Betsy Wall, Executive Director
International Marketing
Overview
Tourism U ~ Nov 29, 2012
Presenters:
Betsy Larkin, Senior Manager, International Marketing, MOTT
Jackie 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:
 Visitation
 Market share
 Media coverage
 Tax Revenue
 Jobs
= Increased Revenue for MA Tourism Businesses
2.1 million International Visitors To MA in 2011
 Supported 18,000 jobs
 Generated $138 million local & state taxes
 Realized $2.3 billion spending
 12% growth rate over 2010
2011Top 10 States for Overseas Visitors
Massachusetts
is # 6
Rank
1
2
3
4
5
6
7
8
9
10
Country
New York
California
Florida
Nevada
Hawaii
Massachusetts
Texas
Illinois
Guam
New Jersey
International Visitation to U.S. & Mass – a sample
Country
Visitation MA Mkt. Share
to MA 2011
2011
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 Program
Mature Markets
United Kingdom
Germany
Japan
France
Italy
Japan Airlines – Daily direct service to Tokyo
Reykjavik
Dublin
Amsterdam
Shannon
London
Frankfurt
LHR
Paris
Munich
Zurich
Ottawa Montreal
Toronto
YYZ & YTZ
BOS
Rome
Terceira
Ponta
Delgada
Tokyo
NRT
Bermuda
Connections to 22 Asian
Markets
Nassau
Cancun
Providenciales
Santiago Punta Cana
Montego Santo St. Maarten
Bay Domingo
Aruba
Praia
Madrid
Lisbon
United Kingdom
UK Trade Rep: Julie Greenhill
julie@ttmworld.co.uk
UK Press Rep: Kirsty Dillury
kirsty@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%
United Kingdom
Current Conditions
United Kingdom
What are UK visitors interested in?
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
United Kingdom
Strategy for FY13
•Targeted Consumer Campaigns
•Brand affinity ~ UK + MA
•Trade Partnerships
•New print guide
Germany
UK Trade Rep: Doerte Buss
massachusetts@bussconsulting.de
Germany
•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
Strategy for FY13
•Push brand awareness
•Trade partnerships
•Online engagement
Industry Participation
Leads Page:
www.massvacation.com/industry/
Username: leads
Password: 3RT67JM
•Password protected page
•Domestic Press Release pitch schedule
•Press & trade leads that benefit the industry
•Reports from trade shows
International Marketing Program
Questions?
Betsy Larkin
Senior Manager, International Marketing
Massachusetts Office of Travel & Tourism
Betsy.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, Coordinator
Dagny.Ashley@state.ma.us
www.massvacation.com