Betsy Wall, Executive Director FOCUS ON CHINA Friday, December 14 th Hall of Flags, State House Boston, MA
PROGRAM OF EVENTS 10 – 11 am Profiles 11– 11: 45 am Overview of China Visitation Data & Visitor Overview of the Chinese Leisure Market & the Tour Industry in China 11. 45 – 12. 30 pm Lunch break 12. 30– 1. 30 pm The Chinese International Student in Massachusetts – A Primer 1: 30– 2: 30 pm Panel of Experts - Understanding the Marketplace 2: 30 – 3 pm Q&A
US-China Group Leisure Travel Memorandum of Understanding (MOU) signed December 11, 2007 US Travel Destinations are allowed to market their brands in China Increase in number of Chinese tourists to the US Chinese travelers will become more familiar with different US destinations
China inbound tourism to the US is the fastest growing tourism source to the USA and will continue to be so for the foreseeable future.
US Government granted Chinese visitors ‘Approved Destination Status’ (ADS) visas Stated Goal of the U. S. Dept of State “Increase non immigrant visa processing capacity in China and Brazil by 40 per cent in the coming year’ Recognition of Obama Administration to both protect US borders but nurture international visitation
What Are The Facts?
International Traveler Spending from United Nations World Tourism Organization OUTBOUND!
Top Origin Markets for International Travelers to the U. S. Origin of Visitor 1 2 Canada Mexico Overseas ** 3 United Kingdom 4 Japan 5 Germany 6 Brazil 7 France 8 South Korea 9 China (PRC) 10 Australia * ** 2011/2010 (000 s) International Total * 2011 (% change) 62, 711 21, 337 13, 491 27, 883 3, 835 3, 250 1, 824 1, 508 1, 504 1, 145 1, 089 1, 039 International travelers include all countries generating visitors to the U. S. Overseas includes all countries except Canada and Mexico. 12/11 May YTD (% change) 5% 6% 7% 0% 6% -0% -4% 6% 26% 12% 3% 36% 15% 4% 5% 9% -2% 14% 12% 19% 5% 12% 42% 6% Record year for travel to U. S.
Top Travel Export Markets ($billions of 2011 receipts) Origin Country Travel Receipts 2011 r Passenger Fare Receipts Total Travel Receipts 2011 Canada Japan United Kingdom Mexico Brazil $19. 4 $10. 1 $9. 0 $6. 4 $5. 9 $4. 6 $3. 0 $2. 8 $2. 6 $24. 0 $14. 8 $12. 0 $9. 2 $8. 5 China Germany Australia France India South Korea $5. 7 $4. 9 $4. 3 $3. 8 $3. 1 $3. 7 $2. 1 $1. 4 $0. 7 $1. 2 $1. 3 $0. 1 $7. 7 $6. 3 $5. 0 $4. 4 $3. 8 U. S. TOTAL $116. 1 $36. 6 $152. 7 r = revised
Chinese Visitors & Spending (1997 – 2011, current $’s) In 2011 visitor volume was a record 1. 09 million, while spending was a record $7. 74 billion. visitors (000 s) spending ($billions) Visitors (lhs) Spending (rhs) Sources: Department of Commerce, Office of Tourism Industries; Department of Commerce, Bureau of Economic Analysis
Chinese Traveler Superlatives Since 2007 (1 st new record among current string of records) Including 2007, five consecutive visitor volume records—one of the longest record strings; Highest visitor volume growth rate—by far—among top 40 origin markets (174% vs. 136% for Brazil); 3 rd-highest visitor growth volume among all countries (700 k vs Canada’s 3. 6 m and Brazil’s 900 k); Highest visitor spending growth rate (187%) vs Brazil (170%); 3 rd-highest growth spending volume among all countries ($5 b vs Canada’s $7. 6 b and Brazil’s $5. 3 b);
Chinese Visitors’ Top U. S. Ports of Entry 5 #5 Blaine, WA 74 k (6. 8%) #2 San Francisco (SFO) 166 k (15. 2%) 2 1 #1 Los Angeles (LAX) 201 k (18. 5%) #3 Chicago (ORD) 129 k (11. 8%) 3 #4 New York (JFK) 119 k (10. 9%) #6 Newark (EWR) 58 k (5. 4%) 4 6
Top Cities
Key Activities
Activities, continued…
International Visitors to the U. S. and Projections (2000 -2016) Arrivals in Millions Sources: U. S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de Turismo (Mexico); Statistics Canada. -- April 2012 forecast
OTTI Travel Forecast Inbound Travel to the U. S. from Asia Source: OTTI - April 2012 forecast
Forecast for Chinese Visitation to the U. S.
What does this mean for MA?
Chinese MA Numbers Visitation to MA: 139, 000 visitors Est. Visitor Spending: $285 million State & Local Taxes: $18 million
Massachusetts prestigious academic institutions are critical to the image of the state in China Prep Schools Undergraduate courses Postgraduate courses Executive Training Business Investment
MOTT Moving Forward in China Capitalize on Brand USA partnership as they develop marketing strategy for China Strengthen relationships with Chinese receptive operators and tour operators Coordinate MA presence at key China trade shows Host press trips and trade familiarization trips Invest in social media & promotional presence
International Marketing Program Questions? Betsy Larkin Senior Manager, International Marketing Massachusetts Office of Travel & Tourism Betsy. Larkin@state. ma. us
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