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Betsy Wall, Executive Director International Marketing Overview Tourism U ~ Sept 21-24, 2012

Betsy Wall, Executive Director International Marketing Overview Tourism U ~ Sept 21-24, 2012 Presenters: Betsy Larkin, Senior Manager, International Marketing, MOTT Doerte Buss, MOTT Trade/PR Rep, Germany Jackie Ennis, International Marketing Advisor, MOTT.

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Betsy Wall, Executive Director International Marketing Overview Tourism U ~ Sept 21-24, 2012

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  1. Betsy Wall, Executive Director International Marketing Overview Tourism U ~ Sept 21-24, 2012 Presenters: Betsy Larkin, Senior Manager, International Marketing, MOTT Doerte Buss, MOTT Trade/PR Rep, Germany Jackie Ennis, International Marketing Advisor, MOTT

  2. 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 Massachusetts is # 6

  12. International Visitation to U.S. & Mass – a sample 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 kirsty@ttmworld.co.uk

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

  23. Germany UK Trade Rep: Doerte Buss massachusetts@bussconsulting.de

  24. 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%

  25. Germany Current Conditions

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

  27. Germany • Strategy for FY13 • Push brand awareness • Trade partnerships • Online engagement • Enhanced massvacation.de

  28. Industry Participation • Leads Page: • www.massvacation.com/industry/ • Username: leads • Password: 3RT67JM • Password protected page • Domestic Press Release pitch schedule • Press & trade leads that benefit the industry • Reports from trade shows

  29. International Marketing Program Questions? Betsy Larkin Senior Manager, International Marketing Massachusetts Office of Travel & Tourism Betsy.Larkin@state.ma.us

  30. 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 Dagny.Ashley@state.ma.us www.massvacation.com

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