Betsy Wall, Executive Director
International Marketing Overview
Tourism U ~ Sept 21-24, 2012
Presenters:Betsy Larkin, Senior Manager, International Marketing, MOTTDoerte Buss, MOTT Trade/PR Rep, GermanyJackie 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
•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 + microsite
United Kingdom
•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•Enhanced massvacation.de
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 & [email protected]
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, [email protected]
www.massvacation.com
