2.4 million person visits. $472 million in visitor expenditures 1

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2 Tourism remains one of Muskoka s largest industries and employers. 2.4 million person visits 1 $472 million in visitor expenditures 1 The accommodation, food service sector is the # 1 employer in 5 of the 6 municipalities in Muskoka. Tourism accounts for 20% of all jobs and 57% of the District s economic base Canadian / International Travel Surveys from Stats Canada 2 Muskoka Economic Strategy Phase 1, Page 54.

3 Employment in primary industries and the manufacturing sector is expected to decline in Ontario and Muskoka over the next few years 1 Over the next decade employment in the tourism sector is projected to increase. 1 Employment growth is projected for the arts, entertainment and recreation industries 1 Tourism provides social benefits and quality of life experiences for residents that go well beyond the normal capacity of a small rural community with a year round population base of 60,000 people. For these reasons, the District has chosen to support one of its largest economic drivers by investing i in Muskoka k Tourism and the tourism industry 1 Muskoka Economic Strategy Page 67, Page 90

4 Market Overview Muskoka is greatly dependant on the GTA customer We compete regionally, nationally & globally Today s market has not recovered to pre-2008 numbers Provincially, Nationally ADR remains below 1999 levels Operating margins continue to erode The Canadian dollar s value has, and will continue to affect Canadian travel patterns Cannot remain dependant on the leisure market Broaden our draw from niche markets sports tourism, arts/culture. culinary & Trails

5 Opportunities Embrace tourism, second homeowners and the retirement sectors as growth businesses Leverage Muskoka s substantial assets to build innovation and diversity in tourism green and creative industries

6 Building Muskoka s s Tourism Brand. Water based features and activities Outdoor recreation The Resort experience Small Town experience The Cottage experience Culture and Heritage Experience

7 Last year the Board Maintained a membership base of 370 members and stakeholders Operated 2 Travel Information Centres (62,000 visitors in Up 7 % from 2009) Printed visitor guide and map (75,000 copies each. Distributed in Ontario, US and overseas) Our website had 154,000 unique visits & 750,000 page views. (Visits up 21% from 2009) Created new social media (Facebook, Twitter, YouTube. Still in infancy and growing.) Created a Muskoka presence at major consumer shows. Spring and fall bulk literature distribution to 80 locations in US and Ontario (Print literature distribution still important to members) Private label project with Research In Motion Created an image bank with 2,000 HD video clips plus 3,000 still images Hosted inbound media tours for foreign journalists Implemented a US meeting planner tour for 15 buyers Secured unpaid media (Enroute Magazine, Bay Street Bull, Ignite Magazine, London Telegraph, etc plus extensive G8 coverage. Created millions of Muskoka impressions) Lead the creation of Regional Tourism Organization 12 (RTO 12) Secured investment from senior levels of government

8 2010 SECURED INVESTMENT OF $4.7 M Infrastructure Canada, $700 K Visitor Centre Upgrades Gateway Signs FedNor $1.5 M G8 Branding Projects Province of Ontario $2.5 M over 2 years Regional Tourism Organization 12 (RTO 12)

9 RTO 12 Muskoka - Georgian Bay Country - Algonquin Park - Almaguin Highlands -South Algonquin Twnship

10 MUSKOKA TOURISM INFLUENCES RTO 12 TO AVOID DUPLICATION RTO 12 Roles Strategy Development Product Development / Innovation Workforce Development Investment Attraction Marketing (incremental) Coordination Manage Performance Muskoka Tourism Roles Marketing Visitor Centres

11 Your continued support is needed to allow us to: Move Further Into the Digital World Online Reservation Platform Online Mapping Tool Re-engineer Website Continued growth in Social Media Consumer Ad Campaigns (US, Domestic, International) Research Destination Development Plan

12 THANK YOU