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International Tourism Marketing

International Tourism Marketing. GACVB – August 12, 2005. The International Visitor is Back!. 12% Increase in international visitors from 2003 to 2004 Surpassed 1999 levels, projected to hit all-time high in 2006 13% Increase in Overseas Visitors 9% Increase in Visitors from Canada

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International Tourism Marketing

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  1. International Tourism Marketing GACVB – August 12, 2005

  2. The International Visitor is Back! • 12% Increase in international visitors from 2003 to 2004 • Surpassed 1999 levels, projected to hit all-time high in 2006 • 13% Increase in Overseas Visitors • 9% Increase in Visitors from Canada • 13% Increase in Visitors from Mexico Source: U.S. Department of Commerce – 5/2005

  3. Western Europe comprises 45.8% of our overseas visitors to the US The UK makes up 21.2% of the overseas visitors to the US From 2004 to 2008, projected increase of 20% from 49 million to 58 million total international visitors per year. Latest Statistics on International Visitors Source: U.S. Department of Commerce – 5/2005

  4. London to Atlanta 83,087 passengers Up 2,036 over last year Manchester to Atlanta 20,433 passengers Up 1,179 passengers London to Savannah 4,335 passengers Up 73 passengers Manchester to Savannah 1,949 passengers Up 106 passengers Delta From UK to GA StatisticsJuly 2004 through June 2005

  5. International Visitor Travel Characteristics • 72% book independent travel packages • 87% are traveling without children • 1.9 person average party size • Average number of nights for trip 14 • Average number of states visited 1.5 • Average number of destinations visited 2.1 • Average Household Income $83,900 • Average Total Trip Expenditures per party $5,083 • Average Expenditure in the US is $2,685 (excludes airfare) • Spend more on gifts and souvenirs than lodging Source: U.S. Department of Commerce – 5/2005

  6. 93% Shopping 51% Sightseeing 39% Visit Historic Sites 32% Visit Small Towns & Villages 32% Enjoy Water Activities & Sunbathing 25% Tour the Countryside 24% Visit Cultural & Heritage Sites 23% Visit National Parks 23% Take Guided Tours 7% Play Golf/Tennis What do International Visitors like to do? Source: U.S. Department of Commerce – 5/2005

  7. Methods of Destination Research for trip: 49% Travel Agency 36% Personal Computer 18% Airline 18% Friends, Relatives 13% Travel Guides 12% Tour Operators Sources of Travel Information for International Visitors Source: U.S. Department of Commerce – 5/2005

  8. FIT - Acronym with multiple meanings. Foreign individual traveler -Frequent individual traveler -Fully independent traveler - Usually a “FIT Package” will include lodging, meals, and attractions.  Foreign Independent Travel or Foreign Individual Travel - FIT: An international pre-paid unescorted tour that includes several travel elements such as accommodations, rental cars and sightseeing. An FIT operator specializes in preparing FITs documents at the request of retail travel agents. FITs usually receive travel vouchers to present to on-site services as verification of pre-payment. Wholesaler - A company that purchases large blocks of rooms, tickets, etc. and then resells to either the public or to other travel professionals. A company that usually creates and markets inclusive tours and FITS for sale through travel agents. Usually sells nothing at retail (as opposed to a travel agent who can sell any product), but also does not always create his/her own product; also less likely to perform local services Receptive Operator - Someone who plans to “receive” your motorcoach or tour group. They may plan your lodging, meals, attraction visits, etc. for a fee or commission. A tour operator or travel agent specializing in services for incoming visitors, such as meeting them at the airport and facilitating their transfer to lodging facilities Self-Drive, Fly-Drive, Flexi-Fly Drive Source: STS

  9. Overseas Tourism Booking Cycle Consumer Travel Agent Tour Operator US-based Receptive Operator/Wholesaler Hotel, Attraction, Visitor Services

  10. Receptive Services Association 95% of all Receptives/Wholesalers that contract product in Georgia are located in Orlando ATI, Allied TPRO, FTI, American Ring Travel, Hotelbeds, Magic USA, Mears Transportation, STI Tours, Welcome USA, Tourico, F.M. Tours New World Travel in NYC Receptive Operators & Wholesalers

  11. Peach State Fly-Drive - 11 nights Day 1 Arrive Atlanta, Georgia for two nights.See the house where Margaret Mitchell wrote Gone with the Wind, visit the World of Coca Cola and the Martin Luther King Jr. Historic Site.  If time permits shop in one of Atlanta’s Malls. Day 3 Atlanta to Dahlonega for one night.Drive North to Lake Lanier, spend some time on the lake and then drive on to Dahlonega in the foothills of the Appalachian Mountains. Day 4 Dahlonega to Athens to Macon for one night.Continue via Athens and end the day in Macon, home of the Georgia Music Hall of Fame and the Tubman African-American Museum. Day 5 Macon to Savannah for two nights.Head southeast to the charming port city of Savannah.  Take a carriage tour through the gracious squares of one of the South’s most beautifully preserved 18th century cities.  Visit the museums, browse in the shops and dine in one of the many restaurants. Day 7 Savannah to Jekyll Island for two nights.Next stop is Jekyll Island, a lovely place to relax, go boating, or take a tour to the wildlife refuge of Cumberland Island or Okefenokee Swamp. Day 9 Jekyll Island to Plains to Pine Mountain for two nights.Make a stop in Plains, the home of Jimmy Carter, 39th President of the United States.  In Pine Mountain visit the 2,500 acre Callaway Gardens including a visit to the Butterfly Centre, the world’s largest glass conservatory. Day 11 Pine Mountain to Warm Springs to Atlanta.Return to Atlanta for your flight home stopping at Franklin D. Roosevelt’s Little White House in Warm Springs.

  12. How to increase awareness of your destination to international visitors? • Know Your Product & Which International Markets are a best match • Host Qualified Travel Writers • Make sure domestic Wholesalers and Receptive Operators Know and Feature Your Destination • Familiarization tours • product managers • Travel agents • Get to know your international reps • Consumer Shows • Sales Missions • Trade Shows

  13. Trade Shows • Rhythms of the South • Louisville, KY in October 2005 • Atlanta in 2006 • Sales Missions • Canada, UK, Germany • Pow Wow • Orlando, FL May 2006 • World Travel Market • London November 2005 • ITB Berlin • Berlin March 2006 • Receptive Services of America • Orlando January 2006

  14. Your Reps from GA! • Anne Young, UK and Ireland AYoung@georgia.org • Marcel Bodenbenner, Germany MBodenbenner@travelmarketing.de

  15. Thank you for your patience, support and attention!

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