Highlights 3. Marketing 5. In-Destination Services 11. Travel Trade 12. Sport, Culture & Major Events 14

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2 Contents Highlights 3 Marketing 5 Digital 6 Brand 8 Public Relations 9 Market Research 10 In-Destination Services 11 Travel Trade 12 Sport, Culture & Major Events 14 Stakeholder Engagement & Destination Development 15 Destination News 17 Convention Sales 19 Tourism Calgary 2017 Q2 Report 2

3 Highlights Tourism Calgary s mission: Inspire more people to visit Calgary for memorable experiences. Tourism Calgary s business objective: Work with our community to grow tourism revenues to $2.3 billion by We will lead with a bold Calgary brand and leverage the tourism marketing investments of the entire industry. Performance measurements: Room nights generated Sports and Major Events Joint Marketing Agreements 2016 Actual 2017 Target YTD Jun ,239 52,000 13,522 79,272 82,000 Total incremental rooms nights generated 122, ,000 N/A Partner referrals from visitcalgary.com from visitor information centres 546,674 26, ,675 36, ,054 21,338 Total referrals to industry 572,683* 665, ,392* Brand promotion PR media impressions** Social media engagement Visitcalgary.com visitation 475,294, ,108 2,447, ,000, ,000 2,815,000 9,778, ,894 1,088,794 Revenue generated for collaborative marketing support $866,241 $870,000 $552,953 Industry satisfaction 87% 88% N/A * Targets and tracking in development as part of new in-market strategy **Measured previous to 2017 as organic media impressions Marketing In Q2, marketing efforts were geared toward the planning, development, and launch of key programs. These programs focused on regional, national, and U.S. markets. The balance of this year will see the following initiatives: Re-launch of high performing content-led programs Redevelopment of visitcalgary.com Implementation of a 365 days a year approach for the regional co-op program; A brand evolution project to increase Calgary s competitive position in the marketplace. Read more on page 5. In-Destination Services In Q2, the In-Destination Services team created experience passes showcasing Calgary tour offers, attractions and restaurants for frontline employees and Rendez-vous Canada delegates. The mobile information strategy was expanded and experienced a successful quarter of counsels and referrals. Read more on page 11. Tourism Calgary 2017 Q2 Report 3

4 Travel Trade In Q2, the Travel Trade team attended a sales mission to Mexico, hosted nine FAMs to promote Alberta as a year-round destination, and promoted experiences at Rendez-vous Canada, the largest tourism market place in Canada. Read more on page 12. Sports, Culture & Major Events Calgary hosted the Western Canadian Swimming Championship, Humpty s Champions Cup of Curling and the Canadian West Open U16 Volleyball Championship. Luge Canada, with support from the Calgary Sport Tourism Authority, successfully bid for the 2021 FIL Luge World Championship. The event will be hosted at WinSport in late January. Room nights are tracking ahead of pace by a total of 3,253 definite room nights compared to the same timeframe in Read more on page 14. Stakeholder Engagement & Destination Development Calgary s stakeholder-led Destination Strategy was shared with stakeholders and new relationships and partnerships were formed. An advocacy framework and guidelines were developed. Proactive and reactive media relations efforts in Q2 focused on the Destination Strategy, 2016 industry results, welcoming Rendez-Vous Canada to Calgary and the launch of the busy summer season. Formal stakeholder communication methods were streamlined to be more concise, direct and relevant. 30 businesses joined Tourism Calgary as new partners. Read more on page 15. Tourism Calgary 2017 Q2 Report 4

5 Marketing Marketing In Q2, the marketing department focused on the planning, development, and launch of key marketing programs dedicated at our regional, national, and U.S. markets. This year, we are moving toward a 365 days a year approach for the regional co-op program, relaunching high-performing content-led programs, redeveloping visitcalgary.com and undertaking a brand evolution project to increase Calgary s competitive position in the marketplace. Target Audience Regional Objective Tactic Outcome The 2017 Regional Co-op program is focused on generating weekend visitation and increasing spend by creating urgency to visit Calgary. It provides travellers with meaningful reasons to visit by showcasing a collection of compelling experiences. It creates a sense of urgency to make those visits by connecting compelling experiences to a fixed-time event or offer Regional Co-op Campaign The following initiatives were developed and launched over Q2: Video (traditional format and 360 format) Influencer hosting and engagement (including social promotion) Content articles (distributed through social, display, SEM, inmarket targeting) Content partnerships with major content production brands Social, display and native advertising In Q2, the 2017 Regional Co-op program launched. Initial results include: 44,412 sessions -47% year-over-year* 5,484 referrals -60% year-over-year* 12.3% conversion rate -26% year-over-year* 4:09 current avg. time on page +189% year-over-year 285,152 video views 16% ahead of schedule The 2017 Things to Do program focused on generating weekend visitation and increasing spend by creating visitation urgency. The program aims to leverage major events, seasons, life moments and prime travel periods (e.g. holidays and long weekends) to promote timely, relevant, and useful information to travellers. The goal is to motivate travellers to plan a trip today. Things to Do program Q2: Promotion of 17 content pieces through social advertising including Holiday Guides (e.g. Canada Day) Event-specific content (e.g. Sled Island, Calgary Stampede, Spruce Meadows North American, Usher & The Roots in Calgary) Seasonal guides (e.g Things to Do this summer in Calgary) Social advertising content promotion (Facebook, Instagram, YouTube, Twitter) In Q2, the Things to Do program provided value to targeted audiences through relevant and useful travel ideas focused around holidays, seasons, and major events while driving strong impact for partners through qualified lead generation. 94,978 referrals +228% year-over-year 295,889 pageviews +513% year-over-year Average click through ratio: 1.57% on social media promotions, overindexing against an industry average of 0.26% Tourism Calgary 2017 Q2 Report 5

6 The 2017 Search Engine Marketing program focused on influencing visitation to and within Calgary through relevant responses to queries on visitcalgary.com. Search Engine Marketing Program The search engine marketing program purchased keywords that focus on Calgary, travel, product category (eg. accommodations, dining, getting around, things to do, attractions, Banff/Lake Louise), and served results to those actively seeking out information. Over Q2, as a result of ad optimizations and additional content creation, the Search Engine Marketing program saw strong performance: 99,734 sessions from paid search +56% year-over-year 31,497 referrals from paid search +143% year-over-year 7.19% click through ratio +268% year-over-year $0.72 cost per click -43% year-over-year U.S. In partnership with Travel Alberta and Destination Canada, the 2017 U.S. Program sought to inspire in American travellers the belief that Calgary and the Canadian Rockies ought to be their next destination. Concentrating on U.S. travellers already considering a trip to Canada, this program illustrated why Calgary and area would deliver the ultimate Canadian trip better than any other Canadian destination. U.S. Campaign In partnership with Travel Alberta and Destination Canada, the campaign targeted consumers in California, Texas, Washington, Montana, New York, Boston, and Chicago Display and social media advertising re-targeted leads interested in Canada and Alberta. Promotions ended for the program at the end of April 2017, but began again at the beginning of July Initial results include: 1,436 referrals+ 26,147 pageviews+ * Moving to an always on approach has distributed the media buy over the entire year, rather than pushing traffic in shorter bursts, making a year-over-year comparison difficult. This approach allows us to create an ongoing consumer conversation, showcase Calgary year-round and include partners who were not serviced by seasonal campaigns. Several campaigns featuring larger partners have later launch dates than in 2016, resulting in lower web traffic in Q2. To bolster performance, several digital user experience improvements have been made, showing great promise with a 200 per cent increase in conversion in the first five days. Content and advertising has been optimized to drive results, aiming to close the gap in performance by Q3. +No year over year data available as the campaign was not in market during Q Digital Mobile Over the past quarter, visitcalgary.com has seen the majority of traffic come from mobile devices a continued trend. Although Q1 mobile traffic was down per cent compared to Q1 2016, it has rebounded in Q2 with the launch of several major programs. Mobile accounted for 395,068 sessions, an increase of +60 per cent over Tourism Calgary 2017 Q2 Report 6

7 Website Referrals Q2 saw solid growth in qualified leads, with 192,054 overall industry referrals ( per cent from 2016), including 55,392 mobile-specific referrals. These results indicate that the right content and offers are being delivered to the right audience at the right time. Content Marketing In Q2, 83 content products were actively promoted on visitcalgary.com to regional and national markets; 51 of these were new content products. Content partnerships continued with Trip Advisor and Bell Media (as part of Far & Wide/Infiniment Canada). Similar to Q1, several content pieces saw a conversion rate over 100 per cent showing that content was highly relevant for the audiences targeted. Content marketing efforts resulted in 100,856 partner referrals from visitcalgary.com, with the following highlights: o 12 Campgrounds and RV Parks Close to Calgary o 23,315 referrals to partners o 24,702 unique pageviews o 94 per cent conversion rate o 150+ Ways to Celebrate Canada 150 in Calgary o 9,137 referrals to partners o 18,659 unique pageviews o 82 per cent conversion rate o 50+ Ways to Celebrate Father s Day 2017 in Calgary o 8,075 referrals to partners o 5,232 unique pageviews o 154 per cent conversion rate Note: Conversion rate is calculated by the number of referrals (clicks to partner websites) per unique pageviews. Jackrabbit Systems Booking Referral Engine 39,587 referrals came from JackRabbit Systems with a conversion rate of 15.5 per cent (6,139 direct referrals). This is significant as it reflects the behavior of consumers who are researching product and experiences in Calgary with intent to purchase. This result marks a 445 per cent increase from Q Search Organic visitation increased by 9.4 per cent compared to this time last year. After a prolonged downward trend, this is a promising sign. It indicates that the search engine optimization improvements implemented in Q4 of 2016 are having the intended effect. Search engine optimization performance is important because it is critical ensures that Calgary and its experiences and products are easy to find on visitcalgary.com. Tourism Calgary 2017 Q2 Report 7

8 Social Media Initiatives across social channels resulted in a follower base of 259,316 users and 247,535 engagements as follows: Channel Q2 Engagements Followers Facebook 134,463 88,754 Instagram 151,324 53,724 LinkedIn 286 3,779 Pinterest Twitter 10, ,717 YouTube 237 1,010 Total 296, ,783 Instagram and Facebook continue to lead for audience growth and social engagement metrics. Notably, Facebook grew by 7,697 followers in Q2, with 151,324 engagements. Comments increased by 157 per cent vs. Q1, indicating quality engagement with content. Many comments tag friends with a prompt to consume content or to book experiences highlighted, indicating that Facebook is a powerful tool to guide a visitor along the path to purchase thanks to peer sharing. This growth is important because there is a continued trend towards consumers placing credibility in social channels and user generated content over traditional channels. Facebook, Instagram, and Twitter are the three focal channels by which Tourism Calgary measures engagement for the corporate scorecard key performance indicators. In Q2, these three channels reached 296,344 engagements, equivalent to 6.53 per cent growth over the same time last year. Snapchat experimentation increased through Q2. Snapchat is currently in a state of growth. A comprehensive strategy is being developed to understand and evaluate Snapchat as a tool and to determine if and how Tourism Calgary should use this channel. At the end of Q2, there were 457 subscribers to Tourism Calgary s Snapchat account, up from 117 followers at the beginning of the quarter. Brand Brand Evolution Project Calgary s Be Part of the Energy brand and identity has been a valuable tool in bringing civic and industry partners under one banner and creating strong recognition for Calgary. However, Tourism Calgary s Destination Strategy identified and recommended another crucial step to be taken in the evolution of Calgary s brand, i.e. the articulation and emotionalization of the city s unique personality. A request for proposal review panel was established to assist in fulfilling this recommendation. The review panel was comprised of Tourism Calgary staff, a board member and Calgary Economic Development. In May, the panel selected global destination marketing agency, Destination Think! to work in close collaboration with Tourism Calgary s team and stakeholders on the research and discovery phase of this project. The project kicked off with the deployment of a residents survey to identify what Calgarians regard as critical components of Calgary s personality today, and what they see in its future. Survey results will be delivered in Q3 as part of the next phase of the Brand Evolution project. Brand asset downloads (photos and videos) Q2 1,300 Overall YTD 2, per cent of annual target Tourism Calgary 2017 Q2 Report 8

9 Public Relations Tourism Calgary works with journalists, freelance writers, social influencers, editors, and broadcasters to build destination awareness in our top regional, national, and international travel markets. By influencing the development of factual, intriguing, and interesting Calgary-focused stories, we are able to leverage the voices and reach of credible third parties to influence consumer behavior, perceptions and decisions. Q2 continued to focus on nurturing leads and hosting media in-destination to garner national and U.S. media coverage by major travel motivators. After a successful first year, the Media Experience Pass was re-launched to foster engagement and advocacy from key media and foster increased coverage. In Q2, Tourism Calgary attended media missions in key national markets of Vancouver and Toronto and met with 37 travel influencers representing outlets ranging from major television networks to high profile Instagram channels. Q1 Q2 Media Impressions 7,672,494 2,105,734 (EST) Media Quality Score* 8.1/10 8.1/10 * The Media Quality Score measures tonality of travel articles produced about Calgary that were supported by Tourism Calgary public relations efforts. The score, measured on a scale of ten, assigns points on specific criteria including: alignment with brand messaging, inclusion of compelling images, audience reach, mentions of identified Calgary travel motivators and overall positive sentiment about the destination. The articles are reviewed and marked by a third-party reporting agency. Media FAMs Through proactive and partnered efforts, Tourism Calgary led three press trips, welcoming over 15 media guests in Q2. These trips focused on highlighting cultural and event experiences distinct to Calgary to our key international travel markets. Efforts supported print and online outlets from across Canada and the U.S. and specialized in wellness travel, popular culture (Comic Expo), music and festivals (Sled Island), and history/culture (First Nations). Thanks to: Hotel Arts, Fairmont Palliser, Le Germain, Shokunin, Sled Island, Calgary Expo, Calgary Stampede, Studio Bell, National, Avis Budget Rental Car, Calgary Food Tours, and Painted Warriors. Media Coverage The following is a selection of the editorial coverage earned through Tourism Calgary projects and partnerships: USA Today DobbernationaLOVES San Francisco Chronicle UpRoxx Washington Times Vogue TerraDrift Nylon Tourism Calgary 2017 Q2 Report 9

10 Market Research The declining loonie and economic downturn continue to have a positive impact on Canadian traveller s future plans to visit Calgary. Among all Canadian travellers, 17 per cent say they are more likely to travel to Calgary this year. Among those who said the economic downturn has had a significant impact on their travel plans, 33 per cent are more likely to travel to Calgary this year. Overall, 21 per cent of Canadian travellers, up from 17 per cent in 2016, plan to visit Calgary in the next six months, making Calgary one of the top four places Canadians will visit in the next six months. The number of Eastern Canadians planning to visit Calgary this year is significantly higher than it was last year at this time. Tourism Calgary 2017 Q2 Report 10

11 In-Destination Services Calgary Frontline Experience Pass The second edition of the Calgary Frontline Experience Pass featured offers from 13 attraction and tour partners and was distributed to over 1,500 frontline ambassadors. This program encourages frontline personnel to become better ambassadors for Calgary by enhancing their knowledge about the city. Thanks to Calgary Attractions and other industry partners for their generous support of this program. Rendez-vous Canada Rendez-vous Canada is Canada s premier international tourism marketplace. From May 9 to 12, Calgary hosted Rendez-vous Canada 2017 and had record attendance and a satisfaction rate of 99 per cent. These numbers were the highest in Rendez-vous Canada s 41 year history. At this year s event, a Rendez-vous Canada-specific Experience Pass featuring over 50 community offers was distributed to some 2,200 Rendezvous Canada delegates. Over 150 Rendez-vous Canada volunteers were recruited and trained by Tourism Calgary and worked more than 300 volunteer shifts. Mobile visitor information strategy May 19 saw the official launch of Tourism Calgary s summer mobile visitor information program, an initiative that was successfully piloted last year. Five counsellors were recruited and trained and provided with engagement and promotional tools intended to better engage Calgarians and visitors, to increase referrals to industry partners and to improve mobility to new locations. Preliminary numbers suggest that the number of people counselled and industry partners referred in 2017 has increased over 2016 with 4,892 people counselled and 17,386 referrals from May 19 to June 30, Final numbers will be available in the Q3 report. Brochure pop-up A new brochure pop-up is being piloted at the north building of the Calgary TELUS Convention Centre (CTCC) to provide accessible information for delegates, Calgarians and visitors on what to see and do in Calgary. Tourism Calgary 2017 Q2 Report 11

12 Travel Trade Marketplaces o Rendez-vous Canada 2017: From May 9 to 12, Calgary hosted Rendez-vous Canada 2017 and had record attendance and a satisfaction rate of 99 per cent. These numbers were the highest in Rendez-vous Canada s 41 year history. Each year, Rendez-vous Canada wraps up with a host night finale event. During Calgary Night, the all-stars of dining, musical and cultural talent were showcased as guests explored seven floors of Studio Bell, home of the National Music Centre. Sales Missions o Mexico With the goal of developing new and existing relationships with the Mexican market, Tourism Calgary participated in business sessions with in-market trade and government during the Mexico CEO Mission organized by Destination Canada. AeroMexico s new daily direct flight from Mexico City puts Calgary in a favourable position to capitalize on the Mexican market. All arriving passengers on the inaugural flight were White Hatted on their arrival at YYC Calgary International Airport on June 1. FAM hosting o o o Infinity Cruise Rail: The city s vibrancy was showcased to 25 travel agents with Infinity Cruise Rail out of Australia. Jonview Saga / Titan: Calgary s culinary and cultural scene was shown to 12 Saga and Titan agents with Jonview Canada. The agents enjoyed lunch at NOtaBLE, dinner at Sky360, and visits to Studio Bell and the Glenbow Museum. Travelsphere: Eight Travelsphere agents toured Studio Bell on a layover before their return flight to the UK. o Rendez-vous Canada 2017 pre-fams 8, 10, 11 Before Rendez-vous Canada, buyers and tour operator decision-makers from around the world experienced the city, including a dedicated three-day Calgary familiarization tour featuring food and brewery tours, key attractions, restaurants and shopping. o o STA Travel 10 of STA Travel s top agents in the UK with their operator/partner Trek America experienced a number of Calgary offerings such as brewery and Segway tours, WinSport, the Skyline Luge, and a 17th Ave Calgary Food tour. Trek America is keen to add new product for the millennial market in Calgary and took this opportunity to train and familiarize their agents with these activities and venues. Canadian Inbound Tour Association Asia Pacific (CITAP) Tourism Calgary 2017 Q2 Report 12

13 Tourism Calgary hosted Chinese, Japanese and Korean markets during an Alberta business development trip/familiarization tour in collaboration with Travel Alberta and Canadian Inbound Tour Association Asia Pacific. Calgary s historical, culinary, and cultural attractions were highlighted through Heritage Park, the Spotted Elk experience, Calgary Walks walking tours, and a Calgary Food Tour. New Trade-Ready Experiences o Lifetime Adventures Calgary Walks historical walking tour and city bus tour. Tourism Calgary 2017 Q2 Report 13

14 Sport, Culture & Major Events Bid Win 2021 FIL Luge World Championship Luge Canada, with support from Tourism Calgary and the Calgary Sport Tourism Authority, successfully bid for the 2021 FIL Luge World Championship. The event will be hosted at WinSport in late January The event will be the 50th edition of the Championship and the fourth time it will be held in Calgary. This event is the last major event that will feature the world s top athletes looking to boost their rankings before the 2022 Beijing Winter Olympic Games. Hosted Events Western Canadian Swimming Championship Swimming Canada hosted the Western Canadian Swimming Championship from April 21 to 23 at the Repsol Sport Centre. This long course competition serves as a racing and development opportunity for junior competitors. The event drew over 500 athletes from 52 swim clubs. 42 of the clubs were from outside of Calgary. Humpty s Champions Cup of Curling The Humpty s Champions Cup of Curling, the final Grand Slam of Curling event of the season, was held at WinSport s Markin MacPhail Centre from April 25 to 30. Canadian West Open U16 Volleyball Championship The Canadian West Open U16 Volleyball Championship was held at the University of Calgary s Olympic Oval from May 19 to 22. The Championship featured over 250 U16 boys and girls teams competing on more than 20 courts. The West Open attracted teams from BC, Alberta, Saskatchewan, Manitoba, Yukon and the Northwest Territories. Event bidding in Q2 By the end of Q2, a cumulative total of 13,522 hotel room nights had been contracted through the support of 27 sport, cultural and special events. This total tracks ahead of pace by 3,253 definite room nights, compared to the same timeframe in A further 26 leads, representing a projected 20,593 room nights, have been issued for events that are either determining a host city or selecting their official accommodation providers. Tourism Calgary 2017 Q2 Report 14

15 Stakeholder Engagement & Destination Development Destination Strategy Calgary: Ultimate hosts. Ultimate host city Strategy rollout Calgary s stakeholder-led Destination Strategy was shared with stakeholders through a series of events in May. On May 23, we hosted a dinner with 38 highly engaged, senior-level stakeholders on the Destination Strategy, with city-building advocate and author Peter Kageyama. The discussions and outcomes were tremendously positive, with the recurring theme that stakeholders want this level of engagement to continue. An important outcome of the evening were the new relationships and partnerships that were formed, all based on the outcomes and objectives of the Destination Strategy. A special thanks to all Board members who led, and participated in discussions throughout the evening. The Destination Strategy was further reinforced for a broader group of stakeholders and media at Tourism Calgary s AGM May 24th. Author Peter Kageyama keynoted the event, reinforcing many of the outcomes and objectives of the strategy, and theme of Ultimate Hosts. Ultimate Host City. Advocacy Based on the outcomes of the Destination Strategy, an advocacy framework and guidelines were developed to give clear direction and criteria about what Tourism Calgary may advocate for, and equally importantly, what we won t. In Q2, we publicly advocated for new hosting infrastructure in Calgary, specifically for a new event centre and arena. Advancing the Destination Strategy Through Q2, over 30 partner organizations were engaged regarding the Destination Strategy. It s important to note that these interactions are not singular events, but have all resulted in new opportunities, ongoing dialogue and opportunities for consideration and action. Through the end of Q2, 10 organizations are actively collaborating on Destination Strategy-related initiatives. Read the Destination Strategy Calgary: Ultimate hosts. Ultimate host city. Tourism Calgary 2017 Q2 Report 15

16 Corporate communications Media relations Proactive and reactive media relations efforts in Q2 focused on sharing information about the Destination Strategy, including an editorial board meeting with Postmedia. Other media relations efforts were focused on: 2016 industry results, welcoming Rendez-Vous Canada to Calgary and the launch of the busy summer season. Streamlining communications Following a review of readership metrics and best practices, formal stakeholder communication methods (enewsletters and industry section of visitcalgary.com) have been streamlined to be more concise, direct and relevant. Analysis of readership metrics and indicators is ongoing, however, with the changes implemented this spring, the open rate of the new stakeholder e-newsletter Calgary Insider jumped to 40.31%, a significant increase in the average open rate of 33.93% from the previous e-newsletter. To sign up for the Calgary Insider, please erinm@tourismcalgary.com. Tourism Calgary partners and members As industry champions for over 640 businesses, Tourism Calgary supports members and partners through professional development opportunities, marketing support, programs and co-op campaigns, and through collaboration, research, and organizational and industry best practice support. o 30 businesses joined Tourism Calgary as new partners in Q2. o New partner orientation sessions were held on April 27 and June 21. o 21 industry partners were engaged to review Tourism Calgary s marketing benefits, programs and opportunities for engagement. Professional development for industry partners: o o On June 16, in partnership with Travel Gay Canada, 49 industry partners attended LGBT Tourism Destination Development and Inclusion Training presented by Jason Kingsley. In partnership with Travel Alberta, the final sessions of a three-part series about targeted marketing through Explorer Quotient (EQ) segmentation were offered on April 6. Tourism Calgary 2017 Q2 Report 16

17 Destination News Hotel Performance - STR The year-over-year improvement in rooms sold continued in Q2, with all quadrants of the city posting gains in rooms sold in both April and June. Overall, the number of rooms sold rose by 2.9 per cent in Q compared to Q2 2016, resulting in a 3.8 per cent increase year-to-date in rooms sold. However, since overall room supply growth is higher (+5.7 per cent year-to-date) than the growth in rooms sold, overall occupancy remains slightly below The opening of Element Calgary Airport in May added another 142 rooms to the Northeast quadrant, where supply growth is now 9.2 per cent year-to-date. Quadrants with stable supply (Northwest and South) are seeing increases in occupancy as rooms sold increases. Calgary Overall Downtown Northeast YEAR-TO-DATE JUNE 2017 %Change Difference Occupancy Rate 54.6% -1.8% -1.0 Rooms Sold 1,428, % 52,805 Room Supply 2,616, % 140,883 Daily Room Rate $ % -$2.61 RevPAR $ % -$2.82 Occupancy Rate 56.4% -2.6% -1.5 Rooms Sold 442, % 21,546 Room Supply 784, % 57,920 Daily Room Rate $ % -$0.42 RevPAR $ % -$3.20 Occupancy Rate 54.0% -4.7% -2.7 Rooms Sold 546, % 21,221 Room Supply 1,011, % 85,044 Daily Room Rate $ % -$3.87 RevPAR $ % -$5.35 Northwest Occupancy Rate 58.0% 4.4% 2.5 Rooms Sold 163, % 6,860 Room Supply 282, % 0 Daily Room Rate $ % -$8.02 RevPAR $ % -$1.85 South Occupancy Rate 50.8% 2.1% 1.1 Rooms Sold 272, % 4,481 Room Supply 536, % -2,081 Daily Room Rate $ % -$2.40 RevPAR $ % $0.08 % change compared to previous year at the same time; Difference shows the raw change in value (in percentage points or dollars). Source: Smith Travel Research, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited. Tourism Calgary 2017 Q2 Report 17

18 Calgary Airport Authority Passenger Statistics Passenger traffic increased by 5 per cent in the second quarter of 2017 compared to 2016, with domestic traffic up +3.1 per cent, transborder (U.S.) traffic up 10.6 per cent and international passenger traffic up 8.6 per cent. Overall, more than 7.7 million passengers moved through YYC in the first half of 2017, up more than 3 per cent from Passenger Statistics by Sector 2015 % Change 2016 % Change 2017 % Change Domestic January 800, % 813, % 829, % February 765, % 811, % 795, % March 839, % 894, % 875, % 2,405, % 2,519, % 2,500, % April 844, % 837, % 881, % May 909, % 921, % 939, % June 955, % 966, % 990, % 2,709, % 2,725, % 2,811, % Transborder January 254, % 236, % 237, % February 253, % 237, % 243, % March 280, % 263, % 280, % 788, % 736, % 761, % April 252, % 222, % 255, % May 237, % 225, % 243, % June 243, % 241, % 262, % 733, % 688, % 761, % International January 143, % 157, % 166, % February 130, % 145, % 152, % March 146, % 147, % 165, % 421, % 450, % 485, % April 129, % 138, % 159, % May 109, % 111, % 113, % June 106, % 114, % 122, % 345, % 364, % 395, % TOTAL Q1 3,615, % 3,706, % 3,746, % TOTAL Q2 3,787, % 3,779, % 3,968, % TOTAL YTD 7,403, % 7,485, % 7,715, % Tourism Calgary 2017 Q2 Report 18

19 Convention Sales Q2 new lead activity The new lead activity report provides a summary of new leads received in Q2, along with quarter and fullyear-to-date (FYTD) comparisons with the previous year. In Q2 2017, Meetings + Conventions Calgary (MCC) forwarded 33 leads representing 35,413 potential room nights compared to 41 leads representing 60,695 potential room nights in Q TOTAL 2017 Q Q2 FYTD 2017 FYTD 2016 Leads Attendance 27,917 35,895 65,275 70,347 Room Nights 35,413 60,695 94, ,709 Direct Attendee Spending $11,650,877 $19,968,655 $31,075,695 $37,410,261 Q2 all lead activity definite events The all leads activity report summarizes all leads in the MCC pipeline with a status change that occurred within the quarter. In Q2 2017, 14 events representing 10,695 room nights turned definite versus 12 events representing 17,488 definite room nights in Q No city-wide events were confirmed in Q2. DEFINITE EVENTS 2017 Q Q2 FYTD 2017 FYTD 2016 Leads Attendance 6,500 10,060 14,374 18,507 Room Nights 10,695 17,488 21,613 30,264 Direct Attendee Spending $3,518,655 $5,753,552 $7,110,677 $9,956,856 Source: Meetings + Conventions Calgary, 2017 Q2 Report Tourism Calgary 2017 Q2 Report 19