1. Betsy Wall, Executive Director International Marketing Overview
Tourism U ~ Nov 29, 2012
Presenters:
Betsy Larkin, Senior Manager, International Marketing, MOTT
Jackie Ennis, International Marketing Advisor, MOTT

2. “International Traveler Spending On Pace for a Record Setting Year”
Report issued by Dept of Commerce August 27th 2012
“International Traveler Spending On Pace for a Record Setting Year”
International Travel – ‘global growth engine’?

3. Implementation of a National Tourism and Travel Strategy – Travel Promotion Act
Goal of attracting over 100 million international arrivals annually by 2021 (+50% than 2012)
Spending an estimated $250 billion per year

4. Creation of ‘Brand USA’, a unique national public private marketing entity
Goal is to spearhead the nation’s first global marketing effort to promote the entire USA as an international destination

5. Brand USA’s Mission is to “encourage increased international visitation to the United States and to grow America’s share of the global travel market”
Brand USA to recapture the world’s interest and inspire international travelers to visit the United States

6. Brand USA Ad Campaign

7. Creation of Brand USA comes at a critical moment for MOTT’s International Marketing Program
Massachusetts will be one of the founding partners of Brand USA
One of critical benefits as a founding partner is an additional 30% generated for every advertising/promotional dollar spent

8. Why does Massachusetts invest in the International Tourism Market?
An overseas traveler:
Stays longer
Spends more $$$
Gets 4-6 weeks paid vacation per year
Fills rooms mid-week
Travel is not weather dependent

9. MOTT’s International Goals Remain To Increase:
Visitation
Market share
Media coverage
Tax Revenue
Jobs
= Increased Revenue for MA Tourism Businesses

10. 2.1 million International Visitors To MA in 2011
Supported 18,000 jobs
Generated $138 million local & state taxes
Realized $2.3 billion spending
12% growth rate over 2010

11. 2011Top 10 States for Overseas Visitors
Rank
Country 1
New York 2
California 3
Florida 4
Nevada 5
Hawaii 6
Massachusetts 7
Texas 8
Illinois 9
Guam 10
New Jersey
Massachusetts
is # 6

12. International Visitation to U.S. & Mass – a sample
Country
Visitation
to MA 2011
MA Mkt. Share
2011 UK
222,000
5.8%
Germany
120,000
6.6%
Japan
49,000
1.5%
France
69,000
4.6%
Italy
54,000
6.1%
India
50,000
7.5%
Brazil
3.6%
China
139,000
12.8%
Source: U.S. Dept. of Commerce/OTTI

13. CANADA

14. CHINA
INDIA

15. BRAZIL
AUSTRALIA

16. International Marketing Program
Mature Markets
United Kingdom Germany
Japan France
Italy

17. Japan Airlines – Daily direct service to Tokyo
Connections to 22 Asian Markets

18. United Kingdom UK Trade Rep: Julie Greenhill julie@ttmworld.co.uk
UK Press Rep: Kirsty Dillury

19. 4 million visitors to the U.S. in 2011 222,000 visitors to MA in 2011
United Kingdom
4 million visitors to the U.S. in 2011
222,000 visitors to MA in 2011
MA market share of UK visitors: 5.8%

20. United Kingdom
Current Conditions

21. What are UK visitors interested in?
United Kingdom
What are UK visitors interested in?
Fly drive, Escorted Tours &
Multi Experience Vacations
•Beaches and seaside villages
•Celebrities, ‘jet-setting’ and fashion
•Culinary
•Historic connections
•JFK and Kennedy Story
•Shopping and outlets

22. Strategy for FY13 United Kingdom Targeted Consumer Campaigns
Brand affinity ~ UK + MA
Trade Partnerships
New print guide

24. Germany
UK Trade Rep: Doerte Buss

25. Germany
1.8 million visitors to the U.S. in 2011
120,000 visitors to MA in 2011
MA market share of German visitors: 6.6%

26. Germany
Current Conditions

27. What are German visitors interested in?
Germany
What are German visitors interested in?
The great outdoors
Beaches, rural areas, national & state parks
Traditional New England experiences
Indian Summer
Family vacations

28. Strategy for FY13 Germany Push brand awareness Trade partnerships
Online engagement

29. Industry Participation
Leads Page:
Username: leads
Password: 3RT67JM
Password protected page
Domestic Press Release pitch schedule
Press & trade leads that benefit the industry
Reports from trade shows

30. International Marketing Program
Questions?
Betsy Larkin
Senior Manager, International Marketing
Massachusetts Office of Travel & Tourism

31. International Marketing Program FY2013
Tourism U is a FREE series of educational seminars for the tourism industry brought to you by the
Massachusetts Office of Travel & Tourism.
Dagny Ashley, Coordinator