2. Vision Canada By Rail is an integral part of Brand Canada, providing authentic, historical and geographic visitor experiences with an exciting variety of unique rail venues across the country. Canada By Rail is an integral part of Brand Canada, providing authentic, historical and geographic visitor experiences with an exciting variety of unique rail venues across the country.

3. Mission Canada By Rail will provide leadership and support to Canada's rail-centric visitor industry through advocacy, promotion and partnerships. Canada By Rail will provide leadership and support to Canada's rail-centric visitor industry through advocacy, promotion and partnerships.

4. Objectives Advocacy and support for our members advancing and protecting the interests of our members by addressing key industry issues share information and best practices marketing resources, training aids Advocacy and support for our members advancing and protecting the interests of our members by addressing key industry issues share information and best practices marketing resources, training aids

5. Objectives Promotion of our rail-centric experiences and products excursions (36) museums (94) tour operators (51) historical rail societies (20) historical rail stations (166) heritage rail sites (20) rail memorabilia books, videos Promotion of our rail-centric experiences and products excursions (36) museums (94) tour operators (51) historical rail societies (20) historical rail stations (166) heritage rail sites (20) rail memorabilia books, videos

6. Objectives Facilitate marketing partnerships intra-industry collaboration national, provincial and territorial government tourism departments and agencies inter-industry collaboration Facilitate marketing partnerships intra-industry collaboration national, provincial and territorial government tourism departments and agencies inter-industry collaboration

7. Strengths continued Support from Railway Association of Canada the Canada By Rail brand website: www.canadabyrail.cawww.canadabyrail.ca canadabyrail.cacanadabyrail.ca is a one-stop web resource for all rail-related visitor opportunities in Canada Product! -- an exciting, diverse portfolio of rail-centric products and services continued Support from Railway Association of Canada the Canada By Rail brand website: www.canadabyrail.ca canadabyrail.ca is a one-stop web resource for all rail-related visitor opportunities in Canada Product! -- an exciting, diverse portfolio of rail-centric products and services

8. Strengths a network of prospective members who have benefited from the Canada By Rail Product Club pilot project an inventory of rail-related products and services supported by a contact database a network of prospective members who have benefited from the Canada By Rail Product Club pilot project an inventory of rail-related products and services supported by a contact database

9. Weaknesses lack of active participation by industry no membership dues funding base ability to meet and communicate with members and representatives who are scattered across the country lack of active participation by industry no membership dues funding base ability to meet and communicate with members and representatives who are scattered across the country

10. Opportunities the business environment for rail related activities is generally favourable and trending upwards Canada as a four season destination – “Keep Exploring!” rail as a nostalgic, environmentally-friendly, experiential mode of travel visitor demand for experiences that are authentic, educational, natural, relaxed new markets on the horizon -- particularly China the business environment for rail related activities is generally favourable and trending upwards Canada as a four season destination – “Keep Exploring!” rail as a nostalgic, environmentally-friendly, experiential mode of travel visitor demand for experiences that are authentic, educational, natural, relaxed new markets on the horizon -- particularly China

11. Threats proposed U.S. Homeland security measures (biometric passports etc.) threaten Canada's largest market -- the U.S. visitor. (only 20% of Americans currently have passports) stronger Canadian dollar has devalued the purchasing power of the U.S. visitor proposed U.S. Homeland security measures (biometric passports etc.) threaten Canada's largest market -- the U.S. visitor. (only 20% of Americans currently have passports) stronger Canadian dollar has devalued the purchasing power of the U.S. visitor

12. Membership Sponsor Railway Association of Canada $25,000 Charter Member 50 Members at $500 each Associate Member 150 members at $100 each Sponsor Railway Association of Canada $25,000 Charter Member 50 Members at $500 each Associate Member 150 members at $100 each

13. Membership Categories excursions (36) museums (94) tour operators (51) historical rail societies (20) historical rail stations (166) heritage rail sites (20) rail memorabilia (64) books, videos Categories excursions (36) museums (94) tour operators (51) historical rail societies (20) historical rail stations (166) heritage rail sites (20) rail memorabilia (64) books, videos

14. Benefits Advocacy & Support Promotion Website Promotion Directory Listings Network of National & Provincial Programs & Services Opportunities for Partnerships Advocacy & Support Promotion Website Promotion Directory Listings Network of National & Provincial Programs & Services Opportunities for Partnerships

15. Financial A core budget of $50,000 Revenue Sponsorship Memberships Expenses Staff - Project Manager Travel To grow with value-added projects/initiatives on a fee-for-service basis A core budget of $50,000 Revenue Sponsorship Memberships Expenses Staff - Project Manager Travel To grow with value-added projects/initiatives on a fee-for-service basis

16. Operations Project Manager Liaison with, and support to, membership Promotional Activities – publicity, website, brochures, events make representations with key stakeholders - pursue sponsorships and partnerships generate revenue with value- added activities on a fee-for-service basis Project Manager Liaison with, and support to, membership Promotional Activities – publicity, website, brochures, events make representations with key stakeholders - pursue sponsorships and partnerships generate revenue with value- added activities on a fee-for-service basis Board of Directors Provide provincial representation and liaison Build local membership base Solicit support of provincial tourism departments and agencies Facilitate partnerships Board of Directors Provide provincial representation and liaison Build local membership base Solicit support of provincial tourism departments and agencies Facilitate partnerships

17. TAKE A C T I O N ! Leverage your role in the industry with a membership in Canada By Rail to get ADVOCACY PROMOTION website Directory listing Representation at Rendezvous Canada PARTNERSHIPS For more information, visit: http://www.canadabyrail.ca/BeAMember.html or http://www.canadabyrail.ca/BeAMember.html contact: Elizabeth Storey, info@canadabyrail.cainfo@canadabyrail.ca Leverage your role in the industry with a membership in Canada By Rail to get ADVOCACY PROMOTION website Directory listing Representation at Rendezvous Canada PARTNERSHIPS For more information, visit: http://www.canadabyrail.ca/BeAMember.html or contact: Elizabeth Storey, info@canadabyrail.ca