Orlando Tourism & Meetings Update Gary C. Sain President & CEO

1. Orlando Tourism & Meetings Update Gary C. SainPresident & CEO Orlando/Orange County Convention & Visitors Bureau, Inc.

2. Salary freeze for fiscal year 2009 Executive incentives program suspended One week mandatory furlough for all exempt employees, three day mandatory furlough for all hourly employees 15 open positions have not been filled for a savings of more than $1 million Employee events suspended Reduced attendance at industry conferences and trade shows Suspended three percent voluntary contribution to 401(K) fund for 2009 Emphasis on more cooperative partnerships to extend marketing programs Negotiated reduced fees paid to agencies Decreased activity in tertiary markets (i.e. Spain & Italy) Delayed online travel trade training for Mexico and Brazil Delayed hiring public relations firm in Brazil until last half of 2010 Delayed hiring public relations firm in Mexico – 2010 Orlando/Orange County CVB Cost Saving Initiatives 2009

3. Strategic Plan 2008-2010 • Increase awareness and intent to visit the Orlando area (Branding). With special emphasis on overnight visitation • Position Orlando as the premier worldwide meeting, convention and tradeshow destination in order to increase the economic impact and maximize the full potential of the destination • Position Orlando as the premier worldwide leisure destination in order to increase the economic impact and maximize the full potential of the destination • Create a destination branding and marketing organization that is best in class, with primary focus on high quality staff team members, cost effective resources and a strong engaged membership, in addition to a strong board to achieve the mission

4. Forecast

5. 2008 Industry Review • Total: 48.9 million visitors • Leisure Travel Business • 35.3 million domestic visitors • 3 million international • Business Visitors • 3.5 million overnight Conventions/Meetings visitors • 6.5 million other business visitors • $30.1 billion in total Visitor Spending • Domestic – 93% visitor share, 77% of visitor spending ($23.3 billion) • International – 7% visitor share, 23% of visitor spending ($6.8 billion) Sources: D.K. Shifflet & Associates, Office of Travel & Tourism Industries, IHS Global Insight

6. 2009 Key Lodging Markets October 2009 year to date versus prior year Source: Smith Travel Research *Las Vegas does not report to STR, data was provided by LVCVA, September 2009

7. National and Orlando Forecasts • Orlando outperformed national travel trends in 2008, but is forecasted to drop more sharply than overall travel in 2009. Slight decline for 2010. US Travel Association, TravelHorizons – May 2009 Source: IHS Global Insight, September 2009

8. Domestic Leisure Travel Outlook • Travel Intention: 53% of U.S. adults expect to travel for leisure purposes between now and April 2010 • Future Orlando Visitation: 24% of October 2009 respondents plan to visit Orlando in the next two years, up 6 percentage points from October 2008 (18%). Since this research began in March 2007, future visitation to Orlando in the next two years has ranged from 17% to 26% (peaked in July 2009) • Reasons Not Visiting Orlando: The most common reasons for October 2009 respondents that have never been to Orlando and/or have no plans to visit Orlando in the next two years are that it is too expensive (35%) and economic conditions (29%) Source: Travel Horizons

9. International Travel Outlook • Slight increase in 2010 (primarily Canada/Latin America) • Many leisure visitors are keeping their primary holidays and giving up shorter weekends • South America visitation may deliver strongest increases. Brazil accounts for a third of all U.S. visits from South America. Canada will become our number one international market in visitor volume by year-end • More Accessible – New direct service from Lufthansa, TAM, AerLingus, AeroMexico, JetBlue, Mexicana, Martinair and TACA Airlines • Orlando and the United States are still seen as a good value due to the exchange rate Source: Summer 2009 Outlook, U.S. Travel Association

10. Meetings & Conventions

11. Orlando Meetings Mean Business 1,000 Operation Connect calls Meetings & Conventions sales team has booked 1.3 million future attendees in a down economy Maintained number one position in medical market UCF telemarketing partnership 25th Anniversary meetings and conventions package Orlando & Washington, D.C. Business Journal/25th Anniversary insert NPE Show/Plastics Participated in 47 tradeshows/sales missions MPI (Meetings Professionals International) Destination Meeting Services has produced more leads and referrals combined YTD in 2009 than in 2008 2009 Meetings & Conventions Major Accomplishments

12. Current Issues Affecting M & C Business • Economy • Attrition/cancellations • Buying habits changing • Technology • Competing destination incentives • AIG effect (vacation/resort atmosphere) • Government meetings (vacation/resort atmosphere)

13. The Return On Investmentof U.S. Business Travel Released: September 2009 13 Source: U.S. Travel Association

14. Business Travel ROI 14 Source: U.S. Travel Association

15. Business Travel Hiatus Leads To… Profits with and without a 2-year suspension of business travel • Adverse effects on corporate performance • Negative impact on profits The average business in the U.S. would forfeit 17% of its profits in the first year of eliminating business travel. It would take more than three years for profits to recover. Source: Oxford Economics 15 Source: U.S. Travel Association

16. Benefits of Business Travel Converting Prospective Clients Conversion rate: Prospects to customers In-person vs. virtual meetings with prospective clients Source: Survey of business travelers (n=500) and executives (n=300) Source: Survey of corporate executives (n=300) 16 Source: U.S. Travel Association

17. Roadmap 2010 • Partnering with the Orange County Convention Center on an integrated citywide sales force pilot program  • Vertical markets sales force structure with an emphasis on corporate and SMERF meetings, including adding a new director of corporate accounts • Developing an industry white paper on the future direction of meetings • Increased focus on key targeted accounts (citywides)/industry involvement • Increase focus on the corporate market • Educational series for meeting planners • Continue Operation Connect

18. New M&C Website • Designed to develop new prospects for sales team • Make it easier for meeting professionals to send online RFP’s • Wealth of new information and resources provided • More compelling design and navigation

19. Government Market Initiatives • Target Letter to Government Meeting Professionals • Telemarketing Campaign • November 17-18 Mid-Atlantic Sales Blitz • Presentations to Third Parties

20. Corporate Market Initiatives • C-Suite Program • Target CEO, CFO, COO and CMO • Fortune Magazine Wrap • Online • Personal Calls to Fortune 500 Companies • Mayor Crotty Letter • CVB Task Force Meeting

21. Medical Meetings Initiatives • Medical Advisory Board • Medical Fams • Medical Collateral and Video • Vertical Advertising • Local Coalition • Strategic Medical Advisory Board • Directors of Marketing

22. Increasing Face-to-Face Presence • 38 Tradeshows • 9 Sales Mission • Operation Connect – More than 1,000

23. 2009 Major Bookings for Future Years

26. Leisure Marketing

27. Web site traffic up year to date 42 percent Generated 1.3 billion impressions from advertising Generated $40 million in advertising value from public relations activity Created and launched “Orlando Makes Me Smile” Campaign Bundles of Free Smile card - 38,668 downloads year to date Developed strategic alliances and co-operative campaigns with partners to extend marketing programs (Virgin Holidays, iTravel2000.com & Travelocity) Dwight Howard advertisement Expanded our online travel agent training program Developed new online social networking pages to better interact with consumers 67 Days of Smiles campaign Brazil consumer campaign Leisure Market Accomplishments Impressions and Advertising Values through third quarter 2009

28. Bundles of Free Smiles

29. African American/Hispanic Market Advertising

30. Fall Messaging • Free For Fall Deals

31. Fall Advertising Radio Stations: Atlanta, GA Sarasota/Bradenton, FL Tampa, FL West Palm Beach, FL Miami/Ft. Lauderdale, FL Print Ads:

32. Fall Online Advertising Family Couples Girlfriends Search

33. 67 Days of Smiles

35. Fall International Program • Orlando Makes Me Smile Globally • Partners • Tour Operators • Theme Parks • Members • Fully Integrated • Television, Online, Print, Promotion and Publicity

36. Brazil Print/Online • Tour operators reported an increase of 30-100 percent in bookings • Shared a broad offering and length of stay

37. United Kingdom Advertorial

38. Virgin Holidays Award Bronze Award – Best Destination Partnership

39. Number One Golf Destination in America North American Golf Destination of the Year 2010

40. Union Station Takeover

41. Canada Newspaper Advertorial Publicity and Promotions Television Online

42. Community Initiatives

43. Third Sino - U.S. Tourism Directors Summit

44. Education Initiatives Job Shadowship Day Jump at the Sun

45. World Cup 2018/2022

46. NBA All-Star Game 2012

47. Advertising ROI

48. 2007-2008 Domestic Return on Investment (ROI) • D.K. Shifflet & Associates, Ltd. • Objective: Measurement of the campaign ROI based on incremental visitors. • Key Topics • Awareness of advertising • Influence of advertising • Visitation and spending • Study Sample: • Men and women 18 years or older with an annual household income of $35,000 or greater who had taken or planned to take a leisure trip in the past/next 12 months • Methodology • Four initial campaign contact waves covered the Spring 2007 (TV & Print), Fall 2007 (TV & Print, & Drive Market), Spring 2008 (TV & Print), and Fall 2008 (Print & Drive Market) to determine influence of advertising on intent to visit Orlando has been completed • Three re-contact waves fielded during the two year campaign to determined how many of the ad aware respondents had visited Orlando Source: ROI Research – D.K. Shifflet & Associates, Ltd.

49. 2007-2008 Domestic Return on Investment (ROI) Source: ROI Research – D.K. Shifflet & Associates, Ltd.