Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 1

2007 Bahamas Dive Marketing Committee Chinese Marketing Proposal

Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 2

WorldwideDiving Industry Overview Est, 8 Million

Divers (3.4 mill in U.S.)

$9 Billion Annually Spent by Diving Consumers

Est. 72% Spent on Dive Travel Activities (US figures)

Est. 66% Million Active, Traveling Divers

1,900 US Dive Retail Outlets in U.S.

300 in Canada Less Than 100 Dive

Wholesalers Worldwide

Retail, Travel Agent & Wholesaler Bookings Account for Approx. 24%

Top Dive Destinations in World:

Red Sea Caribbean Australia Pac Rim/Asian

Markets Bahamas #1 for Short-

Haul US Dive Vacations (3 to 4 days)

Source: Cline Industry Studies, BDA Market Studies, 1996 to 2001.

Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 3

Estimated World Ancillary Dive Market Size

50 Million Snorkelers 5 Million Resort

Course Participants However, Neither

Are A Primary Travel Activity Motivation

Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 4

China’sDiving Industry Overview Est, 40,000 Divers 100 Dive Clubs Travel via Local

Clubs Huge Interest in

Diving Sanya Dive

Operation: 2,000/day Resort Courses with 500 Instructors

One Main Website for All Clubs/Divers (chinadivecommunity.com)

Two Dive Shows: Beijing in August

2007 Hong Kong in Sept.

2007 Great Co-Promo

Opportunities http://

www.chinadivecommunity.com/english/inc/chinadivemarket.pdf

Top Dive Destinations in World:

Red Sea Caribbean Australia Pac Rim/Asian

Markets Bahamas #1 for Short-

Haul US Dive Vacations (3 to 4 days)

Source: Cline Industry Studies, BDA Market Studies, 1996 to 2001.

Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 5

U.S. Dive Market Historical Review

9 Year Trend 6% Average yearly

Growth Has Always been a

long-term growth trend industry. As opposed to fad

or volatile industries. China is expected to

Follow US or Japanese Dive Markets in Terms of Aggressive Growth

Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 6

The Bahamas Diving Association

36 Members on 11 Islands Land-Based Dive Operators Liveaboard Dive Vessels Dive Resorts Active Association Works Hand-in-Hand with Ministry

of Tourism’s Dive Marketing Committee

Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 7

The Islands of The Bahamas: Strategic Dive Product

Logistics, Proximity, Diversity (Topside/Underwater) Highly Competitive and High-Quality Dive Product Excellent - With Many Unique Types of Diving Walls, Wrecks, Dolphins, Sharks, Big Animals,

Blue Holes, Diverse Marine Life Quality Facilities and Resorts Safe Travel, Accessibility

Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 8

The Islands of The Bahamas: Strategic Chinese Travel Dive Product

Many Connections via London on Various Airlines Very Easy on British Airways (2 hour layovers) High Quality Dive Product Considered a “Dream Destination” by Chinese Divers Minimal Funds Needed for Branding Safe Travel, Accessibility to USA

Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 9

The Islands of The Bahamas Strategic Dive Market Advantages

Modern Dive Operations 36 Members in BDA Must Follow Strict Guidelines for Membership

Hotels/Resorts From Atlantis to Small Hope Bay: It’s All Here Cabanas to Casinos

Other Activities Golf to Tennis Snorkeling to Subs World-Class Fishing & Boating

Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 10

Planned 2006/2007 Chinese Dive Marketing Initiatives

Selling Tools: Chinese Language DVD (on-line) Auto-Replay for Classes and Displays Divided Up By Location/Island Shows Diversity and Variety of

Diving in Each Location Available Free!

Bahamas Chinese Language Diver Magazine (on-line) In Reprint, But Freely Distributed

as Well Extensive Guides

Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 11

Planned 2006/2007 Chinese Dive Marketing Initiatives

Consumer Website: Chinese Language BahamasDiving.com On-Line HTML Version of Bahamas Diver Magazine Streaming Videos from DVD Dive Operator Listings Request Materials Stephen Frink Island Tour Lot’s of Editorial Reference

iPod and Phonecast Downloads

Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 12

Chinese Language BahamasDiving.com

Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 13

Proposed Marketing Initiatives

1. Plan Major Promotion on ChinaDiveCommunity.com $5,0002. Consumer Sponsorship/Campaign at Both

Chinese Dive Shows: Beijing & Hong Kong $20,0003. Major Press/PR Programs with Local Media $5,0004. FAM/Trip Promos & Giveaways $10,0005. Travel Expenses (Air & Hotel for Representatives) $5,000

Total Requesting for Co-Op Support for Chinese-Specific $50,000 Travel, Promotions, and Translation Assistance in 2007

Consumer & Club Programs & Budgets

Presented By: The Dive Marketing Committee, William Cline, Agency December 2006 14

Thank You For Your Time and ConsiderationOn Behalf of The Bahamas Diving Association, Bahamas Ministry of Tourism’s Dive Marketing Committee:

Earl Miller Richard Treco Neal Waston Stuart Cove William Cline