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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

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montana s international tourism market update pacific rim market taiwan hong kong china japan

Montana’s International Tourism Market UpdatePacific 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: [email protected]

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.
montana s chinese website http www montana chinese org
Montana’s Chinese Websitehttp://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 Websitehttp://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. ArrivalsSource: Travel Industry Association of America, Feb. 2002
slide21

Appendix 2 Fast Fact

Source: Travel Industry Association of America, Feb. 2002

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