2016-2017 OVERVIEW Key PROGRAMS AND ACTIVITIES FOR A FULL LIST OF CO-OP PROGRAMS PLEASE VISIT EKCVB.COM

 MEETINGS & CONVENTIONS  MEETINGS & CONVENTIONS  MEETINGS & CONVENTIONS  MEETINGS & CONVENTIONS  MEETINGS & CONVENTIONS MEETINGS & CONVENTIONS - Florida Society of Association Executives - Reunion Friendly Network - Emerge Conference (RCMA) - Meeting Spots - MPI’s World Education Congress (WEC) - HelmsBriscoe Cares (FSAE) Education Day - Holiday Showcase (Association Forum) - Society of Government Meeting - Northeast Signature Event & Mission - HelmsBriscoe Annual Business Conference - MPI Southeast Educational Conference - BioFlorida Annual Conference Professionals (SGMP) - 2nd Quarter (TBD) - Reunion Friendly Network Summit - XSITE-Florida State Appointment Tradeshow - Society of Government Meeting INTERNATIONAL - HelmsBriscoe Southeast FAM - Sales Mission with Partners - Christian Management Conference Assoc. - Connect Marketplace Professionals (SGMP) - 1st Quarter - Holiday Networking Event - Destination Showcase (DMAI) - Your Military Reunion Connection (CMCA) - Naval Recruit Training Center FAM - XSITE- Florida Appointment Tradeshow - ConferenceDirect Annual Partner Meeting - VISIT FLORIDA VIP Networking Event* COMMUNICATIONS - Family Reunions Workshop & FAM - Military Reunion FAM (New York, NY) - Travel Media Showcase - Connect Florida & Faith Appointment Show COMMUNICATIONS - VISIT FLORIDA VIP Networking Event* - Cvent Connect - Brazil Media Mission (Atlanta, GA) COMMUNICATIONS SPORTS - Connect Sports Marketplace - Visit Florida Canada Event INDUSTRY RELATIONS COMMUNICATIONS INTERNATIONAL - Canadian Media FAM - EK Leadership Series Luncheon - IPW (International Pow Wow) - SUN ‘n FUN Media Event DOMESTIC LEISURE - Vacation Home FAM INDUSTRY RELATIONS DOMESTIC LEISURE - Fall Campaign Launch - EK Annual Meeting - Destination Boot Camp INDUSTRY RELATIONS - SYTA Annual Conference - Women in Tourism Networking After Hours - Military Leisure Trade Shows - Women in Tourism Networking After Hours

INTERNATIONAL INTERNATIONAL INTERNATIONAL - ANATO - Florida Huddle Mexico - World Travel Market Latin America - Mexico Consumer Campaign Launch - Arabian Travel Mart DOMESTIC LEISURE - Brazil Consumer Campaign Launch - Northern Europe Sales Mission - Awareness Campaign Launch - Vacation Home Rental Campaign Launch *Must be a VISIT FLORIDA Member *Must be a VISIT FLORIDA Member

OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP

MEETINGS & CONVENTIONS  MEETINGS & CONVENTIONS  MEETINGS & CONVENTIONS  MEETINGS & CONVENTIONS  MEETINGS & CONVENTIONS  MEETINGS & CONVENTIONS - National Coalition of Black Meeting Planners - PCMA Convening Leaders - Signature Event and Sales Mission (TBD) - Maritz Northeast Pharma FAM - Florida Society of Association Executives - Executive Series Luncheon, Florida Society - ExL Events Pharmaceutical Meeting - Connect Diversity - ConferenceDirect FAM - VISIT FLORIDA VIP Networking Event* (FSAE) Annual Conference (TBD) of Association Executives (FSAE) Professional Summit (Washington, DC) - Sales Mission with Partners INDUSTRY RELATIONS - Successful Meetings University/Destination FL - Florida Encounter Appointment Show - Tom Joyner Family Reunion - Women in Tourism Networking After Hours SPORTS - Florida Encounter Post FAM - Mid-Atlantic Signature Event and - EK Partner Orientation - National Association of Sports COMMUNICATIONS COMMUNICATIONS Commissions (NASC) Sales Mission (TBD) COMMUNICATIONS - UK Blogger FAM - Meeting Planner FAM - ConferenceDirect CDX COMMUNICATIONS - Canada Media Mission - Drive Market Media Meetup - German Media FAM - TravMedia International Media Marketplace COMMUNICATIONS COMMUNICATIONS - Travel Media Showcase Family Conference - Media Mission to Northeast Markets - Brazil FAM INDUSTRY RELATIONS INDUSTRY RELATIONS - Colombia Media FAM - Mexico FAM - UK Media Mission/TravMedia International - New Development Media FAM - Argentina Media Mission - Winter Media Mission Media Marketplace - National Travel & Tourism Week - Women in Tourism Networking After Hours - #WeAllGrowSummit DOMESTIC LEISURE - Kissimmee Cares Golf Classic - EK Partner Orientation - EK Partner Orientation INDUSTRY RELATIONS - New York Times Travel Show INDUSTRY RELATIONS SPORTS - EK Partner Orientation - ABA Marketplace - EK Partner Orientation DOMESTIC LEISURE - TEAMS Conference & Expo - 2017 Destination Magazine Launch INTERNATIONAL - Texas Bandmasters Annual Convention DOMESTIC LEISURE - Winter Consumer Activation INTERNATIONAL - Canada Networking Event - Destination Magazine Sales Open DOMESTIC LEISURE - Holiday Campaign Launch - Winter Campaign Launch - ITB - Mexico Sales Mission - Vacation Home Rental Month Sweepstakes - New Visitor Map Launch INTERNATIONAL - UK Sales Mission - China Sales Mission - Delta Vacations University INTERNATIONAL - Travel Women International Golf Society - World Travel Market - Florida Huddle DOMESTIC LEISURE INTERNATIONAL - Iceland Air Mid-Atlantic Trade Show - Military Leisure Trade Shows - La Cita *Must be a VISIT FLORIDA Member - Canadian Consumer Campaign Launch - India Sales Mission - London TakeOver Consumer Campaign Launch INTERNATIONAL Functional AREAS Even as new international markets command our attention, hosting targeted meeting planner FAMs, conducting signature sustaining and growing visitation from within traditional events in major metropolitan areas and developing long-term markets remains our top priority. With the assistance of relationships with third party organizations and clients. Across all our primary functional areas, we will employ in-market representation firms, we will roll out a series of integrated marketing, sales and promotional programs coordinated missions, FAMs, and The year-round focus will also be marked by: programs to encourage longer lengths of stay and spending to benefit the destination and our tourism industry from our international visitors. Hosting targeted FAMs with key third party meeting planners partners. As needed, we will deploy our talents and and market specific meeting planners; resources to ensure awareness, growth and affinity for Many of the planned programs will take the shape of cooperative Representing Kissimmee at key tradeshows and events; Kissimmee to customers and clients around the world marketing with Visit Florida or Brand USA or both. And, many will create options for industry partner participation, too. Increasing exposure of the Kissimmee brand to meeting within the Domestic Leisure, International, Meetings & planners through marketing, advertising, publicity efforts and Conventions, and Sports travel segments. Our core international markets remain Canada, the United more; Kingdom, Northern Europe, Brazil, Mexico, Colombia, and Argentina. With increased long-haul airlift into Orlando Identifying and attracting meetings and events that have not International Airport, we will pay close attention to and met in Kissimmee, particularly during the destination’s DOMESTIC LEISURE develop marketing and sales programs to stimulate travel to the off-peak seasons; The introduction of our refreshed branding strategy will destination among international travelers from Germany, China, Increasing the number of signature events and sales calls inspire intent to travel and increase affinity among diverse the Gulf Region and India. within key markets consumers. Messaging across multiple platforms will remain centered on our destination’s world-famous theme parks, Our overarching international sales and marketing strategy is our natural attractions as well as our diverse lodging choices based on establishing brand awareness among both consumers which include the blossoming vacation home product. and travel professionals. To achieve success, staff and Through year-round and seasonal campaigns, our efforts representation firms collectively will keep Kissimmee top of SPORTS will target and attract visitors utilizing customer-centric, mind through an array of B2B and B2C activities, including: We have a solid sports tourism market reputation thanks in data-driven strategies to enhance our brand appreciation large part to our diverse and well-maintained venues and and increase overnight visitation. Hosting key tour operators, media, airline representatives facilities, punctuated by our industry’s hospitality and and business and government leaders; customer service that is second to none. These are key deal Advertising and promotional efforts will be developed to Representing Kissimmee and our industry partners at key points and messages the Kissimmee Sports Commission appeal to vacation travelers in long-standing feeder tradeshows and events; will take to events rights holders and sports planners in markets such as Florida, New York, Illinois, Pennsylvania, an effort to attract more business to the destination. More Massachusetts, Michigan and Southeastern drive market Creating destination exposure through marketing, advertising, business means greater incremental economic impact to the areas. and publicity efforts; destination and further strengthens Kissimmee’s position as a premier sports destination. To reach those objectives and Conducting missions to key international markets to provide Coupled with dedicated campaigns and promotions, advance the destination’s championship profile, the Kissim- training and destination presentations to tour operators, and domestic marketing efforts will focus on: mee Sports Commission’s overall strategies include: to meet and network with travel trade and consumer media;

Evaluating and exploring unique ways to deliver the Attending high-impact trade shows and conducting in-country Attending national sports trade shows and conferences; Kissimmee message to consumers; sales calls, agent trainings events, in-language services, and more. Pursuing traditional and non-traditional sporting events; Testing new emerging markets, but continuing to focus on top feeder markets; Retaining and extending agreements with current organizations; Layering behavioral targeting techniques to increase engagement and qualified leads; Creating and cultivating relationships with prospective MEETINGS AND CONVENTIONS events rights holders; Utilizing a cross-functional approach to better educate Our focus will continue to include B2B outreach and consumers about the destination offerings by hosting relationship-building with planners related to the SMERF, Extending the Experience Kissimmee brand through sport FAMs, media missions, Twitter parties, launch press Reunion, Association and Government market segments. The centric sponsorships releases, and more; year ahead also brings added emphasis on the Corporate market, to include medical meetings. Keys to success include Improving one-on-one marketing through consumer activations Situational ANALYSIS Our MARKETS

Experience Kissimmee continuously monitors the shifting travel industry and -ARGENTINA general business landscape. Doing so allows us to plan for different scenarios % -BRAZIL – not simply one pre-defined situation. To realize our vision takes the focus and 84 -CANADA enthusiasm of staff, partners, stakeholders and our Board of Directors. When we OF VISITORS ARE -CHILE are all working together, and understanding the landscape which impacts travel MARRIED -CHINA demand, creating economic opportunity for our community by driving visitation -COLOMBIA to the destination becomes achievable. -GERMANY -GULF REGION To that end, a host of external factors will come into play that we must consider -INDIA when planning out marketing strategies. Our ability to understand these changes -MEXICO and develop new strategies to capitalize on those changes may lead to action -NORTHERN EUROPE plans which shift resources and, ultimately, gain us market share. -UNITED KINGDOM -UNITED STATES 47YEARS AVERAGE AGE TOP FEEDER MARKETS THE ECONOMIC LANDSCAPE The U.S. economy continues to inch forward, though indicators are inconsistent TOP EMERGING MARKETS about when this crawl might turn into a walk. The weakest data is in job growth with a clear line between blue-collar jobs, which fell noticeably, and an increase in the number of white-collar jobs in fields such as health care and finance.

THE INTERNATIONAL LANDSCAPE THE CORPORATE MEETING LANDSCAPE With the jobless rate already hovering at under 5 percent, however, there is only $ so much more that continued employment will do to stimulate the economy. The K The U.S. received 77.5 million international arrivals in 2015. Of Direct spending on business travel by domestic and international more likely hero will be increasing consumer incomes, as low unemployment 92 those, approximately 38.4 million came from overseas markets, travelers, including expenditures on meetings, events and figures will eventually translate into higher wages for those who are working. AVERAGE INCOME OF and 39.1 million came from Canada and Mexico. International travel incentive programs (ME&I), totaled $296.3 billion in 2015. Travel to the U.S. will continue to grow through 2020, with rates between accounted for $121.9 billion of all business travel spending. Attendance OVERNIGHT HOTEL/MOTEL 1% and 4.2% forecast. By 2020, that growth would equal 90.3 projections reveal meetings and events continue to be in significant LODGING VISITORS million visitors. Countries with the largest growth percentages demand, with the daily cost per attendee growing by 4.5%. DOMESTIC TRAVEL EXPECTATIONS over this time are China (129%), India (47%), Taiwan (39%), South Conferences and trade shows continue to grow with the average Korea (36%) and Australia (27%). Four countries are expected number of attendees at 455 per event. Overall, U.S. leisure travel expectations continue the stable path seen in recent to account for the majority of growth, including Mexico (27% of years. More than a third (32%) continue to indicate they expect to increase the all expected growth), China (19%) Canada (5%) and the United While there is growth in spending and cost per attendee, the number of leisure trips they will take in the upcoming year (compared to last Kingdom (5%). average meeting length continues to hover at 2.3 days globally. year). Similarly, leisure travel spending expectations remain high, signaling that The highest demand in meeting venue segment is in mid-tier prospects for a continued leisure travel performance are solid. Overseas arrivals represent 49.5% of all international arrivals, yet properties, but experts agree that there is a growing interest

account for 80.5% of total international travel spending due to across regions in unique hotels that can offer new experiences Travel optimism is driven by younger travelers. Millennials show the most desire % 51 longer average length of stays. Top leisure activities include: (1) to attendees. Perhaps the most influential in requesting unique to increase their travel and spending; more than half of this segment plans to TRAVELING WITH shopping, (2) sightseeing; (3) fine dining; (4) national parks/ properties are millennials, who continue to push meeting planners increase their travel and spending in the upcoming year, compared to only about monuments and (5) amusement/theme parks. for choice and personalization when designing events - a local, one quarter of Baby Boomers. CHILDREN immersive experience will inspire this generation to attend.

SOURCES: U.S. Travel Association, 2015 U.S. Travel Answer Sheet American Express Meetings & Events, 2016 Global Meetings and Events Forecast MOTTO Sharing Kissimmee and Central Florida’s tourism experiences with the world.

VISION To be the recognized leader in destination marketing by promoting Kissimmee and Central Florida’s tourism experiences to the world.

MISSION The mission of Experience Kissimmee is to create economic opportunity for our community by driving visitation to the destination.

215 Celebration Pl #200, Kissimmee, FL 34747 | 800.333.5477 EXPERIENCEKISSIMMEE.COM