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quarterly market report
United States- Sales
Market Highlights
# of outbound visitors: # of visitors to Canada: 4,312,266 (Q2-2007) 1,018,562 (Q2-2007)

July - September 2007

% change from previous quarter: 1 % (since June) % change from previous quarter: -4 % (YTD)
Comments / Other information:

Air Capacity
- Delta Air Lines is cutting back air service from its Atlanta hub to Vancouver due to a seasonal traffic drop. - Continental Airlines announced non-stop service from its NY hub at Newark Liberty Airport to Mont Tremblant from December 14, 2007- April 5, 2008. - United Airlines has announced that the Chicago/Halifax flight will now be a daily year-round flight versus seasonal. Capacity 70 pax per day. - Continental Express will begin Ottawa - Cleveland, OH non-stop flights in October 2007. - Air Canada's twice weekly service Ottawa-Las Vegas will continue through the winter season.

United States- Sales


- United Express will begin Ottawa-Washington, DC service in October 2007.

Economic / Political Environment
GDP growth: forecasted economic growth: unemployment rate: inflation: consumer price index: exchange rate: 4.0% *approx. for 2007 3.4% *approx. for 2007 (Q2) 4.5% *approx. for 2007 (Q2) 2.7% *approx for 2007 (Q2) -0.1 *approx. (August 2007) $1.00 USD to $1.05818 CDN

net national disposable income: 0.6%
Comments / Other information

MC& IT: Sales of existing homes in 2007 are forecast to drop 8.6% from the previous year. The National Association of Realtors' revised monthly prediction calls for U.S. existing home sales of 5.9 million in 2007, down from 6.5 million last year. The forecast was below last month's prediction of a 6.8% drop.

Emerging Tourism Trends
MC &IT: -"Green" meetings are the current buzzword with Corporate America; focus on healthy, organic menus; volunteerism/community services continue to play a big role. - New York State became the first to pass an airline passenger Bill of Rights intended to help travelers who are inconvenienced due to delays. - Medical Tourism is where an area that has a strong medical community can leverage that into drawing patients and families to the area by partnering between the local tourism interests and the hospitals. They experience 12% (over 10,000 people) of admissions to local hospitals being from out-of-town.


Quarterly Market Report

LEISURE: - The State Department said passport processing time is back to the usual six to eight weeks now that the agency has cleared a backlog related to the new border requirements. - TIA reports that 32 million women in America traveled without a spouse or partner in 2006. MEDIA/PR: - Vacation Deflation: Many people are opting to break their vacation time into long weekends. Employees are even combining their vacations with two to three-day business trips to avoid being away from work at all. - Want To Wait: In airports, first-class passengers enjoy “elite” security lines and priority boarding, and disembark before those in coach. Southwest Airlines has first-come, first-served festival seating. But for $5 per flight, an unaffiliated company called will secure you a coveted “A” boarding pass when that airline opens for online check-in 24 hours before departure. - Hotel Curators: A growing number of hotels are embracing art and art programs as a way to “paint” a certain image of themselves and to distinguish their product from competitors. The trend is seen by observers as part of the evolution of lifestyle hotels, which seek to lure younger travelers with a feeling and an attitude rather than services and amenities that have become similar across many brands. - Tragedy Travel: An increasing number of tourists are traveling to places of horrific human catastrophe. In Rwanda, Bosnia and Armenia, travelers have been paying their respects to victims of genocide at popular memorials and cemeteries. Even Kurdistan in Iraq, a scene of an ethnic cleansing campaign during the 1980s, is promoting its horrible past with a genocide museum. - Airline Lounge: Flyers can buy their way into the plusher lounges once reserved for first-class passengers and elite frequent flyers. In the past couple of years, many carriers have begun offering day passes to their lounges for travelers who want to enjoy a drink at the bar or do some work before their flight without having to become a member of the club or buying a first-class or business-class ticket. Access to these lounges could cost up to $50 a day.

United States- Sales


Market Development Activities
MC & IT: - Whistler Village, Four Seasons Whistler and Winnipeg/Churchill all hosted corporate/incentive FAM programs this quarter for clients based in the Midwest. - Fairmont hosted its Incentive Advisory Board in Monte Carlo. - Montreal & Vancouver Sales Missions held in the DC Area. - MPI WEC held July 28-31 for the first time in Montreal had the largest attendance ever with over 3,665 attendees. - Meeting Professionals International (MPI) points to a new trend of Dubai as a hot spot for future hospitality industry growth and announced the first ever MPIMiddle East conference to be held in 2008. LEISURE: - Montreal with the CTC as a partner organized a 3-day interactive consumer promotion at NY Grand Central Station. - Niagara Falls Canada and Niagara Falls, NY and their partners hosted a trade reception and show in NYC. - GoGo Worldwide Vacations has launched packages tailored specifically for the single traveler to Canada giving solo travelers up to 30% off single rates and single occupancy rooms. - Atlantic Tourism Partnership (NS, NB, PEI, NB) and AB participated in the AARP National Convention in Boston September 6-9. Over 26,000 delegates attended the convention. - AAA Southern New England partnered with the CTC and 20 Canadian partners in a Beta test Canadian Night for consumers and follow up product launch and training for 200 AAA agents and counselors. MEDIA/PR: - Tourism BC, Tourism Victoria, Tourism Vancouver and Tourism Whistler hosted a media dinner in San Diego on August 29, 2007. - Nova Scotia Tourism, Culture & Heritage was in Chicago on September 14, 2007 for the Chicago Celtic Festival. They hosted a VIP event for approximately 100 people, including 10 media.


Quarterly Market Report

- Tourisme Quebec and Mont Tremblant hosted a press event for travel trade media at the end of September at the new restaurant, Per Se in New Jersey. - Travel Alberta was a Platinum sponsor of the NYC Premier of “The Assassination of Jessie James by Coward Robert Ford” on September 18, 2007 and hosted a VIP event afterwards. - Tourism BC, Tourism Vancouver, Tourism Whistler and Tourism Victoria conducted media calls to several well-known media outlets while in NYC on September 19-21, 2007.

CTC Activities
Trade Development

MC&IT: - MC&IT produced 5 newsletters YTD and distributed them to the USA and MC&IT clients in our database. - The Midwest region produced leads from a FAM at the Four Seasons Whistler, Ambassador Golf tournament, and the Fairmont Advisory Board. - The DC region gained considerable leads from events including: CESSE Annual Meeting and Canada Breakfast, Smith Bucklin Partner Breakfast, ASAE Annual Meeting & Expo, Helms Briscoe Annual Partner BBQ, Time Fore Nine year-end tournament and Experient Meet with Success in Philadelphia. - The ING Meeting Planner Summit (July 24-26) was held in Montreal and cosponsored/hosted by the CTC. - Farm Bureau Marketing Managers Meeting (June 8-10) in Whistler. 17 Senior Level Managers from various Farm Bureau owned companies attended a 3-day Marketing Meeting at the Fairmont Chateau Whistler. - The FICP Summer Forum was held in June with 150 total attendees. The CTC and 6 Core Canadian partners sponsored a breakfast at the meeting. - CTC partnered with Fairmont Hotels to host educational seminars and a fam trip to Quebec City with a post trip to Montreal in July; CTC partnered with DMCs for a 3-day sales mission and education program in Dallas (August 6-8); the CTC exhibited and participated in the annual National Business Travel Association (NBTA) Convention and Tradeshow generating 47 business

United States- Sales


contacts. Number of Leads (primary): 134 Primary lead revenue: 88,476,790.00 USD Association: 48 Incentive: 18 Corporate: 58 Unidentified: 0 Number of Industry Events: 13 Number of In-Market Promotions: 0 Number of Tradeshows: 2 Number of Citywide's: 3 Number of Sales Calls: 114 Number of Sales Missions: 0 Total Cost of Site/FAM Tickets: 25,132.42 CDN Site/FAM Costs: 140,869.45 CDN Site/FAM fees: 12,417.57 CDN Number of FAMs: 18 Number of FAM participants: 189 Number of Sites: 21 Number of Site participants: 23 Total Partner Revenue: 7,496,159.70 CDN (Year to Date as of 6/30/07) LEISURE: - Site inspections: Norwegian Cruise Line along the St. Lawrence River; Siemer & Hand to Canadian Mountain Holidays’ B.C. heli-hiking program; Holland America to Atlantic Canada ports of call; Olivia Tours to Canadian Mountain Holidays’ B.C. heli-hiking program; Globus Family to NL, N.S., N.B. & P.E.I.; Rocky Mountain Tours to Sun Peaks, Big White & Silver Star Ski Resorts; All West Tours to Saskatchewan; Globus Family to Okanagan Valley and SW B.C.;


Quarterly Market Report

Travel Impressions – Site inspection tour reservation supervisor. - Fam trip: Globus Family group leaders to NL; Globus Family to Alberta and B.C.; to Whistler; Group leaders fam to South Central B.C.; Cal. State Auto Club & AAAWA/Inland to Whistler, Victoria and Vancouver; Tourisme Montreal Student Operator Fam; Destination Halifax Tour Operator Fam; Yankee Holidays Fam to Niagara Falls; Tauck World Discovery fam Best of the Rockies; Fairmont Fam Quebec with Virtuoso Consortia agents. - Special Promotions: July 1st Canada Day Promotion-Seattle with Canadian Consulate; Virtuoso’s Annual Travel Mart; Globus Home Based agents promotion; AAA Travel Trade Appreciation Event/Tradeshow; Midwest - Travel Suppliers Michigan Seminar; Carlson Wagonlit Travel National Meeting / Tradeshow; ASTA Las Vegas: with partners Tourisme Montreal, Fairmont Hotels, Rocky Mountaineer Vacations, Brewster Vacations, VIA Rail, WestJet, Travel Alberta and Anderson Vacations presented a unified Canada section at ASTA Tradeshow. 3,700 industry professionals; Virtuoso’s Annual Travel Mart; Virtuoso’s On-Site Dinner at Travel Mart with Entrée Destinations; AAA Fantastic Four Promotion with Tourism Vancouver and Tourism Montreal; ski partnership with Alpine Adventures and Virtuoso; Alpine Adventures ski partnership with Travel Agent Magazine; Training: Auto Club of Southern California. Consumer Development LEISURE: - Special promotion with the Canadian Consulate "Mousse vs Moose" at the Chicago Signature Room to highlight Canadian Culinary Experiences. 125+ VIP's participated in an opening night reception and dinner. - Special Promotion with Canadian Consulate - Tall Ships Festival Newport Rhode Island, 1 million visitors attended the event and 3 Canadian vessels participated. - AMEX/Departures proprietary cardholder list event in W. Hampton, NY featured a CTC tented area and Canada products. 300 attendees.

US Media Dinners - The CTC participated in two media dinners during the

United States- Sales


second quarter of 2007; September 13 - Portland Media Dinner at the University Club for 15 media. Partners were TBC, TAI and CTC. September 20 – New York City Media Luncheon at the Four Seasons and 13 partners participated in this event. Visit Canada Program - July 1-September 30, 2007 127 media to Canada (as of September 13, 2007) Media Marketplace 2007 (included in this report with final figures) -The Canadian Tourism Commission’s 19th Annual Media Marketplace was held in New York City at the Waldorf - Astoria from April 16-18, 2007. Number of Companies registered: 123 Number of Partners in attendance: 192 Number of new Partners: 13 Number of media registered for appointments and hospitality events: 292 Number of new media: 98 (approx) Number of Sponsors: 17 - Society of American Travel Writers (SATW) Freelance Council met in Montreal and Quebec City from July 3-14, 2007. The CTC partnered with Tourisme Quebec, Tourisme Montreal and Quebec City Tourism to host 65 freelance travel writers. - National Lesbian and Gay Journalists Association (NLGJA) Annual Convention. The CTC and 10 Destination Partners attended the NLGJA Annual Convention in San Diego on August 30 - September 2, 2007. Approximately 420 journalists, photographers, producers and other broadcast media were in attendance. U.S. Media Relations Internet Press Kit. Canada has something for everyone and now the country is coming to you! The Canadian Tourism Commission is proud to announce their new internet portal, filled with adventure and story ideas for your taking. Content will widen your eyes and drop your jaw, so with a few clicks of your mouse, discover the unexpected and explore what this amazing country has to offer.


Quarterly Market Report

Public Relations

- Sidewalk Art: LA and NYC: The CTC commissioned renowned artist Kurt Wenner to create a 3-D painting on the sidewalk/streets in LA and NYC with the goal to bring experiences from CTC ads to life in an engaging way. Results - LA: Of the over 36,000 people that trafficked the area over 3 days, approx. 12,000 people were engaged on-site with the street art. NY: Of the over 30,000 people that trafficked the area over 3 days, approx. 10,500 people were engaged in the Central Park exhibition. - Bata Boston Promotion: Bostonians were invited to “Step Into Canada” for 2 weeks this July in Boston as a special traveling exhibit of the Bata Shoe Museum was set up in collaboration with the CTC and a Canadian experience exhibit. Results: There were more than 6 million media impressions and 700 consumers engaged after onsite visits including the interactive online game. - Runway to Runway - Departures Magazine and Bombardier VIP event: As part of the CTC’s partnership with AMEX publishing, the Runway to Runway event was an opportunity to engage Platinum and Centurion card members at an exclusive high-end event featuring other top brands such as Bombardier private jet service, Acqua Panna, Aston Martin, Brooks Brothers and Van Clef & Arpels. Results: More than 250 top level Amex card holders attended and experienced the unique Canadian offerings. The CTC retained names from contest entry for further communication. - Montreal at Grand Central, NY: From August 6-8, Montreal and the CTC took over Vanderbilt Hall in Grand Central Station in Manhattan. Montreal executed a full interactive experience to engage consumers coming through Grand Central throughout the day. Results: 700-800 people a day came by the interactive area and the CTC was able to distribute more than 2,000 Condé Nast and Pure Canada over the 3 days. - NY Region Radio Promotion: The CTC secured a radio promotion in the NY region with the radio station WKJY/KJOY, which reaches an HIH audience of more than 200,000 a week in the Long Island area. Results: The CTC and partners reached a targeted demographic in a NY area that supports the strategic plan, as well as promoting 4 Canadian destinations over a continuous 4 week period.

United States- Sales


Competitive Environment
MC&IT: - South America (specifically Argentina and Uruquay) has sparked new interest for incentive sales. - Incentive Houses are starting to see search engines like StarCite, etc. as competition while these companies start to expand their services and bid on corporate business. - In the DC area, Baltimore has quickly become a competitor with a new brand marketing campaign, very aggressive pricing and excellent overall citywide packages. - Incentive houses are now looking for properties that simplify the GST rebate process by deducting the total off of the master folio. LEISURE: - The Senate Commerce Committee has approved a Bill that would create a tourism marketing campaign to promote travel to the United States via an independent, non-profit entity called the "Corporation for Travel Promotion" or CTP that would have a budget of $100 million. - US Visitors to Asia has increased substantially over the past three years and the trend continues with a first quarter 07 increase of 14% over 06 first quarter. - Ecuador is experiencing some of the highest world wide growth numbers in tourism - 21% between 2005/6 and estimate 20% for 2007 based on their present growth. MEDIA/PR: - Paris Launches A Be-Nice-To-Tourists Campaign: Their city is the world's No.1 tourist destination, yet Parisians sometimes seem downright grumpy about it. City officials set out to change this, urging cab drivers to smile and telling waiters to try out their English. - Philadelphia CVB Plan: The Philadelphia Convention & Visitors Bureau has released its strategic plan, “From 30,000 Feet,” which provides six strategies for 2008 to 2012 and beyond, to take Philadelphia’s hospitality industry to new heights. The focus of the plan are conventions, sales and service, raising Philadelphia's profile as a global destination and extending the Philadelphia brand through collaboration and niche marketing.


Quarterly Market Report

- New Orleans CVB: In preparation for the nation’s commemoration of the second anniversary of Hurricane Katrina on August 29th, the New Orleans Convention & Visitors Bureau reported on the progress achieved in the past two years to rebuild tourism, the city's No. 1 industry and largest employer. The CVB reported that airlines are adding new flights, the city has one of the freshest hotel products in the country, the French Quarter is cleaner than it has been in decades and major corporations are investing in New Orleans’ hospitality industry. - Tourism Ireland: To provide a unique experience of their country, Tourism Ireland announced a contest for “Your Very Own Ireland” podcast. Following an avalanche of almost 10,000 entries in one month, three Americans were selected to go to “work” as podcasters for Tourism Ireland. Podcasters were told to “Go wherever your imagination tells you.”

Future Outlook
MC&IT: - Clients suggest re-packaging FAM programs as "educational forums" so that corporations will be allowed to attend (many have rules against) and Incentive buyers may gain internal training credits. - Key upcoming events include: The Motivation Show/ITME in Chicago in September; Showcase Canada events in Chicago and Minneapolis are planned; SITE International in Monterey. - EDS is offering 12,000 of it's 50,000 US employees early retirement packages. They plan to move jobs abroad. They have cut their meetings almost in half for the coming year. - The mortgage industry in Southern California has seen quick and steady downturns the last 3 months. In the Los Angeles area, many jobs have recently been cut due to the need to borrow money to continue to fund new mortgage loans as loan defaults continue to rise. LEISURE: - Princess Cruises will debut its most extensive Canada / New England cruise season in 2008 with an expanded schedule and more than 50% additional

United States- Sales


capacity. The extended Canada NE season will run from August 24 - October 29 and feature 18 voyages on three ships. MEDIA/PR: - With digital delivery, news sites like have experienced an increase in their online audience by almost 8 million page viewers over the course of a year. - Now, in the hotel business, the race is on to upgrade guestrooms with highdefinition flat-screen TVS, iPod docking stations and a wider selection of programming. Additionally, some carriers are introducing personal entertainment systems that feature more movies, music and games. - A new Website, offers video tours of European hotels. The free service offers 200 video tours of hotels in European capitals like Rome and Madrid and plans to offer 1,500 by year-end. The 45-second overview videos focus on public areas, restaurants, fitness centers, as well as room categories.


Quarterly Market Report

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