Presentation Transcript
Montana’s International Tourism Market Update Pacific Rim Market (Taiwan, Hong Kong, China, Japan): Montana’s International Tourism Market Update Pacific Rim Market (Taiwan, Hong Kong, China, Japan) 2002 Governor’s Conference on Tourism & Recreation
April 18, 2002
West Yellowstone, Montana
Mei Mei Wang
State of Montana-Asia Pacific Trade Office
Tel: 886-2-2723-1762
Fax: 886-2-2723-1763
Email: mei@montana-chinese.org
Why the Asian Market?: Why the Asian Market? Total Population 1.43 Billion
Total Outbound 55.9 Million
Total Long-Haul 13.7 Million
Total USA Arrival 4.8 Million
FASTEST GROWING WORLD ECONOMIES
Asia is Business: Asia is Business Enjoy – Shop & Spend
Take Longer Holidays
Travel Shoulder Season
Increased Tourism Revenue
Increased Job Growth
Asia – A Bright Future: Asia – A Bright Future According to IATA (International Air Transport Association), the Asia market will have the biggest share of global international passenger traffic in the world by the year 2010 – 50% as compared with 26% in 1985.
Asian Market Segments: Asian Market Segments Taiwan
Office Ladies, Group Travelers, FIT, Students and Special Theme Tour
Japan
Silver Market, Single Women Market, Mother and Daughter Trips, Business Market
Asian Market Analysis: Asian Market Analysis Purpose of Trip (multiple response)
Slide7: Average Length of Stay (nights)in U.S. (2000) Daily Visitor Spending in U.S. (2000) Average Number of States Visited (2000)
Market Analysis - China: Market Analysis - China N/A Why?
The Barriers:
ADS (Authorized Destination Status)
Visa / Official Business Excuses
Inbound & Outbound Quota Policy
Impacts After 911 Attacks-1: Impacts After 911 Attacks-1 95% of group cancellation to Eastern US bound and 75% of group cancellation to Western US bound in one month after 911.
Drop 60-80% for prepaid tours to the US at 4th quarter in 2001, but should start to rebound at 2nd quarter in 2002.
Almost zero visit to Mid-East area.
Impacts After 911 Attacks-2: Impacts After 911 Attacks-2
Both short haul and long haul tour products reduced travel days of package and simplified the content to cut the retail selling prices.
Domestic travel continued to grow and provide more choices to consumers.
Consumer spending is more conservative, while young generations’s spending was not affected that much.
Impacts After 911 Attacks-3: Impacts After 911 Attacks-3
Young female workers and the middle-age (between 45 and 59) will lead the recovery in outbound travel.
Once the stock market rebounds and stabilizes, the recovery of the travel industry will receive an immediate boost.
Impacts After 911 Attacks-4: Impacts After 911 Attacks-4
Price competition made pre-paid tour market more difficult, while FIT has become one of the fastest growing markets.
Due to the pro-US attitude and Asian people’s ability to disregard disaster concerns quickly, it’s import to maintain market position.
Increase Our Exposure: Increase Our Exposure Traditional Techniques
Travel Fairs Tourism Presentation
Media Fam Tours Travel Agents/FIT Clubs
Joint Trade & Tourism
Trading Companies / Business Contacts
Example: WUSATA promotions
News Exposure in 2001 : News Exposure in 2001 Taiwan
Total 318 articles created with dollar value of articles reaching US$1,501,411 in total.
Japan
Total 35 articles created with dollar value of articles reaching US$65,649 in total.
New Media – Internet Users: New Media – Internet Users
Montana’s Chinese Website http://www.montana-chinese.org: Montana’s Chinese Website http://www.montana-chinese.org
New page about update news of tour operators’ package tours to MT
Includes 92 pages in Trade, Agriculture, Education, and Tourism (48 pages in Tourism)
Total 50 websites in Greater China area with Montana’s Chinese Website’s Link
Montana’s Japanese Website http://www.bigskyjapan.com: Montana’s Japanese Website http://www.bigskyjapan.com
New page about MT @ snow
Includes 12 Pages in Trade, Agriculture, Education, and Tourism (12 pages in Tourism)
Total 11 websites in Japan with Montana’s Japanese Website’s Link
New Promotional Materials : New Promotional Materials Taiwan, China, Hong Kong
Montana Pocket Map
Montana Pocket Guide
Montana CD-Rom
Japan
Montana Mouse Pad
Montana Winter Sports Flyer
Thank You: Thank You Appendix 1 Top 26 Countries for U.S. Arrivals
Appendix 2 Fast Facts
Appendix 3 U.S. Arrivals % Change
Appendix 4 Tour Operators in Greater China with Package Tours to Montana
Appendix 5 U.S. Local Agents with Package Tours to Montana
Appendix 6 Tour Operators in Japan with Package Tours to Montana
Appendix 7 Websites in Greater China with Montana’s Chinese Website’s Link
Appendix 8 Websites in Japan with Montana’s Japanese Website’s Link
Appendix 1: Top 26 Countries for U.S. Arrivals Source: Travel Industry Association of America, Feb. 2002: Appendix 1: Top 26 Countries for U.S. Arrivals Source: Travel Industry Association of America, Feb. 2002
Slide21: Appendix 2 Fast Fact
Source: Travel Industry Association of America, Feb. 2002
Appendix 3: U.S. Arrivals % change Source: Travel Industry Association of America, Feb. 2002: Appendix 3: U.S. Arrivals % change Source: Travel Industry Association of America, Feb. 2002