CTC Market Updates - Germany Karl-Heinz Limberg, Account Director, Germany GSA

GERMAN MARKET PERFORMANCE

2008 2009 2010 2011 2012 Forecast 2013

275,000

280,000

285,000

290,000

295,000

300,000

305,000

310,000

315,000

320,000

Germany

COMPETITORS’ MARKET PERFORMANCE

2008 2009 2010 2011 2012 Forecast 2013

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

USASouth AfricaAustraliaNew ZealandChina

TRAVEL TRENDS Deluxe travel (niche) Hiking Well-being Experiential travel City breaks Cruising Educational travel Beach vacation

GERMAN TRAVEL TO CANADA

Canada is yet perceived as a top destination to visit 63% of German visitors to Canada are likely to recommend Canada to

friends and family

Motivators: A place where I would feel welcome Provides unique holiday experiences Lots of once-in-a-lifetime experiences An exciting place Lots of things to see and do

Barriers: Affordability (33%) Would rather visit other places (17%)

Trip planning: Combination of traditional and online sources Booking method

Travel agent (66%) Advocacy

80% of visitors shared their trip experiences while travelling

GERMAN TRAVEL TO CANADA

EVALUATION OF QUESTIONNAIRES Survey of 11 tour operators who offer Canada Canada business in summer 2013 in comparison

to 2012: Winter did not sell well Key account forecast for 2013 rather inconsistent Comments range from “decrease” to “double-digit

increase” High-end products seem to sell well Market leader reports increase in hotel bookings but

decrease in roundtrips Canadian Signature Experiences are well received in our

market

EVALUATION OF QUESTIONNAIRES Western regions are

selling very well

Atlantic Canada and Central Canada are doing fine

Regions that are selling exceptionally well

EVALUATION OF QUESTIONNAIRES

Explanation of the development: US is selling well (lots of PR) High airfares and exchange rate remain challenges for Canada Regions who are continuously promoting in Germany are making progress

General trends regarding booking behaviour and products: Both early and last-minute bookings are increasing Trend towards high-end products Shorter travel periods Canadian signature experiences are selling well

EVALUATION OF QUESTIONNAIRES

Other destinations what are selling well this summer: US, Middle East, Africa/Indian Ocean

Reasons: Prices of US packages are more competitive US is a great destination for families Activities of Brand USA will further boost US sales

WHY INVEST IN THE GERMAN MARKET?

Stable economy Germans remain European Champions of Travel

60.6 billion euros spent on holidays abroad Long-haul travel = 7% of total outbound travel 5 million long-haul trips annually

Mature market Good air access

Top 5 TIPS

1. In-depth market research

2. Identify relevant tour operators

3. Consider participation in ITB

4. Sales calls

5. Promote authentic and unique products

THANK YOU!HAVE A GREAT RENDEZ-VOUS CANADA 2013!