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Montana’s International Tourism Market Update Pacific Rim Market (Taiwan, Hong Kong, China, Japan). 2002 Governor’s Conference on Tourism & Recreation April 18, 2002 West Yellowstone, Montana Mei Mei Wang State of Montana-Asia Pacific Trade Office Tel: 886-2-2723-1762
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Montana’s International Tourism Market UpdatePacific Rim Market (Taiwan, Hong Kong, China, Japan) 2002 Governor’s Conference on Tourism & Recreation April 18, 2002 West Yellowstone, Montana Mei Mei Wang State of Montana-Asia Pacific Trade Office Tel: 886-2-2723-1762 Fax: 886-2-2723-1763 Email: mei@montana-chinese.org
Why the Asian Market? • Total Population 1.43 Billion • Total Outbound 55.9 Million • Total Long-Haul 13.7 Million • Total USA Arrival 4.8 Million • FASTEST GROWING WORLD ECONOMIES
Asia is Business • Enjoy – Shop & Spend • Take Longer Holidays • Travel Shoulder Season • Increased Tourism Revenue • Increased Job Growth
Asia – A Bright Future According to IATA (International Air Transport Association), the Asia market will have the biggest share of global international passenger traffic in the world by the year 2010 – 50% as compared with 26% in 1985.
Asian Market Segments Taiwan Office Ladies, Group Travelers, FIT, Students and Special Theme Tour Japan Silver Market, Single Women Market, Mother and Daughter Trips, Business Market
Asian Market Analysis • Purpose of Trip (multiple response)
Average Length of Stay (nights)in U.S. (2000) Daily Visitor Spending in U.S. (2000) Average Number of States Visited (2000)
Market Analysis - China • N/A Why? The Barriers: • ADS (Authorized Destination Status) • Visa / Official Business Excuses • Inbound & Outbound Quota Policy
Impacts After 911 Attacks-1 • 95% of group cancellation to Eastern US bound and 75% of group cancellation to Western US bound in one month after 911. • Drop 60-80% for prepaid tours to the US at 4th quarter in 2001, but should start to rebound at 2nd quarter in 2002. • Almost zero visit to Mid-East area.
Impacts After 911 Attacks-2 • Both short haul and long haul tour products reduced travel days of package and simplified the content to cut the retail selling prices. • Domestic travel continued to grow and provide more choices to consumers. • Consumer spending is more conservative, while young generations’s spending was not affected that much.
Impacts After 911 Attacks-3 • Young female workers and the middle-age (between 45 and 59) will lead the recovery in outbound travel. • Once the stock market rebounds and stabilizes, the recovery of the travel industry will receive an immediate boost.
Impacts After 911 Attacks-4 • Price competition made pre-paid tour market more difficult, while FIT has become one of the fastest growing markets. • Due to the pro-US attitude and Asian people’s ability to disregard disaster concerns quickly, it’s import to maintain market position.
Increase Our Exposure Traditional Techniques Travel Fairs Tourism Presentation Media Fam Tours Travel Agents/FIT Clubs Joint Trade & Tourism Trading Companies / Business Contacts Example: WUSATA promotions
News Exposure in 2001 Taiwan • Total 318 articles created with dollar value of articles reaching US$1,501,411 in total. Japan • Total 35 articles created with dollar value of articles reaching US$65,649 in total.
Montana’s Chinese Websitehttp://www.montana-chinese.org • New page about update news of tour operators’ package tours to MT • Includes 92 pages in Trade, Agriculture, Education, and Tourism (48 pages in Tourism) • Total 50 websites in Greater China area with Montana’s Chinese Website’s Link
Montana’s Japanese Websitehttp://www.bigskyjapan.com • New page about MT @ snow • Includes 12 Pages in Trade, Agriculture, Education, and Tourism (12 pages in Tourism) • Total 11 websites in Japan with Montana’s Japanese Website’s Link
New Promotional Materials Taiwan, China, Hong Kong • Montana Pocket Map • Montana Pocket Guide • Montana CD-Rom Japan • Montana Mouse Pad • Montana Winter Sports Flyer
Thank You Appendix 1 Top 26 Countries for U.S. Arrivals Appendix 2 Fast Facts Appendix 3 U.S. Arrivals % Change Appendix 4 Tour Operators in Greater China with Package Tours to Montana Appendix 5 U.S. Local Agents with Package Tours to Montana Appendix 6 Tour Operators in Japan with Package Tours to Montana Appendix 7 Websites in Greater China with Montana’s Chinese Website’s Link Appendix 8 Websites in Japan with Montana’s Japanese Website’s Link
Appendix 1: Top 26 Countries for U.S. ArrivalsSource: Travel Industry Association of America, Feb. 2002
Appendix 2 Fast Fact Source: Travel Industry Association of America, Feb. 2002
Appendix 3: U.S. Arrivals % changeSource: Travel Industry Association of America, Feb. 2002