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TOM NORWALK President & CEO | Visit Seattle

MATT MURPHY Chair of the Board | Visit Seattle

Executive Vice President | Paramount Hotels

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2015 Seattle-King County Tourism Impact

Total Visitors:

38.1 Million (+2.6%)

Overnight Visitors:

19.7 Million (+2.3%)

Source: Tourism Economics/Visit Seattle

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International Visitors:

7% of all visitors

17% of all visitor expenditures

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Visitor-Generated Tax Revenue:

$692 Million (+7.9%)

Job Supported by Tourism:

73,018 (+3.4%)

Visitor Expenditures:

$6.8 Billion (+5.8%)

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2016 Destination & Industry Objectives

2016 Destination & Industry Objectives WSCC Additional Facility

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2016 Destination & Industry Objectives Meetings & Conventions Strategy

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2016 Destination & Industry Objectives Sea-Tac Airport Master Plan

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2016 Destination & Industry Objectives International & Overseas Growth

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2016 Destination & Industry Objectives Leisure Brand Advertising

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2016 Destination & Industry Objectives Seattle Street Scene

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ALI DANIELS Vice President, Marketing | Visit Seattle

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ANDY HARMS Host Sounds by the Sound | REVOLT TV

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LESLIE KUNDE Vice Chair of the Board | Visit Seattle Director, Customer Relations | Boeing

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TOURISM CHAMPION AWARD Presented to the crew of the Visit Seattle

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SKIPPER HUW FERNIE

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WILLIAM WARD CEO, Clipper Ventures

SIR ROBIN KNOX-JOHNSTON Founder & Chairman of the Clipper Race

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DAVID WHITAKER Chief Marketing Officer | Brand USA

Brand USA Update Seattle, WA April 25, 2016

Industry Defining Moments January 2012

May 2014 December 2014

March 2010 National Travel and Tourism Strategy Signing the Travel Promotion Act into Law

Presidential Memorandum on Travel and Tourism Reauthorization of Federal Funding for Brand USA

Path to 100 Million Arrivals

0

5000

10000

15000

20000

25000

30000 ArgentinaAustraliaBrazilCanadaChileChinaColombiaFranceGermanyIndiaIrelandItalyJapanKorea, Republic OfMexicoNetherlandsRussian FederationSpainSwedenSwitzerlandUnited KingdomVenezuela

Path to 100 Million Arrivals

0

1000

2000

3000

4000

5000

6000 ArgentinaAustraliaBrazilChileChinaColombiaFranceGermanyIndiaIrelandItalyJapanKorea, Republic OfNetherlandsRussian FederationSpainSwedenSwitzerlandUnited KingdomVenezuelaAR+CO+VZ

Contribution to Path to 100 Million Country 2014 2021 2021/2014 Growth

Canada 22,975 26,744 16% Mexico 17,334 24,153 39% United Kingdom 3,973 4,893 23% China 2,188 4,728 116% Japan 3,579 4,252 19% Brazil * 2,264 3,260 44% Germany 1,969 2,449 24% South Korea 1,450 2,335 61% France 1,625 2,224 37% India 962 1,853 93% Australia 1,276 1,688 32% Colombia 881 1,614 83% Italy 934 1,275 36% Spain 700 944 35% * Pending Re-Forecast

Contribution to Path to 100 Million Country 2014 2021 2021/2014 Growth

Netherlands 616 810 32% Sweden 543 736 35% Argentina 685 735 7% Switzerland 487 607 25% Taiwan 413 568 37% Venezuela 616 547 -11% Ireland 395 495 25% Russia 341 437 28% Chile 249 422 69% Norway 299 416 39% Denmark 284 402 42% Indonesia 86 118 38%

• Adding Partner Value

• Expanding Role in BRIC Markets

• Defining Markets

Continuing the Discussion…

Market Structure

Establish a tiered market structure to guide strategy, program development and resources.

Focus & Spend

# of Markets

PRIME VOLUME MARKETS • Insights drive global strategy and development • Original programs and partnerships • Fully integrated media mix, including a combination of broadcast,

cinema, out-of-home, events, digital display, online travel experts media, paid search and paid social (assumes website presence, sharing)

• Fully integrated co-op programs; trade efforts and execution

TARGETED VOLUME MARKETS • Execution of proven marketing concepts and strategies • Digital display, paid search and paid social (assumes website presence), sharing select

co-op programs; trade programs and execution

NEW VOLUME MARKETS • Implement global media programs • Local language / cultural adaptation • Website presence, paid search and social programs for traffic

generation, select co-op activities; key trade activities and support

Market Prioritization: Prime Volume Markets

• Canada

• Mexico (*Pending Re-Forecast)

• United Kingdom

• China (Highest Growth Potential)

• Brazil (*Pending Re-Forecast)

2014 % ‘13 % ‘16 23 MM - 1.8% + 4.7%

17 MM + 17% + 4.8%*

4 MM + 3.6% + 3.5%

2.2 MM + 21.1% + 15%

2.3 MM + 9.9% + 7.4%*

Market Prioritization: Targeted Volume Markets

• Japan

• Australia

• India

• Germany

• South Korea

2014 % ‘13 % ‘16 3.6 MM - 4% + 1.2%

1.3 MM + 5.9% + 5.3%

960 K + 11.9% + 14%

1.9 MM + 2.7% + 3.5%

1.4 MM + 6.6% + 9%

Market Prioritization: New Volume Markets

• France

• Sweden

• Colombia

• Chile

2014 % ‘13 % ‘16

1.6 MM + 8% + 7.9%

540 K +14 % + 4.8%

881 K + 18% + 11.9%

249 K + 17% + 11.3%

USA Consumer Marketing Campaign 14 Markets that generate 81% of inbound travel to the USA

• Australia • Brazil

• Canada • Chile

• China • Colombia

• France • Germany

• South Korea • Sweden

• Mexico • United Kingdom

• India • Japan

Market Prioritization: Trade & Partner Focus

Brand USA sponsored Visit USA collaboration, trade shows, road shows, missions, fams and/or training activities

* Select countries in each region

• Spain

• Hong Kong/Taiwan

• Italy

• Benelux Region

• South America*

• Nordic Countries*

• Austria

• Switzerland

• Southeast Asia*

• Central America*

• Gulf Cooperation Council (GCC)*

• Africa*

• Israel

• Hungary

Targeted Customer Segmentation

Motivation

Treat Myself And Have Fun

Escape And Recharge

Learn About Different Cultures

See Faraway Friends/Family

Satisfy A Sense Of Adventure

Trigger Need A Break From Routine

Ritual/Habit

Destination Calling

Visiting Friends/Family

Great Deal

Celebration Of Milestone

Event

Motivation + Trigger = Trip Persona

Situational Analysis

0%

10%

20%

30%

40%

50%

60%

Jun-15

Aug-15

Dec-15

Unfavorable Currency Exchange Value as Reason for Not Visiting US

Source: Brand USA Tracking Study Base: Travelers who are not likely to visit the US in the next 12 months

Strong U.S. Dollar Impacts International Visitation and Spend to the USA

Value of U.S. Dollar Indexed to Period Average (2000-2015 YTD)

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 YTD2015

CAD

BRL

EUR

Source: OANDA

This Situation Creates a Perception of Limited Value for Price

Surging dollar lowers the comparative cost of experiences compared to geographically close, competing destinations

COST

PRODUCT OFFERING

VALUE

2016 Marketing Challenge How do we elevate the perception that trips to the U.S. give travelers more diversity and therefore more bang

for their buck, yen, real, peso?

FROM TO

Proximity Is the Equalizer

The perceived cost of one trip with multiple experiences holds more value than many trips with a singular focus. Time and new are currency.

VALUE

COST

PROXIMITY + +

TIME

GREAT OUTDOORS/U

RBAN EXCITEMENT

TIME

Brand USA Update Seattle, WA April 25, 2016

NATIONAL PARKS ADVENTURE

National Parks Adventure

● Sponsorships: $ 22.15 Million to date – $ 6.15 Million Cash – $16 Million In-Kind

• First Global Sponsor

• First Non-endemic Global Sponsor

• Asia Partner

• USA Partner

Targeted Key International City Premiere/Launch Events

AUSTRALIA Sydney IMAX Theatre Sydney

Melbourne Museum Victoria CANADA Ontario Ontario Science Centre

Montreal Montreal Science Centre, Old Port CHINA Beijing China Science & Technology Museum National Film Museum

Shanghai Shanghai Science & Technology Museum

DENMARK Copenhagen Tycho Brahe Planetarium FRANCE Paris La Geode GERMANY Frankfurt Auto & Technik Museum HONG KONG Hong Kong Hong Kong Space Museum INDIA Mumbai Nehru Science Center MEXICO Mexico City Papalote Museo del Nino

NETHERLANDS The Hague Omniversum SWEDEN Stockholm Cosmonova UNITED KINGDOM London British Film Institute

BRAZIL TBD ITALY TBD JAPAN TBD

Thank You!

Travel Industry Information @BrandUSA on Twitter

TheBrandUSA.com

Consumer Information @DiscoverAmerica on Twitter

Facebook.com/DiscoverAmerica DiscoverAmerica.com

#VisitTheUSA

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UP NEXT: Guest Speaker Rob Torres Google

2016 Tourism Ambassador Awards

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ROB TORRES Managing Director, Travel | Google

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

Micro-Moments The New Travel Consumer Journey

Rob Torres Managing Director, Google Inc.



Nov 8 Nov 18 Nov 28 Dec 8 Dec 18

All Digital moments

38,983 moments



Pizza

HD TV

Disney World

Nov 8 Nov 18 Nov 28 Dec 8 Dec 18 Dec 28

All Digital moments



Decreasing time per visit on Travel mobile websites year-over-year.

Almost 2x increase in mobile conversion rates on the Travel mobile web year-over-year.

Almost 50% increase in mobile searches in the Travel category year-over-year.

YOUR BIGGEST OPPORTUNITY is in the

SMALLEST MOMENTS



I-WANT-TO-KNOW DREAM

I-WANT-TO-GO PLAN

I-WANT-TO-BOOK BOOK

I-WANT-TO-DO EXPERIENCE



Destinations on Google

Instant Flight & Hotel Prices Suggested Itineraries Plan a Trip

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DAVID BLANDFORD Vice President, Communications | Visit Seattle

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EXECUTIVE DOW CONSTANTINE King County

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2015 TOURISM AMBASSADORS

Sally Williams Meeting and Event Manager Sheraton Seattle Hotel

Veliere Crump Box Office Manager Teatro ZinZanni

Keith Dowsing Chef Concierge Alexis Hotel

Diana Hennick Visitor Services Manager The Center for Wooden Boats

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2016 TOURISM AMBASSADORS

Carolyn Nicolls Visitor Services Team Lead EMP Museum

Gavin Stephenson Executive Chef Fairmont Olympic Hotel

Paula Wright Guest Services Assistant Manager CenturyLink Field

Tom Wilcox Operations Services Coordinator Bill & Melinda Gates Foundation Visitor Center

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CONGRATULATIONS CAROLYN!

CAROLYN NICOLLS Visitor Services Team Lead | EMP Museum 2016 Tourism Ambassador of the Year

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Thanks to Our Presenting Sponsor

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Thanks to Our Event Sponsors

visitseattle.org

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