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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 l.jpg

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]


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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


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Asia is Business

  • Enjoy – Shop & Spend

  • Take Longer Holidays

  • Travel Shoulder Season

  • Increased Tourism Revenue

  • Increased Job Growth


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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.


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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


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Asian Market Analysis

  • Purpose of Trip (multiple response)


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Average Length of Stay (nights)in U.S. (2000)

Daily Visitor Spending in U.S. (2000)

Average Number of States Visited (2000)


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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 l.jpg
    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.


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    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.


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    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.


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    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.


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    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 l.jpg
    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.



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    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 l.jpg
    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


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    New Promotional Materials

    Taiwan, China, Hong Kong

    • Montana Pocket Map

    • Montana Pocket Guide

    • Montana CD-Rom

      Japan

    • Montana Mouse Pad

    • Montana Winter Sports Flyer


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    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 l.jpg
    Appendix 1: Top 26 Countries for U.S. ArrivalsSource: Travel Industry Association of America, Feb. 2002


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    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 l.jpg
    Appendix 3: U.S. Arrivals % changeSource: Travel Industry Association of America, Feb. 2002


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