Convention Centres of Canada July 15-18th, 2012 - Calgary, AB INTERNATIONAL MC&IT Convention Centres of Canada July 15-18th, 2012 - Calgary, AB

Business tourism is high yield MC&IT/MICE accounts for: 15.8% of overnight visitors to Canada 22.3% of overnight tourism export revenues US: Accounts for 15% (1.74 million tourists) of total overnight visitors to Canada and 23% ($1,4 Billion) of export revenues from overnight US visitors Overseas: 16.2% of overnight visitors are for business, and they generate 19.3% of export revenues from overseas international visitors. Business tourism is high yield

MC&IT - USA Value of business is 1.48B 1.75M pax per year from US for MC&IT Canada has 21.8% market share Canada is the number 1 international location for US outbound MC&IT business Primary sales focus – corporate & incentive business Reactive – Association/non-profit groups

MC&IT - EUROPE Value of business is 300M from target mkts Target markets – UK, France, Germany UK – 5.7% market share/92.5K pax France – 5.9% market share/43.4K pax Germany – 2% market share/57K pax

MC&IT MARKET DIMENSIONS TRIPS AND SPENDS MARKET SHARE PERCENTAGES Country Market Share Germany 2% France 5.9% UK 5.7% US 21.8%

International MC&IT Distribution Across Canada 2011 *includes US MC&IT (which accounts for more than 80% of all MC&IT business at present) *associations/congresses tend to go major urban centres – Toronto, Montreal, Vancouver, Calgary, Ottawa to get the space they require *meetings go to any urban centre where they have a customer base/satellite office/business tie *incentives (are not captured by StatsCan as they are hybrids of meetings and leisure) but the majority of business goes to Banff, Whistler, Vancouver, Quebec City, Montreal Source: Statistics Canada, International Travel Survey (2011 Preliminary)

Distribution of Meetings and Conference/Convention/Seminars by Key Overseas CTC Source Markets (2011) *chart compares overseas and US distribution by key provinces (US is so much larger it needed its own axis) Source: Statistics Canada, International Travel Survey (2011 Preliminary)

MC&IT OFFICE LOCATIONS Office Mkt Covered DC Northeast US Atlanta Southeast US Chicago Midwest US

MC&IT OFFICE LOCATIONS CONT’D Office Mkt Covered Dallas Southwest US San Francisco Northwest US Mississippi Insurance Mkt Detroit Strategic Partnerships

MC&IT OFFICE LOCATIONS CONT’D Office Mkt Covered *DC Oversees GSA GSA (UK) UK, France, Germany *reactive to all intl leads Vancouver Oversees program

MC&IT PROGRAM 2 TIER PLATFORM TIER 1 – Intl Strategic Programs Alliances in industry organizations requiring partner investment Bundled benefits – mix of sales, marketing and promo opportunities Increases our reach/profile and aids in brand advancement

MC&IT PROGRAM CONT’D TIER 1 Cont’d Tradeshows – create brand umbrella for our partners exhibitors at ASAE, IMEX, EIBTM, AIBTM and IMEX N.A. Sites/FAMS/bid runs – underwrite cost of air for qualified clients to “try before they buy”

TRADESHOW BOOTH EXAMPLE

MC&IT PROGRAM CONT’D TIER 2 – Regional Initiatives Direct solicitation/sales calls CTC-led sales missions Showcase-style events In-market promotions Partner driven programming supported by CTC

IN-MARKET ACTIVITY EXAMPLE

GOALS & OBJECTIVES OF MC&IT Higher level of brand awareness in key mkts Create strong brand umbrella at major shows Integrate international elements into strategic partnerships “new” business development Create international prospect pipeline Create social media strategy Consistent messaging/use of Global platform Encourage use of consistent economic impact multiplers Raise profile of MC&IT with government, industry and public

MC&IT 2012 STRATEGY Focus on corporate & incentive Support partner efforts with association Work with MPI Foundation on new economic impact study Social media engagement All creative etc. centred around Global platform Expand sales efforts in France & Germany Explore viability of new emerging markets — China, India and Brazil Update Rx&D information Potential rebranding of unit