Welcoming the World Annual Public Meeting, 2017

Chair’s Introduction

Canada’s New Tourism Vision

Marketing Access Product

Canada on Top of the World

Video 1: 2016 Annual Report Highlights

On Track for Our Best Year Ever

2000

20

19

21

18

17

16

15

Millio

ns

of

Arr

iva

ls

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2012 2012 2013 2014 2015 2016

20.1M

Source: ITS, DC Research

2017

+5%

Air

+0.1%

Auto

+10%

Other

YTD September 2017

US Overnight Performance in 2017

11.6M travellers

+3%

TC

TBC

Overseas Performance in 2017 – YTD September

+6%

0 100,000 200,000 300,000 400,000 500,000 600,000 700,000

BRAZIL +18%

JAPAN +1%

INDIA +17%

+12% SOUTH KOREA

+52% MEXICO

+14% AUSTRALIA

GERMANY +6%

FRANCE +6%

CHINA +11%

UNITED KINGDOM -2%

+7% YOY Increase

Millennial Travel Program

Video 2: Canada 150

Connecting America

Connecting America

Goals

1.035M $629M

Leisure Travellers Visitor Spend

Leads

1M $21M

Partner

Investment

Audience Pool for

Retargeting

81M

Performance Highlights to Date

Earned Media

Stories

265 160M

Video Views Social Media

Engagements/Actions

10.8M

Performance Highlights to Date

Campaigns

34

Industry

Investment

$9.6M

National / Cross

Provincial Initiatives

13

Co-op Program Overview

The China Opportunity

The Chinese Market: What to Know

2nd fastest growing inbound

market

Long-haul travellers taking more trips than

ever before

Air travel is increasing

More VAC’s in tier 2 cities

Video 3: China Sizzle

Exploring New Destinations

Video 4: Rural & Remote

Destination Canada ITAC

Authenticity is key

Interest is there but awareness is

low

Travellers are looking for experiential and emotional

Canadian advantage Personal and authentic connection

Joint Research on Perceptions

Video 5: ITAC

Alignment

Collaboration

Results

Destination Canada

Statistics Canada

NorthStar 22

Questions?