1. Tourism Plan 2010 TIAPEI AGM Tourism Advisory Council and Tourism PEI

2. Tourism Advisory Council (TAC) Chair Kevin Murphy

4. Year in Review 2009

5. Tourism Plan 2010

6. Goals & Objectives

7. Year of Culinary

8. Division Plans 2010

9. CRM & Sales

10. Strategy, Evaluation and Industry Investment

11. Marketing & Communications

13. NATIONAL / REGIONAL OVERVIEW A Year of Mixed Results 2009 YEAR IN REVIEW

15. Auto trips from the U.S. down 5%

16. Air trips from the U.S. down 10%

17. Occupancy down 6% points to a level of 59%.Canada

19. Room nights sold are down 2%.

20. Room nights sold to U.S. and International visitors down 4%.

21. Room nights sold to Canadian visitors down 2%.

22. Provincial Park campsites sold up 14%.New Brunswick

24. YTD visitation up 1%.

25. Auto visitors up 9%.

26. Motorcoach down 21%.

27. Air visitors down 13%.

28. Campsites sold up 1%.

29. Room nights sold down 4%.

34. OCCUPANCY AND OVERNIGHT STAYS

35. 2009 UnitsSold / Available

36. PEI Indicators (27%) (29%) (26%) (27%) (24%) (74%) (74%) (73 %) (76%) (71%)

37. BY ACCOMMODATION TYPE PUSH AND PULL

38. Hotel/Motel Represents 66% of Total Fixed Roof RNSYTD Through October – Down 21,495 RNS or 6%

39. Inns Represent 4 % of Total Fixed Roof RNS YTD Through October – Down 9,905 RNS or 31%

40. Cottages Represent 22% of Total Fixed Roof RNS YTD Through October – Up 9,598 RNS or 9%

41. Campgrounds YTD Through October – Up 40,109 SNS or 22%

42. PUSH AND PULL BY MARKET

43. What is Pulling RNS down? The three markets below are down 31,870 Room-nights.

44. Where is the Growth Coming From? YTD October RNS to Canada are up 7,669 Room-nights or 2%YTD Canada represents 84% of Fixed Roof RNS Change in RNS

45. MARKET PERFORMANCE

47. 18,273 Campground

49. 23,835Campground (+24%)

50. 65,038 TOTAL ONSProjected 9% increase in ONS

52. 19,660 Campground

54. 22,603 Campground (+15%)

55. 140,125 TOTAL Overnight Stays (ONS)Projected 4% increase in ONS

57. 50,360 Campground

59. 57,488 Campground (+14%)

60. 246,942 TOTAL Overnight Stays (ONS)Projected 3% increase in Total ONS

62. 10,221 Campground

64. 11,862 Campground (+16%)

65. 59,698 TOTAL Overnight Stays (ONS)Projected 7% decrease in Total ONS

67. 1,689 Campground

69. 1,995 Campground (+18%)

70. 22,202 TOTAL Overnight Stays (ONS)Projected 39% decrease in Total ONS

72. 7% increase

73. 1.28M visitors in 2009

74. EXPENDITURES

75. FLAT at Less than 1% increase

77. Tourism Plan 2010 Tourism Advisory Council and Tourism PEI

78. 2010 Direction Culinary – Launch of a Five Year Strategy Cultural Investment in Soft Periods Convention Centre and Queen’s Wharf District Continued Focus on Golf Integrated Tourism Solution – roll out Communications

79. Tourism Advisory Council (TAC) Chair Kevin Murphy

80. 2010 Vancouver olympics

82. Further refine the marketing and sales approach.

83. Product investment accountability enhanced and supporting primary motivators.

84. Continued focus on the key vertical markets.

85. Require greater creativity to reach key high yield markets (mid-long haul family and couples 45+).36

87. Industry Objectives

89. Avg Monthly Overnight Stays (2005-08)Shoulder Shoulder Soft Soft 39

90. 2010 Departmental Objectives 2. Adhere to the discipline required to build a brand in the appropriate markets. 3. Expand participation and awareness of our tourism product. 4. Ensure that our investment addresses the desires of our key markets 5. Improved communications with industry. 40

91. Kevin Murphy, Tourism Advisory Council Chair and Sebastian Manago, Director of CRM and Sales 2010: Year of Culinary

92. Culinary Alliance ofPrince Edward Island Leveraging food for Island-wide economic growth

93. PEI Culinary Alliance Mission To facilitate the development of innovative food industry partnerships, culinary experiences and promotional programs that serve as a catalyst for: Increased tourism visitations to Prince Edward Island Increased consumption of rural PEI food products on-Island Increased export sales of rural PEI food products

96. Initiatives Culinary website Integrating all content around PEI food experiences in one space Michael Smith participation Integration of programs between Tourism and Buy PEI Marketing readiness program for non-traditional sectors Participate and enhance our brand in food shows Boston Seafood Show, Royal Winter Fair, NYC Food and Wine Show, Vancouver Eats

97. Initiatives Expansion of Michael Smith’s role Culinary ambassador of PEI including broadcast, media outreach, food launches, etc. Festival Express Bring PEI to key markets in an integrated approach Integrate restaurant and retail promotions with culture, tourism and culinary. Chef’s Summit Key influencers Professional development

98. 2 Year Outlook Further build export markets based on the big 4 Lobster, Mussels, Oysters, Potatoes in combination with tourism Build key distribution partnerships Franchises, Regions Build the Artisanal food producer base Cheese makers, distillers, wineries etc. in rural PEI Expand/build Fall Flavours beyond regional festival Increase traffic and bums in beds

99. Director Sebastian Manago Consumer Sales & Customer Relationship management division

101. Packages

103. 2009 Launch of the central customer database 800,000 and growing Newsletter Drastic increase from 70,000 to 400,000 recipients Central Reservation System 200 operators 3,100 bookings 7,300 room nights Over $1 million in sales

104. Sales (The Sales Funnel since May) Unique visitors to www.tourismpei.com

105. CRM plan for 2010 Create script for customer interaction Create e-mail conversation Track Visitor Guides Delay the commission one more year The $50 fixed fee will be extended for one more year

107. New Functionalities

108. New User Interface for January, 2010

109. Communications Plan

110. Industry Survey

111. Focus Groups

112. Consumer Testing

113. Operator Outreach

115. Director Chris Jones DIVISION of STRATEGY, EVALUATION AND INDUSTRY INVESTMENT

116. DIVISION RESPONSIBILITIES Product Development Industry Investment Product Investment Industry / Partner Relations Regulatory Affairs Public Policy Strategy Development Evaluation and Accountability Research

117. Strategic Development Initiatives OBJECTIVE to create and drive demand through investment …to create that compelling reason to visit Prince Edward Island

118. 2010Culinary FocusOperational Planning

120. Early July and / or late August

121. Create a multi day Cultural Explosion

122. Build on existing elements such as Cavendish Beach Music Festival and the Festival of Lights and work with Summerside to establish icon / anchor event.

124. Strategic Investment Fund Golf PEI, MCIT, Cruise Ships, Festival and Events PEI, Fall Flavours, Cavendish Music Festival PRINCIPLES Facilitate tourism growth by investing in initiatives that match research based expectations of our target markets. Invest in primary motivators and those initiatives that promote sales / marketing and quality assurance efforts. Invest in activities that are provincial in scope and match the priorities set by government and industry.

125. Innovation Fund Jazz and Blues Festival, Shellfish Festival, Couples Golf, Island Marathon, College of Piping PRINCIPLES Invest in proposals that relate directly to the development and enhancement of products identified in the TAC - Tourism Strategy for Competitiveness. Application driven fund to invest in initiatives developed by tourism non profits and tourism sector organizations. The goal is to strengthen Prince Edward Island’s appeal as a destination.

126. Industry Investment Fund Changes Multi-year contracts Greater focus on non-resident market penetration Participant lists (where possible) for CRM. Exit clause (where appropriate). Establish Review Committee (where appropriate) Greater focus on increasing the Return on Investment.

127. Portfolio for Investing in Regional Initiatives

128. Regional Product Development Fund Island East, Cavendish Beaches Dunes Shore, Charlottetown, South Shore, Summerside, Western PRINCIPLES Focus on initiatives that support the Department and TAC Strategy and strengthen regional tourism.

129. Regional Foundation Fund Support for Cavendish, St. Peters, Summerside and Charlottetown…Destination Centres Support for Foundation (business plans, professional development) South Shore, Western and Kensington PRINCIPLES To support management and operations of destination centres To support research, planning and product development

130. Regional Tourism AssociationsNew Initiatives - Comprehensive Review Examine partnership model. Establish the most effective and efficient roles and funding for RTA’s, DMO’s and stakeholder groups. Establish “role clarity” and “funding certainty”. Review of funding model. Build consensus. Create a model for province-wide support of vertical activities

131. Research Plan 2010-11Key Areas of Focus Customer Relationship Management Establish consumer profiles Integrate sales and marketing opportunities Assist with closing the sale. Marketing Evaluation (by market and campaign) Awareness testing Conversion – measuring campaign effectiveness TRC – Ongoing Panel Research Continue with foundation elements to estimate volume, value, and business case

132. Director Brenda Gallant Marketing DIVISION

133. 2010 MARKETING HIGHLIGHTS Remain Brand Focused / Product Driven in some markets / Sales-Oriented with strong CTA Targeted marketing initiatives for Golf and Culinary Proactive PR and Media Relations Activities More Focus on Social Media and Internet; Less on Television Incorporation of Experiential Tourism Products More Prominence to Festival & Events Islanders/VFRs as Ambassadors

134. VERTICALS GOLF Golf Channel opportunities Nike partnership CULINARY Culinary Alliance initiatives (i.e.- co-marketing Potato Board contest, Culinary Trail) Food Ambassador Chef Michael Smith PR through Festival Express Promotion of culinary experiential tourism products and freshness of food from land and sea (through various media) CULTURE Development stage – creating the platform

135. PR – MEDIA FOCUS Pro-active approaches to media; matching requests with Tourism PEI strategy Better tracking of media stories published and their associated value Press kits to be developed Copy writing/editing of PEI stories and highlights for various publications Festival Express– taking PEI to prospective visitors generating media and consumer interest

136. TELEVISION Reduce spend from $900,000 to $200,000 (Quebec only) Reduce production cost by utilizing existing footage in the development of creative. Creative to evoke emotion with focus on landscape, scenery, people and iconic products. Phasing out of television and looking at broadcast opportunities. Explore other avenues such as airlines, cinema and broadcast on web.

137. SOCIAL MEDIA Twitter – tweets will be coming directly from PEI as opposed to current setup through Grey More videos on You Tube and on our own website made possible through National Assets Program and other video footage. Work with industry to increase presence of Prince Edward Island tourism products on social media sites (i.e. – coop support of video project for our site, operator site and You Tube). Revamp website

138. FESTIVALS & EVENTS Visitor Guide Task Force Top reasons to get a guide include festivals and events Currently the weakest section of our Visitor Guide Transition year…. keeping listings but producing a separate F&E brochure 76

140. Simplify menus

141. Enticing and easy to navigate section for Festivals & Events

142. Continually work on SEO77

144. Festival Express (PR on the road…golf simulator, beach, etc)

145. Anne Chouinard online golf tips

146. Social media and online

147. Television brand sells in Quebec

150. Tourism Plan 2010 Tourism Advisory Council and Tourism PEI