Receptive Services Association of
America 2011
Dr. Anastasia Xenias
Global Travel & Tourism Team Leader
US Commercial Service
National Export Initiative (March) 2010
Strategy backed by the government
• More exports = more jobs
- Through the National Export Initiative (NEI), President Obama has announced a
goal of doubling exports within the next five years to support two million jobs
in America
 Services Exports:
The NEI provides an opportunity to amplify the Administration’s export promotion
activities in support of the highly competitive U.S. services sector.
 Government support
- To help achieve this goal, the National Export Initiative will provide more
funds, focus, and cabinet-level coordination to grow U.S. exports.
- Focused on three key areas:
1.Global connections
2.Credit
3.International Barriers
Travel Promotion Act of 2009
(signed March 2010)
•
•
•
•
The Travel Promotion Act of 2009 (the Act) will have significant operational, managerial and
funding impacts on the Department of Commerce. Specifically, the Act:
Establishes the Corporation for Travel Promotion, a nonprofit entity, to communicate U.S.
entry policies and otherwise promote leisure, business and scholarly travel to the United
States.
Authorizes the Secretary of Commerce, in consultation with the Secretaries of State and
Homeland Security, to appoint the Corporation’s board of directors, review and approve the
Corporation’s annual objectives, and transmit the Corporation’s report to Congress.
Funds the Corporation from the collection of a fee assessed on travelers from visa waiver
countries in the completion of a form under the DHS requirement for the Electronic System
of Travel Authorization (ESTA).
NEI Report to the President January 2011 –
Tourism Recommendations
•
Continuing to improve data and measurement. The travel and tourism statistical system produced by
Commerce is a model for service industries. The system allows for the measure of exports, imports,
contribution to the economy, consumer behaviors, employment, and others. The Travel Promotion Act
calls for increased data collection to provide relevant data at the State level.
•
Increasing demand by promoting travel to the United States. The Travel Promotion Act of 2009 creates
the Corporation for Travel Promotion, which will be funded through fees on travelers from Visa Waiver
Countries and matched by the private sector. The Corporation will play a key role in promoting travel to
the United States and in coordinating travel promotion activities by States and localities and by the private
sector.
•
Eliminating barriers inhibiting travel and tourism to the United States. The Departments of Commerce
and State, DHS, and the USTR will continue to work to lower market barriers in key markets such as China,
Brazil, and India through bilateral agreements and dialogue through frameworks such as the JCCT. A key
element in the success of this strategy is increasing access to the visa application process for potential
travelers in these countries.
U.S. Department Of
Commerce
International Trade Administration Tourism Resources
Commercial Service
151 Offices in 83 Countries
Commercial Service
105 U.S. Offices
U.S. Commercial Service
The U.S. Commercial Service is part of the U.S. Department of
Commerce, International Trade Administration, an agency of
the United States government.
Our mission:
 To promote the export of goods & services from the
United States, particularly by small- and medium-sized
businesses
 To represent U.S. business interests internationally
 To help U.S. businesses find qualified international
partners
Our Network &
What it can do for you
• Trade specialists in over 100 U.S. cities and 85
countries worldwide...
We can...
• Locate international buyers, distributors & agents
• Provide expert help at every stage of the export process
• Help you to enter new markets faster and more
profitably
US Trade in Goods and Services
US Services Exports
48,000
46,000
44,000
42,000
2008
40,000
2009
38,000
36,000
2010
45,400
45,200
45,000
44,800
44,600
44,400
44,200
44,000
January
February (R)
March
World Tourism Arrivals &
Receipts
(1980-2010)
1,000
World Arrivals (millions)
World Receipts ($billions)
1950 - 1980
1981 - 2010
$1,000
900
$900
800
$800
700
$700
600
$600
2009
880m
$852b
500
$500
400
$400
300
$300
200
$200
100
$100
World Arrivals
Source:
U.N. World Tourism Organization
World Receipts
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
1992
1991
1990
1989
1988
1987
1986
1985
1984
1983
1982
1981
1980
1975
1970
1965
1960
$0
1950
0
Strong Arrivals Rebound
Strong Spending Rebound
Global Travel Trends
(from UNWTO)
• Global arrivals
–
–
–
–
–
2010YTD up 7% over 2009YTD;
2010YTD up higher than 2008YTD;
2010EOY should finish 5%-6% higher than 2009 and as a new record;
2011 arrivals +4%.
2010-2020: 5%-6% average annual growth rate.
• Recovery in all world regions, but emerging countries
leading the way (+8% vs. +5% for developed countries).
• Global receipts growing at slightly slower pace: +5%-6%:
– price competition;
– shorter stays;
– growth to value-for-money destinations.
• Tourism impacted by global economic environment less
than other export sectors.
International Visitors to the U.S.
and Projections
Arrivals in Millions
Sources:
(2001-2015)
U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de Turismo
(Mexico); Statistics Canada. -- October 2010 forecast
Forecast of International Travelers to the
United States by World Regions (000s)
Rank
Visitor
Order
Origin
2009
Country
1
2
%
Actual Change
2009
%
%
%
%
%
%
Change
Change
Change
Change
Change
%
Change Change Change
09/08 2010f 10/09 2011f 11/10 2012f 12/11 2013f 13/12 2014f 14/13 2015f 15/14
15/09 15/09
Grand Total
54,958
-5% 59,956
9% 63,374
6% 66,959
6% 70,533
5% 75,966
8% 82,848
9%
27,890
51%
North America
31,202
-5% 34,241
10% 36,150
6% 38,110
5% 39,957
5% 42,754
7% 46,174
8%
14,972
48%
Canada
Mexico
17,973
13,229
-5% 19,760
-3% 14,480
10% 20,946
9% 15,204
6% 21,993
5% 16,117
5% 22,873
6% 17,084
4% 24,474
6% 18,280
7% 26,432
7% 19,742
8%
8%
8,459
6,513
47%
49%
Overseas
Europe
23,756
11,550
-6% 25,715
-10% 11,658
8% 27,223
1% 11,907
6% 28,849
2% 12,251
6% 30,576
3% 12,633
6% 33,212
3% 13,411
9% 36,674
6% 14,382
10%
7%
12,918
2,831
54%
25%
10,979
-10% 11,080
1% 11,304
2% 11,614
3% 11,961
3% 12,702
6% 13,635
7%
2,657
24%
Western Europe
3
Eastern Europe
Asia
572
5,669
-2%
-8%
577
6,738
1%
19%
604
7,381
5%
10%
637
8,053
6%
9%
673
8,736
6%
8%
709
9,783
5%
746
12% 11,367
5%
16%
175
5,699
31%
101%
4
5
South America
Caribbean
2,742
1,206
7%
0%
3,180
1,264
16%
5%
3,507
1,328
10%
5%
3,823
1,397
9%
5%
4,180
1,467
9%
5%
4,679
1,539
12%
5%
5,259
1,616
12%
5%
2,517
410
92%
34%
6
7
Oceania
Central America
872
758
2%
-2%
1,028
770
18%
2%
1,139
814
11%
6%
1,234
865
8%
6%
1,325
924
7%
7%
1,413
986
7%
7%
1,493
1,053
6%
7%
621
295
71%
39%
8
9
Middle East
Africa
666
294
-2%
-7%
752
325
13%
11%
795
353
6%
8%
843
383
6%
9%
894
416
6%
9%
952
451
7%
8%
1,015
488
7%
8%
350
194
52%
66%
How We Help You Attract
International Visitors
• Destinations,
attractions, CVBs, tour
operators, hotels and
others in the travel
industry seeking to
build international
tourism can access the
following market
development programs
through your local
travel trade specialist.
• Industry expertise
• Market intelligence
• Trade data
• Seminars/events in the
USA
• Help finding partners
Make the Most out of International
Sales Calls
• Are you planning an international sales trip to find distribution
partners or hire a sales rep? The Commercial Service can save
you time and money by pre-qualifying buyers based on your
individual needs, setting up a day of one-on-one
appointments, arranging transportation and logistics and
getting you in the door to the people you want to meet. This
flagship service, known as a Gold Key, allows you to make the
most of your international visits. This service is priced
between $350 and $2,300 depending on the size of your
company.
Find Travel Distribution Partners in Target
Market
• Looking to find qualified tour operators, wholesalers,
agents, sales reps, or partners? This service gives you
a list with complete contact details of up to five
qualified overseas contacts that have examined your
materials and have a strong interest in including your
destination, products, or services in its distribution
network. This service, also known as the
International Partner Search, is priced between $550
and $1,400 depending on the size of your company.
Develop Memorable Promotional and
Educational Events
• Do you want to make a PR splash or impress
travel agents and tour operators? Use the
Commercial Service to help you identify your
target audience, plan a high-profile event,
manage on-site logistics and access unique
facilities like embassy meeting space and
ambassadors’ residences. Hold an educational
seminar, reception, exhibition or other event
to build your international presence.
Austria
• CS Vienna is organizing a press luncheon on 3
February for the State of Alaska at the
Ambassador’s Residence.
• In addition, we organize in cooperation with
the Visit USA Committee the annual Visit USA
Seminar. A total of 24 U.S. travel suppliers will
participate.
Increase Traffic at Your Trade Show
Booths
• The Global Travel & Tourism Team offers a variety of
services at major travel industry events, including
PowWow, ITB Berlin, World Travel Market and more.
Our trade event services include arranging
appointments with international buyers, developing
press awareness, assisting with booth logistics
including translation services. If you are exhibiting
internationally, check with our travel and tourism
team to see what support is available to you.
UK - World Travel Mart
• CSUK spearheaded joint outreach to the participating U.S. exhibitors along
with many Export Assistance Centers. Messages were sent encouraging
the exhibitors to request meetings under the Showtime program with
Trade Specialists from 15 European markets who attended WTM.
• CSUK prepared a Directory of US Exhibitors that was sent to over 140 UK
tour operators.
• During a subsequent pre-event follow up the tour operators
acknowledged receipt of the directory and unanimously thanked CSUK for
the Directory stating that it assisted planning their visit to the show.
• CSUK also arranged for a visit to WTM by Deputy Chief of Mission, Barbara
Stephenson, and, with assistance from our Press Office, conducted
interviews with a cross section of the US exhibitors that will go on the
social network You Tube.
Access Trade and Consumer Media
Recruit Qualified FAM Participants
• Our Commercial Specialists can get you into contact with
international media. Hold a PR event, media briefing or pitch
your stories to individual reporters with the help of our incountry contacts.
• Bringing qualified tour operators and media is important to
build awareness of your product and provide first-hand
training to potential distribution partners. Work with our
foreign posts to develop invitations, create lists of top targets,
recruit participants, and even lead the delegation through a
tour of your destination.
CS Guatemala will lead a Media FAM trip
to California from May 15-21, 2011
Destinations include:
•
•
•
•
•
•
•
Orange County
Los Angeles
Santa Barbara
Carmel
Napa Valley
Yountville
East Bay
Participants:
•Recruiting journalists from
Guatemala, El Salvador,
Honduras, Costa Rica,
Panama, Argentina, Chile
and the Dominican
Republic
•2 journalists with Regional
coverage
Develop an Effective
Marketing Plan
• If you are just beginning to target international
travelers or are looking to expand your efforts into
new markets our specialists can help you. Organized
in a team of travel experts, the Global Travel &
Tourism Team has members located across the U.S.
and in Embassies and Consulates worldwide. Team
members can help you identify top international tour
operators and travel agents, promote your
destination to the travel trade and consumer media,
and get the most out of international trade shows.
Profile Your Potential
International Partners
• Looking for background information on a
potential buyer or agent? Using this service,
you can request specific answers to detailed
questions about potential customers or
partners abroad that will reduce your risk and
allow you to enter new business relationships
with confidence.
Access the Most Up-to-Date Travel Market
Research
• The Commercial Service can provide your company
with the research needed to target the appropriate
market(s) for your products and develop marketing
plans. In addition to existing off-the-shelf research,
the Commercial Service can prepare a tailored
analysis of the market for your product. Visit our
market research library at
http://www.Export.gov/industry/travel. The Office of
Travel and Tourism Industries provides additional
research on international visitation, spending data
and more.
New ! http://www.export.gov/industry/travel/
Commercial Service Market
Research – Ex: China
•
•
Opportunities and Trends
Chinese leisure travelers are likely to increasingly travel to the United States in group tours as
a result of a memorandum of understanding (MOU) signed by both countries in Dec 2007.
•
Chinese travel agencies are now allowed to partner with U.S. companies to organize and
market packaged group leisure tours to the United States, and U.S. travel destinations are
able to advertise in China.
•
The U.S Department of Commerce forecasts that the United States will host 579,000 Chinese
travelers by 2011, an increase from 525,000 in 2009.
•
In 2009, total U.S. travel and tourism service exports to Chinese travelers was $3.5 billion.
This value of travel and tourism exports is calculated by totaling all spending by Chinese
people on short term visits to the United States, with the average Chinese tourist spending
about $6,000 USD per visit.
Click here to watch our Travel & Tourism Market Insight !
http://www.export.gov/china/marketinsight/index.asp#TourismLiu
•
Commercial Service Market Research – Ex: Korea
•
Best Prospects
•
General travelers: Korea sends more travelers than Australia, Italy, and China. All time favorite destinations
among Korean travelers are New York, Los Angeles, Chicago, Atlanta, San Francisco, Seattle, Washington DC and
Las Vegas, and their trip length is usually about 7 days. Popular attractions are Disney Land, Universal Studios, Sea
World, the Grand Canyon and fashion outlets, such as Woodbury Common Premium Outlets in New York, etc.
Family: Most families with children prefer to travel to Guam, Saipan, Hawaii and California, where the flying time
is not as long as to Midwest and East coast, and they can enjoy various water sports and outdoor activities. Alaska
is another destination popular among the high-income brackets of senior citizens and working professionals, and
travel there is often packaged as cruises leaving from Seattle or Vancouver.
Honeymooners: the U.S. Embassy in Seoul has created a special “Hawaiian Honeymooners Travel Program” that
streamlined the visa application process for Korean honeymooners wishing to travel to Hawaii. There is about
300,000 couples getting married a year in Korea, thus, the market potential Hawaii holds for Honeymooners is
high. Also, as Hawaii honeymooners visit Hawaii during its off peak seasons where it is a wedding peak season in
Korea, between April to June and between September to November, and as the honeymooner’s packaged tour is
about 30% more expensive than regular packaged tour, Hawaii greatly benefits from this group.
Incentive Travel: Many Korean companies reward their employees with incentive travel and mostly visa free
destinations have been enjoying the business, as companies carefully pick destinations that will not impose any
problems for any of their employees in getting to the destination. This is a very lucrative market, as the company
sponsors not only their employees but their family members as well.
Gold Misses: single women, aged 25 – 35, who have the freedom to travel and the income to spend.
•
•
•
•
Keep Up with Emerging Markets and Industry Trends via Webinars
• The Global Travel & Tourism Team offers
online webinars on key issues facing the travel
industry and information on key markets.
• These webinars will feature industry experts
and provide you with the opportunity to ask
questions. We will be announcing the dates of
these webinars, so check back here to register
for these events.
Webinars
•
In Case You Missed It: Webinar: International Travel & Tourism Market 2011-2015 Forecast
for Travel to the United States
Due to popular demand, on Thursday January 27, 2011 at 4:00pm EST, the U.S. Department
of Commerce, Office of Travel and Tourism Industries (OTTI) and the Commercial Service
Travel & Tourism Team will present, for the second time, a webinar on international travel
and tourism markets focused on OTTI's five-year Travel Forecast by country.
The January 27th webinar will enable participants to get a better understanding of the
forecast for each of the top ten and other select visitor origin markets, including the
assumptions behind the forecasts.
In case you missed it when first presented in December, please join us for the next of these
travel and tourism industry webinars. The details:
Thursday January 27, 2011
4:00pm EST, 1:00pm PST for one hour
Event Cost: $50
Webinar call-in & log-in information will be sent after registration is received.
Interested participants may register here:
https://emenuapps.ita.doc.gov/ePublic/newWebinarRegistration.jsp?SmartCode=1Q56
Catalog Shows and Visit USA Events
• In cooperation with Visit USA Committees
around the world, and independently, the
Commercial Service offers numerous
additional travel trade promotional activities
every year above and beyond the large trade
shows (although we support those too)
• We can distribute your literature without you
traveling at all—sometimes for free!
• The Visit USA Committee’s from Guatemala, Costa Rica
and Panama have scheduled their International Trade
Show to take place from August 22-26, 2011. This is a
great event that will include a 3 Country stop show in one
week! International CVB’s and Travel and Tourism service
providers who wish to participate may take advantage of
exhibiting in all of them and marketing in three of the
largest markets for T&T in Central America.
Italy
•
•
•
•
•
SHOWCASE USA-ITALY is the only marketing exhibition exclusively
dedicated to promote Italian tourism towards the United States.
Created by the Visit USA Association Italy and the U.S. Commercial
Service Italy, SHOWCASE USA-ITALY gives the Italian Travel
Industry the opportunity to keep up to date with the great variety
of “Made in USA” travel products and destinations.
On this unique occasion, U.S. exhibitors will have the opportunity
to meet high-quality Italian companies and organizations, all
focused on the promotion of tourism to the United States of
America. Typically, 30 30 Italian tour operators and incentive
planners, in addition to media representatives, participate.
Our team will provide participants matchmaking appointments
with Italian companies, logistical assistance, on-site business
counseling and support, as well as a pre-event briefing.
The next edition will take place in Milan on November 10-12,
2011, right after WTM in London. The format from 2010 won't
change and participation costs will be available at Pow Wow:
http://www.buyusa.gov/italy/en/showcase2010.html
–
2010 Basic Package of USD $2,800 – included exhibition, market briefing, two
nights hotel, meals and sightseeing tour of Venice
Denmark
•
Join the Discover America Catalogue Distribution Program at Ferie for Alle
(Vacation for All) February 25-27, 2011 in Herning, Denmark. Your material will be
distributed at the Discover America booth — an integrated area of the USA
pavilion. The booth is staffed by Travel & Tourism Specialists from the U.S. Embassy
in Copenhagen. Send us your PR material and we will do the rest!
•
CS Staff will showcase your destination and distribute your brochures and PR items
to visiting consumers, tour operators, travel agencies and journalists. This is an
easy and affordable opportunity to increase your visibility and attract your share of
the 250,000 Danes who travel to the United States every year.
•
Each participating US travel and tourism firm will receive a top Buyers list of Danish
tour operators and agencies with the catalogue program as an added value. This
list contains the top 10 Buyers and contact information to the Product Manager in
each company.
Participation fee: $300.00; Registration deadline: February 21, 2011. All material
and payment must arrive by February 23, 2011.
•
Croatia
•
•
•
•
•
•
In 2010 the U.S. Booth attracted hundreds of regional travel industry and media professionals and thousands of
members of the general public interested in U.S. destinations. In addition to providing travel and tourism advice
and information about the United States in general, the U.S. Booth was proud to specifically promote over thirty
U.S. destinations and cities. This year's CroTour International Tourism Fair will be held in Zagreb from March 2326, 2011. The U.S. Commercial Service Croatia is organizing a U.S. Pavilion to highlight U.S. destinations, where we
will showcase and distribute promotional literature. This is a unique opportunity to reach travelers throughout the
growing South East European market and expand your company's exposure in a cost-effective, highly targeted
manner.
By participating in this campaign, you will receive:
1.
No-cost promotion at the U.S. Pavilion at the CroTour International Tourism Fair, the premier travel and
tourism show that attracts regional tour suppliers, held March 23-26, 2011;
2.
Press releases on U.S. destinations sent to daily newspapers, magazines and other publications;
3.
Publicity in travel industry newsletters and publications on U.S. destinations; and
4.
Exposure at the U.S. Embassy's Library.
To participate, you will need to send a promotional destination DVD, 50 to 100 promotional packets and 10 press
kits (optional) with photo CDs to share with interested journalists. We also welcome destination posters for the
booth decor. We need to receive your materials by March 10, 2011.
Before we send you the mailing address (U.S. address where you can send your material), please register at:
http://www.buyusa.gov/croatia/en/crotour2011.html
•
Russia
• MITT is Russia’s #1 travel show with an attendance of over 79,000, 74% of
whom are travel trade professionals. The U.S. Commercial Service will
display your product literature in the Visit USA Pavilion at MITT and
experienced Russian-speaking Commercial Service Industry Specialists will
respond to inquiries. After the show, we will send you a complete list of
companies that expressed interest in your product or in doing business
with your firm. Cost is $300. For details visit
http://www.buyusa.gov/stlouis/mitt2011.pdf and register by Feb 19.
• For more information about the catalog show, Visit USA Pavilion at MITT2011, or how we can
• facilitate your visit to the exhibition, please contact Gulnara
Kenzhebulatova, Commercial Specialist, Commercial Service Moscow
Kazakhstan
•
•
•
•
•
KITF 2011
Atakent Expo, Almaty, Kazakhstan
20-22 April 2011
KITF is the leading event for the travel and tourism industry in Kazakhstan and
Central Asia with over 500 exhibitors from 36 countries and anticipated 6,500
visitors. Over the last 11 years, KITF has welcomed thousands of travel
professionals from national tourism organizations, airlines, tour operators, service
providers, hotels, travel agencies and much more. Take advantage of this
opportunity to meet with Kazakhstan’s travel industry network and get acquainted
with the Central Asian market.
–
E-mail: aliya.shaikhina@trade.gov www.buyusa.gov/kazakhstan/en
U.S. Department of Commerce | International Trade Administration | U.S. Commercial Service
Australia
•
•
•
•
•
Australia is a key source of overseas visitors to the United States and ranks as the eighth-largest market. In
2009, Australia set a new arrivals record -- over 720,000 Australians visited the United States representing
a 5% increase compared to 2008. Of the top 10 overseas source markets, Australia was one of only two
countries registering growth in 2009. Australians are FIT visitors and travel throughout the United States,
staying on average 24 nights, visiting the West Coast, the East Coast and everything in between.
The Visit USA Expos are a major event in Australia's travel industry calendar. Australian travel agents are
influential in the decision-making process and buying patterns of Australian travelers. Travel agents play a
large role in making international travel bookings, especially to the United States.
Participate in the 2011 Visit USA Expos and bring your destination or product to over 800 travel agents and
more than 100 travel trade and consumer media in Sydney, Melbourne, and Brisbane.
February 21 Brisbane Media Lunch
February 21 Brisbane Travel Agent Evening Expo
February 22 Melbourne Media Lunch
February 22 Melbourne Travel Agent Evening Expo
February 23 Sydney B2B Event with Tour Operators
February 23 Sydney Travel Agent Evening Expo
February 24 Sydney Media Marketplace and Lunch
February 24 Sydney Travel Industry Evening Function
February 28 Perth Travel Agent Evening Expo
Further information on the seminars is available from Commercial Specialist Monique Roos, email:
monique.roos@trade.gov
Qatar
• The Commercial Service in Doha, Qatar is requesting
official videos from U.S. destinations to be presented
in the waiting area of the consular section of the
embassy to encourage visa applicants travel to and
within the U.S. Qatar Airways has direct flights to
New York City, Washington DC and Houston. Videos
from these three cities and surrounding areas would
be especially interesting. All U.S. states and
convention and visitors bureaus are invited to
participate. For more information contact
Mahmoud.Skhiri@trade.gov.
Global Travel & Tourism Team
How to contact us
Anastasia Xenias, PhD.
Senior International Trade Specialist
Global Travel & Tourism Team Leader
US Department of Commerce
International Trade Administration
US Commercial Service
33 Whitehall Street, suite 22A
New York, NY 10004
Tel: 212-809-2685
Fax: 212-809-2687
Email: anastasia.xenias@trade.gov
www.export.gov/travel
OTTI contacts
• Contacts:
• Julie Heizer, Deputy Director for Outreach, OTTI, +1(202) 482-4904, or at:
julie.heizer@trade.gov
• Ron Erdmann, Deputy Director, Research, OTTI, +1 (202) 482-4554, or at:
ron.erdmann@trade.gov
• Richard Champley, Program Manager & Senior Analyst, +1 202.482.4753,
richard.champley@trade.gov
http://tinet.ita.doc.gov
http://www.Export.gov/industry/travel