRIVATE INDUSTRY

Canada Brand

Zhou You Jia Na Da

Canada – Let’s Go

2014 – 2016+

Content Production – 100% Digital, Mobile & Social

BEC Speaker Series, NY

REDUCE A DOMESTIC TRAVEL DEFICIT

Great Canadian Journeys Across 150 Experiences

INFLUENCER

DAILY & MONTHLY CONTENT

CAMPAIGN AT A GLANCEMEDIA PARTNER DIGITAL HUB

• influencer profiles

• pulls in all digital, TV, and social content

• real time• created &

curated• travel offers• partner features

CONTENT MARKETINGVideo Mash-ups

Easy to Access & Use

• Transportation• Accommodations • Culture/Attractions/Festivals/Events• Loyalty/Rewards programs• Special offers

TBD

TBD

We’ve got a

to celebrate…

WE HAVE WIND IN OUR SAILS

Q1 VISITATION FROM THE UNITED STATES

+12.5% Gain in Purchasing Power

+7.0% Overnight Arrivals by Air

+5.9% Overnight Arrivals by Car

+6.0% Overnight Arrivals

319M

122M

81M

63M

15M

US POPULATION

CONSIDERING OUTBOUND TRAVEL

OUTBOUND TRIPS

CONSIDERING CANADA FOR THEIR NEXT TRIP

PASSPORT OWNERS

OUR CHALLENGE: TO LOCATE

37|

CTC USA INITIATIVE

680,000 Additional Travellers

$400 Million Incremental Visitor Spend

1: 1.25 Partnering Ratio

OUR COLLECTIVE GOALS OVER NEXT 3 YEARS

38|

CTC USA INITIATIVE

1) Build emotional engagement with Brand Canada

2) Use our marketing assets as data sources

3) Enable partners to leverage Brand Canada to enter new US markets

OUR OBJECTIVES

39|

FOCUS ON CITY PAIRS WITH HIGH POTENTIAL

67% of US visitors vacationing in Canada are more likely to visit multiple destinations

40|

BUILD BRAND FAME AND USE HIGHLY EMOTIVE CONTENT TARGETING

TRAVELER’S INTERESTS

MAKE IT EASY TO INTERACT WITH, AND BACK IT WITH A SMART MEDIA BUY

SO WE CAN DISTRIBUTE IT FAR BEYONDOUR BRAND OWNED COMMUNITIES

HOW IT WORKSCTC CTC &

PARTNERS PARTNERS

LEARN ONLINEBEHAVIOUR

PASS QUALIFIED LEADS

CLOSE THE SALE

EVALUATE

42|

DELIVERTHE CUSTOMER TO YOUR DOORSTEP

43|

BRINGING ITALL TOGETHER