betsy wall, executive director international marketing overview tourism u ~ nov 29, 2012 presenters:...

Betsy Wall, Executive Director

International Marketing Overview

Tourism U ~ Nov 29, 2012Presenters:Betsy Larkin, Senior Manager, International Marketing, MOTTJackie Ennis, International Marketing Advisor, MOTT

Report issued by Dept of Commerce August 27th 2012

“International Traveler Spending On Pace for a Record Setting Year”

International Travel – ‘global growth engine’?

Implementation of a National Tourism and Travel Strategy – Travel Promotion Act

Goal of attracting over 100 million international arrivals annually by 2021 (+50% than 2012)

Spending an estimated $250 billion per year

Creation of ‘Brand USA’, a unique national public private marketing entity

Goal is to spearhead the nation’s first global marketing effort to promote the entire USA as an international destination

Brand USA’s Mission is to “encourage increased international visitation to the United States and to grow America’s share of the global travel market”

Brand USA to recapture the world’s interest and inspire international travelers to visit the United States

Brand USA Ad Campaign

Creation of Brand USA comes at a critical moment for MOTT’s International Marketing Program

Massachusetts will be one of the founding partners of Brand USA

One of critical benefits as a founding partner is an additional 30% generated for every advertising/promotional dollar spent

Why does Massachusetts invest in the International Tourism Market?

An overseas traveler: • Stays longer • Spends more $$$• Gets 4-6 weeks paid vacation per year• Fills rooms mid-week• Travel is not weather dependent

MOTT’s International Goals Remain To Increase: VisitationMarket shareMedia coverageTax RevenueJobs

= Increased Revenue for MA Tourism Businesses

2.1 million International Visitors To MA in 2011

Supported 18,000 jobsGenerated $138 million local & state taxesRealized $2.3 billion spending12% growth rate over 2010

2011Top 10 States for Overseas Visitors

Massachusettsis # 6

Rank Country1 New York2 California3 Florida4 Nevada5 Hawaii6 Massachusetts7 Texas8 Illinois9 Guam

10 New Jersey

International Visitation to U.S. & Mass – a sample

CountryVisitation to MA 2011

MA Mkt. Share2011

UK 222,000 5.8%

Germany 120,000 6.6%

Japan 49,000 1.5%

France 69,000 4.6%

Italy 54,000 6.1%

India 50,000 7.5%

Brazil 54,000 3.6%

China 139,000 12.8%Source: U.S. Dept. of Commerce/OTTI

CANADA

CHINA INDIA

BRAZIL AUSTRALIA

International Marketing ProgramMature Markets

United Kingdom Germany

Japan France

Italy

Praia

PontaDelgada

Terceira

Reykjavik

DublinShannon London

LHR Frankfurt

MunichParis

RomeMadrid

Lisbon

Amsterdam

Zurich

TorontoYYZ & YTZ

BOS

Bermuda

Santo Domingo

Punta Cana

St. Maarten

ProvidencialesNassau

Aruba

Montego Bay

Cancun Santiago

TokyoNRT

Ottawa Montreal

Connections to 22 Asian Markets

Japan Airlines – Daily direct service to Tokyo

United Kingdom

UK Trade Rep: Julie Greenhilljulie@ttmworld.co.uk UK Press Rep: Kirsty Dillurykirsty@ttmworld.co.uk

United Kingdom

•4 million visitors to the U.S. in 2011

•222,000 visitors to MA in 2011

•MA market share of UK visitors: 5.8%

Current Conditions

United Kingdom

What are UK visitors interested in?

United Kingdom

Fly drive, Escorted Tours & Multi Experience Vacations

•Beaches and seaside villages•Celebrities, ‘jet-setting’ and fashion•Culinary•Historic connections•JFK and Kennedy Story•Shopping and outlets

Strategy for FY13•Targeted Consumer Campaigns•Brand affinity ~ UK + MA •Trade Partnerships•New print guide

United Kingdom

Germany

UK Trade Rep: Doerte Bussmassachusetts@bussconsulting.de

•1.8 million visitors to the U.S. in 2011

•120,000 visitors to MA in 2011

•MA market share of German visitors: 6.6%

Germany

Current Conditions

Germany

What are German visitors interested in?

•The great outdoors •Beaches, rural areas, national & state parks•Traditional New England experiences•Indian Summer•Family vacations

Germany

Germany

Strategy for FY13

•Push brand awareness•Trade partnerships•Online engagement

Industry ParticipationLeads Page: www.massvacation.com/industry/

Username: leadsPassword: 3RT67JM

•Password protected page

•Domestic Press Release pitch schedule

•Press & trade leads that benefit the industry

•Reports from trade shows

International Marketing ProgramQuestions?

Betsy LarkinSenior Manager, International Marketing

Massachusetts Office of Travel & TourismBetsy.Larkin@state.ma.us

International Marketing Program FY2013

Tourism U is a FREE series of educational seminars for the tourism industry brought to you by the

Massachusetts Office of Travel & Tourism.

Dagny Ashley, CoordinatorDagny.Ashley@state.ma.us

www.massvacation.com