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2002 Governor’s Conference on Tourism & Recreation April 18, 2002 West Yellowstone, Montana

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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2002 Governor’s Conference on Tourism & Recreation April 18, 2002 West Yellowstone, Montana

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  1. 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

  2. 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

  3. Asia is Business • Enjoy – Shop & Spend • Take Longer Holidays • Travel Shoulder Season • Increased Tourism Revenue • Increased Job Growth

  4. 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.

  5. 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

  6. Asian Market Analysis • Purpose of Trip (multiple response)

  7. Average Length of Stay (nights)in U.S. (2000) Daily Visitor Spending in U.S. (2000) Average Number of States Visited (2000)

  8. Market Analysis - China • N/A Why? The Barriers: • ADS (Authorized Destination Status) • Visa / Official Business Excuses • Inbound & Outbound Quota Policy

  9. 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.

  10. 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.

  11. 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.

  12. 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.

  13. 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

  14. 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.

  15. New Media – Internet Users

  16. 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

  17. 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

  18. New Promotional Materials Taiwan, China, Hong Kong • Montana Pocket Map • Montana Pocket Guide • Montana CD-Rom Japan • Montana Mouse Pad • Montana Winter Sports Flyer

  19. 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

  20. Appendix 1: Top 26 Countries for U.S. ArrivalsSource: Travel Industry Association of America, Feb. 2002

  21. Appendix 2 Fast Fact Source: Travel Industry Association of America, Feb. 2002

  22. Appendix 3: U.S. Arrivals % changeSource: Travel Industry Association of America, Feb. 2002

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