Presented By: Helen Marano Director, Office of Travel & Tourism Industries Manufacturing & Services/Services International Trade Administration U.S. Department of Commerce May 2005 California Summit

ORGANIZATION IN ACRONYMS DOC ITA MS S OTTI DOC ITA MS S OTTI

May 2005 U.S. Promotion Campaign Publications Export Assistance/ Outreach Policy Office of Travel & Tourism Industries Research

OFFICE OF TRAVEL & TOURISM INDUSTRIES Office of Domestic Operations 107 U.S. Offices Foreign Commercial Service 151 Offices in 83 Countries U.S. DEPARTMENT OF COMMERCE INTERNATIONAL TRADE ADMINISTRATION TOURISM RESOURCES Source: U.S. Department of Commerce, ITA, Office of Travel and Tourism Industries

May 2005 UPDATES ON U.S. Promotional Campaign For further questions, us at

May 2005

Source: U.S. Department of Commerce Economic Development Administration MISSION: To work with the states and localities to generate new jobs, retain existing jobs, and stimulate industrial and commercial growth in economically distressed areas and regions of the U.S. GOAL: The purpose of its program investments is to provide economically distressed communities with a source of funding for planning, infrastructure development, and business financing. EDA’s investments are strategically targeted to increase local competitiveness and strengthen the local and regional economic base. Contact the local Economic Development Administration office to discuss your specific projects and plans.

May 2005 Source: U.S. Department of Commerce Minority Business Development Administration MISSION: To foster the establishment and growth of minority-owned businesses in America and to actively promote the growth and competitiveness of large, medium, and small minority business enterprises. MBDA Centers MBDA funds a network of Minority Business Development Centers, Native American Business Development Centers, and Business Resource Centers located throughout the country. The Centers provide minority entrepreneurs with one-on-one assistance in writing business plans, marketing, management and technical assistance and financial planning to assure adequate financing for business ventures. Contact the MBDA Regional Office responsible for operation in your state to get information on the Center that is nearest to you and how they might help.

May 2005 Source: U.S. Department of Commerce Market Development Cooperator Program MISSION: To build public/private partnerships through federal assistance to non-profit entities. Located in the International Trade Administration Competitive matching grants program for states, trade associations, chambers of commerce, world trade centers and other non-profit industry groups that are particularly effective in reaching small- and medium-size enterprises (SMEs). Since the program began, there have been four tourism MDCP awards. For information on all of the Department of Commerce programs, visit the Department’s website at and then click on the appropriate program related link.

U.S. Cultural & Heritage Tourism Summit October 6-8, 2005 L’Enfant Plaza Hotel Washington, D.C.

BACKGROUND on the SUMMIT  1995 White House Conference on Travel and Tourism – 1 st national meeting of all sectors that comprise the travel and tourism industry  The Cultural & Heritage Tourism Summit will celebrate the 10 th anniversary of that event and seek to engage leaders in travel and tourism as well as cultural and heritage tourism to develop new partnerships, a national strategy and action plans.  Plan is to work regionally prior to the actual convening of the Summit to revise and update the original 1995 white paper on Cultural and Heritage Tourism in the United States.  Reflective of the National Strategy, this paper provided a framework that outlined specific responses and actions in each of nine issue areas on cultural and heritage tourism.

Summit Goal To develop and expand cultural and heritage tourism for the benefit of local economies, local residents, cultural institutions, traveling consumers and the travel and tourism industry. To develop and expand cultural and heritage tourism for the benefit of local economies, local residents, cultural institutions, traveling consumers and the travel and tourism industry.

Summit Audience 350 Representatives of: Travel and Tourism Industry Cultural and Heritage Businesses 56 States, Territories & DC Arts and Humanities Organizations Historic, Cultural and Heritage Institutions 350 Representatives of: Travel and Tourism Industry Cultural and Heritage Businesses 56 States, Territories & DC Arts and Humanities Organizations Historic, Cultural and Heritage Institutions

PROGRAM DETAILS Length – 2-1/2 days Keynote Presentations General Session Speakers Industry Success Story/Best Practices Panels Break-out Workshops with Interactive Dialogue Networking Food, Glorious Food Length – 2-1/2 days Keynote Presentations General Session Speakers Industry Success Story/Best Practices Panels Break-out Workshops with Interactive Dialogue Networking Food, Glorious Food

Program Advisors Advisory Committee on Historic Preservation American Express Foundation America's Byways Resource Center Amtrak Appalachian Regional Commission ATI/AmericanTours International Bloomington MN CVB California Tourism Commission Cultural & Heritage Tourism Alliance Dallas Office of Cultural Affairs Department of the Interior Division of Historic Preservation Erie Canalway National Heritage Corridor GALA Hispanic Theatre Global Insight Harlem Heritage Tours Lockheed Martin Montana Committee for the Humanities National Assn of Tribal Historic Preservation Officers Advisory Committee on Historic Preservation American Express Foundation America's Byways Resource Center Amtrak Appalachian Regional Commission ATI/AmericanTours International Bloomington MN CVB California Tourism Commission Cultural & Heritage Tourism Alliance Dallas Office of Cultural Affairs Department of the Interior Division of Historic Preservation Erie Canalway National Heritage Corridor GALA Hispanic Theatre Global Insight Harlem Heritage Tours Lockheed Martin Montana Committee for the Humanities National Assn of Tribal Historic Preservation Officers National Geographic Traveler National Trust for Historic Preservation NY University, Tisch Ctr for Hosp, Tsm & Sports Mgmt NorthPark Center OR Tourism Commission President's Committee - Arts & Humanities Smithsonian Institution SC Dept. of Parks, Rec & Tsm Southeast Tourism Society Taubman World Class Shopping The Henry Ford The HTC Group Tourism Cares For Tomorrow Travel Industry Association Travel South USA US Department of Commerce US Forest Service VT Dept - Tourism & Marketing VISIT FLORIDA WA State Arts Commission

May 2005 FORECAST Highlights

May pr vs Source: World Tourism Organization r = revised; pr = preliminary WORLD TOURISM ARRIVALS & RECEIPTS N/A

May 2005 INTERNATIONAL ARRIVALS TO THE U.S Source: U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de Turismo (Mexico); Statistics Canada; Global Insight Some variance in data may occur due to rounding.

May 2005 INTERNATIONAL ARRIVALS TO THE UNITED STATES AND PROJECTIONS (p) Arrivals in Millions Source: U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de Turismo (Mexico); Statistics Canada p = projection; One or more nights

May 2005 $ Billions Source: U.S. Department of Commerce, ITA, Office of Travel and Tourism Industries; Bureau of Economic Analysis pr = preliminary estimate; p = projection U.S. INTERNATIONAL TRAVEL EXPORTS AND IMPORTS: TRADE SURPLUS 1998 – 2008 (p)

May 2005 LONG-TERM FORECAST OF NORTH AMERICAN AND OVERSEAS VISITORS 2004 and 2008(p) Source: U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de Turismo (Mexico); Statistics Canada; Global Insight p = projection Some variance in data may occur due to rounding.

May 2005

Shopping & Cultural Heritage Tourism Study Shoppers who engaged in a cultural and heritage activity while in the U.S. in Cultural Shoppers represented one third of the overseas visitors in Cultural Shoppers spent 23 percent more than the average leisure traveler on their trip to the U.S California hosted 28 percent of these travelers. Shoppers who engaged in a cultural and heritage activity while in the U.S. in Cultural Shoppers represented one third of the overseas visitors in Cultural Shoppers spent 23 percent more than the average leisure traveler on their trip to the U.S California hosted 28 percent of these travelers.

May 2005 Shopping & Cultural Heritage Tourism Study Major Shopping Markets 2003

May 2005 Qualifying Leisure/Recreational Activities of Shoppers Engaged in Cultural and Heritage Activities 3. Visited at least two of the following: Art Gallery/Museum Concert/Play/Musical American Indian Community Historical Place National Park 1.Visited a Cultural Heritage Site 2.Visited an Ethnic Heritage Site

May 2005 Shopping & Cultural Heritage Tourism Study Top 11 Countries 1. United Kingdom7. Australia 2. Japan8. Italy 3. Mexico9. Brazil 4. Germany10. Netherlands 5.France11. Venezuela 6.South Korea Top 11 Countries 1. United Kingdom7. Australia 2. Japan8. Italy 3. Mexico9. Brazil 4. Germany10. Netherlands 5.France11. Venezuela 6.South Korea

May 2005 Top 10 Leisure/Recreational Activities of Cultural Shoppers 6.Visit Art Gallery & Museum 7.Visit Small Towns or Villages 8.Visit National Parks 9.Touring Countryside 10. Amusement/Theme Parks 1.Shopping 2.Dining 3.Visit Historical Place 4.Sightseeing in Cities 5.Visit Cultural & Heritage sights

May 2005 Shopping & Cultural Heritage Tourism Study Cultural Shoppers: – spend more – stay longer – visit more destinations Cultural Shoppers: – spend more – stay longer – visit more destinations

May 2005 Shopping & Cultural Heritage Tourism Study Win/Win/Win/Win Situation Win – Shopping Industry Win – Cultural & Heritage Attractions Attractions Win – United States Tourism Win – Overseas Travelers

The Quickest Way to U.S. International Tourism Information: Includes International Travel Research Online Order, read, download & print the latest statistics on international travel to and from the U.S. Updates on the NEW U.S. Promotion Campaign All of the latest summary tables highlighting specific tourism trends Over 30 plus market and regional profiles available Forecast of international travelers to the U.S. through 2007 Information on OTTI’s nine on-going market analysis (research) programs Updated monthly statistics on arrivals and departures Export assistance and outreach programs Late-breaking TI News announcements and information releases Links and information on the Commerce, Commercial Service Travel & Tourism Team in the USA & Abroad Links to other organizations in the travel industry Sign up for TINews, OTTI’s FREE news service, for the latest in tourism industry news and program updates Includes International Travel Research Online Order, read, download & print the latest statistics on international travel to and from the U.S. Updates on the NEW U.S. Promotion Campaign All of the latest summary tables highlighting specific tourism trends Over 30 plus market and regional profiles available Forecast of international travelers to the U.S. through 2007 Information on OTTI’s nine on-going market analysis (research) programs Updated monthly statistics on arrivals and departures Export assistance and outreach programs Late-breaking TI News announcements and information releases Links and information on the Commerce, Commercial Service Travel & Tourism Team in the USA & Abroad Links to other organizations in the travel industry Sign up for TINews, OTTI’s FREE news service, for the latest in tourism industry news and program updates