Betsy Wall Executive Director International Marketing Overview Tourism

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Betsy Wall, Executive Director International Marketing Overview Tourism U ~ Sept 21 -24, 2012

Betsy Wall, Executive Director International Marketing Overview Tourism U ~ Sept 21 -24, 2012 Presenters: Betsy Larkin, Senior Manager, International Marketing, MOTT Doerte Buss, MOTT Trade/PR Rep, Germany Jackie Ennis, International Marketing Advisor, MOTT

Report issued by Dept of Commerce August 27 th 2012 “International Traveler Spending On

Report issued by Dept of Commerce August 27 th 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

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

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

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

Brand USA Ad Campaign

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

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: •

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

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

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

2011 Top 10 States for Overseas Visitors Massachusetts is # 6 Rank 1 2

2011 Top 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.

International Visitation to U. S. & Mass – a sample Country Visitation MA Mkt. Share to MA 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

CANADA

CHINA INDIA

CHINA INDIA

BRAZIL AUSTRALIA

BRAZIL AUSTRALIA

International Marketing Program Mature Markets United Kingdom Germany Japan France Italy

International Marketing Program Mature Markets United Kingdom Germany Japan France Italy

Japan Airlines – Daily direct service to Tokyo Connections to 22 Asian Markets

Japan Airlines – Daily direct service to Tokyo Connections to 22 Asian Markets

United Kingdom UK Trade Rep: Julie Greenhill julie@ttmworld. co. uk UK Press Rep: Kirsty

United Kingdom UK Trade Rep: Julie Greenhill [email protected] co. uk UK Press Rep: Kirsty Dillury [email protected] co. uk

United Kingdom • 4 million visitors to the U. S. in 2011 • 222,

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 Current Conditions

United Kingdom What are UK visitors interested in? Fly drive, Escorted Tours & Multi

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 FY 13 • Targeted Consumer Campaigns • Brand affinity ~

United Kingdom Strategy for FY 13 • Targeted Consumer Campaigns • Brand affinity ~ UK + MA • Trade Partnerships • New print guide + microsite

Germany UK Trade Rep: Doerte Buss massachusetts@bussconsulting. de

Germany UK Trade Rep: Doerte Buss [email protected] de

Germany • 1. 8 million visitors to the U. S. in 2011 • 120,

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 Current Conditions

Germany What are German visitors interested in? • The great outdoors • Beaches, rural

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 FY 13 • Push brand awareness • Trade partnerships • Online

Germany Strategy for FY 13 • Push brand awareness • Trade partnerships • Online engagement • Enhanced massvacation. de

Industry Participation Leads Page: www. massvacation. com/industry/ Username: leads Password: 3 RT 67 JM

Industry Participation Leads Page: www. massvacation. com/industry/ Username: leads Password: 3 RT 67 JM • 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

International Marketing Program Questions? Betsy Larkin Senior Manager, International Marketing Massachusetts Office of Travel & Tourism Betsy. [email protected] ma. us

International Marketing Program FY 2013 Tourism U is a FREE series of educational seminars

International Marketing Program FY 2013 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. [email protected] ma. us www. massvacation. com