The document summarizes a presentation given by Michele McKenzie, President & CEO of the Canadian Tourism Commission, at their annual public meeting on October 3, 2011. Some key points: - Global tourism has grown significantly since 1950 and is projected to reach 1.6 billion arrivals by 2020. Tourism provides substantial economic benefits for Canada. - The CTC markets Canada as a tourism destination internationally, with a focus on long-haul, high-spending travelers. Their goal is to grow tourism export revenues for Canada. - In 2010, Canada saw increases in tourism spending and economic impacts compared to 2009, however results have been mixed so far in 2011 for the CTC's key international markets.

1. CANADIAN TOURISM COMMISSION
Michele McKenzie, President & CEO
Annual Public Meeting – October 3, 2011

2. THE POWER OF TOURISM
 Growth of global arrivals:
• 25 million in 1950.
• 935 million in 2010.
• 1.6 billion by 2020.
 In 2010, Canada’s tourism sector contributed:
• $73.4 billion in revenues to the Canadian economy
• $29.3 billion to Canada’s GDP
• $20.1 billion in government taxation revenues.
 Tourism marketing benefits other sectors, like trade
and education.
 Tourism generates enormous secondary benefits for
the economy and the employment of a country.

3. INTERNATIONAL TOURIST ARRIVALS BY REGION (MILLION)

4. CTC OVERVIEW
• Canada’s national tourism marketing organization (NTO)
• Investing in 11 countries around the world
• Headquartered in Vancouver with a regional hub in UK
• Federal Crown corporation
Our goal: Grow tourism export revenues for Canada.
Our vision: Inspire the world to explore Canada.
Are we spending our money
Our mission: Harness Canada’s collective voice to grow
in all the right export revenues.
places?
Our values: Innovation, Collaboration, Respect
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5. OUR MANDATE
• Generate wealth for Canadians by stimulating
demand for Canada’s visitor economy through
effective tourism marketing and promotions
supported by aligned market research.
OUR BUSINESS MODEL
• Roles-based return on investment (ROI) model:
target long-haul, high-spending consumers who
tend to spend more and stay longer.
• Provide leadership with representation in each of
our 11 key markets.
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6. OUR MARKETS
6

7. CTC Does CTC Does Not
Generate international demand for Undertake activities that cannot be
Canada through innovative marketing. measured.
Create business to business sales & Support international trips without a
marketplace opportunities for firm business purpose.
Canadian business.
Work with Provinces/Territories & Grant to 3rd parties or provide
private sector with ease on a subsidies to other levels of
commercial footing. government.
Market Canada’s tourism brand and Have vertical niche product
those experiences that best exemplify campaigns to support one sub-
“Canada. Keep Exploring”. sector over another.
Provide leadership in Canada and Spend time or resources on
globally with cutting edge marketing research or other activities that do
research. Pertinent business not support demand generation.
information for Canadian business. CTC is not a think tank.
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8. CTC FUNDING: 2001-2012

9. NTO COMPETITIVE FUNDING LEVELS
Tourism marketing organization 2010 base appropriations ($CDN)*
Tourism India $248.5 million
Tourism Ireland $211.3 million
Tourism Australia $147.1 million
Tourism Malaysia $128.2 million
Las Vegas Convention & Visitors Authority $119.7 million
South Africa Tourism $118.1 million
Atout France $111.5 million
Korea Tourism Organization $94.2 million
Tourism New Zealand $88.5 million
Brazil Ministry of Tourism $83.9 million
The Bahamas Ministry of Tourism $81.8 million
Switzerland Tourism $80.0 million
Canadian Tourism Commission $77.4 million
Hawaii Tourism Authority $73.9 million
California Travel & Tourism Commission $51.5 million
VisitBritain $48.6 million

10. ROLE OF DESTINATION MARKETERS IS
TRANSFORMING
• 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.

11. INTERNATIONAL TRAVELLERS’ AWARENESS
• Travellers are more aware of countries rather than
regions or attractions.
Source: Global Tourism Watch, Unaided Destination Awareness (Harris/Decima 2010)

12. CANADA’S TOURISM INDUSTRY
PERFORMANCE IN 2010
Canadian jobs:
Domestic spending: 594,500
(-1.1% from 2009)
$58.5 billion
(+6.9% from 2009)
CTC’s attributable
contribution:
Total tourism 16,569
spending:
$73.4 billion CTC’s attributable
(+6.7% from 2009) contribution:
$244.2 million
Foreign spending:
$14.9 billion Federal tax
(+5.7% from 2009) revenues:
CTC’s attributable
contribution:
$9.4 billion
(+5.8% from 2009)
$1.9 billion

14. DOMESTIC VS. OVERSEAS* TRAVELLERS’
SPENDING PER TRIP
Domestic travellers
in Canada
Overseas* travellers
$305/trip in Canada
*Overseas = Travellers from all CTC key markets, excluding the US.
$1,400/trip
Note: Based on average for 2010.

15. HIGHLIGHTS OVER
THE LAST YEAR

16. November 5, 2010:
CANADA NAMED #1 COUNTRY BRAND

17. February 10, 2011:
ANNIVERSARY OF THE
2010 WINTER GAMES

18. February 22, 2011:
LAUNCH OF CANADA’S FIRST CONSUMER-
FOCUSED AD CAMPAIGN IN CHINA

19. May 15-18, 2011:
RENDEZ-VOUS CANADA 2011 IN QUÉBEC CITY

20. May 15, 2011:
OPENING OF “SIGNATURE EXPERIENCES
COLLECTION” APPLICATION PROCESS
What is a Signature Experience?
An immersive, hands-on experiential offering that is
aligned with Canada’s tourism brand and is unique and
differentiated, that engages local people and showcases
special places.

21. June 15, 2011:
INAUGURAL FLIGHT OF CHINA SOUTHERN
AIRLINES

22. June 30 – July 8, 2011:
DUKE AND DUCHESS OF CAMBRIDGE ROYAL
VISIT TO CANADA

23. July 10, 2011:
ANNOUNCEMENT OF $5 MILLION TO PROMOTE
CENTENNIAL OF CALGARY STAMPEDE IN 2012

24. July 11, 2011:
LAUNCH OF THE INAUGURAL “SIGNATURE
EXPERIENCES COLLECTION”

25. August-September 2011:
LAUNCH OF THE “EXPLORE CANADA LIKE A
LOCAL” WEBSITE

26. September 27, 2011:
REPUTATION INSTITUTE NAMES CANADA THE
MOST REPUTABLE COUNTRY IN THE WORLD

27. MIXED RESULTS
YEAR-TO-DATE

28. ESTIMATED OVERNIGHT VISITS BY CTC MARKET (000s)
JANUARY- YEAR-TO-
JULY 2011 DATE 2011
US total 6,531 -1.7%
UK 381 -5.2%
France 248 +7.2%
Germany 168 -6.0%
Japan 104 -15.8%
Australia 140 +5.8%
China 128 +21.9%
South Korea 92 -7.0%
India 83 +6.0%
Mexico 82 +6.2%
Brazil 50 +9.9%
Total key markets 8,007 -1.4%
Total international markets 9,015 -1.0%
 Note: Statistics Canada preliminary estimates.
 Source: Statistics Canada, International Travel Survey.

29. LOOKING FORWARD

30. OUR STRATEGY FOR THE NEXT YEAR
• Focusing on generating tourism
demand and export revenues.
• Driving results for Canadian tourism
industry and SMEs who create jobs.
• Focusing on innovation and alignment.
• Leveraging Canada’s strong brand.
• Seeking competitive opportunities.

31. Michele McKenzie
Twitter: @CTCCEO