2. 2 Strategic delivery Alignment to sectorial approach Alignment with national policy, agendas, campaigns Leveraging visitor economy assets Partnership and stakeholder collaboration Focus on key gateways and core markets Target geographies National North America China - various Europe - various India - entry level Approach Pro-active – funding, conferencing, leisure, travel trade Re-active- conference desk and visitor centre Focus and approach from April 2014 Proactive regional itinerary & hub/spoke offer 2 ‘Conferencing City’ Proposition Stakeholder engagement driving collaboration & funding Market prioritisation and proactive co-ordinated approach Bespoke offering to increase growth and jobs Proactive regional itinerary & hub/spoke offer VISITOR ECONOMY

3. 3 VisitEngland's Regional Growth Fund ‘Growing Tourism Locally’ programme 2013-15 Leisure domestic marketing campaigns £585k RGF fund with £585k private sector match fund. To date delivered circa 485 jobs and £25.77 million in visitor spend VisitEngland’s Northern Growth Tourism Fund 2015/16 International business visits and events, leisure and travel trade works streams £10m RGF fund with £10m match fund to boost the visitor economy in the north. VisitLeeds / Conference Leeds delivering three work streams circa £285k GREAT UK Challenge Fund 2015/16 International alumni program driving inward investment, visitor economy and educational links £100k fund with £100k match to deliver platforms to engage with LCR Chinese alumni in Shanghai and Hangzhou, and establish a market entry platform for Bangalore, India. Partnership working with LEP, LCR universities and VisitLeeds, Huddersfield and Bradford. Leeds BID 2015/16 Conferencing city hosted buyers programme - £62k fund with £64k match from ConferenceLeeds and Leeds Hotel and Venue Association, (LHVA). MagicalLeeds 2015/16 - £155k fund with £100k match in partnership with VisitLeeds, LCC, Trinity Leeds, LHVA and over 20 in kind match partners Subvention fund – in discussion to facilitate strategic events and conferencing city wins Funding work streams 2015/16

4. 4 Leeds City Council core funded deliverables VisitLeeds - leisure proposition quality and depth of the Leeds visitor offer, influence new and repeat visits where potential spend is higher overnight national and international visits as a short break, touring or hub and spoke itinerary amplify impact of high profile events proactive engagement and sales missions with the travel trade marketing and PR campaign activity website and social media channels in market representation, partnerships and content delivery through national and international tourism organisations including VisitEngland, VisitBritain, ETOA and UKInbound. Funding work streams 2015/16

5. 5 VisitLeeds ETOA

6. 6 Leeds City Council core deliverables ConferenceLeeds - conferencing city proposition destination conference desk service strategic and operational marketing and communications programme stakeholder engagement and partnership proactive and reactive sales approach including national and international sales missions hosted buyers programmes industry recognition, membership and research databases ambassador approach alignment to LCR inward investment sectors Funding work streams 2015/16

7. 7 ConferenceLeeds

8. 8 In 2014: 26.83m visitors (7.8% up on 2013) Economic Impact = £1.151bn (7.4% up on 2013) Employs 18,511 FTE, both directly and indirectly (Source: STEAM Economic Impact Report for Leeds 2013-2014) International Visitors: –370,000 visitors (24% up on 2013) –Spain, Netherlands, France, Germany, USA (Source: 2014 International Passenger Survey) Business Tourism: –6 th most popular UK conference destination –54,200 events hosted –Welcomed 3.87m delegates –Worth £447m to the local economy (Source: UK Conference & Meetings Survey 2015 – Leeds and West Yorkshire Report & British Meetings & Events Industry Survey 2014/15) Visitor economy economic impact