Using research to outsmart the competitionJune 21, 2011

Our visionInspire the world to explore Canada.

Our missionHarness Canada’s collective voice to grow export revenues.

Our valuesInnovation, Collaboration, Respect

Federal Crown corporation since 2001

Headquartered in Vancouver

Canada’s national tourism marketing organization

Currently marketing in 11 countries around the world

We generate wealth for Canadians by creating demand for Canada as an international travel destination.

We do this through effective tourism marketing and promotions supported by aligned market research and a measurable ROI.

We invest where Canada’s tourism brand leads and delivers the greatest ROI by targeting long-haul, high-yield consumers who tend to spend more and stay longer.

Traditional/core markets Emerging/transition markets• UK • Brazil• France • China• Germany • India• Australia • Mexico• US (MC&IT, media) • South Korea

• Japan

We provide leadership with representation in each of our 11 key markets.

Mexico

Brazil

UKFrance Germany

India

ChinaSouth Korea

Japan

Australia

US

Emerging economies are investing heavily in tourism marketing (e.g. India, Turkey).

Internationally, progressive NTOs are re-vamping their models to be more efficient (e.g. VisitBritain, Tourism New Zealand, Tourism Australia).

Canadian marketing partners (i.e. PMOs and DMOs) are increasingly well-funded.

New US Corporation for Travel Promotion is a public-private partnership with the mission of promoting increased international travel to the US.

• National Tourism Marketing Organizations (NTO) President and CEO Best Practices Forum

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1

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2005 2006 2007 2008 2009 2010 2011

$3.1$3.4

$3.9$3.7 $3.5

$3.9$4.1

Key Pillar of CTC’s Success

Strategic intelligence to better understand

tourism performance;

consumers travel attitudes & behavior;

new tourism market opportunities;

tourism market potential;

tourism outlook;

our successes.

Monthly Tourism Snapshot;

Year Review – Stats & Figures;

Bi-Annual Tourism Intelligence Bulletin;

Quarterly/Annual National Tourism Indicators;

Quarterly/Annual International Travel Account;

Quarterly Travel Characteristics;

Government Revenue Attributable to Tourism;

Market Profiles;

Situational Analyses.

Consumer & Travel Trade studies;

Global Tourism Watch;

Path-to-Purchase;

Explorer Quotient® Segmentations;

Signature Experiences Collection.

Assisted by strategic planning tools:

identifying markets of interest from a tourism potential perspective;

suggesting nominal level of investment in each market, to optimize ROI given a set of risks, constraints and opportunities.

Our market investments are research- and evidence-based using strategic planning tools

MPA

MIM

Market Portfolio Analysis (MPA):Model that rates & ranks a broad range of markets against their market potential.

Outcome: market potential tier ranking

Market Investment Model (MIM):Model that suggest nominal resource investment allocations for selected markets against their market conditions.

Outcome: nominal investment allocations

Return on Investment Model (RIM):Model that uses the MIM results and suggest for a given time horizon, optimal portfolio investments by market against the best ROIs and a risk tolerance.

Outcome: Set of optimal investment allocations based on ROIs

UNWTO Barometer & Expert Panel;

Oxford Economics;

Short-Term Competitive Outlook;

CTC’s International Forecast Model.

Progress in GTW results;

Progress in PTP results;

Brand Valuation;

Advertising & Conversion Studies.