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square-kilometer island offers far more than Instagram-worthy beaches, although we do
have those, too. Curaçao is color. Curaçao is acceptance. Curaçao is diversity. And our new

tagline and campaign reinforces these differentiating factors across all markets. From our
well-established regions such as the Netherlands, to our emerging markets like Colombia
and Brazil, “Curaçao: Feel It For Yourself” tells our story through advertising, digital and
public relations initiatives that are sure to capture consumers’ attention.

In that regard, I will be working closely with our marketing, advertising and public relations
teams to stay on the cusp of what’s new in the global space. To start with, we will unveil a
new website at the end of Q1 that will align with our “Feel It For Youself” campaign. In
developing the new website, our designers have been instructed to put great emphasis on
mobile first as our statistics reveal that more than 70% of our visitors to the website do so.

Along those same lines, our advertising directive will continue to emphasize less traditional
channels and focus more on the digital space. Similarly, our public relations teams will
continue to secure top-tier traditional media, as well as invite key bloggers and influencers
to feel Curaçao for themselves. In 2018, our teams worked collaboratively to ensure that
our efforts aligned, and I look forward to further cross promotion for Curaçao in 2019. To
kick off the New Year, our North American marketing, advertising and social media teams
will gather in New York for a meeting of the minds to ensure we are all on the same page.
Similar meetings will follow in the other markets.

I will now briefly touch on the five distinct strategies of the Master Plan, including
refocusing the demand structure, seeking new airlift opportunities, investing in human
capital, developing sustainable financial resources, and revitalizing Willemstad, our UNESCO
heritage site.

The first of these five strategies is, refocusing the demand structure by putting greater
emphasis on North America while maintaining market share in the Dutch and Venezuelan
market regions. We’ve seen success to date in growing the North American market with
visitor arrivals up 16% year-over-year. Similarly, we’ve witnessed a steady increase of 7%
from Europe. And while Venezuelan arrivals have steadily declined due to the country’s

tumultuous political situation, in an effort to recoup some of the lost business, our team has
and will continue to turn to other countries in South America, such as Colombia and Brazil.

Increasing airlift to Curaçao, another of the Master Plan market strategies, is essential for
continued growth. While the numbers are there, our visitor trajectory cannot continue in
the same fashion without the means to get people here, but we have made progress. This
year, we welcomed additional airlift from each of our key markets. In North America,
American Airlines will add a third daily flight from Miami, as well as a second weekly flight

out of Charlotte. We’ve also increased airlift from Toronto on Air Canada, now operating
three times per week, and a second weekly flight from Montreal, which launches later this

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