pennState W! w UNIVERSITY LIBRARIES Digitized by the Internet Archive in 2012 with funding from LYRASIS Members and Sloan Foundation http://archive.org/details/strategiclookattOOwash •-f j , o^'.^'T 6 A STRATEGIC LOOK AT THE TRAVEL AND TOURISM INDUSTRY U.S. DEPARTMENT OF COMMERCE U.S. TRAVEL AND TOURISM ADMINISTRATION WASHINGTON, D.C. FEBRUARY 1989 IMC-C PREFACE To many, tourism is thought of only as that activity pursued with one's leisure time. While everyone seems to know something about tourism, the industry basically is poorly understood, and what is taken for granted in travel is taken without much thought. The dramatic changes in tourism which will take place in the nineties means that the tourism industry can no longer be taken so lightly as it has in the past. The "Strategic Tourism Analysis" which follows, was prepared, in part, because tourism is a little-understood industry whose services are often referred to as "invisible exports" and whose unique benefits are often overlooked. The truth is, tourism services generate substantially more export revenue for the United States than the nation's leading merchandise exports. Together, tourism and passenger transportation services produced close to $25 billion in export receipts for this country in 1988, roughly $8 billion more than aircraft exports. This "Strategic Tourism Analysis" was also prepared to increase top policymakers' awareness of the fiercely competitive nature of the international travel market and the many opportunities in a market ready to be exploited. In most industries, competition is between companies; in tourism, it is between governments as well as companies. Globally, more than 170 governments, represented by national tourism organizations, and thousands of enterprises are competing for the business of the 20 principal tourism-generating markets. Unfortunately, an overwhelming proportion of the more than one million small businesses in U.S. travel industry, and most U.S. states and cities with tourism facilities, are not actively seeking international business. More tourism exporters must be recruited if the United States is to retain and expand its share of the international tourism market. Additional tourism exporters are needed to take advantage of new market opportunities and reduce the trade deficit. An aggressive, well-coordinated effort must be mounted in the world's most productive travel markets and attempts must be made to reduce and eliminate the barriers which distort international trade in tourism. The U.S. Government, especially USTTA, has a critically important role to play as strategist, catalyst and recruiter. - li - BIT International Tourism Exchange - Milan BTF Brussels Travel Fair DRV Association of German Travel Agents EEC European Economic Community ITB International Tourism Exchange - Berlin PTT Post, Telephone & Telegraph Company JATA Japan Association of Travel Agents SMT World Tourism Salon - Paris SNAV Association of French Travel Agents WTM World Tourism Market - London XVIII. A. 5 NOTES: III A0000mE7007^ XVIII. A. 6 FOREWORD The tourism industry is one of the largest and most dynamic of the service industries in the world. Industry analysts estimate that in 1988, total world receipts for tourism services, both domestic and international, exceeded $2 trillion. Tourism is an important source of service export earnings for most of the countries in the world. In 1988, worldwide international tourism arrivals were over 400 million, with total receipts over $150 billion (excluding expenditures on transportation) . Worldwide expenditures for domestic and international tourism taken together in 1988 were estimated at more than $2 trillion. Today, the United States has a service-based economy and tourism is a prime component of trade in services. The services sector in the United States (including government) accounts for 76 percent of the work force, 68 percent of real Gross National Product and 90 percent of all new U.S. jobs. The U.S. Department of Labor has predicted that, in the next decade, nine of every 10 new jobs created will be in the service industries. In the United States in 1988, international tourism earned about $25 billion dollars from sales of goods and services to approximately 33 million international visitors. Among the United States' ten largest exports, tourism ranks second after chemicals in terms of receipts. Combining U.S. earnings from international and domestic tourism, the tourism industry is the third largest retail industry in the U.S. — a $300 billion industry. Tourism ranks among the three largest industries in 39 of the 50 States and is the second largest employer in the U.S., employing about six million Americans. When the National Tourism Policy Act was passed in 1981, it broadly outlined twelve tourism policy goals for the United States. The U.S. Department of Commerce, through the United States Travel and Tourism Administration is committed to providing policy and marketing assistance in international tourism as an integral part of its goals and objectives under the Act. The following pages attempt to explain the major concerns of tourism through the year 2000 as a matter of information and as a service to U.S. firms and State and local governments interested in trade in tourism. Charles E. Cobb, Jr. Under Secretary of Commerce for Travel and Tourism - in - TABLE OF CONTENTS Page PREFACE ii FOREWORD iii I . INTRODUCTION 1 II. PLANNING ASSUMPTIONS 4 III. THE EXTERNAL ENVIRONMENT 7 Current global trends Current national trends and challenges Importance of export expansion The U.S. ' comparative advantage in tourism Tourism's impact on U.S. export earnings The shrinking domestic market IV. U.S. COMPETITIVE POSITION IN THE WORLD TOURISM MARKET 14 Future trends The challenge to the U.S. market share The Spanish agenda The European initiative Third world competition Competition for the Japanese market V. TOURISM MARKET OPPORTUNITIES FOR THE U.S. 18 Growth potential of the international travel market Productivity of existing markets Improving market rate of return Stretching length of stay of package travelers Stretching length of stay of non-package travelers Focusing on the most productive market segments Japan: special target of opportunity Other targets of opportunity Italy Switzerland Other Far East Mexico VI. CONSTRAINTS CONFRONTING THE U.S. TOURISM INDUSTRY 35 Infrastructure The nation's transport system Passenger processing capacity National park saturation Global climate change and pollution Limited Federal resources VII. BARRIERS TO INTERNATIONAL TRADE IN TOURISM 38 Non-tariff barriers Tariff-like measures Subsidies Travel allowance restrictions Duty-free allowances APPENDIX Methodology for Computing Promotional Impact TABLES AND CHARTS TABLE I CHART A TABLE II TABLE III TABLE IV TABLE V TABLE VI CHART B CHART C TABLE VII TABLE VIII TABLE IX TABLE X TABLE XI TABLE XII TABLE XIII TABLE XIV TABLE XV TABLE XVI Page Standard annual working hour comparison U.S. merchandise trade deficit 8 U.S. travel industry's comparative advantage 9 Comparison: merchandise and tourism exports 10 Top deficit countries in U.S. merchandise trade 11 Top international travel markets in 1986 12 Trends in U.S. share of world tourism receipts 14 Percent change in tourism receipts, U.S. vs. world 15 U.S. share of international receipts, 1980 - 2000 16 U.S. international visitor arrival forecast 18 Impact of longer stays by visitors from 9 markets 2 Impact of longer stays by visitors from 3 regions 22 Impact of USTTA campaign on new/extended visitors 2 3 Characteristics of travelers from selected markets 2 5 Characteristics of firsttime and repeat travelers 26 Impact of increase in repeat travelers 27 Percent of visitors coming for the first time 29 Percent of visitors coming for vacation 3 Comparison of tourism receipts/budget allocations 3 2 ( ( I . INTRODUCTION The nature of the world's productive economic system is changing in a most dramatic way. No longer does the goods-producing industrial economic base predominate as it has in the past. In short, we have entered the services era. The United States today already is in a "services revolution," much as the nation was in an agricultural revolution over 200 years ago and an industrial revolution over 100 years ago. Because the country is in the middle of this services "explosion," it is hard to define the parameters. In addition, the services sector, unlike the goods-producing sector, traditionally has not been able to attract policy attention. Tourism, as a part of the services industries, has also received a low priority in policy-making circles. The following pages attempt to develop and explain policy and marketing guidelines which define the larger role that tourism plays in the services sector in the United States. It is hoped that through such an explanation tourism will achieve its rightful place in public and private decision-making. Services today account for 68 percent of the Gross National Product (GNP) in the United States and for more than 50 percent of output produced and consumed in Western Europe. This segment of the U.S. economy employs 7 6 percent of the workforce. Tourism, as a service industry, contributes importantly to the U.S. economy. Total travel expenditures in the United States both domestic and international, reached over $300 billion in 1988 or over 6 percent of the GNP. Tourism employed approximately 6 million persons directly or indirectly, or about 6 percent of the total workforce. In terms of international trade, tourism services are becoming increasingly important. Tourism, one of the largest tradeable services exports in terms of receipts, reached over $150 billion. The U.S. share of the worldwide market amounted to about $25 billion. After considerable discussions of tourism, debates in Congress and the executive branch, and consultations with States, cities, and the private sector, a compromise piece of legislation, the National Tourism Policy Act of 1981, was passed by Congress and signed by the President (October 16, 1981) . This Act redefined the national interest in tourism and created the United States Travel and Tourism Administration (USTTA) , which replaced the United States Travel Service as the nation's government tourism office. - 1 - The principal mission of the USTTA under the Act is to implement broad tourism policy initiatives, to develop travel to the United States from abroad as a stimulus to economic stability and o the growth of the U.S. travel industry , to reduce the nation's travel deficit, and to promote friendly understanding and appreciation of the United States abroad. Through the passage and implementation of the Act, the importance of tourism policy within the U.S. Department of Commerce has been elevated. For example, the Act provides that the USTTA be headed by an Under Secretary of Commerce for Travel and Tourism. This is significant for many reasons, but most importantly it signals a shift in U.S. policy to give the tourism industry more recognition, visibility and credibility. The law also specified that there be an Assistant Secretary for Tourism Marketing responsible for developing an annual marketing plan, directing the day-to-day 6perations of USTTA marketing activities, and supervising regional office personnel in nine countries where USTTA has offices. The Act specifically mandated that two important tourism policy bodies be established. The first, the Tourism Policy Council, was established to ensure that the national tourism interest is fully considered in Federal decision-making. This interagency coordinating Council consists of the Secretary of Commerce, who serves as Chairman; the Under Secretary of Commerce for Travel and Tourism; the Director of the Office of Management and Budget; a representative of the International Trade Administration; the Secretary of Energy; the Secretary of State; the Secretary of Interior; the Secretary of Labor; and the Secretary of Transportation. The heads of agencies which are not members of the Council may be invited to attend meetings whenever matters affecting the interest of those agencies are discussed. The mandate of the Council is to "coordinate policies, programs and issues relating to tourism, recreation or national heritage resources involving Federal departments and agencies." The Council is also directed to "seek and receive concerns and views of State and local governments and the Travel and Tourism Advisory Board with respect to Federal programs and policies deemed to conflict with the orderly growth and development of tourism." The Council is not empowered to coordinate State, local or private sector policies, but only those at the Federal level. The second tourism policy body established was the Travel and Tourism Advisory Board. The Board advises the Secretary regarding the implementation of the National Tourism Policy Act and advises the Assistant Secretary for Tourism MArketing on preparing marketing plans for the U.S. Travel and Tourism Administration. The Board is composed of 15 members appointed by the Secretary of Commerce. Twelve of the members are Senior Executive Officers of organizations engaged in the travel and tourism industry. Of these 12, at least one is: - 2 - o a senior representative from a labor organization representing employees of the tourism industry; o a State representative knowledgeable of tourism promotion; o a consumer advocate; o an economist, statistician or accountant; and o an individual from the academic community who is knowledgeable in tourism, recreation, or national heritage conservation. While the National Tourism Policy Act has been the major breakthrough in tourism policy in the United States, there still exists a lack of awareness and understanding about tourism in this country. The broad range of economic, political, and social implications for tourism - both on the domestic and on the international fronts - are yet to be realized. One way of focusing attention on this need for recognition is to examine the larger role that tourism plays in this country, particularly its marketing and promotional aspects. The tourism industry will be faced with some difficult challenges over the next several years. Technology, whether information technology or new aerospace developments, will impact heavily on the tourism industry. The industry will need to develop effective plans to deal with terrorism and its disruptions to the tourism market. New and better approaches to adjusting to currency fluctuations, whether due to changes in the value of the dollar, devaluations of currencies or inflationary conditions, need to be pursued. The way in which the industry responds to these policy questions, and new ones as they arise, will determine its direction and maturity in the future. The larger role for tourism policy and marketing strategy can only be conceptually understood and substantively analyzed once the philosophical guidelines and practical interests are investigated and described in a broad contextual framework. The following presentation will attempt to sift through the numerous facts and sources of information on the subject of tourism and especially to review its marketing implications, while at the same time broaching other important tourism issues. In the process, it will examine the prospects and strategies for international travel and tourism for the rest of the century. It will explore the likely developments in this large and growing sector of the economy and attempt to suggest what these changes will mean to the United States. The focus through the "looking glass" will emphasize that international tourism in the United States has an optimistic growth future that can best be realized if proper attention to tourism policy is forthcoming. - 3 - II. PLANNING ASSUMPTIONS This Strategic Tourism Analysis is predicated upon 25 planning assumptions: ( 1990-1995 1. The U.S. trade deficit will persist at least through 1995. 2. If it is to eliminate that deficit, the United States must specialize in providing those goods and services, such as tourism services, in which it has a comparative advantage. 3. In the U.S., the consumer price index will decline to 1.8% by 1994 and will increase at a rate of about 2% per year between 1994 and the year 2000. 4. Globally, gross national product will increase at an average annual rate of 4% to 5%. 5. In the next decade, world tourism receipts (international) will grow at an annual rate of about 5% and will top $292 billion in the year 2000. t 6. U.S. international visitor arrivals will increase to about 48 billion in the year 2000 and receipts will be in the $49 billion range in 1988 dollar terms. 7. GATT negotiations will produce a framework agreement on services, but travel allowance restrictions will survive and negotiations will not cover capacity controls on air service between countries. 8. Unification of the European Communities Integral Market in 1992 will lead to a moderate increase in intra-European travel, emergence of new airlines as a result of mergers and the establishment of new entrants, and lower intra-European air fares unless congestion puts a ceiling on growth. - 4 - 9. Japan will move into first place as a source of U.S. international tourism receipts and the Federal Republic of Germany will rank second, ahead of Canada and Mexico. 10. The United States and Japan will make continued progress in reducing trade barriers and may form a free trade area that includes other Asian countries. 11. At least through 1992, there will be no increase in Federal income taxes and Federal agencies will continue to have limited resources as pressure to reduce the Federal budget deficit persists. 12. In 1992, as host of the Christopher Columbus Quincentennial Jubilee, site for the Worlds Fair and the Summer Olympics, Spain will surpass the United States in international tourism earnings. 13. In 1993, soccer fans seeking information on the 1994 World Cup Soccer Tournament will strain the capacity of USTTA field offices and U.S. embassies and consulates to respond to walk-in, write-in and call-in traffic. 14. Despite the prospect of a significant increase in foreign visitors in 1994 due to the World Cup, the Immigration and Naturalization Service will not expand the Citizen Bypass Program to additional U.S. airports or hire additional inspectors. 15. In 1994, as host of the World Cup Soccer Tournament, the United States will recover its position as the world's top earner of international tourism receipts. 16. Airport/airways congestion will grow worse unless incentives are developed to encourage more travel by air during off-peak hours. 17. National Park overcrowding will increase unless the Park Service finds a way to "redistribute" visitors. Pressure will build to charge foreign visitors a higher entrance fee than U.S. nationals are required to pay. - 5 - 18. The public will demand coastal cleanup/preservation of beach recreation areas and more sanitary disposal of solid waste. 19. In the United States, the trend toward more, but shorter vacation \ trips will continue as will outbound travel. 1996-2000 1. Globalization of the world economy and the emergence of additional newly-industrialized countries (NICs) will subject established U.S. industries to continued, intense competition and make export expansion a continuing priority for the United States. 2. Climatologists and the public will grow increasingly concerned about the greenhouse effect and pressure will mount to reduce carbon dioxide in the atmosphere, including that emitted by automobiles and buses. In the more heavily-populated and visited areas, the United States will experience the three-day summer traffic jams that West Germany experienced during the 70s before the current system of staggered, rotating vacations was introduced in the public schools 4. Paid annual leave and the number of paid holidays will increase to / an average of 4 in Western Europe and to ten in Japan. With the rest of Government, USTTA will face a shortage of qualified, trained personnel as the work-force composition changes and fewer individuals opt for public service. 6. Like other U.S. industries, the tourism industry will be force to contend with a shortage of skilled and computer-literate manpower due to the aging of the baby-boom generation and smaller size of the generation that succeeds it. A greater portion of the labor force will consist of immigrants and women. - 6 - Ill THE EXTERNAL ENVIRONMENT CURRENT GLOBAL TRENDS The tourism industry operates in a dynamic and rapidly- changing international business environment. Advanced technologies, new economic partnerships and policies, and the emergence of newly- industrialized countries (NICs) have profoundly affected the industry's scale, scope, product and location. A trend toward more paid annual leave and holidays for employees in manufacturing industries in the main tourism generating countries is producing new targets of opportunity for the industry. In 1987, 17 countries in western Europe reported average paid annual leave of 2 days or more for manufacturing workers (Table I) . The trend to fewer annual hours of work is likely to accelerate as the members of the European Community reconcile their work standards and regulations. TABLE I AVERAGE STANDARD ANNUAL WORKING HOURS, 1987 Average Average Agreed Weekly Days of Number Annual Hours of Annual of Bank Hours of Work Leave Holidays Work FRG 39.0 30.0 11.0 1716 Norway 37.5 21.0 8.0 1740 Austria 38.9 26.5 10.5 1743 Netherlands 40.0 36.5 6.0 1748 Belgium 38.0 20.0 10.0 1756 Denmark 38.5 25.0 8.0 1756 France 39.0 25.0 9.0 1771 Gt. Britain 39.0 25.0 8.0 1778 Finland 40.0 31.0 7.0 1784 Italy 40.0 29.0 7.0 1800 Luxembourg 40.0 26.0 0.0 1800 Spain 40.0 22.0 14.0 1800 Sweden 40.0 25.0 11.0 1800 Greece 40.0 22.0 9.0 1840 Ireland 40.0 20.0 8.0 1864 United States 40.0 12.0 10.0 1912 Switzerland 41.5 22.5 8.0 1913 Portugal 45.0 22.0 14.0 2025 Japan n/a n/a n/a 2138 SOURCE: German Employer s* Confederation , July 1988. CURRENT NATIONAL TRENDS AND CHALLENGES Rapid change is redefining the nation's goals and interests. Advanced technologies, industrial targeting, the industrialization of the Third World and the flight of some U.S. manufacturing capacity to offshore locations have affected the international competitiveness of the United States. IMPORTANCE OF EXPORT EXPANSION Although the lower U.S. dollar has pushed U.S. exports over the $20 billion a month level for 17 consecutive months, imports continue at record levels and exceeded $224 billion during the first half of 1988. The trade deficit is shrinking but requires the continued attention of top policymakers. Chart A portrays the evolution of the deficit since 1986. CHART A 14 ooo T U.S. MERCHANDISE TRADE DEFICIT, SEASONALLY ADJUSTED* March 1986 - July 1988 1986 1987 ♦Based on a three month moving average MONTH/YEAR 1988 Export expansion must remain a national priority well into the 9 0's, and exporting those goods and services which U.S. industry can produce at a comparative cost-advantage will be in the nation's long-term, strategic interest. U.S. COMPARATIVE ADVANTAGE IN TOURISM In international trade, the term "comparative advantage" refers to a country's ability to provide a good or service relatively more cheaply or efficiently than other countries. Each country tends to specialize in the provision of those commodities and services in which it has the greatest comparative advantage and to import those in which it has the least comparative advantage. Historic and projected tourism receipt and expenditure data show that the U.S. travel industry is gaining comparative advantage vis-a-vis the industries of other destinations. For example one measure of the international competitiveness of any industry is the ratio of exports to imports of the product or service that industry sells. A rising ratio is an indication of improving comparative advantage. The ratio of U.S. tourism exports to imports has been climbing since 1985 when the value of the U.S. dollar began to decline (Table II) . TABLE II COMPARATIVE ADVANTAGE OF THE, U.S. TRAVEL INDUSTRY (RATIO OF U.S. TOURISM SERVICES EXPORTED TO FOREIGN TOURISM SERVICES IMPORTED) 1960 - 1989 (millions of current dollars) Year U.S. Receipts U.S. Expenditures Ratio 1960 1965 1970 1975 1980 1981 1982 1983 1984 1985 1986 1987 1988(p) 1989(p) SOURCE : 919 1,380 2,331 4,697 10,588 12,913 12,393 11,408 11,353 11,675 12,913 14,778 18,330 20,960 $ 1,750 2,438 3,980 6,417 10,397 11,479 12,394 13,556 15,449 16,482 17,627 20,496 23.330 26,070 53 57 59 73 02 12 99 84 73 70 73 72 78 80 U.S. Department of Commerce (BEA and USTTA) . TOURISM'S IMPACT ON U.S. EXPORT EARNINGS Partly because of the U.S. travel industry's comparative advantage, tourism services tend to generate more export revenue than most of this nation's leading commodity exports (Table III) Table III LEADING U.S. MERCHANDISE EXPORTS AND HOW TOURISM "EXPORTS" COMPARE (1983 - 1987) (millions of dollars) Item 1983 1984 1985 1986 1987 Air & Spacecraft 12 r 323 11 ,077 14 ,624 15 r 287 17 ,173 TOURISM SERVICES 11 ,408 11 r 353 11 ,675 12 ,913 14 r 778 Mot veh bod/chas 8 ,471 10 ,639 10 ,933 9 ,810 11 ,182 Office mach parts 5 ,660 7 ,337 7 ,817 8 ,190 10 ,145 ADP machs 5 ,824 7 ,230 7 ,392 7 ,829 9 ,304 Electronic compon 5 ,088 6 ,398 5 ,295 6 ,128 7 ,707 Pass, motor veh 4 ,352 5 ,077 6 ,154 6 ,462 7 r 095 Organic chemicals 4 ,393 5 037 4 ,955 5 ,245 6 ,346 Measuring instru 5 ,018 5 ,327 5 ,515 5 ,563 6 ,132 Syn resins/plastic 3 ,745 4 ,070 3 ,794 4 ,325 5 ,525 Telecom equip 3 ,588 3 ,746 3 ,983 4 ,203 4 ,830 Int comb engines 3 ,439 3 ,552 3 ,723 4 ,217 4 ,803 Oilseeds 6 ,325 6 ,170 4 ,291 4 ,636 4 ,599 Int cmb pistn engs 3 ,600 4 ,147 4 ,233 3 ,999 4 ,288 Bit coal/peat moss 4 ,057 4 ,132 4 ,465 3 ,930 3 ,368 Corn/maize unmilled 6 ,480 7 ,081 5 ,319 2 ,718 3 ,314 Elec mach/apparat 2 ,479 2 ,847 2 ,640 2 ,719 3 ,250 Medic/pharm prod 2 ,523 2 ,661 2 ,752 3 ,136 3 222 Spec indus mach 2 ,171 2 ,736 2 ,902 2 ,874 3 136 Wheat, inc spel/mes 6 ,239 6 ,477 3 ,602 3 ,010 3, 045 Petrolem prod 3 ,656 3 ,585 3 ,721 2 ,658 3, 044 Elec equip 2 ,016 2, ,508 2 ,327 2 ,485 2, 926 Pulp/waste paper 1 ,755 1 992 i ,789 2 ,160 2« 904 Civil eng/cont eq 3 ,980 3 ,791 4 ,125 3 ,453 2. 866 Animal feed 2 ,803 2 ,227 1 ,891 2 ,623 2, 694 SOURCE: United States Travel and Tourism Administration, based on statistics compiled by the Office of Trade and Investment Analysis, International Trade Administration 10 A five percent increase in "exports" of U.S. tourism services can, therefore, have a greater impact on export revenue than a five percent increase in exports of a commodity or service the United States produces at a lesser comparative advantage or for which there is less global demand. However, if the trade deficit is to be reduced, the United States must increase exports of tourism services to those countries with which it runs the largest deficits: Japan, Taiwan, West Germany, Canada, South Korea, Hong Kong, Italy, Mexico, Brazil and the United Kingdom (Table IV) . Table IV TOP DEFICIT COUNTRIES IN U.S. MERCHANDISE TRADE, 1983 - 1987 Country 1983 1984 1985 1986 1987 Japan 21,665 36,796 49,749 58,575 59,825 Taiwan 7,443 11,085 13,061 15,727 18,994 Germany, F. Rep. 4,492 8,726 12,182 15,568 16,281 Canada 9,201 15,134 16,140 13,151 11,696 Korea, S. 1,732 4,045 4,756 7,142 9,892 Hong Kong 4,261 5,836 6,208 6,443 6,507 Italy 1,912 4,129 5,756 6,473 6,168 Mexico 7,937 6,275 5,757 5,167 5,938 Brazil 2,824 5,633 5,007 3,455 4,393 United Kingdom 2,896 2,835 4,300 4,614 3,884 Nigeria 3,019 2,029 2,432 2,272 3,472 China 304 377 369 2,134 3,413 France 346 2,480 3,864 3,370 3,233 Sweden 967 1,884 2,414 2,766 3,088 Indonesia 4,191 4,651 4,138 2,729 2,952 Singapore 446 937 1,504 2,342 Venezuela 2,361 3,443 3,431 2,305 2,295 Algeria 3,221 3,250 1,996 1,527 1,718 Iran 977 568 689 578 1,697 Saudi Arabia 606 1,513 Angola 857 950 957 642 1,278 India 506 1,167 837 928 1,262 Switzerland ___ 637 1,291 2,391 1,212 SOURCE : U.S. Department of Commerce, International Trade Administration , p. A-020. 1987 U.S. Foreicjn Trade Hiahliahts. Many of the nations which account for the United States' largest deficits rank among the top international tourism markets. For example, in 1986, the Federal Republic of Germany, the United Kingdom, Japan, France, Canada and Switzerland ranked first, third, fourth, fifth, sixth, eighth, respectively (Table V) . 11 TABLE V THE TOP INTERNATIONAL TRAVEL MARKETS IN 1986 Residents • Their % U.S. % of U.S. Per Spending Spending Share Visitors Capita On Foreign On U.S. of From Market GNP Travel Travel Travel That Was Country (US$) (US$)* (US$)* Spending Repeat Germany, FR 12,080 20,766 766 3.7 76.1 United State >s 17,480 17,576 U. Kingdom 8,870 8,693 948 10.9 75.3 Japan 12,840 7,199 2,397 33.3 66.3 France 10,720 6,514 401 6.2 79.9 Canada 14,120 5,410 2,436 45.0 n/a Netherlands 10,020 4,465 168 3.8 n/a Switzerland 17,680 3,393 207 6.1 n/a Austria 9,990 3,266 n/a n/a n/a Belgium 9,230 2,976 n/a n/a 84.0 Sweden 13,160 2,813 n/a n/a 76.6** Italy 8,550 2,811 412 14.7 76.5 Denmark 12, 600 2,122 n/a n/a 76.6** Mexico 1,860 2,108 2,142 100.0 n/a Australia 11,920 1,920 387 20.2 71.2 Spain 4,860 1,506 n/a n/a n/a Kuwait 13,890 1,221 n/a n/a n/a Malaysia 1,830 1,192 n/a n/a n/a Finland 12,160 1,063 n/a n/a 76.6** Argentina 2,350 894 n/a n/a n/a*** Israel 6,210 847 n/a n/a n/a Ireland 5,070 668 n/a n/a n/a Singapore 7,410 651 n/a n/a n/a Korea, S. 2,370 612 n/a n/a n/a Brazil 1,810 570 n/a n/a 82.3 Venezuela 2,920 543 n/a n/a n/a*** New Zealand 7,460 507 n/a n/a n/a Colombia 1,230 355 n/a n/a n/a*** Ecuador 1,160 210 n/a n/a n/a*** SOURCE : World Bank . World Develi Dpment Rep ort 1988, Table I, Basic Indicators (Wash., D. C. : Oxford U. Press, 1988), p. 222; International Monetary Fund, Balance of Payments Statistics, Vol. 38, Yearbook, Pt. 2, 1987, Table C-5, pp. 50-51. USTTA NOTES: ♦Millions. **Mean for Scandinavia. **Mean for South Americ is 88.5%; for Far East other than Japan, 85.2%; for Mideast, 82.0%; for Oceana other than Australia, 75.4%; for Europe other than Belgium, France, West Germany, Italy, Scandinavia and the U.K., 71.8%. Tourism expenditures for Norway for 1986 are unavailable. In 1985, Norweigans spent $1.8 billio on foreign travel. 12 ( THE SHRINKING DOMESTIC TRAVEL MARKET THE DECLINE OF LEISURE TIME Free time in the United States has been shrinking for at least a decade. The Congressional Office of Technology Assessment reported that: "In 1985, Americans spent almost 2 hours a week more in paid work, commuting and household related work than in 1975. This amounts to a 40% increase in work-related hours and less free time." OTA sees time constraints as "a bigger problem than money for many families. Vacations tend to be short and intense, and many households now look for short trips close to home in lieu of the traditional "two weeks at the beach' vacation." Americans earn fewer days of paid vacation than their counterparts in other countries. The United States has nine national holidays; additional holidays are observed by certain of the states. This is a lower number of holidays than is observed by "all but 2 of 14 OECD nations surveyed" (Table I, p. 7) . The President's Project 2000 Task Force predicts the availability of leisure time will decrease substantially in the next decade as "two-income families balance their work obligations." There will be more working mothers in the U.S. labor force. In 1986, the work force participation of working age women was more than 55%. The Bureau of Labor Statistics predicts that female participation rates will exceed 61% by the year 2000 and that the number of working mothers will rise. More than 48% of women who bore a child in 1985 were working again within one year of giving birth. OTA envisions "a burgeoning demand for convenient, close-to- home, or short-term recreations, which fit into increasingly complex personal schedules. . . (and) a "potential split between overcrowded. . . public recreational facilities and expensive, specialized private ones." As the U.S. travel industry confronts a shrinking U.S. domestic market in the years ahead, the inbound market will afford the greatest opportunity for growth and new business. 13 IV. U.S. COMPETITIVE POSITION IN THE WORLD TOURISM MARKET The international tourism market is intensely competitive. Experts have observed that, "In most industries, competition is between companies; in tourism, it is between governments." Globally, more than 170 national tourism administrations are vying for the business of 20 principal tourism-generating countries. USTTA competes directly with 68 foreign government tourism offices in the United Kingdom, 60 in France and 40 in Japan. Many of these organizations are allied with government-owned or subsidized carriers as wekk as with their counterparts from the same geographic region. These alliances wield enormous power in the market place and command commensurate market share. For example, western Europe, marketing as the European Travel Commission, has historically accounted for between half and two-thirds of world tourism earnings. The U.S. share has ranged between 10 and 14 percent (Table VI) . TABLE VI TRENDS IN THE U.S. SHARE OF WORLD TOURISM RECEIPTS, 1980 - 1989 Year World Tourism Receipts* U.S. Tourism Receipts* U.S. Share World Tourism Receipts 1980 1981 1982 1983 1984 1985 1986 1987 1988(e) 1989(p) 73 82 81 83 89 95 101 110 115 120 ,800 ,030 ,790 ,460 ,590 ,610 ,290 ,670 ,460 ,580 8,129 10,980 11,221 10,668 11,067 11,532 11,010 11,440 14,175 16,635 11.0% 13.4% 13.7% 12.8% 12.4% 12.1% 10.9% 10.3% 12.3% 13.7% Change : + 63.4% +104.6% SOURCE USTTA, based on data provided by the International Monetary Fund, Bureau of Statistics, September 1988 NOTES : Passenger fare receipts are not included in tourism receipt figures due to the international incomparability of transportation data; U.S. tourism earnings would be higher than stated if fare receipts were included. *Millions of Special Drawing Rights. An SDR is an International Monetary Fund reserve asset created in 1969 and whose value is determined on the basis of changes in the value of a basket of currencies, including the U.S. dollar. In 1986, the official conversion rate (average) was 1.1732 dollars per SDR. 14 Despite shrinkage in the U.S. share of world tourism receipts in the mid-eighties, U.S. international tourism revenues grew faster than world tourism receipts during the eighties as a whole (Chart B) CHART B P 120- E R 100 C E 80+ N T so- PERCENT CHANGE IN TOURISM RECEIPTS U.S. vs WORLD 1980 - 83 1S80 - 86 YEARS 1980 - 89 U.S. TOURISM GROWTH WORLD TOURISM GROWTH FUTURE TRENDS Available data and forecasts indicate that the U.S. market share will expand in the early nineties, assuming the value of the U.S. dollar vis-a-vis other leading currencies remains at roughly- current levels, the U.S. Government retains a strong presence in the international market place and the health of the world's major tourism-generating markets remains good. Chart C portrays the projected U.S. share between 1989 and 2000. The projection is based on a linear regression and does not take into account factors such as world's fairs, Olympics or other special events. It assumes that: o world tourism receipts will grow between 4% and 5% per annum between now and 2 000; o the U.S. consumer price index will rise 1.8% per year between now and 1994 and increase 2% per year between 1995 and 2000; o U.S. international visitor arrivals will reach 47.6 million in 2000. 15 CHART C U.S. MARKET SHARE OF INTERNATIONAL RECEIPTS* 1980 - 2000 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 95 97 98 99 do YEAR •In Billions of U.S. Dollars THE CHALLENGE TO THE U.S. MARKET SHARE Despite formidable competition, the United States has consistently ranked as the world's top earner of international tourism receipts. However, in 1987, for the first time, another country, Spain, matched the United States' $14.8 billion earnings record and tied for first place. Together, the two countries accounted for almost 21% of world tourism receipts. The U.S. travel industry must accord increased priority to the international travel market in the years ahead if the United States is to expand or even retain its share of world tourism receipts. Strong competition will continue for both the global and domestic markets. Internationally, Spain, the European Community and a growing number of Third World countries will contest the U.S. for top rank among the world's tourism receipt earners. THE SPANISH AGENDA Spain predicts that EXPO '92, the Quincentennial Jubilee to be held in Seville, and the 1992 Olympic Games in Barcelona will help it break all records for visitor arrivals and revenue earned. The Spanish Tourism Ministry forecasts that 54 million tourists will visit during 1988 and that tourism revenues, excluding fare payments, will reach $16.5 billion. 16 THE EUROPEAN INITIATIVE As the Commission of the European Communities transforms its 12 member countries into a single, integrated market of 320 million people by 1992, measures will be taken to facilitate and expand intra-community travel. Police and tax checks at borders between member states will be eliminated, an EC driving license and passport will be created, duty-free allowances for residents returning from other EC countries will be raised, land frontier posts will be merged and a European emergency health care card will be issued. A Community "white paper" envisages a liberalized air transport services regime with fewer capacity controls and less regulation of fares. Such a regime would produce greater competition and lower fares. All of these developments will make the Community a more formidable competitive force in the global, discretionary travel market. THIRD WORLD COMPETITION Political independence, over-dependence on single cash crops with volatile prices and the rising expectations of growing populations have forced developing countries to diversify their economies to earn foreign exchange. Today, nearly all developing countries are competing for international tourism business. Collectively, they account for roughly 30% of the world's international tourism receipts. For many, tourism is the principal foreign exchange-earning industry and major employer. These countries are investing billions in infrastructure and physical facilities. As they expand and upgrade their "product" and services, they are becoming stronger contenders in the international travel market. COMPETITION FOR THE JAPANESE MARKET Experts foresee formidable competition for the growing Japanese travel market in the years ahead as the Pacific rim nations step up efforts to expand market share. Maintaining the U.S. share of the Japanese market will be an enduring challenge. 17 V. TOURISM MARKET OPPORTUNITIES FOR THE U.S. In spite of aggressive Spanish and third world marketing efforts, the U.S. has a cost-competitive product and can increase its penetration of the international market, assuming it mobilizes to meet the foreign competition. The inbound market has been expanding far more rapidly than the domestic travel market. In the past decade, the number of visitors from overseas countries has increased at an average, annual rate of 8%; U.S. domestic travel has risen only 1% per year. By 1990, the number of foreign visitor arrivals at U.S. ports of entry is expected to approach 38 million and is projected to exceed 40.3 million by 1992 and 48 million by the year 2000 (Table VII). TABLE VII FORECAST: U.S. INTERNATIONAL VISITOR ARRIVALS, 1988 - 2000 (millions) Year Canad£ i Mexico Japan FRG U.K. Europe Asia Total 1988 13.4 7.5 2.7 1.2 1.8 5.8 3.7 33.5 1989 13.6 7.8 3.4 1.4 2.1 6.5 4.5 35.7 1990 14.5 8.2 3.8 1.4 2.1 6.5 4.9 37.2 1991 14.9 8.4 4.0 1.3 2.2 6.6 5.2 39.1 1992 15.5 8.6 4.2 1.3 2.4 6.8 5.4 40.3 1995 16.7 8.9 4.5 1.4 2.7 7.2 5.8 43.1 2000 18.5 9.5 5.1 1.5 2.9 7.8 6.6 47.6 SOURCE: WEFA Group, September : 1988. The average visitor from overseas spends more than five times on U.S. travel services as his domestic counterpart, $1,384 versus $250 in 1987. His trips are longer; he visits more destinations, rents cars and stays in hotels and motels more often than the average U.S. traveler. Most visitors from overseas return for subsequent visits. Eight in ten are repeat visitors. 18 PRODUCTIVITY OF EXISTING TOURISM MARKETS The markets in which the U.S. travel industry and USTTA currently conduct programs are not equally productive. In 1987, for example, the United States earned: o twice as much tourism revenue from Japan ($2.1 billion) as from the Federal Republic of Germany ($1.0 billion), o roughly $150 million more from Japan than from the Federal Republic of Germany, France, Italy and the Netherlands, combined ($1,990); o twice as much from the Federal Republic of Germany as from France; o twice as much from the United Kingdom as from Australia; The mean expenditure per visitor per day in the U.S. for Japanese visitors ($129) was: o three times greater than for visitors from either the Federal Republic of Germany ($43) or the United Kingdom ($46) (Table VIII) ; o two times greater than for visitors from either France ($60) or Australia ($61) , and, o more than one-and-a-half times greater than for visitors from Italy ($78) . This means an increase in the number of Japanese visitors to the U.S. would have a greater impact on U.S. visitor receipts — and on the U.S. trade deficit — than an equal increase in the number of visitors from West Germany, the United Kingdom, France, Australia or Italy. It would also create more new jobs, both directly and indirectly, than an increase in the length of stay of visitors from any other overseas country. Among overseas markets, Japan is the U.S. 1 most productive market in terms of contributions to the nation's economic goals. Due to the proximity and size of the Canadian market, an increase in the length of stay of Canadian visitors would exert the greatest impact on U.S. tourism revenues and jobs of any existing market (Table VIII) . 19 Table VIII IMPACT ON U.S. EXPORT REVENUE OF AN INCREASE IN THE LENGTH OF STAY OF VISITORS FROM NINE MAJOR MARKETS (1987) *Number of Visitors Mean Length of Stay in U.S. Mean Expenditure Per Visitor Per Day ♦Increase In U.S. Receipts If Each Visitor Stayed 1 More Day Number of Additional Travelers Who Would Have to Visit to Produce Same Additional Income Canada 12,418 7.5 $ 33 $ 409,794 1,655,733 Mexico 6,705 NA NA NA NA (land) 4, 009 NA NA NA NA (air) 734 16.3 46 33,777 44,561 Japan 2, 128 12.4 129 274,512 170,716 U.K. 1,362 21.7 46 62,652 61,726 FRG 952 25.4 43 40,936 37,181 France 544 21.0 60 32,640 25,540 Italy 319 17.9 78 24,882 17,735 Austral: La 278 26.2 61 16,958 10,520 Netherlands 202 29.5 40 8,080 7,279 TOTAL $ 904,231 2,030,991 SOURCE: U.S. Department of Commerce, USTTA & BEA. Receipts data do not include passenger fare payments to U.S. carriers. *Millions. 20 IMPROVING MARKET RATE-OF-RETURN Market rate-of -return can be increased in three ways: o inducing existing visitors to stay longer and spend the mean expenditure per capita per day; o inducing additional travelers to visit and spend the mean expenditure per capita per day; o concentrating resources on the most productive markets and market segments, i.e., those which generate the highest expenditure per capita per visitor and the largest number of visitors. In 1987, inducing each Canadian traveler who visited the United States to stay just one day longer would have had the same effect on U.S. tourism receipts as inducing 1,655,733 additional Canadians to visit (Table VIII) . The $409 million in incremental revenue would have directly created or supported more than 9,000 new U.S. jobs and offset a larger share of the trade deficit. Similarly, inducing each Japanese traveler who visited the United States to stay one day longer would have added as much to U.S. tourism receipts ($275 million) as 173,197 additional Japanese travelers and would have created or supported more than 6,000 new U.S. jobs (Table VIII). Among visitors, Japanese have the second lowest mean length of stay (Table VIII) , due in part to fewer days of paid vacation. Assuming a very conservative "multiplier" of 2.2, that Japanese revenue would have produced additional national income of approximately $605 million, which would have created or supported more than 12,34 new jobs. That is four times the number of new jobs that would have been created had each of the 1.3 6 million Britons who visited the country stayed one day longer and spent the average per capita expenditure of $46. Had all of the visitors from Canada, Japan, the United Kingdom, the Federal Republic of Germany, France, Italy, Australia and the Netherlands and air travelers from Mexico been induced to extend their stays by one day, the U.S. would have realized $904 million in incremental tourism receipts. Canada and Japan would have accounted for three-fourths of the total (Table VIII) . Table IX illustrates the incremental receipts that could have been realized ($117.7 million) if visitors from South America, the Far East and Scandinavia could have been induced to remain in the U.S. an extra day in 1987. 21 TABLE IX IMPACT ON U.S. EXPORT REVENUE OF AN INCREASE IN THE LENGTH OF STAY OF VISITORS FROM THREE SELECTED REGIONS (1987) Number of Additional Travelers ♦Increase Who Would In U.S. Have to Receipts Visit to Mean Mean If Each Produce Length Expenditure Visitor Same *Number of of Stay Per Visitor Stayed Additional Visitors in U.S. Per Day More Day Income S. America 935 23.7 $ 65.0 $ 60,775 39,058 Far East** 701 28.3 56.0 39,256 24,627 Scandinavia 368 27.6 48.0 17,664 13,123 TOTAL 2,004 $ 117,695 76,808 SOURCE: U.S. Department of Commerce, USTTA & BEA. Receipts data do not include passenger fare payments to U.S. carriers. 6/23/88. *Millions. **0ther than Japan. STRETCHING MEAN LENGTH OF STAY A 1987 study of the impact of USTTA cooperative advertising found that after obtaining VISIT USA trip planning material from USTTA, visitors from five markets extended their length of stay from 5.0 to 12.6 nights. Visitors from the United Kingdom, Canada and Mexico showed the greatest inclination to extend their visits beyond the time they had originally planned to stay (Table X) . West Germans and Japanese displayed the least. However, the per capita spending of Japanese visitors who extended their stays was: o 5.3 times more than that of extended visitors from Canada; o 2.7 times more than that of extended visitors from the United Kingdom; and o 2.6 times more than that of extended visitors from Mexico (Table X) . 22 < The per capita spending of West German visitors who extended their stays was: o 3.5 times more than that of extended visitors from Canada; and, o 1.7 times more than that of extended visitors from either the United Kingdom or Mexico. As a result of the USTTA campaign, 3,277 visitors extended their length of stay and 2,543 new visitors were generated. TABLE X IMPACT OF USTTA CO-OP ADVERTISING AND TRAVEL PLANNING MATERIALS ON NUMBERS OF VISITORS, VISITOR SPENDING AND LENGTH OF STAY, 1987 Fed. Rep. United Of Germany Kingdom Japan Canada Mexico USTTA Cost $ 174,200 $ 20,500 $ 60,700 $ 28,240 $ 19,120 Coupons Received 5839 5244 1573 1694 944 New Visitors Generated 612 1052 176 628 75 New Visitor Spending 1,027,100 1,003,400 466,000 225,700 58,900 Spending Per New Visitor 1678 954 2648 359 785 Extended Visitors 277 1551 169 759 521 Their Extra Spending 155,100 486,800 145,000 122,400 168,000 Spending Per Ext. Visitor 559 313 858 161 322 SOURCE: USTTA, Office of Research, January 1988. 23 Stretching the mean length of stay of visitors to the U.S. also might be accomplished in other ways: o working with tour operators to develop longer itineraries and optional tour extensions/add-ons; o persuading airlines to offer excursion fares based on minimum length of stay requirements that are one or two days longer than the mean length of stay in the U.S. for the market; o persuading airlines and tour operators to pay travel agents a higher commission for selling packages based on longer stays, for example, a 14 day package versus a 12 day package, or for selling add-ons. However, such tactics would likely affect the behavior of only those visitors who make their travel arrangements through travel agents and who use inclusive tour packages, and use of travel agents and ITs varies widely from market to market (Table XI) . STRETCHING THE STAYS OF NON-PACKAGE TRAVELERS There are several tactics which could be employed to motivate non-package travelers to extend their length of stay: o persuade the four U.S. states who account for the largest share of U.S. visitor arrivals (New York, California, Texas and Hawaii) to rebate state sales tax payments to foreign visitors to help finance the cost of an additional day's stay. persuade U.S. car rental firms to offer foreign visitors graduated discounts or special rates based on longer rental periods and length of stay. o more widespread distribution of destination oriented, trip- planning materials in the marketplace. 24 TABLE XI CHARACTERISTICS OF TRAVELERS TO THE U.S., 1987 All Mideast 66.9 19.3 31.7 All Oceania 74.6 63.1 22.1 23.7 8.8 Australia 72.9 61.0 18.7 26.2 9.5 Oth Ocean. 77.7 67.5 28.5 19.1 7.4 Mexican air 60.7 46.6 8.7 16.3 SOURCE: U. S. De partment of Commerce. United States Travel and Tourism Administration, In-flight Survey, Overseas and Mexican Visitors to the United States, January - December, 1987 *IT - Inclusive Tour package Booked Booked Air Trip Lodging Mean Through Through Mean Nights Travel Travel Used Nights in US Agent Agent IT* in US Hotels All Overseas 71.4 50.6 21.6 21.9 8.0 All Europe 69.9 44.0 15.8 23.5 8.2 Belgium 68.9 12.5 16.8 7.1 France 59.6 31.9 11.0 21.0 7.7 FRG 75.9 47.0 14.4 25.4 7.2 Italy 67.8 54.0 21.5 17.9 8.1 Netherlands Scandinavia 68.7 48.4 12.7 27.6 8.1 U.K. 70.0 43.4 19.3 21.7 8.0 Oth. Europe 68.8 63.8 18.7 30.0 8.6 All S. Amer. 71.2 42.9 19.0 23.7 7.9 Brazil 66.8 18.9 26.0 9.6 All F. East 77.0 58.6 34.2 16.8 8.2 Japan 81.0 64.1 43.0 12.4 8.3 Oth. F. E. 67.2 35.9 11.9 28.3 8.0 25 CONCENTRATING ON THE MOST PRODUCTIVE MARKETS AND MARKET SEGMENTS Inflight survey data suggest that repeat visitors are more affluent and spend more per capita in the United States than firsttime visitors (Table XII) . TABLE XII CHARACTERISTICS OF FIRSTTIME AND REPEAT VISITORS, 1987 Mean Expenditure in U.S. Expenditure on Transport Expenditure on Lodging Expenditure on Food, Beverages Expenditure on Gifts, Souvenirs Expenditure on Entertainment Other Expenditure Mean Number of Visits to U.S. Purpose of Trip Firsttime Repeat Visitors Visitors $ 1262 $ 1424 165 210 254 403 247 276 400 327 125 115 71 93 1.0 18.2 Vacation 67.6% 42.3% Business 13.7% 43.4% Visit Friends, Relatives 31.2% 38.1% Household Income Over $70,000 11.3% 30.6% Over $50,000 22.1% 46.6% Residence W . Europe 48.3% 44.4% Federal Republic of Germany 10.2% 9.1% United Kingdom 15.4% 13.1% France 6.0% 6.6% Italy 3.4% 3.1% Caribbean 1.5% 8.8% South America 3.9% 8.4% Far East 35.8% 25.1% Japan 30.5% 16.6% Hong Kong 1.2% 1.8% Taiwan .7% .9% Middle East 2.9% 3.6% Oceania 5.3% 3.9% SOURCE: USTTA Inflight Survey, January - December 1987. 26 Based on these data, in 1987, an increase in just 10,000 repeat travelers would have produced $1.6 million more in additional export revenue for the United States than an equal increase in firsttime travelers. More than 11,280 additional firsttime travelers would have had to visit the United States to produce as much additional revenue as 10,000 repeat travelers (Table XIII). Only 8,860 repeat travelers would have produced as much additional revenue as 10,000 firsttime visitors (Table XIII). TABLE XIII IMPACT ON U.S. EXPORT REVENUE OF AN INCREASE IN REPEAT VS. FIRSTTIME VISITORS Mean Expenditure Per Visitor in U.S. Increase In U.S. Receipts If 10,000 Additional Travelers Visited Number of Additional Travelers Who Would Have to Visit to Produce Same Additional Income Repeat Firsttime $ 1,424 $ 1,262 SOURCE : $14,240,000 8,862 $12,620,000 11,284 United States Travel and Tourism Administration, based on 1987 Inflight Survey data. Resources used to target the repeat traveler, especially in markets such as Japan and the United Kingdom which account for significant shares of the United States' repeat business and in households with incomes of $50,000 or over would be likely to produce more earnings per dollar invested than resources used to target the firsttime traveler. While the firsttime market is a source of future repeat business and cannot be ignored, tactical planners should give consideration to the most effective means of identifying and reaching the repeat traveler segment of the market. The lodging industry, which stands to benefit the most from repeat business in terms of incremental marginal return, is an obvious partner to participate in any marketing initiative targeting the repeat traveler. 27 JAPAN: SPECIAL TARGET OF OPPORTUNITY FOR THE U.S. TOURISM INDUSTRY Tourism is one of the few "products" the United States can easily "export" to Japan. While U.S. exporters of goods are confronted with an array of Japanese non-tariff and other barriers (in addition to capacity constraints here at home) , "exporters" of tourism services are not. o Unlike U.S. goods, U.S. tourism services can be sold to Japanese consumers without resort to the complex systems of distribution that exist in Japan. o Japanese citizens can purchase Japanese manufactured goods in the United States more cheaply than in Japan. o There are no restrictions on the value of tourism services Japanese residents purchase abroad; travel allowance curbs were dismantled several years ago. o Ministry of Transportation policy is to encourage Japanese nationals to travel abroad, "import" foreign travel services and reduce the country's trade surplus. o The Japanese Government has raised the duty free allowance for returning residents from the equivalent of $750 to $1,500, the most liberal in the world, to encourage consumer spending abroad and is seeking to double Japanese overseas travel, from 5 million in 1986 to 10 million persons by 1991. o There is a Japanese custom of "omiyagi", the remembrance gift. It is considered essential to bring presents to family, friends and co-workers as well as mementos for oneself after a trip abroad. These presents must be appropriate to the person receiving them and ideally unique to the place visited, a "meibutsu", or specialty, of the area. This custom increases per capita expenditure abroad. o Japan is a growth market. Of the overseas markets, Japan generates a larger share of new, firsttime visitors to the United States than any other country (Tables XIII and XIV) . It also is an important source of repeat business. o Japanese demand for U.S. travel services is highly elastic. Of the overseas markets, Japan generates a larger number of discretionary — i.e., vacation — travelers than any other country-market, more than 1 million in 1987 alone. Since at least 1983, vacation travelers have accounted for more than half of Japanese visiting the United States (Table XV) . In 1987, Japan accounted for $59.8 billion of the U.S. trade deficit, the largest single share. 28 TABLE XIV VISITORS TO THE UNITED STATES COMING FOR THE FIRST TIME 1983 - 1987 (Air Travelers) 1983 Share 1984 Share 1985 Share 1986 Share 1987 Share All o'seas 1 r 829 100% 1,370 100% 1,636 100% 2,224 100% 2 ,286 100% All Europe 661 36% 507 37% 593 36% 848 38% 1 r 063 47% France 59 3% 49 4% 78 5% 101 5% 110 5% FRG 95 5% 76 6% 106 7% 151 7% 228 10% Italy 44 2% 45 3% 46 3% 46 2% 75 3% Scandinav . 53 3% 34 2% 36 2% 59 3% 70 3% U.K. 241 13% 160 12% 164 10% 314 14% 335 15% S' total 429 23% 364 27% 430 26% 671 30% 818 36% All S. Am'ica 111 6% 81 6% 86 5% 89 4% 106 5% Brazil 33 2% 23 2% 23 1% 29 1% 42 2% C. America 28 2% 12 1% 29 2% 40 2% 22 1% Caribbean 94 5% 102 7% 72 4% — — 42 2% Japan 520 28% 423 31% 518 32% 780 35% 717 31% Oth . F. East 71 4% 65 5% 59 4% 73 3% 63 3% Australia 67 4% 54 4% 77 4% 82 4% 80 4% SOURCE: United States Travel and Tourism Administration, derived fro Inflight Surveys, 1983 - 1987, and recaps of International Travel to and From the United States, 1983 - 1987. 29 TABLE XV PERCENTAGE OF VISITORS TO THE UNITED STATES BY MARKET 1983 - 1988 (Air Travelers) COMING FOR VACATION 1983 All overseas 4 6.7 All Europe 42.8 Belgium 34.7 France 4 0.4 FRG 45.1 Italy 37.7 Scandinavia 44.2 U.K. 46.1 All S. America 49.2 Brazil 49.3 C. America 49.0 Caribbean 39.1 All Far East 50.7 Japan 52 . 6 Oth. F. East 43.1 All Mideast 41.6 All Oceania 58.2 Australia 60.0 Oth. Oceania 55.5 Africa 51.3 1984 46.2 41.1 27.1 38.1 46.9 28.8 41.5 42.6 44.8 44.6 41.4 47.8 52.6 56 . 6 42.9 43.3 59,4 61.2 56.2 46.7 1985 44.2 36.2 29.7 28.7 37.1 32.8 37.8 38.4 45.8 35.3 45.9 52.7 51.5 55.8 40.4 37.7 54.6 51.8 59.2 43.1 1986 46.1 41.8 25.5 37.3 40.6 26.1 43.3 46.6 54.3 47.2 45.1 43.9 51.0 54.2 41.8 40.2 54 • ] 52.8 56.4 33.7 1987 47.8 48.4 40.8 41.0 47.1 43.0 45.5 56.7 45.7 43.7 49.7 47.8 47.4 51.3 37.8 42.5 52.6 50.0 57.4 SOURCE: United States Travel and Tourism Administration, Inflight Surveys, 1983 - 1987. 30 OTHER TARGETS OF OPPORTUNITY ITALY Although visitor arrivals from France exceed those from Italy, the latter generates more export revenue for the United States (Table XVI). In 1985-86, Italy accounted for 2.7% of receipts and 4.3% of USTTA promotional resources. France accounted for 2.6% of receipts and 12.4% of promotional resources. Inflight survey data for 1987 show that although they reported a lower mean income, Italian visitors outspent French visitors by $125 per capita and spent more on food, beverages, gifts and souvenirs than the European average. More than 88% of Italian visitors shopped while in the United States, compared with 80% of the French and 84% of other European visitors. In 1987, the mean length of stay in the U.S. for Italians was 17.9, lower than the European average of 2 3.5; however, Italians enjoy an average of 29 days of paid annual leave compared to 2 5 for both the French and the British (Table I, p. 7), and it is possible that they could be induced to plan a longer stay in the United States. Although residents of France spend more than twice as much on foreign travel every year as residents of Italy, tactical planners should carefully monitor the performance of the two markets and consider shifting resources from a less productive market, such as the Netherlands, to Italy. In 1986, residents of Italy spent more traveling abroad than residents of Mexico and Australia (Table V, p. 12). In 1987, Italy accounted for $6.1 billion of the United States 1 merchandise trade deficit (Table IV, p. 11) and ranked seventh among the top 35 deficit countries. SWITZERLAND In 1985-86, Switzerland accounted for 1.3% of U.S. export earnings from tourism, half as much as France, but more than either the Netherlands or Other Oceania (primarily New Zealand) . As a nation, the Swiss have the highest GNP per capita in the world and spend more traveling abroad than residents of Austria, Belgium, Italy, Denmark, Mexico and Australia (Table V, p. 12) . In 1987, Switzerland was the fifth ranking U.S. tourism market in Western Europe in terms of visitor arrivals, accounting for 80,000 fewer than Italy, but 37,000 more than the Netherlands and nearly 107,000 more than New Zealand, a special market. U.S. visitor arrivals from Switzerland have exceeded those from the Netherlands since 1983 and have exceeded those from New Zealand since at least 1961. 31 There are no 1987 Inflight Survey data on visitors from Switzerland; however, data from earlier inflight surveys indicate that the average per capita expenditure for Swiss visitors during 1985 - 86 was $1,240, well above the average for the same period of $844 for West Germans. The Swiss enjoy 22.5 days of paid vacation, low by European standards, but more than the average U.S. manufacturing worker (Table I, p. 7) . In 1987, Switzerland accounted for $1.2 billion of the U.S. merchandise trade deficit and ranked twenty-third among the top 3 5 deficit countries (Table IV) . Consideration should be given to reallocating resources to Switzerland from markets of less potential and productivity, such as the Netherlands and New Zealand. TABLE XVI COMPARISON OF U.S. INTERNATIONAL TOURISM RECEIPTS, VISITOR ARRIVALS AND USTTA PROMOTIONAL BUDGET ALLOCATIONS 1986 MARKET RECEIPTS SHARE Canada $ 2 ,436 .3 15.8% Mexico 2 ,142 3 13.9% W. Europe 3 ,844 1 24.9% U.K 947 .6 6.1% FRG 766 3 5.0% Italy 412 2.7% France 401 2 2.6% Switzerland 206 8 1.3% Netherlands 168 2 1.1% ICO „. __ S. America 1 ,473 2 9.5% C. America 374 4 2.4% Caribbean 533, 7 3.5% Japan 2 ,396. 5 15.5% 0. F. East 884. 7 5.7% Australia 387. 4 2.5% 0th. Oceania 123. 5 0.8 M. East 634. 8 4.1% Africa 204. 1.3% Total $15 ,434. 4 100.0% ARRIVALS 10,943 5,556 3,641 1,134 670 268 440 183 163 944 311 793 ] , 681 326 247 129 309 146 SHARE BUDGET SHARE 43.2% $1,418 20.1% 21.9% 678 9.6% 14.4% 3,543 50.3% 4.5% 1,068 15.2% 2.6% 987 14.0% 1.1% 303 4.3% 1.7% 871 12.4% 0.7% __ — 0.6% 122 1.7% — 192 2.7% 3.5% — — 1.2% -- — 3.1% __ — 6.6% 1,111 15.8 1.3% — — 0.9% 289 4.1 0.5% .. — 1.2% = - __ 0.6% _- — 100.0% $7, 039 100. SOURCE: United States Travel and Tourism Administration, Recap of Internationa Travel to and From the United States in 1986 and Impact of Foreign Visitors' Spending on State Economies, 1985 - 1986. 32 OTHER FAR EAST Together, France and Italy account for about 5.3% of U.S. export earnings from international tourism but receive almost 17% of USTTA's promotional resources; Far Eastern countries other than Japan account for about 6% of U.S. receipts from international tourism but receive only a few thousand dollars of promotional resources. In 1987, the mean expenditure per visitor in the United States for visitors from this region was $1,594, only $9 less than the mean for visitors from Japan and $325 more than the mean for visitors from Europe. Visitors from Far Eastern markets other than Japan spent more per capita on lodging, food and beverages, and entertainment than visitors from either Japan or South America and more per capita on all categories of expenditure than visitors from Europe. Visitors from Taiwan have exceeded those from: o Austria, Belgium, Denmark, Finland and Norway since at least 1981; o New Zealand and Spain since 1983; and, o Colombia since 1985. Arrivals from that country dipped in 1986, however, and rose only slightly higher than the 1985 level in 1987. In 1987, Taiwan accounted for almost $19 billion of the U.S. merchandise trade deficit and ranked second among the top 35 defict countries (Table IV) . Tactical planners should consider moving resources into the Taiwanese market from less productive special markets in Europe. MEXICO The Mexican market is the United States' third largest in terms of visitor receipts, surpassed only by Canada and Japan. It is the second largest in terms of numbers of visitor arrivals. In 1987, Mexico accounted for $5.9 billion of the United States' merchandise trade deficit and ranked eighth among the top 3 5 deficit countries (Table IV) . In 1986, Mexico ranked fourteenth in the world in terms of its residents' total expenditures on foreign travel (Table V). The United States captured about 100% of this expenditure, a larger share than of any other travel market in the world. 33 In 1985-86, Mexico accounted for almost 14% of the United States' export earnings from tourism but just 9.6% of USTTA's promotional resources were invested there. For a number of reasons, detailed data on the Mexican market are unavailable or out-of-date. For example, the mean length of stay of Mexican visitors who arrive in the United States by surface transport and the mean number of U.S. trips of such visitors are not known and per capita expenditures can only be approximated. By 1995, Mexican visitors to the United States are expected to total almost 8.9 million annually. The Mexican market is important and should be closely watched. The resources necessary to improve data collection and expand market research should be made available to insure retention of the U.S. share of this dynamic market to the South. 34 VI. CONSTRAINTS CONFRONTING THE U.S. TRAVEL INDUSTRY INFRASTRUCTURE Congestion and overcrowding affect the U.S. travel industry's ability to attract and service the foreign visitor in the years ahead and will have an impact on the nation's ability to earn export revenue from international tourism. If the United States expects to reap the economic benefits of tourism, these problems must be addressed NOW. THE NATION'S TRANSPORT SYSTEM While increasing U.S. sales of tourism services to travelers from abroad will be in the interest of both the nation and the U.S. travel industry, physical constraints are limiting the country's ability to absorb additional tourists. Increased inbound tourism, together with the concentration of most domestic vacation travel in the peak, summer season, are taxing the capacity of U.S. infrastructure and attractions and will intensify air pollution unless both the public and private sectors of the travel industry plan for the future. Already most major U.S. airports and the nation's airways system suffer from under-capacity and congestion. Access roads also pose a problem in some cases. Congress' Office of Technology Assessment has observed that: "The performance of the air transport system cannot be decoupled from that of the highway system, since the efficiency of air travel is reduced significantly by delays and congestion encountered reaching an airport by automobile or other means. . .Studies indicate that six to ten major U.S. airports either already face severe bottlenecks due to lack of curbside' for connecting highway to air travel networks, or will face such problems in the future...." If funds are to be made available to expand and modernize the airport/airways system, the entire travel industry must work in concert to educate top policymakers to the urgency — and national interest implications — of the problem. PASSENGER PROCESSING CAPACITY Passengers who arrive at U.S. ports of entry are inspected by employees of the U.S. Customs Service and the Immigration and Naturalization Service. In 1986, more than 300 million passengers were processed. If current trends continue into the year 2000, 4 00 million passengers will enter the United States in that year, 54 million as air passengers. 35 Serious delays in passenger processing have been reported both at U.S. gateway airports and at land border crossing stations, and growth of the magnitude projected cannot be accommodated using current inspection facilities and procedures. Machine-readable documents which can be read by an optical scanner offer the best hope for facilitating the passenger inspection process. The Department of State plans to issue machine-readable visas in several worldwide locations and has been issuing machine-readable passports since 1981. However, an integrated scanning system is not yet fully operational at U.S. ports of entry; Customs and Immigration have separate systems. Although both Customs and Immigration have adopted measures designed to facilitate the inspection process, passengers responding to USTTA In-flight Survey questions have commented unfavorably about lengthy entry formalities, long processing lines and rude inspectors. Visitors from Europe, especially, where inspection procedures are more permissive, are unaccustomed to time-consuming clearance requirements and tend to resent them. This country's ability to attract and accommodate foreign visitors in the coming decade will depend, in part, upon the establishment of an automated passenger inspection process at U.S. ports of entry. NATIONAL PARK SATURATION National Park Service officials have complained for years of overcrowding and environmental degradation at the better-known parks. In 1985, more than 263 million recreation visits were recorded at all areas under NPS • administration. Park personnel have been forced to temporarily close some of the busier parks during peak visitation periods after established "carrying capacity" in terms of visitors and vehicles has been reached. Traffic jams have occurred in park areas such as the Blue Ridge Parkway and the Great Smoky Mountains National Park. Public complaints and congressional concern about park closings have caused Park officials to seek ways to ration park use. Admission charges have been instituted at the most densely- visited parks, and a proposal to charge foreign visitors more for park admission than U.S. citizens is under consideration. A former Park Service Director has likened the proposal to out-of-state license requirements. Coordination of marketing planning with the National Park Service, the U.S. Forest Service, the Federal Highway Administration and the National Oceanic and Atmospheric Administration to reduce overcrowding and redistribute visitors using public lands should be an industry priority in coming years. 36 GLOBAL CLIMATE CHANGE AND POLLUTION Global climate change, ocean dumping and the concentration of economic activity in coastal areas are threatening the existence of unique tourism resources around the globe, and climatic change is creating serious concern about the effects of vehicular-generated carbon dioxide emissions on the Earth's ozone layer. Scientists studying the "greenhouse effect" believe as the climate gradually warms over the next 40 years, winter tourism and recreation complexes that require dependable snow cover may decline or "migrate" further north. Attendees at a four day conference sponsored by the Canadian Government last year called for a 2 0% cut in carbon dioxide emissions by the year 2005. Ozone depletion — and the need to reduce it — will challenge, and, in all probability, divide, the travel industry in the coming decade as the scientific and industrial communities and the world's political leadership seek to control the levels of carbon dioxide, chlorof luorocarbon, methane and nitrous oxide levels in the atmosphere. LIMITED FEDERAL RESOURCES President Reagan's Project 2000 Staff predicted that, "the resources available to provide (federal services) in the years ahead will not increase substantially" and that: "Strategic planning efforts are the only way to ensure that government services efficiently meet the changing demands of the future. Payments to individuals will increase to almost one-half of the Federal budget by 1992 and remain at that level until the year 2000; defense will remain at approximately one-quarter of the total budget; and net interest will experience percentage decline between 1986 and 1992. Non-defense discretionary outlays, which had a sharp decline between 1980 and 1986, are expected to grow at a rate slower than total outlays until the year 2000... While the rate of outflow from the Federal government is difficult to predict, recruitment is almost certain to be a problem. . .Demographic forces forebode a combination of recruitment and retention problems for the Federal work- force. " The likelihood that this prediction will prove true means that U.S. efforts to take advantage of tourism market opportunities and reduce the constraints that confront the travel industry must be joint ones. More than ever before, the public and private sectors of the industry will need to plan together in the years ahead. 37 VII. BARRIERS TO INTERNATIONAL TRADE IN TOURISM Trade in tourism is distorted by a myriad of governmental ly- imposed quantitative and non-quantitative barriers which adversely affect the competitive structure of the international travel market and give an unfair advantage to domestic and intraregional travel suppliers. These include: O NON-TARRIF BARRIERS (NTBs) import quota-type measures, such as travel allowance restrictions (TARs) . which limit the amount of exchange residents of a country may purchase from banks to cover travel expenses incurred abroad, prohibitions on residents' use of credit cards abroad, and duty-free allowances; advance import deposit-like measures, i.e., a compulsory deposit a resident of a country must place in escrow, in a non-interest-bearing bank account, for a fixed period of time, before he travels abroad. o TARIFF-LIKE MEASURES import duty-like measures, such as an ad valorem tax on foreign exchange purchased to pay for foreign travel or an onerous airport departure or exit tax, which artificially increase the price (to the traveler) of travel services obtained abroad. SUBSIDIES consumer subsidy-type measures, such as (1) an official, preferential exchange rate for visiting foreign tourists, which, in effect, enables the visitor to purchase tourism- related services at a lower price than is charged the domestic market and on terms more favorable than those offered in countries whose currencies are on a par with the currency of the subsidizing country, or, (2) price concessions on the cost of admission to tourist attractions, performances or expositions which are made available by, or at the request of, the national tourist office to visiting foreign tourists, but not to residents. 38 TRAVEL ALLOWANCE RESTRICTIONS Travel allowance restrictions (TARs) limit the value of foreign travel services consumers are able to purchase and wholesalers and retailers are able to sell. Extremely low allowances deter foreign travel altogether. TARs are probably the most common form of trade barrier confronting the tourism industry internationally and are the most distort ive: once the traveler's "allowance" has been spent, foreign suppliers at the destination have no further possibility of selling him their services, regardless of how competitively-priced those services may be. In contrast, foreign exchange and exit taxes don't effectively remove foreign competitors from the market place; they merely put them at a price disadvantage. Even though they may not be intended to do so, TARs: o protect domestic tourism industries at the expense of the tourism industries of other countries, and o tend to afford preferential treatment to domestic and intraregional travel suppliers. However, they also reduce demand for foreign travel services packaged by domestic tour operators and for the counselling and booking services of domestic travel agents who specialize in outbound travel. More than 100 countries impose TARs. Some prohibit the purchase of exchange for foreign travel altogether. In most instances, however, TARs take the form of a ceiling on the amount of exchange the traveler may purchase from banks and take out of the country to pay for travel services to be procured abroad. In some cases, the ceiling is applied only to exchange for travel to countries outside a given currency area. Partially as a result of TARS, most international travel today is intraregional. For example, in 1984, the most recent year for which comparative data are available, intraregional travel accounted for: o 74% of world international tourist arrivals; o 80% of international tourist arrivals in Europe, and o 69% of international tourists arriving in North America. 39 DUTY-FREE ALLOWANCES Virtually all countries of the world limit the value of items a returning resident or arriving visitor may import free of duty. For example, a U.S. resident who has been out of the country for 48 hours and has not claimed a personal customs exemption within the last 30 days is entitled to a duty-free allowance of $400; an arriving non-resident is entitled to import up to $100 worth of gifts free of duty. Duty-free allowances are not uniform and vary widely. At least one country has no such allowance and limits the items a returning resident may import free of duty to his baggage and personal effects. Another permits residents to claim the personal customs exemption only once per calendar year. Several countries specify a customs allowance which is below the Customs Cooperation Council standard ($50) . USTTA Inflight Survey data suggest that low duty-free allowances discourage shopping by tourists and, therefore, retard the growth of international tourism expenditures. For example, the duty-free allowances for residents of Belgium, Denmark, France, Ireland, Italy, Spain and the United Kingdom for goods purchased outside the European Community range between $45 and $54. The equivalent allowances for residents of Portugal and Greece are about $25. Survey data show that residents of Europe have the lowest mean expenditure per visitor on gifts and souvenirs of any category of visitor ($224). The allowance for residents of Japan is $1,500 and Japanese have the highest mean expenditure per visitor on gifts and souvenirs of any category of visitor ($576) . 40 PERSONNEL/COMMUNICATIONS This Section contains a listing of USTTA personnel in Washington and the Regional Offices. When communicating with persons in foreign countries, be sure to consider the time difference and check the holiday listing to be sure it is not a non-work-day. The international phone numbers listed in this manual include the international dialing code (Oil), the country code, and the city code, in addition to the local telephone number. If you do not have international dialing capability in your area, disregard the Oil when providing the number information to your telephone operator. In areas with international dialing capability, use Access Code "01" instead of "Oil" if you wish to call person-to-person, or charge your call to a calling card. I.A.I WASHINGTON COMMUNICATION INFORMATION Mailing Address: United States Travel and Tourism Administration U. S. Department of Commerce H1527 Washington, D. C. 20230 International Telex : 892536 USDOC WSH Telefacsimile Machines: Cannon FAX 730 (inhouse USTTA): (202) 377-8887 Note: For further information, or to discuss the quality of material transmitted, please call (202) 377-3811 If your equipment is not compatible with above telefacsimile machine, the following machines are also available within Commerce for USTTA access: 3M Model 91-65 Automatic: (202) 377-5270 Harris 3M 2127: (202) 377-4515 Note: For further information, or to discuss the quality of material transmitted, please call (202) 377-2592. I. A. 2 USTTA/WASHINGTON STAFF Area Code (202) Office of Under Secretary for Travel and Tourism - Room 1865 Charles Cobb, Under Secretary for Travel and Tourism. .. .377-0136 Eve Borgos, Personal Secretary to the Under Secretary. . .377-0136 Karen M. Cardran, Travel and Tourism Program Specialist. 377-0140 Stacia Smith, Confidential Aide 377-0137 Eric Peterson, Deputy Under Secretary for Travel and Tourism 377-0140 Susan Kay Smith, Confidential Assistant to the Deputy Under Secretary 377-0140 Office of Assistant Secretary for Tourism Marketing - Room 1860 Vacant, Assistant Secretary for Tourism Mktg 377-4752 Loretta Gieske, Confidential Assistant 377-4752 T. Bernard Slattery, Co-operative Advertising Liaison. . .377-4752 Henry Riegner, Managing Dir., Field Office Operations. . .377-4555 Carol Kelsey, Secretary to Managing Director 377-4003 Vito Passemante, Dep. Dir., Field Office Operations 377-4003 Lee J. Wells, Dep. Mng. Dir., Marketing Programs 377-4003 Max Ollendorff, Director of Market Development 377-4904 Dionne Livingstonn, Clerk-Typist 377-4003 Lisa McNeil, Secretary 377-4003 Eldon MacEachern, Facilitation/ Visitor Services Spec. .. .377-4554 Office of Policy and Planning - Room 1852 David L. Edgell, Director 377-5211 Wanda Barquin, Policy Analyst 377-4746 Jean O'Brien, Manager, Strategic Planning 377-3811 Rosa Grasso, Secretary to the Director 377-5211 Office of Management and Administration - Room 1524 Andrea Furrow, Budget Analyst 377-3811 Marion A. Carter, Management Analyst 377-4096 Paula Ayers, Administrative Assistant 377-4097 Niaema Brewer, Clerk-Typist 377-4097 Robert Saldana, Budget-Clerk 377-4096 Office of Research - Room 1516 Don Wynegar, Director 377-4028 Harvey Shields, Marketing Research Analyst 377-5120 Ron Erdman, Marketing Research Analyst 377-4751 Colleen Flannery-Dalton, Marketing Research Analyst 377-4751 Alma Hall, Secretary to the Director 377-4028 Carolyn Whorley, Research Information Clerk 377-4028 I. A. 3 Office of World Fairs and International Expositions - Rm. 1529 Linda Harbaugh, Int'l Expositions Specialist 377-4601 Margie Parker, Secretary 377-0530 I. A. 4 USTTA INTERNATIONAL STAFF (Tel. Nos. include international dialing codes where appropriate) Canada Toronto (416) 595-5082/Montreal (514) 861-5040/ Vancouver (604) 685-1930 William H. Tolson, Regional Director Jack H. Richardson, Deputy Director Eric Dixson, Manager, Western Canada Andree Logan, Manager, Quebec Doreen Munro, Travel Promotion Assistant Linda Presley, Travel Promotion Clerk Deborah Pritchard, Travel Promotion Assistant France 011-33-1-42.60.00.66 William M. Tappe, Regional Director Carol Rudman, Deputy Director Leonor Fry, Special Assistant Claude Dujols, Travel Information Manager Catherine de Nesle, Travel Promotion Manager Constance Domergue, Travel Information Assistant Daniel-Marie Bourret, Administration Assistant/Sec. International Congress Office 011-33-14-296-12-02, ext. 2619 Edward F. Shedlick, Director Micheline Nubiola, Travel Promotion Assistant Japan 011-81-3-212-2424 (Administrative Offices) 011-81-3-212-2421 ( Information ) Fritz Schmitz, Regional Director Sandra Gamo, Deputy Director Nagayoshi Ibara, Travel Promotion Manager Mamiko Naito, Travel Promotion Specialist Ikuko Ikeda, Travel Information Assistant Chrisato Nakamura, Administrative Assistant Keiko Shimizu, Travel Information Assistant (Temp.) Mexico 011-52-5-520-2244 Richard Blom, Regional Director Louis Santamaria, Deputy Director A. Gail Del Rosal, Travel Promotion Specialist Virginia Blanco, Travel Promotion Assistant Ofelia Jaimes, Secretary Laura Riveroll, Travel Information Consultant (Temp.) Maria Elena Brady, Travel Consultant I. A. 5 West Germany 011-49-69-29-5212 Karl Fahr, Regional Director Gert Lindenau, Deputy Director Werner Utikal, Marketing Manager Rita Hille, Travel Marketing Specialist Gisela Willensen-Siler , Travel Promotion Asst. Regina Narvaez-Bopp, Project Marketing Specialist Christine Wheaton, Administrative Assistant United Kingdom 011-44-1-437-0555 Peter Bohen, Regional Director Margaret "B" Corkery, Deputy Director Doreen Willis-Bailey, Travel Promotion Specialist Jacqueline Gibson, Travel Promotion Clerk Lesley Freshwater, Administrative Assistant Dawne Campbell, Travel Promotion Clerk Australia 011-61-2-233-4666 Thomas Quinn, Regional Director Diane Armstrong, Travel Promotion Manager June Kamis, Secretary The Netherlands 011-31-20-664-77-46 or (664-56-61) Sherman Briscoe, Regional Director Jenny Slingerland, Travel Promotion Specialist Marloes van den Berg, Tourism Coordinator Italy 011-39-2-655-6657/8/9 Carol Ross, Regional Director Robert Casarotto, Travel Industry Specialist Simonetta Busnelli, Secretary/Administrative Assistant Miami for South America 305-536-7386/7/8 Jon Arthur, Regional Director Mirta Garcia, Secretary to the Director I. A. 6 TELEPHONE INFORMATION AUSTRALIA Office Working Hours : 8:30 a.m. to 5:00 p.m. Time Difference: Add 15 hours to Eastern Standard Time USTTA/ AUSTRALIA STAFF AND PHONE NUMBER: Thomas Quinn, Regional Director 011-61-2-233-4666 Trade Inquiries 011-61-2-233-4099 Telefacsimile 011-61-2-232-7219 ADDRESS INFORMATION TELEX: AA127619 USTTA CABLE: USTTASYD Street Address United States Travel and Tourism Administration King & Castlereagh Suite 6106, MLC Centre Sydney, NSW 2000 Australia Airmail, Bulk, and Parcels *: United States Travel and Tourism Administration/Sydney American Consulate General APO San Francisco 96209-0002 ♦Weight limit: 70 lbs., total size limit: 100" Due to the potential imposition of sales tax and customs duties on travel promotion literature shipped to Australia, it is recommended that small quantities of brochures, posters, videotapes or films be sent via the APO address noted above. To date no customs duties or sales taxes have been levied on any APO shipments received by USTTA/Sydney. If the size of shipment is too large for APO mailing, it may be sent via seafreight or airfreight. Mark boxes "Printed Matter. No Commercial Value" and address as follows: Administrative Section American Consulate General, Sydney 36th Floor, Hyde Park Tower Cnr Elizabeth and Park Streets Sydney NSW 200 Australia I.B.I To avoid or minimize any duties or taxes imposed on such shipments, it is IMPERATIVE THAT YOU NOTIFY USTTA/Sydney IN ADVANCE of the Airwaybill or Bill of Lading Number, so the Consulate can be on alert to clear the shipment and deliver it to USTTA/Sydney. This method of shipping materials would be appropriate only in special cases and then only when cleared in advance with USTTA/Sydney . Parcels forwarded through international courier, international mail or other commercial channels to Australia should contain a pro forma invoice, stating a value for Customs purposes, even if the material has no commercial value. Customs in Australia gives everything i value, thus it is practical to give it a declared value, if only $2 or $3. Packages valued under A$250 are screened by Customs and, if passed, stamped for immediate release. Packages determined to be valued at A$250 or more require formal entrance through Customs with appropriate duties (up to 20%) and sales tax (up to 30%) being levied. NOTE: Australia Customs figures the value per consignment, thus a consignment of three (3) packages each valued at A$100 would have a consignment value of A$300, thus requiring formal clearance. Special Market Activity - New Zealand : Auckland Bronwyn Orr Sr. Commercial Officer Commercial Section American Consulate General FPO San Francisco 96690 Telephone 011-64-9-32-038 Telex NZ 3305 Ocean freight address. . .Commercial Section American Consulate General 4th Floor, Yorkshire General Building cnr. Shortland and O'Connell Streets Auckland, New Zealand I.B.2 Wellington Janet Coulthart Commercial Advisor American Embassy FPO San Francisco 96690 Telephone 011-64-4-72-2068 Telex NZ 3305 Freight address Commercial Section American Embassy 29 Fitzherbert Terrace Thorndon, Wellington New Zealand I.B.3 NOTES : I.B.4 TELEPHONE INFORMATION CANADA Office Working Hours: 9:00 a.m. to 5:30 p.m. Time Difference: Toronto/Montreal - Eastern time zone Vancouver - Pacific time zone USTTA/CANADA STAFF AND PHONE NUMBERS: William Tolson, Regional Director (416) 595-5082 Jack H. Richardson, Deputy Director (same as above) Travel USA, Toronto (416 ) 595-0335 Eric Dixson, Mgr. Western Canada (604) 685-1930 Andree Logan, Mgr. Quebec (514) 861-5040 Toronto Telefacsimile (416 ) 595-5419 USTTA/TORONTO ADDRESS INFORMATION Air Mail/Street Address Regional Director United States Travel and Tourism Administration Suite 602, Global Building 480 University Avenue Toronto, Ontario M5G 1V2 Air Diplomatic Pouch * United States Travel and Tourism Administration c/o American Consulate General/Toronto U. S. Department of State Washington, D. C. 20520 TARIFF 9808.00.00.00 AIR POUCH - UNCLASSIFIED Air Freight and Bulk: ** American Consulate General United States Travel and Tourism Administration Suite 602, Global Building 480 University Avenue Toronto, Ontario, M5G 1V2 CANADA TARIFF 9808.00.00.00 *Mail/Packages over 40 lbs., 24" length, and 62" length and girth combined, should be sent "SURFACE" Diplomatic Pouch using same address as "AIR" Diplomatic Pouch, except ZIP CODE changes to 20521. I.B.5 **To be used for duty free entry of tourist literature. Parcels should not be addressed to an individual and should be marked PRINTED MATTER, NO COMMERCIAL VALUE. Each carton must be accompanied by a PS Form 2966A. Maximum 35 lbs, 72" length and girth. VOYAGES USA - MONTREAL Telephone: (514) 861-5036 Local USTTA Manager: Andree Logan (514) 861-5040 Telefacsimile: (514) 281-1072 Street Address: UNITED STATES TRAVEL AND TOURISM ADMINISTRATION/ VOYAGES USA Suite 320 800 Rene Levesque Boulevard West Montreal, P.Q. H3B 1X9 Canada TARIFF 9808.00.00.00 Mailing Address: P.O. Box 5,000, Station "B" Montreal, P.Q., H3B 4B5 Bulk Shipments: ** American Consulate General United States Travel and Tourism Administration Suite 320 800 Rene Levesque Blvd. West Montreal, P.Q., H3B 1X9 CANADA TARIFF 9808.00.00.00 TRAVEL USA - VANCOUVER Telephone (604) 669-1446 Local USTTA Manager : Eric Dixson (604) 669-1930 Telefacsimile: (604 ) 685-5285 Airmail/Street Address/Bulk Shipments** : American Consulate General TRAVEL USA Suite 840 808 West Hastings Street Vancouver, B.C. V6C 2X4 Canada TARIFF 9808.00.00.00 SHIPPING INSTRUCTIONS: Using USTTA Address for all three offices, first line should be American Consulate General and last line should be our Tariff Number: 9808.00.00.00 for duty free entry of tourist literature. Parcels should not be addressed to an individual, and I.B.6 should be marked: PRINTED MATTER - NO COMMERCIAL VALUE. Parcels must conform to weight and size maximum restrictions: 35 lbs. and 72" Post Office Department Form 2966-A Customs Declaration Form must' be filled out to accompany shipment. I.B.7 230-679 - 89 - 3 : QL 3 NOTES : I.B.8 TELEPHONE INFORMATION FRANCE Office Working Hours; 9:00 a.m. to 6:00 p.m. Time Difference: Add 6 hours to Eastern Standard Time USTTA Staff and Phone Numbers: William M. Tappe, Regional Director 011-33-1-42-60-00-66 Carol L. Rudman, Deputy Director (same as above) Public Inquiries 011-33-1-42-60-57-15 Telefacsimile 011-33-1-40-15-08-74 ADDRESS INFORMATION TELEX: 650221-ATTN. USTTA Air Mail, Bulk, and Parcels *: United States Travel and Tourism Administration American Embassy APO New York 09777 * (Weight Limit: 70 lbs.; total size limit: 100") Air Freight : CJ . S. Travel and Tourism Administration American Embassy 2 Avenue Gabriel 75008 Paris, FRANCE Street Address : Regional Director United States Travel and Tourism Administration 4, Avenue Gabriel 75008 Paris, France Special Market Activity : Belgium American Embassy Belgium VISIT USA CENTER APO New York 09667-1000 Telephone 011-32-2-513-3830 Telex 846-21336 Fax Embassy (2)511-2725 Street address Visit USA Center rue Cardinal Mercier 35 1000 Brussels, Belgium Telephone center 011-32-2-511-3801 Ocean freight address Commercial Section (Bulk Shipment) American Embassy APO New York 09667 I.B.9 NOTES : I.B.10 TELEPHONE INFORMATION GERMANY OFFICE WORKING HOURS; 8:30 a.m. to 5:00 p.m. TIME DIFFERENCE : Standard Time — Add 6 Hrs. to EST Daylight Time — Add 5 Hrs. to EDT USTTA STAFF AND PHONE NUMBERS: Karl Fahr, Regional Director 011-49-69-29-5213 Gert Lindenau, Deputy Director or 29-5212/13 or 28-7999 Public Inquiries (same as above) 29-5211 Telefacsimile 011-49-69-29-41-73 ADDRESS INFORMATION TELEX: 412540 USTTA D Street, Airmail, and Air Freight: United States Travel and Tourism Administration Bethmannstrasse 56 6000 Frankfurt/Main 1, Federal Republic of Germany International Address: Fremdenverkehrsamt der USA (USTTA) 56 Bethmannstrasse 600 Frankfurt/M 1 Bulk Mail (Weight Limit: 70 lbs; total size 100") U. S. Travel and Tourism Administration American Consulate General APO New York 09213 Air Freight: U. S. Travel and Tourism Administration American Consulate General Siesmayerstrasse 21 6000 Frankfurt, Federal Republic of Germany Air Diplomatic Pouch* U.S. Travel and Tourism Administration c/o American Consulate General/Frankfurt U. S. Department of State Washington, D. C. 20520 *Mail/packages over 40 lbs., 24" length, and 62" length and girth combined should be sent "Surface" Diplomatic Pouch — same address as "AIR" Diplomatic Pouch except ZIP CODE changes to 20521. I.B.ll Special Market Activity: Austria Mr . Arthur Reichenbach Commercial Officer American Embassy Boltsmanngasse 16 A-1091 Vienna IX, Austria or, contact. Mrs. Ingeborg Doblinger Operating Hours 9:00 a.m. to 5:00 p.m. Telephone .011-43-222-31-55-11 Telex 114634 Ocean freight address ..(same as above) Switzerland Mr. Daniel Taher Commercial Attache American Embassy Jubilaeumstrasse 93 CH-3005 Bern, Switzerland or, contact Mr. Werner Wiedmer Operating Hours ....9:00 a.m. to 4:00 p.m. Telephone .011-41-31-437011 Ocean freight address (same as above) Spain Mr. Robert Kohn Commercial Officer American Embassy APO New York 09285 Telephone. .011-34-1-276-3400/3600 Ocean freight address . .Commercial Counselor American Embassy Serrano 75 Madrid, Spain I.B.12 TELEPHONE INFORMATION ITALY Office Working Hours: 8:30 to 12:30 and 1:30 to 5:30 p.m. Time Difference: Add 6 hours to Eastern Standard Time USTTA Staff and Phone Numbers: Carol Ross, Regional Director 011-39-2-655-6657/58/59 Roberto Casarotto, Travel Industry Spec (same as above) Simonetta Bushnelli, Sec/Admin. Assistant (same as above) Telefacsimile 011-39-2-659-5908 ADDRESS INFORMATION TELEX: 353103 USTTA I Air Mail, Bulk, and Parcels *: United States Travel and Tourism Administration American Consulate General c/o American Embassy, Box M APO New York 09794-0007 MWeight Limit: 70 lbs.; total size limit: 100") Air Freight : U. S. Travel and Tourism Administration American Consulate General Via Principe Amedeo, 2/10 20121 Milano, ITALY Street Address : Regional Director United States Travel and Tourism Administration American Consulate General Via Principe Amedeo, 2/10 20121 Milano, Italy Air Diplomatic Pouch* U. S. Travel and Tourism Administration c/o American Consulate General/Milan U. S. Department of State Washington, D. C. 20520 AIR POUCH - UNCLASSIFIED *It is strongly suggested that the APO address be used instead of the street address due to Italy's poor postal service. **Mail/packages over 40 lbs, 24" length, and 62" length and girth combined should be sent "SURFACE" Diplomatic Pouch — same address as "AIR" Diplomatic Pouch except ZIP CODE changes to 20521. I.B.13 NOTES : I.B.14 TELEPHONE INFORMATION INTERNATIONAL CONGRESS OFFICE Office Working Hours; 9:00 a.m. to 6:00 p.m. Time Difference: Add 6 hours to Eastern Standard Time Office Phone Numbers: 011-33-14-296-12-02, ext. 2844 or ext. 2619 .. .Director ' s Desk USTTA Staff: Edward F. Shedlick, Director Micheline Nubiola, Travel Promotion Assistant ADDRESS INFORMATION TELEX: 650-221 Air Mail : Director, International Congress Office United States Travel and Tourism Administration American Embassy, Rm B-13 2 Avenue Gabriel 75382 Paris Cedex 08 - France Street Address: Director, International Congress Office United States Travel and Tourism Administration American Embassy, Room B-13 2 Avenue Gabriel 75008 Paris, France Bulk, Parcel: (Weight limit: 70 lbs., total size: 100") United States Travel and Tourism Administration International Congress Office American Embassy/Paris B-13 APO NY 09777 Air Diplomatic Pouch* United States Travel and Tourism Administration International Congress Office c/o American Embassy/Paris U. S. Department of State Washington, D. C. 20520 AIR POUCH - UNCLASSIFIED *Mail/packages over 40 lbs, 24 "length, and 62" length and girth combined should be sent "SURFACE" Diplomatic Pouch - same address as "AIR" Diplomatic Pouch, except ZIP CODE chages to 20521. I.B.15 Air Freight; United States Travel and Tourism Administration International Congress Office American Embassy Room B-13 2 Avenue Gabriel 75008 Paris, France I.B.16 TELEPHONE INFORMATION JAPAN Office Working Hours : 9:00 a.m. to 12:00 noon 1:00 p.m. to 6:00 p.m. Information: 10:00 to 12:00 Noon; 1:00 to 5:00 p.m, Time Difference : Standard Time - Add 14 hours to EST. Daylight Time - Add 13 hours to EST. Sample of Good Times to Call Tokyo from D.C. (Standard Time) EST 7:00 - 7:30 p.m. (Mon. ) USTTA Staff and Phone Numbers: USTTA/TOKYO 9:00 - 9:30 a.m. (Tues. ) Fritz Schmitz, Regional Director 011-81-3-212-2424 Sandra Gamo , Deputy Director ( same as above ) Information Desk 011-81-3-212-2421 ADDRESS INFORMATION TELEX : J32432 USTS TYO CABLE: VISITUS TYO TELEFACSIMILE : 011-81-3-216-2508 (must identify USTTA/Tokyo and recipient) Air Mail : (Letters, Parcels* — 70 lbs, total size 100") Regional Director United States Travel and Tourism Administration American Embassy, Box 231 APO San Francisco 96503 *Parcels should be mailed PRIORITY MAIL for shipments to arrive within two weeks. Films, videos, slides/photos, giveaway items and other material which normally require Customs inspection and duty when mailed internationally SHOULD ALWAYS BE SENT TO THE ADDRESS ABOVE. Street Address: Regional Director United States Travel and Tourism Administration Kokusai Building 3-1-1, Marunouchi, Chiyoda-ku Tokyo 100, Japan I.B.17 Air Diplomatic Pouch ** United States Travel and Tourism Administration c/o American Embassy U. S. Department of State Washington, D. C. 20520 AIR POUCH - UNCLASSIFIED **Mail/packages over 40 lbs, 24" length, and 62" length and girth combined should be sent "SURFACE" Diplomatic Pouch -- same address as "AIR" Diplomatic Pouch except ZIP CODE CHANGES to 20521. Air Freight: *** United States Travel and Tourism Administration Kokusai Building 3-1-1, Marunouchi, Chiyoda-ku Tokyo 10 0, Japan ***On all air freight shipments to USTTA/Tokyo, advance notice of shipment by telex, cable or telefacsimile is requested, outlining (1) Air Waybill number, (2) mode of transport, (3) shipping agent (4) description of contents and values, (5) number of pieces shipped, and (6) expected date of arrival in Japan. Special Market Activity: USTTA/Japan maintains the services of a Marketing Contractor headquartered in Hong Kong to provide marketing and trade development support in the three East Asian countries of Hong Kong, Korea and Taiwan . As a basic rule, any request for information from or assistance by the contractor should be directed to USTTA/Japan for prior clearance and onward dissemination as deemed appropriate. It should also be noted that all services rendered by the contractor which are above and beyond the scope of contract with USTTA must be paid for in accordance with a rate schedule available upon request. CAUTION: In shipping material to the special market countries, it should be remembered that most Asian countries charge duty on inbound promotional material at a flat rate per kilo whether or not contents are described as having "no commercial value." Airport storage charges on arrival and prior to delivery, not to mention commercial warehousing, can be very expensive. Scott Delton Ltd. will not accept any consignment nor pay Customs duty/storage for literature or other promotional material shipped unsolicited by state, cities or commercial entities. When materials are being shipped in response to a USTTA request, please telex or fax ahead to USTTA/Japan advising the contents, size/weight, quantity, air or ship waybill number, expected date of arrival and mode of shipment. I.B.I! HONG KONG: USTTA East Asia Marketing Contractor ; Scott Delton Ltd. Office Working Hours ; 9:00 a.m. to 5:30 p.m. Time Difference : Standard Time: Add 13 hours to EST Daylight Time: Add 12 hours to EST. U STTA Account Staff : Rory Scott, Managing Director 011-852-5-242648 Amme Lai, Account Manager-Hong Kong (Same as above) Alwin Zeccha, Chairman 011-852-2-254666 Street Address: Telefacsimile: 011-852-2-8450148 Scott Delton Ltd. Telex: ... 76864 IVEST HX Chung Nam House, 7/F 59, Des Voeux Road, Central Hong Kong KOREA Office Working Hours: 9:00 a.m. to 5:30 p.m. Time Difference: Standard and Daylight Time: Same as Hong Kong USTTA Account Staff : Kwang S. Kim, Account Manager, Korea 011-82-1-757-8916 Street Address: Telefacsimile : 011-82-2-75 2-2 970 Scott Delton Ltd. Telex : . . .K27109 BANDOAA c/o Bando Air Agencies Ltd. Room 1510, Ankuk Insurance Bldg. 87, 1-Ka, Eulchi-Ro Choong-ku, Seoul 100, Korea TAIWAN Office Working Hours : 9:00 a.m. to 5:30 p.m. Time Difference: Standard/Daylight Time: Same as Hong Kong USTTA Account Staff: Boris Tsou, Account Manger-Taiwan 011-886-2-551-5933 Street Address: Telefacsimile: 011-886-2-56 3-97 5 5 Scott Delton Ltd. Telex: ... 11334 CHINATRAVE c/o Pacific Leisure 56, Lin Shen North Road Taipei, Taiwan I.B.19 NOTES : I.B.20 TELEPHONE INFORMATION MEXICO Office Working Hours ; 8:30 a.m. to 2:00 p.m. 3:00 p.m. to 5:30 p.m. Time Difference : Central Standard Time USTTA STAFF AND PHONE NUMBERS Richard Blom, Regional Director 011-525-520-3010 Louis Santamaria, Deputy Director 011-525-540-0548 Consumer Information 011-525-520-2244 Telefacsimile 011-525-520-1194 ADDRESS INFORMATION TELEX: 1772218 USTSME For letter mail, magazines, newspapers and jiffy bags : Regional Director USTTA Mexico City Department of State Washington, D. C. 20520 AIR POUCH - UNCLASSIFIED For parcels and packages not to exceed 40 lbs. in weight and/ or 24 inches in length, nor 60 inches total length and girth: Regional Director USTTA Mexico City Department of State Washington, D. C. 20521 UNCLASSIFIED Bulk Shipments to: American Embassy Warehouse 620 Logan Street Laredo, Texas 78040 For: American Embassy USTTA Mexico City, Mexico For Air Freight Shipments : For proper clearance, shipments must be addressed c/o Agencia General de Carga Aeropuerto Internacional Mexico, D.F. For: American Embassy USTTA Mexico City I.B.21 ADDRESS INFORMATION Personal Mail for U.S. Embassy (American Personnel) (Proper Name) American Embassy P.O. Box 3087 Laredo, Texas 78044 USTTA Street Address United States Travel and Tourism Administration Edificio Plaza Comermex - 402 Boulevard M. Avila Camacho #1 Colonia Polanco Chapultepec 11560 Mexico, D.F. I.B.22 TELEPHONE INFORMATION NETHERLANDS TIME DIFFERENCE : Standard Time — Add 6 Hrs . to EST Daylight Time — Add 5 Hrs. to EDT USTTA STAFF AND PHONE NUMBERS: Sherman Briscoe, Regional Director 011-31-20-664-77-46 Jenny Slingerland, Travel Promotion Spec... (same as above) Telefacsimile 011-31-20-664-67-81 ADDRESS INFORMATION TELEX: 044-16176 CGUSA NL Street Address: United States Travel and Tourism Administration American Consulate General Museumplein 19 1071 DJ Amsterdam, The Netherlands Airmail and Bulk Mail (Weight Limit: 70 lbs; total size 100") U. S. Travel and Tourism Administration American Consulate General - Amsterdam APO New York 09159-1002 Air Freight: U. S. Travel and Tourism Administration American Consulate General Museumplein 19 1071 DJ Amsterdam, The Netherlands Air Diplomatic Pouch* U.S. Travel and Tourism Administration c/o American Consulate General/Amsterdam U. S. Department of State Washington, D. C. 20520 *Mail/packages over 40 lbs., 24" length, and 62" length and girth combined should be sent "Surface" Diplomatic Pouch — same address as "AIR" Diplomatic Pouch except ZIP CODE changes to 20521. I.B.23 NOTES : I.B.24 TELEPHONE INFORMATION SOUTH AMERICA MIAMI Office Working Hours t 8:30 a.m. to 5:00 p.m. Time Difference : Eastern Standard Time USTTA STAFF AND PHONE NUMBERS Jon Arthur, Regional Director 305-536-7386/7/8 Mirta Garcia, Secretary to the Director 305-536-7386/7/8 Telefacsimile 305-536-7389 ADDRESS INFORMATION Street and mailing address Regional Director United States Travel and Tourism Administration 8070 N.W. 53rd Street Miami, Florida 33166 The Regional Office in Miami is responsible for administering USTTA programs throughout South America. Under the direction of Jon Arthur, Regional Director, and working with established VISIT USA Committees, Foreign Commercial Service officers stationed in U.S. posts will carry out USTTA programs. PLEASE NOTE: that all correspondence relating to the development of implementation of programs should be directed to Jon Arthur , USTTA Miami . Communication in response to direct requests from the Foreign Commercial Service Officer on site, may be answered directly with a carbon copy to Jon Arthur. Below are proper forms of address for the South American offices and the specific contacts involved in our programs. Please do not use proper names on envelopes, address only as Commercial Officer at the address shown: ARGENTINA Commercial Officer American Embassy-Buenos Aires APO Miami 34034 Contact David Yonker, Commercial Counselor Eric Sletten, Commercial Attache Carlos Gutierrez, Comm. Specialist Telephone 011-54-1-774-7611/8811/9911 Telex (033 ) 18156 (USICA AR) I.B.25 BRAZIL Rio de Janeiro Commercial Officer American Embassy-Rio de Janeiro APO Miami 34030 Contact W. Kelly Joyce, Consul for Comm. Affairs Reginaldo Alcantara, Commercial Specialist Telephone 011-55-21-292-7117 Telex (038) 21-21466 (CGEU BR) Sao Paulo Commercial Officer American Consulate-Sao Paulo APO Miami 34030 Contact Arthur D. Trezise, Consul for Comm. Affairs Eduardo Altenf elder, Comm. Spec. Telephone . .011-55-11-853-2011 Telex (038) 11-25274 (EEUA CO) COLOMBIA Commercial Officer American Embassy-Bogota APO Miami 34038 Contact Peter Noble, Commercial Attache Fabiola Turriago, Comm. Specialist Telephone 011-57-1-285-1300/1683 Telex (035 ) 44843 (AMEB CO) ECUADOR Commecial Officer American Embassy-Quito APO Miami 34039 Contact Peter B. Alois, Commercial Attache Roberto Cortez, Sr. Comm. Spec. Nadya Ordonez, Commercial Spec. Telephone 011-593-2-562-890 Telex (0308) 02-2329 (USICAQED) I.B.26 VENEZUELA Commercial Officer American Embassy-Caracas APO Miami 034037 Contact Kenneth Moorefield, Comm. Counselor Richard Newquist, Commercial Attache Anita Crombie, Commercial Specialist Telephone 011-58-2-284-7111/6111 Telex (031) 25501 (AMEMBVC) I.B.27 NOTES : I.B.28 TELEPHONE INFORMATION UNITED KINGDOM Office Working Hours ; 8:30 a.m. to 5:30 p.m. Time Difference: Add 5 hours to Eastern Standard Time USTTA Staff and Phone Numbers: Peter Bohen, Regional Director 011-44-1-437-0555 Margaret "B" Corkery, Deputy Director ..( same as above) Public Inquiries 011-44-1-439-7433 Telefacsimile 011-44-1-439-1152 ADDRESS INFORMATION TELEX: 25227 USTTA K Air Mail and Street Address: Regional Director United States Travel and Tourism Administration 22 Sackville Street London WIX 2EA United Kingdom Bulk Mail: (Weight/Size Limit: 70 lbs, 100") United States Travel and Tourism Administration American Embassy Box 24 FPO New York 09509 Air Diplomatic Pouch: * United States Travel and Tourism Administration c/o American Embassy - London U. S. Department of State Washington, D. C. 20520 AIR POUCH - UNCLASSIFIED *Mail/packages over 40 lbs, 24" length, and girth combined, should be se Pouch - same address as AIR D. Zip Code changes to 20521. ength, and 62" length ;nt SURFACE Diplomatic omatic Pouch except Special Market Activities: Sweden Mr. Bryan Kurtz (after May 1989) Commercial Section American Embassy Strandvagen 101 Stockholm, Sweden Telephone 011-468-7783 5346 Telex 12060 AMEMB S FAX 011-468-660-9181 Ocean freight address (same as above) I.B.29 Denmark Robert S. Connan Commercial Counselor American Embassy APO New York 09170 Telephone .011-45-1-42-31-44 Telex 22216 FAX .011-45-1-43-02-78 Ocean freight address Commercial Counselor American Embassy Dag Hammarskjolds Alle 24 2100 Copenhagen 0, Denmark Norway Robert Eraser Commercial Attache American Embassy APO New York 09085 Telephone. 011-47-2-44-85-50 Telex. 18470 FAX. .011-47-2-558803 Ocean freight address. ... .Commercial Attache American Embassy Drammensveien 18 Oslo 2, Norway Finland. Tapan Earner jee Commercial Counselor American Embassy APO New York 9664 Telephone. ............... .011-358-0-171931 Telex .125541 FAX. 011-358-0174-681 Ocean freight address .... .Commercial Section American Embassy Itainen Puistotie 14A Helsinki, Finland I .B.30 THE U. S. DEPARTMENT OF COMMERCE TRAVEL AND TOURISM ADVISORY BOARD The Travel and Tourism Advisory Board was established through passage of the National Tourism Policy Act. This fifteen member board, comprised of representatives of the industry, serves in an advisory capacity to the Undersecretary of Commerce for Travel and Tourism and provides advice and recommendations to the Secretary of Commerce on tourism activities under the National Tourism Policy Act. This Board serves as your official representative in policy and program decisions. The Board invites your comments and recommendations. If you have an issue you would like to have addressed by the Board, please feel free to contact a Board member, or submit your comments in writing to the Board Secretariat for inclusion as an agenda item at a Board meeting to: Karen Cardran, United States Travel and Tourism Administration, U. S. Department of Commerce, Room 1865, Washington, D. C. 20230. A list of the current Board follows for your information. I.C.I TRAVEL AND TOURISM ADVISORY BOARD Mr. Oscar J. Coffey, Jr. President National Association of Black and Minority Chambers of Commerce 654 13th Street Oakland, California 94612-1241 (415) 451-9231 Mr. David Elmore President First Family of Travel, Ltd. 2222 Kalakaua Avenue Suite 1100 Honolulu, Hawaii 96815-2583 (808) 926-9200 or 2809 Butterfield Road Suite 350 Oak Brook, Illinois 60521 (312) 571-5500 Mr. Patrick Foley Chairman DHL Corporation 333 Twin Dolphin Drive Redwood, California 94065 (415) 593-7474 x2103 Mr. James Gaffigan Vice President, Governmental Affairs American Hotel and Motel Association 1201 New York Avenue, N. W. Washington, D. C. 20005-3917 (202) 289-3100 Dr. Chuck Y. Gee Dean, School of Travel Industry Management University of Hawaii at Manoa 240 4 Maile Way Honolulu, Hawaii 96822 (808) 948-7166 I.C. 2 Mr. Francis H. Goranin Immediate Past President American Society of Travel Agents P.O. Box 23992 Washington, D. C. 20026-3992 (703) 739-2782 Mr. Stanley Hong President Hawaii Visitors Bureau 2270 Kalakaua Avenue Suite 801 Honolulu, Hawaii 96815 (808) 923-1811 Mr. Robert E. Juliano Legislative Representative Hotel Employees and Restaurant Employees International Union 1219 28th Street, N. W. Washington, D. C. 20007 (202) 393-4373 Ms. Hanna Ledford Deputy Commissioner for Tourism Georgia Department of Industry and Trade P.O. Box 1776 Atlanta, Georgia 30301 (404) 656-3553 Mr. Jonathan Linen President, Direct Marketing Group, USA American Express Company World Financial Center American Express Tower 200 Vesey Street New York, New York 10285-4030 (212) 640-4420 Mr. Gerald W. Pettit Executive Vice Chairman and CEO Quality Inns International Inc. 10750 Columbia Pike Silver Spring, Maryland 20901 (301) 236-5007 I.C. 3 Mr. Thomas G. Plaskett Chairman, President and CEO Pan Am Corporation and Pan American World Airways, Inc Pan Am Building New York, New York 10166 (212) 680-6432 Mr. Martin Shugrue President Continental Airlines P.O. Box 4607 Houston, Texas 77210 (713) 630-5005 Mr. Preston R. Tisch President and Co-CEO Loews Corporation 667 Madison Avenue New York, New York 10021-8087 (212) 545-2000 Mr. John R. Zeeman Executive Vice President United Airlines P.O. Box 66100 Chicago, Illinois 60666 (312) 952-5378 I.C. 4 XxK ^vX\ \w x ~T X X X X X y X y y, X X > X X X y y y X X X X •■- X xx^r x X ^5X*X \\>X X \ *-)> x X x^ x X y X y. X :•- X x X X y X X X y y. y X X X X X y X X y. X X X X X X X X y X X X X X% X X X x •A y y X X X X X X as G M O •H Q +J ,.-^ w 3 TJ rd Eh +J OJ rH < H > X! 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U HO o > fd CO 1-3 CD u u 1-3 fd I M CD CD S -fll into U~I co o -m oh o OJ m <* UT CD CT» CD CO CO -P "* rH r^- rH rsj *3< H ,H fN O-i rH H H cn OO H rH CN CN CN r^- 00 CS CN cs CN CD XI X) "CO Pl) S O O CD -H Eh rH rH Cr tT > > > > > > > O o O O o O ■K * * -p U < 3 3 d=> a o a O (1) CD 0) 0) CD CD * * x: Q bhkWK CO CO CO o o o o :.-s .2 !3|!3 z a a 3 Q Q Q Q Q Q * z VISIT USA COMMITTEES In each of the USTTA primary and special markets, international marketing activities are developed in coordination and cooperation with an organized VISIT USA Committee. The size and composition of the individual Committees varies, but always includes senior marketing representatives of USA travel interests resident in each country, and local national tourism interests actively involved in selling travel to the United States. II. A. 1 VISIT USA COMMITTEE - ARGENTINA Eric Sletten, Commercial Attache, U.S. Embassy Carlos Gutierrez, Commercial Specialist, U.S. Embassy Thomas Holladay, Consul General, U. S. Embassy Horacio Garcia Lemos, Commercial Manager, AEROLINEAS ARGENTINAS Pablo Kusher, VP/General Manager, AMERICAN EXPRESS/ ARGENTINA Carlos Harrington, Manager, EASTERN AIRLINES Fernando Pellegrini, Sales Director, HAWAII AIRLINES/HILTON HOTELS (vacant) Manager Int'l Sales, HERTZ CORPORATION Andres Lindblom, Sales Manager, NORTHWEST AIRLINES Mario Zirolli, President, ORGANIFUR/AMTRAK (vacant) Vice President, PAN AMERICAN AIRWAYS Pablo King, Sales Director, SHERATON HOTELS Carlos Ascencio, General Manager, TRANS WORLD AIRLINES Ruben Rosell, Manager, VARIG AIRLINES Alberto Sanchez, Manager P.R., WESTERN AIRLINES II. A. 2 VISIT USA COMMITTEE - AUSTRIA Arthur Reichenbach, Chairman, USFCS Peter Jandak, AUSTRIAN AIRLINES Elisabeth Gesell, PAN AMERICAN WORLD AIRWAYS Werner Eisler, TRANS WORLD AIRLINES Ludwig Reisinger, AMERICAN EXPRESS Dennis Szeglin, OAMTC REISEBURO Karl-Heinz Vyhnanek, MERIDIAN REISE-U. TOURISTIKGESMBH Gerhard Klement, KUONI TRAVEL LTD. Erwin Gasser, TOUROPA AUSTRIA Peter Schatz, AVIS RENT-A-CAR Julius Hoschek, BUDGET RENT-A-CAR Jutta Klohe, GREYHOUND WORLD TRAVEL Christian Weber, HERTZ RENT-A-CAR Andrea Kaindl, BEST WESTERN INTERNATIONAL Harald Leissner, AUSTRIA REISESERVICE (AMTRAX) Karl A. Fahr, Director, USTTA Miklos Remety, NORTHWEST ORIENT AIRLINES Tina Rohm, DELTA AIR LINES II. A. 3 VISIT USA COMMITTEE AUSTRALIA SYDNEY Thomas Quinn, Regional Director, USTTA Sydney Geoffrey Johnstone, Market & Product Development Manager - Australia, AIR NEW ZEALAND Barry Brown, Manager Australia, AMERICAN AIRLINES David Mulley, Managing Director, ASIA PACIFIC TRAVEL MARKETING SERVICES Philip Mills, Passenger Sales Manager Australia, CONTINENTAL AIRLINES Ian Tennant, Sales Manager Australia, DELTA AIRLINES Richard Cranmer, Managing Director, DISCOVER AMERICA MARKETING Martin Lai, Sales Manager NSW, GREYHOUND Russell Butler, State Sales Manager, HERTZ Jenny Williams, Sales Secretary, HILTON INTERNATIONAL Dianna Martin, Group Reservation Controller, HILTON HOTELS CORPORATION Dallas Hannan, International Director of Sales, HOLIDAY INNS INTERNATIONAL Roxanne Joyce, Sales Manager Australia, MARRIOTT HOTELS INTERNATIONAL Kay Bergin, Manager South Pacific NORTHWEST AIRLINES Malcolm Collier, General Manager South Pacific Region, PAN AMERICAN WORLD AIRWAYS Jeremy Jones, Wholesale Travel Manager, QANTAS AIRWAYS Adam Watson, Director of Sales & Marketing Australia/New Zealand, RAMADA INTERNATIONAL Bob Lunnon, Account Director Industry Sales, SHERATON HOTELS AND INNS Heather Mcintosh, District Manager South Pacific, TRANS WORLD AIRLINES Colin Morris, Promotions Manager, UNITED AIRLINES Paul Wiseman, Sales Manager Australia, WALSHES WORLD Fiona Rose, Regional Sales Manager, Australia & New Zealand, WESTIN HOTELS AND RESORTS MELBOURNE Thomas Quinn, Regional Director, USTTA Sydney John Oxley, Sales Manager Victoria, Tasmania & South Australia, AIR NEW ZEALAND Amanda Westoby, Sales Manager, Victoria & Tasmania, CONTINENTAL AIRLINES James Hogan, Director of Sales and Marketing, HERTZ Anne Dawson, Sales Promotion Co-ordinator, Victoria, QANTAS AIRWAYS Liz Keam, Director of Sales, SHERATON HOTELS AND INNS Warren Bird, Sales Manager Victoria, TRANS WORLD AIRLINES Michael MacAleavey, Sales Manager Victoria & Tasmania, UNITED AIRLINES II. A. 4 BRI SBANE Thomas Quinn, Regional Director, USTTA Sydney Brian Wishart, Head of Retail Commercial/Group Sales, AIR NEW ZEALAND Phil McAlpine, Sales Manager Queensland & Papua New Guinea, CONTINENTAL AIRLINES Max Ellerman, Field Sales Manager, QANTAS AIRWAYS Abe Gonzales, Sales Manager Queensland & Papua New Guinea, UNITED AIRLINES II. A. 5 VISIT USA COMMITTEES - BELGIUM Because of the large number of members and uniqueness of the Belgian VISIT USA Committee and VISIT USA Tourism Center, this Committee is not listed in the usual manner. James W. Winkleman, Commercial Counselor, American Embassy Joyce Lawrence, Director, VISIT USA Center ACOTRA AMERICAN EXPRESS BBL TRAVEL AGENCY CORNELL TRAVEL DISCOVER AMERICA MARKETING EXPRESS TOURS GO USA - YES HOTELPLAN ICTAM JETO REIZEN KONA VOYAGES NORTH AMERICA REPRESENTATIVE OMNIUM TOURS SUNTREK TAUCK TOURS TRANSAIR INTERNATIONAL TRANSAMERICA TRANSCRUISE UNIVERSAL STUDIOS WAGON LITS TOURS WASTEELS WIRTZ TRAVEL AGENCY BEST WESTERN INTERNATIONAL DUNFEY HOTELS/OMNI INTL. GRAND CANYON LODGES HILTON HOLIDAY INNS INTERNATIONAL HYATT HOTELS INTERCONTINENTAL KYOTO HOTELS MYOKO HOTEL QUALITY INNS/CREST HOTELS RAMADA HOTELS SHERATON INTERNATIONAL SUEZ OCEAN FRONT RESORT TRAVELODGE-VISCOUNT ALAMO RENT A CAR AVIS EUROPCAR-NATIONAL GREYHOUND INTERNATIONAL HERTZ TRAILWAYS THE Y'S WAY AMERICAN AIRLINES BRITISH AIRWAYS BRITISH CALEDONIAN AIRWAYS DELTA AIRLINES EASTERN AIRLINES GRAND CANYON HELICOPTERS ICELANDAIR KLM NATIONAL EXEC AIRLINES NORTHWEST AIRLINES PAN AMERICAN AIRWAYS PIEDMONT AIRLINES SABENA TOWER AIR TWA UNITED AIRLINES USAIR STATE OF ALASKA STATE OF ARIZONA STATE OF FLORIDA STATE OF GEORGIA STATE OF HAWAII STATE OF ILLINOIS STATE OF KANSAS STATE OF LOUISIANA STATE OF MICHIGAN STATE OF MISSOURI STATE OF NEVADA STATE OF SOUTH CAROLINA STATE OF WISCONSIN CITY OF DETROIT CITY OF LOS ANGELES CITY OF SAN DIEGO LEE ISLAND COAST NEW ENGLAND USA PALM BEACH COUNTY PINELLAS SUN COAST II. A. 6 VISIT USA COMMITTEE - BRAZIL Rio de Janeiro W. Kelly Joyce, Commercial Attache, U.S. CONSULATE Augusto de M. Diniz, Jr., Executive V.P., AMCHAM Luis A. Q. Mattoso, Manager Travel, AMCHAM Ms. Bydaleks, Manager, APPLE TRAVEL James Phillips, President, AVI PAM TRAVEL Antonio Carlos Basto, Director, BANCOR Alvaro Feio, Vice President, BEL/AVI VIAGENS Cori Reis, Director, CANAA/DISCOVER AMERICA MARKETING Lee Virgilio, Regional Marketing Director, PAN AM Americo Matos, Sales Manager, PAN AM Maria Abreu, Commercial Manager, STELLA BARROS TURISMO Cezar Harouche, Promotion Manager, TRAVEL SERVICE BRAZIL J. F. Paladino, Commercial Superintendent, VARIG AIRLINES Alfonso Arenales, Consul General, U.S. CONSULATE Kenneth Sackett, Consul, U.S. CONSULATE Luis Espada-Platet, Consul, U.S. CONSULATE Joseph Marek, Press Officer, U.S. CONSULATE E. A. Riedinger, Office of Educ. Advisor , U.S. CONSULATE Reginaldo Alcantara, Commercial Specialist, U.S. CONSULATE Sao Paulo Arthur Trezise, Commercial Attache, U. S. Consulate Modesto Mastrorosa, President, ABAV Ercole Carpentieri, Jr., Executive V.P., AMCHAM Pedro de Morais, Director General, BUDGET RENT A CAR Jose Grossman, Director General, HILTON HOTELS CORPORATION Francesco Colombo, Marketing Sales Manager, HOLIDAY INN/CROWN PLAZA Sergio Guarnais, Int'l Manager, HERTZ CORPORATION Cynthia Rodrigues, Sales Manager, MARRIOTT CORPORATION Erli Rodrigues, Director General, PAN AM AIRWAYS Elcan Diesendruck, Director, REDIBRA/DISNEY Antonio Aluisio, President, SET/ED. SAO Francois Dagenais, Director Int'l Sales, SHERATON HOTELS Louis Oliveira de Barros, Director, STELLA BARROS TURISMO Idivanate Antunes, Manager, TRANS BRASIL Walter Steurer, Technical Director, TRANS CENTURY Carlos Heckman, Commercial Superintendent, VARIG AIRWAYS Rubens Ciasca, Tourism Chief, VARIG AIRWAYS Acir Padilha, Assistant Int'l Affairs, VASP Stephen Dachi, Consul General, U.S. CONSULATE Joan Garner, Consul/Chief of Section, U.S. CONSULATE James Dandridge, Press Officer, U.S. CONSULATE Eduardo Altenfelder, Commercial Specialist, U.S. CONSULATE Silvio Ferraz, President, MONANK TRAVEL II. A. 7 VISIT USA COMMITEE - CANADA William Tolson, Director for Canada, USTTA Dean McKinnon, Sales Manager, AIR CANADA, TORONTO H.J. Canvin, Director, Canada, DELTA AIRLINES Carle Chadillon, Manager Sales Canada, USAIR Bob Brigden, Sales Manager, NORTHWEST AIRLINES Ron Cole, Sales Manager, AMERICAN AIRLINES Leigh Boudreau, Acting District Sales Manager, EASTERN AIRLINES-CONTINENTAL Dave Maclean, Area Sales Manager, UNITED AIRLINES Colleen DeRubeis, Director of Sales, INTER-CONTINENTAL Tim Booth, Director of Sales, HILTON HOTELS CORPORATION Geoff Little, Director of Sales Canada, WESTIN HOTELS & RESORTS Penny Dewar, National Sales Manager, RAMADA CANADA Ben Qasim, Vice President, CAA TRAVEL (TORONTO) Brian Crow, President & Chief Exec. Officer, ONTARIO MOTOR- COACH ASSOCIATION Gillian Shearer, Sales & Marketing Director, Canada, ALAMO RENT-A-CAR Kathy Shiffler, Sales Manager, THE SHERATON CENTRE, TORONTO II. A. VISIT USA COMMITTEE - COLOMBIA Peter Noble, Commercial Attache, U.S. EMBASSY Jaime Correal, Jr., General Manager, TMA/ AMERICAN EXPRESS Ma. del Pilar Quintero, Sales Manager, ALAMO RENT A CAR Jaime Raigosa, Marketing Director, AVIANCA Raul Garcia, Commercial V.P., AVIANCA Ma. Clara Quintero, Manager Advertising, AVIANCA Marcela Garcia, Sales Manager, AVIA/NATIONAL RENT A CAR Yolanda Hane, Sales Manager, AVIATUR Jean Claude Beseudo, President, AVIATUR Fernando Rodriguez, Marketing Director, AVIATUR Leonardo Pedraza, General Manager, BLANCO TRAVEL SERVICE Rodolfo Amaya, Director, EASTERN AIRLINES Guillermo Londono, Sales Manager, EASTERN AIRLINES Alfonso Castellanos, Sales Manager, GENERAL RENT A CAR Ma. Claudia Londono, Sales Manager, HERTZ CORPORATION Antonio Jose Godoy, Sales Manager, HILTON INTERNATIONAL Jose Luis Suarez, Marketing Director, HILTON INTERNATIONAL Ramon Aldegner, Director Sales-Latin America, INTER-CONTINENTAL HOTELS Martha de Monroy, Sales Manager, INTER-CONTINENTAL HOTELS Jaime Gonzalez, General Manager, INFORMA (ACOPET) Rafael Barco, General Manager, LADECO Gilma de Castellanos, Sales Manager, MARRIOTT CORPORATION Juan Arbelaez, Manager, PAN AMERICAN AIRWAYS Vicky de Martinez, Sales Manager, SONESTA HOTELS Eduardo Bacot, Marketing Manager, TIERRA MAR AIRE Martha Neyra, Sales Manager, TMR/ CONTINENTAL AIRLINES Fernando Galan, Regional Sales Manager, USAIR/HOWARD JOHNSON Jose Manuel Mejia, Deputy General Manager, WAGON-LITS TURISMO Federico Serrano, Sales Manager, WAGON-LITS TURISMO Ivan Villegas, Vice President, YOUNG & RUBICAN David Hobbs, Consul General, U.S. EMBASSY Fabiola Turriago, Commercial Specialist, U.S. EMBASSY Josie Shumake, Press Officer, U.S. EMBASSY II. A. 9 VISIT USA COMMITTEE - DENMARK Holler Frederickson, TRANS WORLD AIRLINES Robert S. Connan, Commercial Counselor, American Embassy Cherie Thomsen, American Embassy Anna Karin Bengtsson, AMERICAN AIRLINES Peter Nordahl, AMERICAN EXPRESS TRAVEL INC. Mike Hopkin, BRITISH AIRWAYS Jorgen Lundin, SCANDINAVIAN AIRLINES SYSTEM Jan Hagen, SCANDINAVIAN AIRLINES SYSTEM Paul Nordell, Managing Director, FINNAIR Nan Daniel, Manager, PAN AMERICAN WORLD AIRWAYS Edgar B. Flinck, Sales Manager, AMERICAN AIRLINES Olle Lindholm, Sales Manager, EASTERN AIRLINES Max Lewold, Manager, UNITED AIRLINES Ivan Nagelman, AVIS Knud Jesperson, Sales Manager, EUROPEAN TRAVEL INSURANCE CO, Willy Karup Rasmussen, HERTZ Kenny Katz, Director, U.S. VIRGIN ISLANDS Vic Lundsgaard, Manager, U. S. VIRGIN ISLANDS Peter A. Miller, SHERATON HOTELS WORLDWIDE Michael Holehouse, Reg. Director of Sales, WESTIN HOTELS Ernst von Staffeldt, TWA, NEW YORK HELICOPTER Britt Andersson-Woo, T.W.A. Howard Silvester, TRAVEL MARKETS INTERNATIONAL Dick Godin, GREYHOUND LINES V. Gudmundsson, ICELANDAIR John F. Williams, INTER-CONTINENTAL HOTELS Armas Hill, AMTRAK Roy Murray, BEST WESTERN INTERNATIONAL Gabrielle Kirketerp, BEST WESTERN INTERNATIONAL Ida Jones, NEW YORK CONVENTION AND VISITORS BUREAU Steven Cosslett, FLORIDA DIVISION OF TOURISM Elmar A. Wirtenberger , European Sales Mgr., DUNFEY HOTELS Niki Dawson, HILTON HOTELS CORPORATION Ingrid Tidcomb, HOLIDAY INN Liz Page, BARBIZON PLAZA AND BAHIA MAR HOTELS Bjorn Adelow, CROWN TOURS OF SWEDEN William J. Schultz, WALT DISNEY PRODUCTIONS Gudrun Johansson, WESTERN AIRLINES Cherie Thomsen, American Embassy II. A. 10 VISIT USA COMMITTEE - ECUADOR Peter B. Alois, Commercial Attache, U.S. EMBASSY Amtonio Teran, President, AMCHAM Anres Perez, National President, ASECUT Gustavo Paez, Director, EASTERN AIRLINES MINA Viteri, Manager Tours/Events, ECUATORIANA AIRLINES Bruna Sternaiolo, Marketing Director, ECUATORIANA AIRLINES Juan Fco. Lopez, Sales Manager/UIO, ECUATORIANA AIRLINES Ma. del Carmen Granizo, Sales Manager, ECUADORIAN TOURS/AM EXPRESS Cecil Teran, President, ECUADORIAN TOURS/AM EXPRESS Edgar Palma, General Manager, INTER-CONTINENTAL HOTELS Edgar Velarde, Director Manager, INTER-CONTINENTAL HOTELS Flor SanLucas, General Manager, MARRIOTT CORPORATION Rafael Ferretti, Manager, METROPOLITAN TOURING (GUAYAQ) Ruben Proano, Sales Manager, METROPOLITAN TOURING (QUITO) Jose Jardines, Director, PAN AMERICAN AIRWAYS Pamel Corey-Archer, Press Officer, U.S. EMBASSY Nadya Ordonez, Commercial Specialist, U. S. Embassy Michael McCamman, Consul, U.S. EMBASSY Roberto Cortez, Commercial Specialist, U.S. EMBASSY II. A. 11 VISIT USA COMMITTEE FRANCE William M. Tappe, Regional Director, USTTA Sylvie Lemette, USA Sales Manager, AIR FRANCE Michel Spatafora, Sales Manager France, AMERICAN AIRLINES Guy Weiner, Director, CONTINENTAL AIRLINES Rodolphe J. Nadeau, Director, DELTA AIR LINES Jean-Louis Barreau, Director, GREYHOUND Georges Ruzek, Sales Manager, HERTZ FRANCE Moyra Beaves, Sales Manager, HILTON HOTELS Andrea Ricci, Regional Sales Director, INTERCONTINENTAL HOTELS Lucia del Corral, Regional Director, NORTHWEST AIRLINES Annette Brauner, Regional Director, Sales, PAN AM Gilbert Dennemont, District Sales Manager, TWA Roland Schoenahl, Area Manager France, TRAVELODGE-THF Jenny Ruelland, Sales Manager France, UNITED AIRLINES Ian Parish, Manager Sales Promotion, UTA Jean-Louis Barroux, Sales Manager, ALOHA AND NEA Marina Dupuy, Representative, AIR NEVADA, HOWARD JOHNSON Remy Area, Representative, PSA, OMNI, VAGABOND INNS II. A. 12 VISIT USA COMMITTEE - ITALY Carol S. Ross, Chairman, Regional Director, USTTA/Italy Laura Masullo, Managing Director, AGIATA Gianni Guzzi, Account Executive, ALITALIA Franco Pina, Sales Representative, AMERICAN EXPRESS Furio Gallina, Product & Operation Manager, AMERICAN EXPRESS Bernadette Sheridan, Director Consumer Affairs, AT&T Paolo Pigni, District Sales Manager, AVIS AUTONOLEGGIO Erik B. Paulsson, North American Sales Director Europe, BEST WESTERN INTERNATIONAL LTD. Giuseppi Ferretti, President, CALEIDOSCOPIO Giorgio Cantelli, Sales Manager, CONTINENTAL/EASTERN AIRLINES Sylva Consulich, General Manager, COSTOUR Manlio Olivero, Representive for Italy, DELTA AIRLINES Roberto Antoniotti, Milan Office Manager, GASTALDI TOURS Marco Ferrari, Managing Director, HERTZ ITALIANA Paul Sturms, Sales Manager, Europe, HILTON HOTELS CORP. Mariano Papa, Sales Manager, HILTON INTERNATIONAL HOTELS Christine Porter, Sales Manager, LEADING HOTELS OF THE WORLD Giancarlo Monti, Product Manager, MERIDIANO Marcello Gravina, Director of Sales, MERIDIEN ITALIA Adriano Albertini, Representative for Italy, NORTHWEST AIRLINES Massimo Damiani, Sales Manager, OFFSHORE Sebastiano Fiore, Sales Manager N. Italy, PAN AMERICAN Giovanni Costa, Director Italian Operation, PUERTO RICO TOURISM COMPANY Dante Bertelli, Director of Marketing, SHERATON Rita de Meester, Sales Manager Italy, SOFITEL-NOVOTEL-IBIS Armando Bolognini, Managing Director, T.A.B.B. Guido Cassano, President, TECHNITRAVEL Silvio Amori, President, TRAVEL SALES INTERNATIONAL Renato Brunetti, Sales Manger N. Italy, TWA Armado Tassin, Representative for Italy, UNITED AIRLINES Alfredo Meci, Regional Director Italy, USAIR/PIEDMONT Fernando Gambino, President, VELA VIAGGI Fernanda Crema, Sales Manager Italy, VIAGGI KUONI Andriana Campi, Sales Manager, VISITANDO IL MONDO II. A. 13 VISIT USA COMMITTEE - WEST GERMANY Karl Fahr, Regional Director, US TTA/ FRANKFURT Rolf Traub, Sales Manager, ALOHA AIRLINES Kevin Hayes, Director, CONTINENTAL/EASTERN AIRLINES Horst Kraft, Tour Manager, DEUTSCHE LUFTHANSA Mona Arnold, Manager, NEW YORK HELICOPTERS H.G. Beckers, Marketing Director, PAN AMERICAN WORLD AIRWAYS Christa Dietrich, Director Sales, SCENIC AIRLINES Wolfgang V. Ehrhardt, Director, UNITED AIRLINES Alexandra Cars tens, Sales Manager, AVIS RENT-A-CAR Rudolf Hanslmaier, Marketing Manager, HERTZ RENT-A-CAR Ulrike Hess, Sales Manager, GREYHOUND LINES Ulrich von Collas, Managing Director, BEST WESTERN INTERNATIONAL Paul Sturms, Director Sales, HILTON HOTELS CORPORATION Peter Hiemstra, Director Sales, HOLIDAY INNS INTERNATIONAL Ulf Westphal, Marketing Manager, HYATT HOTELS Frank Weimar, Director Sales, MARRIOTT HOTELS & RESORTS Peter Schlosser, Sales Manager, PENTA HOTELS Eva Kirschhock, Director Sales, RAMADA HOTELGROUP Christian Hofer, Director Sales, SHERATON HOTELS Ingrid Titcomb, Director Sales, TRAVELODGE Helen Keane, Manager, PUERTO RICO S. Ehmann-Schneider , Managing Director, ALASKA AIRLINES Hans F. Regh, European Represent., STATE OF SOUTH CAROLINA Hilla Zervas, European Represent., U.S. VIRGIN ISLANDS SFO/LAX/SAN DIEGO Friedrich Oldenburg, Director, AMERICAN AIRLINES Robert L. Vincent, Manager, DELTA AIR LINES Karl Silberreis, Director Sales, LAS VEGAS AIRLINES Larry McCumber, Manager Germany, NORTHWEST AIRLINES Richard Wild, Director, USAir/PIEDMONT AIRLINES David C. Wookey, General Manager, TRANS WORLD AIRLINES Harald Alber, Manager, ALAMO RENT-A-CAR Erich Sixt, General Manager, BUDGET-RENT-A-CAR Norbert Rocker, Sales Manager, NATIONAL CAR Jens Sommer, Marketing Director, NORWEGIAN CRUISE LINE Thomas Herzog, Director Sales, DAYS INN OF AMERICA Volker Brand, Director, HILTON INTERNATIONAL (VISTA) Hugo Stinnes, European Represent., HOWARD JOHNSON Luise Hormann, Rg. Mktg . Director, INTERCONTINENTAL HOTELS Lore Giegerich, Director Sales, MERIDIEN HOTELS George Aitken, Director Sales, QUALITY INNS Pamela Viedebantt, Director Sales, REGENT HOTELS Axel Hohm, Director Sales, STEIGENBERGER RESERVATIONS Nigel Beckett, Director Sales, WESTIN HOTELS Peter Giller, Director Sales, REGISTRY RESORTS Kimberly Gray, European Represent., STATE OF FLORIDA Jamison Denny, European Represent., STATE OF UTAH II. A. 14 VISIT USA COMMITTEE - JAPAN Fritz Schmitz, Regional Director, USTTA-ASIA/NC PACIFIC Clyde McAvoy, Vice President, CONTINENTAL AIRLINES Hiroshi Onishi, Representative, AIR GRAND CANYON/YOSEMITE Ryoichi Kashiwada, General Manager-Japan, AIR NEVADA Thomas Yanagihara, Far East Reg. Mgr., ALASKA AIRLINES Kojiro Abe, Far East Rep., ALASKA DIVISION OF TOURISM Katsuya Kobayashi, Vice President, ALL NIPPON AIRWAYS Kenshin Morita, Reg. Sales Mgr., Far East, ALOHA AIRLINES Katsuya Yonemoto, Manager, Japan, AMERICAN AIRLINES Nobuharu Hasegawa, Japan Representative, AVIS Michio Zndo, General Manager, BEST WESTERN Hideo Date, Mgr. Pax Sales, Japan, CANADIAN AIRLINES INTL Makoto Sakai, Marketing Manager, DELTA AIRLINES Takashi Uchikawa, Director of Sales, EMERALD HOTELS Gerald Yingling, Managing Director, GEORGIA DEPT. OF INDUSTRY AND TRADE Kazuo Takiguchi, General Manager, GREYHOUND LINES, INC. Noboru Hashimoto, Japan Manager, GUAM VISITORS BUREAU Takayasu Izawa, Sales Mgr-Eastern Japan, HAWAIIAN AIRLINES Hiroshi Shiozawa, Reg. Mgr., Far East, HAWAII VISITORS BUREAU Takanori Hibino, Executive Advisor, HERTZ JAPAN, LTD Yoshihiro Okamoto, Asst. Vice President, HILTON HOTELS CORPORATION Tadashi Sekiya, Director of Sales, HILTON INTERNATIONAL Yoshiharu Ouchi, Reg. Director of Sales, HOLIDAY INNS, INC. Yukio Isa, Director of Sales, HYATT HOTELS Masato Nishigori, Director-Pacific/Micronesia Marketing, JAPAN AIR LINES Yoichi Arai, Tokyo Office Manager, LAS VEGAS AIRLINES Hiro Okazaki, Regional Manager-Japan, LHW/LEADING HOTELS OF THE WORLD Peter Y. Naito, Manager-Japan, MARIANAS VISITORS BUREAU Mitsunobu Okazaki, Director of Market Development-Far East, MARRIOTT CORPORATION Tetsu Awaji, NATONAL CAR RENTAL Allen Johnson, Vice President-Pacific, NORTHWEST AIRLINES William J. Cody, Director, STATE OF OREGON JAPAN REPRESENTATIVE OFFICE Joseph E. Hale, Reg. Managing Director-Pacific, PAN AMERICAN AIRWAYS Kiyoshi Nakamura, Regional Sales Manager-Japan, THE PENINSULA GROUP Keiji Imai, Far East Director, PORT AUTHORITY OF NEW YORK AND NEW JERSEY Mineo Yoshimatsu, Director-Japan, THE PORT OF PORTLAND Hisashi Imai, Regional Manager-Far East, PORT OF SEATTLE II. A. 15 Engyo Fugimura, Director of Sales, Japan and Asia, QUALITY HOTELS INTL. Akira Suzuki, Sales Manager, RAMADA INTERNATIONAL Minoru Tanaka, Regional Sales Manager-Japan, REGENT INTERNATIONAL HOTELS Kasho Furuya, Regional Manager-Asia, SCENIC AIRLINES Herbert H. Kimura, Regional Director of Sales, THE SHERATON CORPORATION Shinji Koyasu, District Sales Manager , TRANS WORLD AIRLINES Hitoshi Omotani, Director of Sales-Japan, THF-TRAVELODGE James C. Brennan, Regional Vice President-Pacific, UNITED AIRLINES Paul N. Saito, Regional Manager-Japan, USAIR Muneharu Miyazaki, Director, STATE OF UTAH Akio Hirao, Area Vice President-Sales, WESTIN HOTELS II. A. 16 VISIT USA COMMITTEE - MEXICO Richard Blom, Regional Director, USTTA/Mexico Louis Santamaria, Deputy Director, USTTA/Mexico Gail de Rosal, Sales Development, USTTA/Mexico John Perkins, Commercial Counselor, U. S. Embassy Maurice Parker, Consul, U.S. Embassy Mexico Pedro Cerisola, Commercial Director, AEROMEXICO Arturo Sobrino, Vice President, AMERICAN AIRLINES Lucia Pulido, Vice President, AMERICAN EXPRESS Alberto Gomez, Director General, AVIS RENT A CAR Luis del Rio, General Manager, CONTINENTAL AIRLINES Jorge Valencia, Vice President, DELTA AIRLINES Julio Laguna, Director, DISCOVER AMERICA MARKETING Jorge Guerrero, General Manager, GREYHOUND DE MEXICO Hugo Morandi, Sales Director, HERTZ DE MEXICO Jose Jove, Sales Director, HILTON HOTELS Adolf o Noriega, Sales Director, Int'l., HOLIDAY INN MEXICANA Jorge Sales, Marketing Director, HOUSTON CONVENTION AND VISITORS BUREAU Patricia Rodriguez, Sales Manager, HOWARD JOHNSON HOTELS Leonor Meade, Sales Director, INTER-CONTINENTAL HOTELS Goshi Masnata, Director, LEADING HOTELS OF THE WORLD II. A. 17 VISIT USA COMMITTEE - THE NETHERLANDS J. Neuteboom, AERONAUT S. Breedveld, AIR AGENCIES Eric Janssen, AMERICAN AIRLINES Henk Volkers, AMERICAN EXPRESS INTL. INC. ( Boardmember ) Y. v.d. Velde, AMERICAN ROUND UP ( Secretary/Treasurer ) Jos Beltman, AMTRAK/INCENTO Ivan Hardens, ARKE REIZEN R. Wagenaar, AVIS RENT-A-CAR G. Kuipers, BBI REISBUREAU E. Paulsson, BEST WESTERN INTERNATIONAL LTD. M. Ynteman, BUDGET RENT-A-CAR J. Todd, DAYS INN OF AMERICA P. Chryst, FLORIDA DEPT. OF COMMERCE K. Gomes, GOLDEN TULIP HOTELS L. Bernard, GO VACATIONS J. Kahan, GRAND CANYON HELICOPTERS B. de Wit, GREYHOUND INTERNATIONAL (Chairman) P. Hartlief, HERTZ AUTOMOBIELEN NED. B.V. F. Marchetti, HILTON HOTELS CORP. A. Dutschmann, HILTON INTL. HOTELS LTD. P. Hiemstra, HOLIDAY INN WORLDWIDE SALES H. v.'t Hooft, HOLLAND CRUISE CENTRE N. v.d. Stroom, HOLLAND INTERNATIONAL R. Kolthek, HOLLAND OVERSEAS TRAVEL J. Kloosterziel, HOTELPLAN INTL TRAVEL ORGANIZATION T. Posch, HOWARD JOHNSON HOTELS/DORAL HOTELS OF NEW YORK U. Westphal-Wehner, HYATT CARLTON TOWER HOTELS J. Wolterink, INTERCONTINENTAL HOTELS J. Doets, JAN DOETS BUDGET TOURS H. Laatsch, KLM NEDERLAND (Deputy Chairman) W. Toneman, MADURO TRAVEL C. Brenninkmeyer, MARRIOTT HOTEL & RESORTS H. Schiphorst, MARTINAIR HOLLAND N.V. K. Groenewold, NORTHWEST AIRLINES D. Moulijn, PAN AMERICAN WORLD AIRWAYS INC. (Boardmember) J. Kreijman, PANTA REIZEN A. den Haan, PASSEPARTOUT/MY WAY REIZEN E. Hoogendoorn, PIEDMONT/US AIR N. Downing, QUALITY INTERNATIONAL C. Schumacher, RAMADA HOTELS W. v.d. Werf, SONESTA HOTELS B. Leblanc, STATE OF LOUISIANA E. Heit, TAUCK TOURS C. Brand, TRANSALPINO INTL. TRAVEL ORGANIZATION H. Sennef, TRANS WORLD AIRLINES INC. (Boardmember) H. v. Roermund, TRAVELODGE/THF/VISCOUNT HOTELS (Boardmember) C. Francken, TRAVEL TREND F. Takes, UNITED AIRLINES II. A. 18 H. Sherman Briscoe, USTTA (Observer) A. v. Ipenburg, VCK ZEEREIZEN H. Jansen, WAGONS LITS REIZEN/SPECIAL TRAFFIC G. de Vos tot Nederveen Cappel, ZEETOURS B.V. II. A. 19 VISIT USA COMMITTEE NEW ZEALAND Bobette Orr, American Consulate, Auckland Keith Fong, AIR NEW ZEALAND Graeme Thomson, AMERICAN AIRLINES Anthony Moorcroft, AVIS Mary Shields, CONTINENTAL AIRLINES Robert Skews, HAWAIIAN AIRLINES Barry Timings, HERTZ Jackie Chiplin, SHERATON HOTELS Noelene Colmore-Williams, UNITED AIRLINES II. A. 20 VISIT USA COMMITTEE - NORWAY Steven Crowley, Interim Manager, NORTHWEST AIRLINES Berit Sjolund, Director, PAN AMERICAN WORLD AIRWAYS Jan Andersen, Marketing Mananger, SAS Per Thoresen, Manager, SONS OF NORWAY Robert Fraser, Commercial Attache, U. S. Embassy II. A. 21 VISIT USA COMMITTEE SPAIN Karen Zens, Assistant Commercial Attache, American Embassy Robert Kohn, Commercial Counselor, American Embassy Rafael D'Angelo, Sales Manager, DELTA AIRLINES Alberto Rueda, Director Sales, IBERIA Ricardo del Morral, Director Sales, TWA Ms. Ana Junco, Director, P. R. TOURISM OFFICE Jose Maria Vicente, Director, TRAVELODGE (vacant), Sales Manager, HOLIDAY INN Armando Karar, Director, SHERATON J. C. Vega de Seoano, Director, EASTERN AIRLINES Ramon Juntedez, Sales Manager, AMERICAN EXPRESS Ramon Alvarez, Director, COVENCO/AMERICAN AIRLINES Francisco de la Cruz, Sales Manager, PAN AM Lorenzo Rodriguez, Director, HERTZ Juan Manuel Garcia Serrano, Director, UNITED AIRLINES Eduardo Martinez, Representative, BEST WESTERN Maribel Rabassa, Representative, WESTERN AIRLINES Pascal Barberon, Director, AVIS Vicente Piera Blay, Director, VIAJES GIRAS Juan Morales, Director, TURAVIA Elena Lanzani, Director, VIAJES LANZANI Federico Macias, Sales Manager, AEROMEXICO Gabriel Garcia Durante, Sales Manager, EBANO INTERNATIONAL TOUR Cecile Chipchase, Sales Manager, INTERCONTINENTAL HOTELS Jose Luis Salamanca, Sales Manager, KLM Julio Gonzales Soria, Director, TIEMPO LIBRE II. A. 22 VISIT USA COMMITTEE - SWEDEN Udo Ulrich, DISCOVER AMERICA MARKETING Edgar Flinck, Sales Manager, AMERICAN AIRLINES Ulf Synning, AMERICAN EXPRESS COMPANY AB Carina Grahm AVIS BILUTHYRNING LICENSEE (Vacant), CONTINENTAL/EASTERN AIRLINES Jan Fooy, DELTA AIRLINES Bo Svanberg, FRITIDSRESOR AB Peter Hilligsoe, GLOBETROTTER TOUR PRODUCTION MOyra Beaves, HILTON HOTELS CORPORATION (London) Marianne, Nilsson, HOLIDAY INN INTERNATIONAL Goran Linder, LINDERS RESOR Michael Gresh, Manager, NORTHWEST AIRLINES Dag Willen, PAN AMERICAN AIRWAYS Maks Rozental, PIEDMONT AIRLINES Ewa Otto, SCANDINAVIAN AIRLINES SYSTEM Anette Jansson, SHERATON SALES CENTER Tommy Swansson, SWANSSON'S TRAVEL AB Erik Nilsson, TRUST HOUSE FORTE/TRAVELODGE Britt Andersson-Woo, Sales Manager, T.W.A. Mats Ekholm, TRIVSELRESOR RESEBUREAU AB Jim May, American Embassy II. A. 23 VISIT USA COMMITEE - SWITZERLAND Brian LaFerriere, AMERICAN AIRLINES Heinz Sieger, AMERICAN EXPRESS INTL. INC. B.K. Ammann, Country Sales Manager, AVIS AUTOVERMIETUNG AG Detlev K.E. Bandi, Manager Switzerland, COSULICH AG Sigi Stultz, DELTA AIRLINES Lislott Zuberbuhler, Area Manager, GREYHOUND INTL. E. Dietrich, Vice President, HANS IMHOLZ AG Walder and D. Zgraggen, HERTZ AUTOVERMIETUNG AG Ernesto Niederberger , HOTELPLAN Eduard A. Boehlen, Executive Director, KUONI TRAVEL LTD. Daniel Waechter, NORTHWEST AIRLINES Angela Coleman, PAN AMERICAN WORLD AIRWAYS INC. Dale Griffith & J. Oberholzer, PAN AMERICAN WORLD AIRWAYS John Cannizzo/R. Depil, THE PORT AUTHORITY OF NEW YORK AND NEW JERSEY Amadeo E.A. Moser, SVWO, SWISSAIR Ph. Rochat, Service Promotion, SWISSAIR Verena Gharbi , Sales Manager, TOURING CLUB SUISSE Carol Walker, Director Sales, TRANS WORLD AIRLINES Urs Frey, TRAVAC AG M. Kolb, UNITED AIRLINES Peter W. Bruderlin, USAIR W. Wicki, USA TRAVEL PLANNER Karl Fahr, Director, USTTA Catherine DeNesle, USTTA Daniel Taher, Chairman, Commercial Counselor, AM/EMBASSY BERN Werner Wiedmer, Commercial Specialist, AM/EMBASSY BERN II. A. 24 VISIT USA COMMITTEE - VENEZUELA Richard Newquist, Commercial Attache, U.S. Embassy Pablo Salcedo, Sales Manager, AMERICAN AIRLINES Michael Heggie, Executive Director, AMCHAM Eduardo Sayegh, Manager Int'l Division, AVENSA Henrique Rohl, President, BONANZA TOURS Fabian Ponce, General Manager, CONTINENTAL AIRLINES Lucy de Salkeld, General Manager, EASTERN AIRLINES AND MARRIOTT HOTELS Cristina Gonzalez, Manager, HILTON HOTELS CORPORATION Rafael Bello, Int'l Sales Manager, HERTZ CORPORATION Daniel Piske, Director, USAIR/HOWARD JOHNSON/HYATT Francisco Limada, Director Marketing, INTER-CONTINENTAL HOTELS Roberto Angulo, Director, ITAL CAMBIO Charles Sous, Sales Manager, SHERATON HOTELS CORP. Steven Torbar, President, TURISMO MASO INTERNATIONAL Francisco Vanasoste, Director, MOLINA VIAJES John De Denghy, Sales Manager, PAN AMERICAN AIRWAYS Eduardo Combellas, General Manager, TURI SOL/ AMERICAN EXPRESS Stefano Tom£, Director, TURVEN Niels Petersen, President, TURISMO ROTOTUR Richard Guski , President, VIAJES CANDES Jose Campins, Commercial Director, VIASA AIRLINES Gerry L. Fernandez, Manager/Tourism, WAGON LITS TOURISMO Don Bean, Consul General, U.S. EMBASSY Gary McElhiney, Press Attache, U.S. EMBASSY Anita Crombie, Commercial Specialist, U.S. EMBASSY Gery Farmer, Consular/Press-Cultural, U.S. EMBASSY II. A. 25 VISIT USA COMMITTEE - UNITED KINGDOM Peter Bohen, Regional Director, USTTA/UNITED KINGDOM Margaret "B" Corkery, Deputy Director, USTTA/UNITED KINGDOM David Diebold, Counselor for Commercial Affairs, US EMBASSY Edward Kreuser, Counselor for Consular Affairs, US EMBASSY Richard Ogden, Minister of Economc and Commercial Affairs, US EMBASSY Mike Gurnell, Managing Director, DAYS INNS Brian Perkins, Dir. Marketing Europe, ALAMO RENT-A-CAR Tom Withycombe, Sales Manager, AMERICAN AIRLINES George Clay, Managing Director, AMERICAN AIRPLAN Leicester Poter, Commercial Director, AMERICAN EXPRESS HOLIDAYS Rita Morris, AT&T Angela Tiley, Travle Industry Mktg., Mgr., AVIS RENT-A-CAR Eric Paulson, USA Sales Director, BEST WESTERN Sue Bowen Jones, Leisure Development Manager, BRITISH AIRWAYS John Henton, Sales Manager, Alliances, BRITISH AIRWAYS John Hepworth, Director-Marketing & Sales (UK), BUDGET RENT- A-CAR CORPORATION, INC. Ruth Rankin, Managing Director, CIRCLE LINE SIGHTSEEING Blaine F. Henry, European Representative, COLORADO TOURISM BOARD Maureen Bendall, Sales Mgr-UK & Eire, CONTINENTAL AIRLINES Simon Church, Sales Director, CUNARD HOTEL & RESORTS Vincent Jasper, Marketing Manager, DELTA AIRLINES, INC. Kenneth Katz, Director, DESTINATION MARKETING Jim Readings, Managing Director, DISCOVER AMERICAN MARKETING LTD. Colin Brodie, Director, FLORIDA DIVISION OF TOURISM Geoff Rowcliffe, Director, FLORIDA'S PINELLAS SUNCOAST David Stratton, Sales Manager, GREYHOUND LINES Ron Cook, Regional Manager, Europe, HAWAIIAN AIRLINES Valerie Arends, Manager, HAWAIIAN HOLIDAYS Fiona Gordon, Director, HAWAII VISITORS BUREAU Geoff Cheshire, Director, North American Marketing, HERTZ RENT-A-CAR Laurie Farr, Director of Sales, UK, HILTON HOTELS CORP Paul Byrne, Director of Travel and Sales, HILTON INTL Jacqui Mason, Director of Sales, HYATT HOTELS Scott Boone, Regional Director, Marketing, INTER-CONTINENTAL & FORUM HOTELS Chris Smart, Managing Director, JETSAVE HOLIDAYS E.M. Button, Managing Director, KENNEDY TRAVEL YORKSHIRE LTD. Barbara Wenger, Sales & Mkg Manager, Europe, LEADING HOTELS OF THE WORLD Dennis Johnson, Director of Sales, Marketing-Europe, MARRIOTT HOTELS John Lintern, Director of Sales/Marketing-Europe, MERIDIEN HOTELS Isaac Graves, Director, Europe, MASSPORT II. A. 26 Marshall Murdaugh, President, NEW YORK CONVENTION & VISITORS BUREAU Bill Samuels, Regional Manager, Sales Development, NORTHWEST AIRLINES John McGhee, Director Passenger Marketing, PAN AMERICAN WORLD AIRWAYS William Olivieri, PORT AUTHORITY OF NY & NJ Ron Davies, Director UK/Ireland/Nether lands, PIEDMONT AIRLINES Howard Sylvester, European Representative, PALM BEACH COUNTY Marie-Helene Rodriguez, General Manager, PUERTO RICO TOURISM CO. Jeremy Bonnett, Director UK/PRINCESS HOTELS INTERNATIONAL Michael Robinson, Managing Director, POUNDSTRETCHER Nancy Downing, Manager, Travel Industry Sales, QUALITY INTERNATIONAL Elmar A. Wirtenberger , Reg. Director of Sales, REGENT INTER- NATIONAL HOTELS Graham Booker, Sales Mgr. UK/Ireland, RAMADA HOTELS Alison Cryer, Managing Director, REPRESENTATION PLUS (UK) LTD. Angus MacLachlan, Director of Sales UK, SHERATON HOTELS AND INNS John Bentley, Manager, Passenger Sales, TRANS WORLD AIRLINES John Twine, President, TRAVEL MARKETS INTERNATIONAL Jennifer Todd, UK Sales Manager, THF/TRAVELODGE/VISCOUNT HOTELS Nigel Jenkins, UNI JET TRAVEL Sam Harper, Sales Director UK, UNITED AIRLINES Vic Porter, Director of Sales, VIRGIN ATLANTIC AIRWAYS Tony Altobelli, Manager, European Marketing, WALT DISNEY PRODUCTIONS LTD. Valerie Le Moignan, Regional Director Sales/Europe, WESTIN HOTELS AND RESORTS Chris Fulton, Manager, WESTIN HOTELS II. A. 27 NOTES : II. A. 28 1987 actual: 1988 estimate: 1989 forecast: 1990 forecast: 1987 estimate: 1988 estimate: 1989 forecast: 1990 forecast: ARGENTINA REVIEW OF THE MARKET A. Size of the Market Arrivals: 1987 actual: 147,902 (-20 percent) 111,000 (-25 percent) 115,000 (+ 3 percent) 119,000 (+ 3 percent) Receipts: 1987 estimate: $183 million (-16 percent) $145 million (-21 percent) $157 million (+ 8 percent) $170 million (+ 8 percent) B. Market Trends Since 1976 the market from Argentina has had its ups and downs. From 1976 through 1981, there was a continuous rise to over 195,000 arrivals. The next year, it dropped 62 percent to around 74,000. From 1983 through 1985, there were some change, but arrivals stayed in the mid- to upper 80,000's. With a radical cut in the price of airline tickets by the national carrier in 1986, there was a phenomenal doubling of the Argentine market. Subsequent years saw drop due to a withdrawl of the 1986 pricing policy. Moderate growth resumed in 1989. C. Economic Outlook The Argentine economy will grow in 1990. Gross Domestic Product will increase by 3.9 percent. This is after several years of erratic GDP changes. The early and mid-1980's saw GDP recessions by as much as 6.8 percent, and growth spikes as high as 5.7 percent. Inflation will remain quite high, around 307 percent. Inflation will continue to be a problem into the 1990's. The currency situation remains bad. The Australes will weaken by 284 percent in 1990. D. Character of Current Demand (Based on 1986 In-Flight Survey) The average Argentine traveler to the United States is a male, on vacation, spending about 18 nights in the U.S., and has been here on prior visits. He earns over $38,000 a year, and is likely to be a manager or a professional person. Besides receiving most pre-trip information through a travel agent, he books through them as well. The favored destination is Florida, closely followed by New York. California is third. On average, this person spends at least $1,597 on his visit to the United States. III.A.l NOTES : III. A. 2 AUSTRALIA REVIEW OF THE MARKET A. Size of the Market Arrivals: 1987 actual: 278,196 (+14 percent) 1988 estimate: 332,000 (+19 percent) 1989 forecast: 351,000 (+ 6 percent) 1990 forecast: 368,000 (+ 5 percent) Receipts: 1987 actual: $348 million (+16 percent) 1988 estimate: $429 million (+23 percent) 1989 forecast: $474 million (+10 percent) 1990 forecast: $521 million (+10 percent) B. U.S. Market Share/Competitive Environment 1. Market Share, rank and competition o Top five (country) destinations:* Overall Long-Haul 1. N. Zealand 17% 1. United Kingdom 32% 2. U. K. 13% 2. United States 26% 3. U. S. A. 11% 3. Italy 6% 4. Indonesia 7% 4. Greece 5% 5. Hong Kong 6% 5. Germany 4% 2. Market Trends After four years of slipping market share, the United States experienced a reversal of this trend in 1986. From 1982 through 1985, market share dropped a little over 4 percentage points in the overall market. In the long- haul market, it dropped almost 9 percentage points. In 1986, the U.S. gained almost a full percentage point in the long-haul market, and about one-half a point in the overall. This increase is coincidental with the establishment of the USTTA office in Sydney. The following year, 1987, saw an even more dramatic rise in share, a two percentage point increase. Recent market research in Australia contends that the outbound market from that country will slow considerably. It may even stop growing at all in the next several years. In the near term the total outbound will even decline. This is due to a variety of social and economic factors. This includes a sluggish Australian economy in the near future and decreasing consumer spending, as well as increased spending on durable goods. The fact that travel to the U.S. continues to grow is an indication of the popularity of the U.S. and the efforts of USTTA and its industry partners.** A final note here should indicate the USTTA research * Australian Bureau of Statistics, 1987 ** The Changing Australian Traveller, Australian Federation of Travel Agents Market Research Study, 1987 III.B. 1 contradicts this finding. The Agency expects continued growth from this major market country. C. Economic Outlook The Australian economy will grow in 1990. Gross Domestic Product will increase by 2.9 percent. Inflation will remain rather high, around 5.9 percent. This is lower than the average for the past decade. Unemployment will remain moderate at 6.8 percent. In addition, wages will rise, and will outpace inflation by 1.0 percent. A problem will be the currency situation. The Australian Dollar will likely weaken against the U.S. Dollar by 3.9 percent in 1990. This would make a U.S. vacation slightly more expensive. D. Character of Current Demand (Based on 1987 In-Flight Survey) The average Australian traveler to the United States is a male, on vacation, spending about 20 nights in the U.S., and has been here on prior visits. He earns over $47,000 a year, and is likely to be a manager or a professional person. Besides receiving most pre-trip information through a travel agent, he book through them as well. The favored destination is California, followed by Hawaii, and New York. On average this person spends $1,616 on his visit to the United States. The most common leisure/recreational activities are shopping (85 percent), sightseeing (75 percent), participating in water sports (35 percent), participating in guided tours (29 percent), visiting art galleries/museums (26 percent), visiting nightclubs/dancing (22 percent). E. Market Profiles *** 1. Travel Style. Attitude, and Behavior The Australians travel on holiday to partake of those activities which cannot readily be experienced at home. They have strong preferences for exotic foods, scenery, shopping, historic places, and experiencing new cultures. In terms of long-haul destinations, the U.S. ranked number one among Australians in meeting their vacation needs. Items of less importance include, museums and art galleries, nightlife, packaged tours, and first class accommodations. Australian travelers were asked to associate particular activities with the United States. The U.S. has a clear competitive advantage when it comes to providing sunshine, an atmosphere to relax in and nightlife. In all, the Australians rate the United States as first or second in eleven out of sixteen vacation needs listed in a recent survey. In relation to other long-haul destinations, the United States ranks number one. The Australians view the U.S. as having the facilites, activities, amenities, and services to meet their needs. However, in some areas, such as historical attractions, it is not seen as the most ideal destination. *** A Study of the International Travel Market: Australia, USTTA 1986 III.B.2 2. Regional Interest The most popular destinations in the U.S. for the Australians are California, New York and Hawaii. There is also a good deal of interest in Florida. Given the new regional approach of USTTA, these states provide the focal points for the target regions. Visit U.S. West would target the group interested in California. This group is very much the same demographically as the average. The single exception is that men seem to be more prevalent in this group. Those who want to travel to Visit U.S. West are more interested than average in going to the beach, seeing scenic places, shopping, good food, experiencing nightlife, gambling, participating in water sports, taking a cruise vacation, relaxing and doing nothing at all, and meeting interesting and pleasant local people. Eastern Gateway would be the one for those interested in New York. Those Australians interested in visiting this section of the country are quite unlike the average. They are more likely to be male, under 30 years of age, and be in the highest income groups. They are significantly more likely to have been to the U.S. on previous trips. This makes sense, because most Australians enter the U.S. through our western gateways. New York is the furthest point in the U.S. from this approach. Other Australians get to New York from the other direction as part of an around the world trip, coming from Europe. This approach would definitely put them in a different class. Those who want to visit Eastern Gateway are more interested than average in museums and art galleries, scenic and historic places, shopping, good food, nightlife, and meeting pleasant and interesting people. While it is not a region, Hawaii is a very popular destination all by itself. It is a key destination for Australians. Those Australians visiting that state are much like the average long-haul traveler. The exceptions are that they prefer package trips, are more likely to be repeat visitors, and tend to be under 30 years of age. Those interested in visiting Hawaii are more interested in the beach than any other Australian traveler. The many other interests for those who would like to go to Hawaii include,, visiting scenic places, shopping, good food, nightlife, fitness activities, water sports, camping/hiking, fishing, taking a cruise, and meeting interesting and pleasant local people. Travel South would be a target for those Australians interested in Florida. Currently, Florida is receiving only 1 1 percent of Australian visitation. It has a lot of potential and many Australians have expressed an interest in visiting that state. Therefore, it is worthwhile developing the Travel South market for Australia. Those interested in the South have a profile different from the average international traveler from Australia. Potential travelers are more likely to be male, under the age of 30. They are more likely to have visited the mainland on prior trip. They also have a propensity for taking package vacations. As might be suspected this group finds th beach more important than the average traveler from Australia. There are many vacation wants and needs that this group has that set them apart from the typical long-haul traveler. They enjoy museums and art galleries, scenic and historic places, water sports, camping/hiking, touring in a camper vehicle, and meeting interesting and pleasant local people. III.B. 3 In addition, with the degree of interest shown for our western National Parks, it would be a good idea to develop the Foremost West region as a destination area for Australian tourists. This work would move to meet the future needs and interests of the Australians. These people interested in the Foremost West region are very much like the average. Of any of the groups from Australia segmented by region, they are the most interested in scenic beauty, historic places, and touring in a campler vehicle. Other activities that are more important to them than the average long-haul traveler are water sports, camping/hiking, winter sports, and meeting interesting and friendly local people. Media In order to reach these potential Australian visitors, the industry must place advertisements and supplements in the appropriate print media. The best newspapers are the Sunday Sun-Herald . Sunday Telegram , and Sydney Morning Herald . Magazines, other than the TV guide, include Woman's Weekly . New Idea .and Reader's Digest . These media are more likely to provide the best results in a campaign. III.B.4 AUSTRIA REVIEW OF THE MARKET Size of the Market Arrivals: 1987 actual: 85,225 1988 estimate: 104,000 1989 forecast: 111,000 1990 forecast: 113,000 Receipts: 1987 actual*: $121 million 1988 estimate: $152 million 1989 forecast: $169 million 1990 forecast: $181 million (+52 percent) (+22 percent) (+ 6 percent) (+ 2 percent) (+63 percent) (+26 percent) (+1 1 percent) (+ 7 percent) B. Market Trends The general trend in travel to the U.S. from Austria is a good one. There are three periods of decline or no growth in the number of arrivals. One "no growth" period was in the mid-1960's, another in the mid-1970's, and the last from 1983 though 1985, the time of the strong U.S. Dollar. Starting in 1986 large increases in arrivals occurred. This, no doubt, relates to the devaluation of the U.S. Dollar. In fact, 1986 saw arrivals surpass the old record set in 1981. Spectacular to simply good growth has been the trend every since. C. Economic Outlook The Austrian economy will grow in 1990. Real Gross National Product will increase by 2.7 percent. Inflation will remain low, around 3.0 percent. The U.S. Dollar will depreciate against the Schilling in 1990. It will take 4.8 percent fewer Schillings to buy a Dollar. The excellent relationship between the two currencies, will help make travel to the U.S. more affordable. * Based on U.S. trip expenditures from the In-Flight Survey, 1987 III.C.l 230-679 - 89 - 5 : QL 3 NOTES : III.C.2 BELGIUM REVIEW OF THE MARKET Size of the Market Arrivals: 1987 actual: 98,803 (+24 percent) 1988 estimate: 114,000 (+16 percent) 1989 forecast: 122,000 (+ 6 percent) 1990 forecast: 124,000 (+ 2 percent) Receipts: 1987 actual: $123 million (+34 percent) 1988 estimate: $147 million (+20 percent) 1989 forecast: $164 million (+1 1 percent) 1990 forecast: $176 million (+ 7 percent) B. Market Trends The general trend in travel to the U.S. from Belgium is a good one. There are only two period of declining arrivals. One was in the mid-1970's and the other from 1983 through 1984, the time of the strong U.S. Dollar. Ever since 1985 it has been coming back. In fact it broke its previous record in 1988 and has not looked back since. C. Economic Outlook [ The Belgian economy will grow in 1990. Real Gross Domestic Product will increase by 1.9 percent. Inflation will remain low, around 2.5 percent. The U.S. Dollar will depreciate slightly against the Belgian Franc in 1990. It will take 5.5 percent fewer Belgian Francs to buy a Dollar. This along with a 1.6 percent j increase in real disposable income will help make travel to the U.S. quite affordable. \ '■ : III.D.l NOTES: III.D.2 BRAZIL REVIEW OF THE MARKET A. Size of the Market Arrivals: 1987 actual: 238,073 (- 8 percent) 1988 estimate: 294,000 (+23 percent) 1989 forecast: 310,000 (+ 5 percent) 1990 forecast: 328,000 (+ 6 percent) Receipts: 1987 estimate: $292 million (- 4 percent) 1988 estimate: $372 million (+27 percent) 1989 forecast: $411 million (+10 percent) 1990 forecast: $456 million (+1 1 percent) B. Market Trends Since 1977 the market from Brazil has had its ups and downs. From 1977 through 1982, there was a continuous rise to over 234,000 visitors. Over the next two years, the market dropped by 28 percent to around 169,000 in 1984. Since that time, however, we have seen an upward trend. Between 1984 and 1987 the number of arrivals increased 70 percent. Growth and volume flattened out after 1987, with only modest increases seen for 1990. Economic Outlook The Brazilian economy will grow in 1990. Gross National Product will increase by 1.4 percent. The trend into the early 1990's, however, is for steady growth of around 4 to 6 percent. Inflation will remain quite high, around 221 percent. It will remain a problem into the 1990's, but it will not be at the excessive levels seen during most of the 1980's. Wages will rise 3.8 percent in terms of U.S. Dollars, and rise 227 percent in terms of Cruzados. This will allow Brazilians to stay ahead of inflation. However, it will take over twice as many Cruzados to buy a U.S. Dollar in 1990 then it did in 1989. D. Character of Current Demand (Based on 1987 In-Flight Survey) The average Brazilian traveler to the United States is a male, on business, spending about 26 nights in the U.S., and has been here on prior visits. He earns over $47,000 a year, and is likely to be a manager or a professional person. Besides receiving most pre-trip information through a travel agent, he books through them as well. The favored destination is Florida, closely followed by New York. California is third. On average, this person spends over $1,556 on his visit to the United States. Leisure/recreational activies of most importance are shopping (95 percent), sightseeing (54 percent), visiting art galleries/museums (30 percent), and going to concerts/plays (23 percent). III.E. 1 NOTES: III.E.2 CANADA REVIEW OF THE MARKET Size of the Market Arrivals: 1987 actual: 12,417,999 (+13 percent) 1988 estimate: 13,697,000 (+10 percent) 1989 forecast: 14,246,000 (+ 4 percent) 1990 forecast: 14,533,000 (+ 2 percent) Receipts: 1987 actual: $3,252 million (+21 percent) 1988 estimate: $3,772 million (+16 percent) 1989 forecast: $4,111 million (+ 9 percent) 1989 forecast: $4,396 million (+ 7 percent) B. U.S. Market Share/Competitive Environment 1. Market Share, rank and competition o Top five (country) destinations: Overall 1. United States 83% 2. United Kingdom 4% 3. France 2% 4. Mexico 2% 5. Germany 2% 2. Trends The Canadian market to the United States is a mature one. There have been a number of ups and downs over the last ten years, but up until 1987 arrivals had always remained between 10+ and 12+ million travelers. Starting in that year Canadian travel began a new surge in growth. It has been over ten years since the last growth spurt. The market appears to be reaching for a new high each year. It will likely plateau in the 14 15 million range, which is incredible if one considers that number of visitors approaches half the population of Canada. With this new growth there has been a leveling of of market share. This stops a declining trend that started in 1982 and ended in 1986. Another major issue concerns competition for the Canadian travelers among the various U.S. destinations. The record here is an interesting one. The states now receiving large numbers of Canadians, such as California, Florida, and New York, have, on average, held roughly steady for a number of years. Other states, while having relatively low visitations, have experienced fast growth rates in the number of travelers from Canada. These states include Maryland, North and South Carolina, West Virginia, and Wisconsin. Thus, there seems to be some movement toward "non- traditional" destinations. III.F.l C. Economic Outlook The Canadian economy will continue to grow at a good clip in 1990. Real Gross Domestic Product will increase by 2.0 percent. While inflation, at 4.2 percent, will rise somewhat, it would be consistent with the United States. The unemployment situation declines slightly in Canada. It will be at 8.6 percent in 1990 compared with 8.0 percent in 1989. Real private national income will grow more slowly. After growing 3.5 percent in 1989 it will grow 0.9 percent in 1990. The Canadian currency will strengthen slightly against the U.S. Dollar. This will help make the U.S. even more of a bargain than it currently is. D. Character of Current Demand (Based on "Canadian Travel to the U.S. - 1987") The average Canadian traveler to the United States is male (52 percent), visiting for purposes of pleasure (60 percent) and spending between 2 and 6 nights(49 percent). Very few have not been to the U.S. before. This person is most likely to come from Ontario (44 percent), and would drive (71 percent) to the United States. A hotel or motel is the most likely form of accommodation (59 percent). Spending averages $33/day/person, or $246/trip/person. Our Canadian traveler is most likely to take this pleasure trip from July through September (36 percent). E. Market Profiles 1. Travel Style. Attitude, and Behavior Because so many vacation trips to the U.S. are by automobile, the price of gasoline is very important. In this light, it is interesting to note that Canadians have a very favorable image of gasoline prices in the United States. The majority believes that gasoline is cheaper south of the border, including vacation travelers. This is the case even after exchange rates are taken into account. This positive price picture for gas does not transfer to total vacation costs. For the most part, Canadians feel a U.S. vacation costs the same or more than a vacation taken within Canada. The U.S. rates highly among Canadian vacationers on a number of features. In general, these relate to a city, or beach type of trip. Among others, the destination features at which we excel include seaside and beaches, shopping, theater and nightlife, and exciting vacations. Regional Interest The most popular destinations in the U.S. for Canadians are New York, Florida, Washington, Michigan, and Maine. When we measure visitation using person-nights, the top states are Florida, California, New York, Hawaii , and Washington. This difference between the two lists is important. The first list is concerned with volume alone. The second list is where Canadians spend the most time, and money. Given the new USTTA III.F.2 approach to selling U.S. regions, rather than specific destinations, these lists help us identify those regions. The whole eastern seaboard is important for Canadian travelers. Travelers to the U.S. are most likely to come from Ontario or Quebec, the major markets for the eastern U.S. in Canada. This makes the regions in that part of the U.S. very important. These regions are New England, Eastern Gateway, George Washington Country, and Travel South. Each region has a "primary state, or states", which can help draw people to that part of the U.S. The task at hand is to spread the visitors around to those states that are currently receiving fewer travelers. New England certainly gets a lot of traffic due to its proximity. Maine, Vermont, and Massachusetts are the big drawing cards in that part of the U.S. Visitation is somewhat stable, but at consistently high numbers. Eastern Gateways major allure comes from the Big Apple. While New York receives a lot of border traffic, many do come to enjoy the big city. Nearby New Jersey also draws a good number of Canadians. Pennsylvania leads the pack in George Washington Country. However, states such as Maryland and West Virginia show great potential. They have had a growing number of Canadian visitors over the last five to six years. Travel South is a very important region to emphasize in Canada. Not only because of the importance of Florida, but because other states receive sizable visitation from the north. In addition, North and South Carolina, Georgia, and Tennessee are among the fastest growing destinations for Canadian travelers. The far west has a great appeal for Canadians. Visit U.S. West would target the same group as was interested in California, Washington, and Nevada. In this case, British Columbia and Alberta would be the main targets within Canada. Consideration should also be given to Ontario, which supplies a number of visitors to the western United States. The Old West Trails Foundation is a region made up of Montana, Nebraska, North and South Dakota, and Wyoming. At their request USTTA is helping in their efforts to pursue their number one market, Canada. Montana and North Dakota draw the most visitors, who primarily come for pleasure. Alberta, Saskatchewan, and Manitoba are the primary source of visitors. Ontario and British Columbia are secondary sources. If enough resources are available these provinces can be targeted in addition to the big three. III.F.3 NOTES : III.F.4 1987 actual: 1988 estimate: 1989 forecast: 1990 forecast: 1987 estimate: 1988 estimate: 1989 forecast: 1990 forecast: COLOMBIA REVIEW OF THE MARKET A. Size of the Market Arrivals: 1987 actual: 148,223 (- 1 percent) 146,000 (- 2 percent) 160,000 (+ 9 percent) 176,000 (+10 percent) Receipts: 1987 estimate: $181 million (+ 3 percent) $186 million (+ 3 percent $212 million (+14 percent) $245 million (+15 percent) B. Market Trends Since 1975, the market from Columbia has had its ups and downs. From 1975 through 1982, there was a continuous rise to over 208,000 arrivals. Over the next five years the market dropped by 30 percent to around 145,000 in 1988. A marked turnaround is anticipated for 1989, and it will continue to grow into 1990. Economic Outlook The Colombian economy will grow at a good clip in 1990. Gross Domestic Product will increase by 4.4 percent. The trend into the early 1990's is for steady growth of around 4 to 5 percent. Inflation will remain high, 36.5 percent. This is low by South American standards. It will remain stable into the early 1990's. The currency situation remains bad. The Colombian Peso will weaken by 32.0 percent. This situation is somewhat more moderate than what happened in the mid-1980's, when the Peso dramatically depreciated. The degree of depreciation will stay about the same into the early 1990's. III.G.l NOTES: III.G.2 DENMARK REVIEW OF THE MARKET A. Size of the Market Arrivals: 1987 actual: 96,440 1988 estimate: 100,000 1989 forecast: 106,000 1990 forecast: 108,000 Receipts: 1987 actual*: $137 million 1988 estimate: $147 million 1989 forecast: $164 million 1990 forecast: $175 million (+41 percent) (+ 3 percent) (+ 6 percent) (+ 2 percent) (+42 percent) (+ 7 percent) (+1 1 percent) (+ 7 percent) B. Market Trends The general trend in travel to the U.S. from Denmark is a good one. There are only two periods of decline or no growth. One was in the mid-1970's and the other from 1982 through 1984, the time of the strong U.S. Dollar. Ever since 1985 it has been coming back. In fact, 1985 saw arrivals surpass the old record set in 1981. In fact, from 1985 through 1990 there has been over 95 percent growth in this market. Economic Outlook The Danish economy will grow in 1990. Real Gross Domestic Product will increase by 2.0 percent. Inflation will remain moderately low, around 5.1 percent. The U.S. Dollar will depreciate slightly against the Danish Krone in 1990. It will take 2.5 percent fewer Danish Krone to buy a Dollar. The excellent relationship between the Dollar and the Krone, along with a 2.0 percent increase in real disposable income will help make travel to the U.S. more affordable. * Based on U.S. trip expenditures from the In-Flight Survey, Foreign Visitors to the U.S., 1987 III.H.l NOTES : III.H.2 ECUADOR REVIEW OF THE MARKET Size of the Market Arrivals: 1987 actual: 62,589 (+ 7 percent) 1988 estimate: 53,000 (-15 percent) 1989 forecast: 55,000 (+ 3 percent) 1990 forecast: 55,000 (+ 1 percent) Receipts: 1987 actual: $ 76 million (+18 percent) 1988 estimate: $ 67 million (-1 1 percent) 1989 forecast: $ 73 million (+ 8 percent) 1990 forecast: $ 77 million (+ 6 percent) B. Market Trends The general trend in travel to the U.S. from Ecuador is a good one. There are only two periods of decline or no growth. One was in the early 1970's, and the other was from 1982 through 1984, the time of the strong U.S. Dollar. From 1985 through 1987, arrivals grew. Unfortunately, 1988 saw a decline in traffic from Ecuador. This decline was most likely due to a drop in the price of oil, and increases in the cost of a U.S. trip due to unfavorable exchange rates. Subsequent years witnessed a return to growth. Economic Outlook The Ecuadoran economy will grow at a good clip in 1990. Real Gross National Product will increase by 4.4 percent. Inflation will remain high, around 82 percent. However, this rate is a peak. Rates are expected to decline into the early 1990's. In addition, wages will rise by 82 percent in 1990, offsetting inflation in that year. The currency picture is not good, as the Sucre is expected to depreciate at an increasing rate through the early 1990's. The will Sucres depreciate against the U.S. Dollar in 1990. It will take 87 percent more Sucres to buy a Dollar. III.I.l NOTES : III. I. 2 FINLAND REVIEW OF THE MARKET Size of the Market Arrivals: 1987 actual: 51,746 (+24 percent) 1988 estimate: 70,000 (+36 percent) 1989 forecast: 75,000 (+ 6 percent) 1990 forecast: 76,000 (+ 2 percent) Receipts: 1987 actual*: $ 73 million (+27 percent) 1988 estimate: $ 102 million (+40 percent) 1989 forecast: $ 114 million (+1 1 percent) 1990 forecast: $ 122 million (+ 7 percent) B. Market Trends The general trend in travel to the U.S. from Finland is a moderately good one. While there has been steady growth over the long term, volumes of arrivals have been erratic from one year to the next. The early to mid-1980's saw arrivals in the low to mid-30,000's. However, in 1986 Finland broke its previous record set in 1982, and has been increasing ever since. Economic Outlook The Finish economy will grow at a good clip in 1990. Real Gross Domestic Product will increase by 2.6 percent. Inflation will remain moderately low, around 3.9 percent. The U.S. Dollar will appreciate slightly against the Finish Markka in 1990. It will take 1.3 percent more Markka to buy a Dollar. The relationship between the two currencies will still be favorable for travel to the U.S. This, along with a 1.8 percent increase in real disposable income, will help make travel to the U.S. affordable. * Based on U.S. trip expenditures from the In-Flight Survey, Foreign Visitors to the U.S., 1987 III.J.l NOTES III. J. 2 FRANCE REVIEW OF THE MARKET Size of the Market Arrivals: 1987 actual: 544,435 (+24 percent) 1988 estimate: 617,000 (+13 percent) 1989 forecast: 642,000 (+ 4 percent) 1990 forecast: 655,000 (+ 2 percent) Receipts: 1987 actual: $514 million (+29 percent) 1988 estimate: $604 million (+18 percent) 1989 forecast: $658 million (+ 9 percent) 1990 forecast: $704 million (+ 7 percent) B. U.S. Market Share/Competitive Environment 1. Market Share, rank and competition o Top five (country) destinations: (1985) Overall Long-Haul* 1. Spain 21% 1. United States 2. North Africa 14% (other countries ag- 3. Italy 13% gregated by region, 4. Portugal 11% unable to present com- 9. United States 4% petition in this area) Trends 25% 2. The U.S. market share for total outbound travel has remained between 4 and 5 percent since 1980. The year 1981 was the peak with 5.1 percent; 1985 saw an increase in market share from 3.8 to 4.1 percent. The share of the long-haul market has been a bit more volatile. Market share has been steadily dropping since 1982, when it was a high of 34 percent. It dropped several points in 1983 to 27 percent, and now stands at 25 percent of total long-haul travel. Over the course of that last 25 years the French market has seen more ups and downs than other major market countries. The overall trend, however, is quite good. Beginning in 1986 we have seen one record year after another up to 1990, when over 650,000 French are expected to come to the United States. Economic Outlook The French economy will grow in 1990. Real Gross Domestic Product will increase by 2.2 percent. Inflation will remain moderate at 3.3 percent. Even though unemployment will remain high, 11.3 percent, real disposable income will go up, 2.0 percent, improving the quality of life. The currency situation with France will Annual Statistics of France, 1986, excluding Europe and North Africa III.K.l begin to level out. There will be a weakening of the U.S. Dollar in relation to the Franc, but only on the order of 4.0 percent. D. Character of Current Demand (Based on 1987 In-Flight Survey) Travelers from France fall into three major categories based on their purpose of trip: Business, Vacation, and Visit Friends/Relatives. Because the characteristics of each of these types is very different, a profile of each will be presented below. The average French Business traveler to the United States is a male, spending an average of 13 nights in the U.S., and is more likely than any other type of traveler to have been to the U.S. before. He earns over $61,000 a year, and is likely to be a manager or an executive. Besides receiving most pre-trip information through a travel agent, he books his air through them as well. Lodging is more likley to be booked through the company travel department. The favored destination is New York, followed by Washington, D.C., and Massachusetts. On average this person spends $1,531 on his visit to the United States. The average French Vacation traveler to the United States is more likely to be a male, although almost as many are women. These vacationers spend an average of 21 nights in the U.S., and is one of the groups of travelers least likely to have been to the U.S. before. Household income is over $51,000 a year, and the major earner is likely to be in the managerial ranks or a professional. Besides receiving most pre-trip information through a travel agent, vacationers book through them as well. The favored destinations are New York, followed by California and Florida. On average an individual on holiday spends $1,347 on their visit to the United States. The leisure/recreational activities most often performed by this group are shopping (79 percent), sightseeing (79 percent), visiting art galleries/museums (42 percent), water sports (28 percent), and going to concerts/plays (26 percent). The average French traveler visiting friends/relatives in the United States is about equally split between men and women. These Frenchmen spend an average of 23 nights in the U.S., and is likely to have been to the U.S. before. Household income is almost $50,000 a year, and the major earner is likely to be in the managerial ranks or a professional. While most pre-trip information is received through a travel agent, much information is obtained from family and friends. Travel agents are the main way these travelers book a trip, but this group has one of the highest incidences of self booking. The favored destinations are New York, followed by California and Florida. On average an individual on holiday spends $1,035 on their visit to the United States. The leisure/recreational activities most often performed by this group are shopping (78 percent), sightseeing (79 percent), visiting art galleries/museums (47 percent), water sports (27 percent), and going to nightclubs/dancing(18 percent). E. Market Profiles ** 1. Travel Style, Attitude, and Behavior French travelers on holiday partake of a wide variety of activities. Of ** Pleasure Travel Markets to North America: France, 1987 III.K.2 course, they participate in the usual vacation activities, such as dining out, sightseeing in cities, and taking pictures. They are also into shopping, contacting locals, visiting the seaside, the wilderness, and other scenic areas, as well as visiting places of historic interest. Consistent with the variety of things they do, French travelers rate a variety of destination characteristics important to them. In general, one can say that items relating to having a foreign experience, people, and scenery arc the main criteria. The French look for an exotic experience that provide them with opportunities to learn. They enjoy seeing other people and other cultures. The French also like to seek out the local people and to receive a warm welcome. People are an important part of the French experience abroad. Visual stimulus is also important. They appreciate outstanding scenery in a variety of locations and circumstances, whether it be seaside, rural, wilderness or the big city. The French are a well traveled people, who pretty much split their travel equally between package and independent trips. Most French agree that money spent on travel is well spent. Although, there is a strong feeling that the money could just as easily be spent on other things. Once they get to their destination they prefer, on the whole, to stay put, but on subsequent trips try a different place. They like to make their own arrangements, which could simply include picking their own package, and make them in advance of the trip, as opposed to making them as they go along. A variety of factors motivates the French pleasure traveler. At the top of the list is being able to learn new things. This goes hand in hand with other items of importance, such as experiencing new and different lifestyles, trying new foods, and seeing as much as possible in the time available. Other important motivational factors consist of being free to act the way one feels, getting a change from a busy job, and finding thrills and excitement. The United States has a mixed image with the French long-haul pleasure traveler. On the one hand, they see the United States as strong against competing destinations in several areas of importance to them - namely the change in culture they desire in a foreign destination, an opportunity to learn new things, outstanding scenery, excellent transportation and the outdoors (national parks and forests). On the other hand, they see the United States as relatively weak in regard to having friendly people, cost of travel, and a number of comforts, especially the caliber of restaurants/cuisine offered in the U.S. Regional Interest The new USTTA approach is to promote U.S. tourism through regional groups. We highlight the following regions because they are either the most popular destination areas for French travelers and/or the region and USTTA wish to develop the area for future visitation. Visit U.S. West is the most popular region in the U.S. for French travelers. These folk are very much like the average long-haul pleasure travelers. Based on a segmentation model developed by USTTA, we can tell that most French interested in Visit U.S. West belong to three different segments of III.K. 3 the French pleasure travel market. The names given these segments are meant to be indicative of the primary interests of these people. Thus, for Visit U.S. West the segments are Sports and Entertainment . Outdoors and Subcultures , and Culture and Comfort . Those in the Sports and Entertainment segment are more likely than average to be interested in watching and participating in sports, gambling, big modern cities, nightlife, and amusement/theme parks. The Outdoors and Subcultures segment is an intriguing one. They are very outdoor oriented enjoying the wilderness areas, nature, and hiking and camping. In this environment they like to encounter different and unique cultural groups, such as Indians, Eskimos, Amish, etc. Finally, we have the Culture and Comfort segment. They delight in visiting historical places, museums and art galleries. However, they must have their comfort for they expect to have first class hotels, good transportation, and clean surroundings. Travel South is right behind the Visit U.S. West region in popularity. French residents interested in this region of the country are very similar demographically to the average long-haul pleasure traveler, except they are more likely to be retired. Travel South shares two segments with Visit U.S. West: Sports and Entertainment . Culture and Comfort . We now encounter a different group called Rural Beach . As the name implies this group is into a beach experience, but prefers out of the way, exotic places. In fact, they tend to shun big modern cities. Eastern Gateway is number three in terms of interest in visiting parts of the U.S. The people interested in this region are a bit different than the typical long-haul pleasure traveler. They are more likely to be between 35 and 44 years old, and be from Paris. This are also a greater percentage of students interested in coming. The primary segments are Sports and Entertainment . Rural Beach , and Culture and Comfort . These segments have been covered above. While not as strong an interest exists for Foremost West, as for the other two region, it is a strong fourth. Demographically the people interested in this part of the U.S. are different from the average pleasure travelers from France. Those interested in Foremost West are more likely to be between 45 and 54 years of age, married with children, college educated and make more money. Housewives are disproportionately represented in this group. Outdoors and Subcultures is the primary segment interested in this region. However, the Culture and Comfort , and Sports and Entertainment segments are also good ones to target. Other regions of the U.S. have lesser degrees of facination for the French, but all have potential for growth. America's Heartland is one such region. French interested in this region are like the average French traveler, except they are more likely to speak, read and write English. The prime product segments are Culture and Comfort . Outdoors and Subcultures , and Sports and Entertainment . The French interested in George Washington Country are also like the average traveler. However, they are less likely than average to speak English. They are more likely than is typical to come from the southern part of France. The segments showing most interest in this region of the U.S. are Culture and Comfort and Sports and Entertainment III.K.4 New England seems to attract a different kind of Frenchman. They are more typically either a student or if not that, have a university degree. They have slightly higher incomes, are more likely to speak English, and to come from Paris. They are also disproportionate female. The segment predominantly represented is called Culture and Comfort . The Great Lakes region appeals to a group very similar to the average French traveler, with the exception that they are more likely to be male. The primary segments are Sports and Entertainment and Outdoors and Subcultures . Finally, there is the Old West Trail region. Those interested in this part of the U.S. are more likley to be young, under 35, single, a college student, and of middle income. The segments most interested in the Old West Trail region are Outdoor and Subcultures and Rural Beach . 3. Media In order to reach these potential French visitors, the industry must place advertisements and supplements in the appropriate print media. The best newspapers are Le Figaro . Le Monde , and Liberation . The best Sunday newspaper is Le Figaro Magazine . The better magazines for advertisements are Paris Match . L'Express . Geo , and Ellc . III.K.5 NOTES III.K.6 1987 actual: 1988 estimate: 1989 forecast: 1990 forecast: 1987 estimate: 1988 estimate: 1989 forecast: 1990 forecast: FEDERAL REPUBLIC OF GERMANY REVIEW OF THE MARKET A. Size of the Market Arrivals: 1987 actual: 952,119 (+42 percent) 1,174,000 (+23 percent) 1,233,000 (+ 5 percent) 1,275,000 (+ 3 percent) Receipts: 1987 estimate: $1,007 million (+43 percent) $1,283 million (+27 percent) $1,418 million (+10 percent) $1,536 million (+ 8 percent) B. U.S. Market Share/Competitive Environment 1. Market Share, rank and competition (Based on 1987 expenditure data from the German Bundesbank; overall tourist counts were unavailable) o Top five (country) destinations: Overall Long-Haul* 1. Italy 17% 1. United States 36% 2. Austria 16% 2. Canada 6% 3. Spain 12% 3. Australia/NZ 3% 4. Switzerland 7% 4. Japan 3% 9. United States 5% 5. South Africa 3% 2. Trends Since 1981 the United States' share of the overallmarket has remained at a constant 3 percent until 1987 when it soared to 4.8 percent. Its share of the long-haul market had fluctuated a bit, but never gone under 30 percent. In 1987, the U.S. share reached a high of 35.9 percent. This is a result of the spectacular growth in German travel to the United States. This growth in travel here is obviously at the expense of other world destinations. The long term trend of the German market has been very good. With the exception of 1974 and the period of the strong U.S. Dollar, 1982-1985, the German market has been one of continual and substantial increase. Beginning in 1986, tremendous increases have carried the number of Germans arriving in the U.S. to new records. C. Economic Outlook After years of very slow growth, the German economy will grow at a good clip in 1990. Real Gross National Product will increase by 3.5 percent. While inflation, at 2.5 percent, will be higher than seen in recent years, it is quite low by world standards. Even though unemployment will remain high, 8.4 percent, real disposable income will go up 4.3 percent, improving the quality of life. For * Travel outside Europe and North Africa III.L.l Germany, the strengthening of their currency against the dollar will continue. The Deutch Market will strengthen by about 4.8 percent in 1990. D. Character of Current Demand (Based on 1987 In-Flight Survey) The average German traveler to the United States is a male, on vacation, spending an average of 25 nights in the U.S., and has been here on prior visits. He earns over $49,000 a year, and is likely to be a manager or a professional person. Besides receiving most pre-trip information through a travel agent, he books through them as well. The favored destination is California, followed by New York, and Florida. On average this person spends $1,101 on his visit to the United States. E. Market Profiles ** 1. Travel Style. Attitude, and Behavior German travelers on holiday partake of a wide variety of activities. Of course, they participate in the usual vacation actities, such as dining out and sampling local cuisines, sightseeing in cities, and taking pictures. They are also into shopping, visiting scenic landmarks and the seaside, as well as, swimming and other beach activities. Consistent with the variety of things they do, German travelers rate a variety of destination characteristics important to them. In general, one can say that items relating to people, climate, and comfort are the main criteria. Friendly local people of a culture different from their own is a very important criterion for them. The climate must be sunny and reliable. Personal safety, hygiene and cleanliness, and destination of a manageable size are important comfort aspects. Other items of importance include the outdoors, whether it be parks or beaches, beautiful scenery, and cost related items, such as value for the money or inexpensive travel to the destination country. Germans are confirmed travelers, who are pretty evenly split between those who travel in packages vs. those who travel independently. Most Germans agree that money spent on travel is well spent. They also like to stay put at a destination once they arrive, but enjoy going to a different place on subsequent trips. They like to make their own arrangements, and make them in advance of the trip. A variety of factors motivates the German pleasure traveler. Experiencing new and different lifestyles, in addition to being free to act the way they feel are the two most important factors. Other motivational factors of importance consist of learning new things, getting a change from a busy job, and finding thrills and excitement. The United States has a strong image in terms of most areas identified as being important to German pleasure travelers. The United States' chief ** Pleasure Markets to North America: West Germany, 1987 III.L.2 beaches, and national parks and forests. The U.S. is also seen as offering a good variety of resort areas, unique cultural groups, while providing such amenities as good shopping and public transportation. A big image problem of the U.S. is the perception that we are not seen as a safe and friendly place to visit. Regional Interest The new USTTA approach is to promote U.S. tourism through regional groups. We highlight the following regions because they are either the most popular destination areas for Germans and/or the region and USTTA together wish to develop the area for future visitation. Visit U.S. West is the most popular region in the U.S. for German travelers. These Germans are very much like the average long-haul pleasure travelers, although there seem to be a few more students among those with an interest in this part of the U.S. Based on a segmentation model developed by USTTA we can tell that most Germans interested in Visit U.S. West belong to two different segments of the long-haul German pleasure travel market. The names given these segments are meant to be indicative of the primary interests of these people. Thus, for Visit U.S. West the segments are Sports and Entertainment and Rural Beach . Those in the Sports and Entertainment segment are more likely than average to be interested in watching and particpating in sports, gambling, staying in first class hotels, and catching a lot of nightlife and entertainment. Those in the Rural Beach group, on the other hand, are more likley to enjoy good beaches, a rural seaside atmosphere, with a warm climate and a warm reception by locals. Travel South is a close rival to Visit U.S. West region. Germans interested in this region of the country are very similar demographically to the average long-haul pleasure traveler, with the exception that they are more likey to come from the Baden-Wuerttemberg region of Germany. As with those interested in the west, those interested in Travel South are most likely to be in the Sports and Entertainment and Rural Beach segments. In addition they are also likely to belong to the Big City segment. People in the Big City segment are more likely than average to be interested in amusement/theme parks, visiting museums, seeing theater and live concerts, historic and modern cities, as well as staying in resort areas. They are also more interested in certain amenities, such as personal safety, hygiene and cleanliness, and public transportation. While not as strong an interest exists for Foremost West, as for the other two region, it is a strong third. Demographically, the people interested in this part of the U.S. are a bit different from the average pleasure travelers from Germany. Those interested in Foremost West are more likley to be unemployed or be a housewife. In addition, they do not have as much education as the average traveler. They are more than likely to be a couple without children and come from the Nordrhein-Westfalen region of Germany. The segments that are strong for the two regions mentioned above are also strong for Foremost West. In addition, there is one other segment that shows a greater than average interest in this region, Outdoor Sports . The Outdoor Sports crowd is more interested in hiking and climbing, fishing, wide open spaces and mountains, camping and wildlife. This makes perfect sense knowing what this region has to offer. III.L. 3 New England and Great Lakes are two other tourism regions that wish to encourage Germans to travel within their boundaries. While current interest is rather small, both areas have identified the German market has having great potential for them. Those interested in New England are more likely to belong to the Big City , Sports and Entertainment , and Cultural and Nature segments. The first two are the same that apply to many of the regions already mentioned. Culture and Nature is a different one. People in that segment are more than likely to be interested in historical places, museums and art galleries, unique and different cultures, smaller towns and villages, as well as wilderness, wildlife and outstanding scenery. The Great Lakes region primarily appeals to the Big City and Sports and Entertainment segments. Demographically, there are some interesting difference for this group. They are more likely to be under 25 years of age, which explains why so many of them are students. Interestingly enough, the Great Lakes region appeals to the older, retired group as well. In general, they are also more typically male, make a slightly higher income than average, and live in the Baden-Wuerttemberg region of Germany. Germans interested in the Eastern Gateway region are very much like the average long-haul traveler. This region appeals the most to the Sports and Entertainment . Rural Beach , and Big City segments. The Big City and Sports and Entertainment segments have the most interest in George Washington Country. This part of the U.S. appeals to women who tend to have less education than average. Those Germans interested in the America's Heartland region tend to be men more than women. These people are most likely from the Sport and Entertainment . Rural Beach , and Big City segments. Finally there is the Old West Trail region. Germans interested in this region of the American West are more likely than average to be single men from either the Nordrhein-Westfalen region or the Hessen region. The segments expressing the most interest in this region are Outdoor Sports and Sports and Entertainment . Media In order to reach these potential German visitors, the industry must place advertisements and supplements in the appropriate print media. The best newspapers is Bild Zeitung . The best Sunday newspaper is Bild am Sonntag . Recommended magazines include Stern . Speigel , ADAC Motorwelt , and Geo . These media are likely to provide good results in a campaign. III.L.4 HONG KONG REVIEW OF THE MARKET Size of the Market Arrivals: 1987 actual: 109,739 (+ 3 percent) 1988 estimate: 125,000 (+14 percent) 1989 forecast: 128,000 (+ 3 percent) 1990 forecast: 132,000 (+ 3 percent) Receipts: 1987 actual*: $175 million (+ 8 percent) 1988 estimate: $206 million (+18 percent) 1989 forecast: $222 million (+ 7 percent) 1990 forecast: $239 million (+ 7 percent) B. 1. Market Share, rank and competition o Top five (country) destinations:* Overall Long-Haul 1. Taiwan 20% 1. United States 29% 2. Thailand 18% 2. U.K. 24% 3. Japan 11% 3. Canada 16% 4. Philippines 10% 4. Australia 14% 5. U. S. 7% 5. Germany 4% 2. Market Trends The history of travel from Hong Kong is one of almost continual increase. With the exception of 1977, and 1985 there has been an increasing number of visitors form this small, but prosperous country. The prospects for continued increase are with us, at least through 1990. C. Economic Outlook The Hong Kong economy will grow at a good clip in 1989. Real Gross Domestic Product will increase by 6.2 percent. Inflation will remain high, around 8.3 percent. Because the Hong Kong Dollar is tied to the U.S. Dollar, the exchange rate will remain the same between the two countries. D. Character of Current Demand (Based on 1987 Pleasure Market Studies) The following information concerns only the long-haul pleasure traveler from Hong Kong to the United States. The average Hong Kong Vacation traveler to the * Based on U.S. trip expenditures from the In-Flight Survey, Foreign Visitors to the U.S., 1987 * PATA Annual Statistical Report, 1987: Long-Haul excludes East and Southeast Asia III.M.l Hong Kong to the United States. The average Hong Kong Vacation traveler to the United States is equally split between men and women. These vacationers spend an average of 25 nights in the U.S.. Household income is over $29,000 a year, and the major earner is likely to be in the managerial ranks or a business owner. Sales/clerical are also an important group Most pre-trip information is received equally through a travel agent and friends/relatives. While the travel agent was used extensively by vacationers, a significant number do their own booking direct with airlines and hotels. The favored destinations are California, New York, and Hawaii. Market Profiles ** 1. Travel Style, Attitude, and Behavior Hong Kong travelers on holiday partake of a wide variety of activities. Of course, they participate in the usual vacation activities, such as dining out, visiting scenic landmarks, shopping and taking pictures. They are also into sightseeing in cities, touring the countryside, and visiting national parks/forests. Consistent with the variety of things they do, Hong Kong travelers rate a variety of destination characteristics important to them. In general, one can say that items relating to touring and sightseeing opportunities, as well as items relating to comfort and climate. Other factors include nature and the outdoors, having a "foreign experience", meeting people, and cost. The citizens of Hong Kong are not a particularly well traveled people, consequently there is a greater tendancy to take a package, than to travel independently. It is important to note that most current travelers to the U.S., contrary to the majority, travel independently. This is primarily due to the high percentage visiting friends and relatives, who help with arrangements. The Hong Kong long-haul travelers is generally well disposed toward travel. They agree that money spent on travel is well spent. Although, value for money is equally important. As stated above there is a tendancy to prefer having arrangements made in advance. On the whole they would rather go to a differenct place on each trip, and when on a trip, to move around to different destinations. A variety of factors motivates the Hong Kong pleasure traveler. At the top of the list is seeing as much as possible in the time available. Having fun is a key motivator, but safety is of equal importance. Other important benefits from travel include learning new things, being free to act the way one feels, getting a change from a busy job, trying new foods traveling to places important in history, and being physically active. The United States has a steady, but unspectacular image with the Hong Kong long-haul pleasure traveler. They have a slightly positive view of us on most features such as, resort areas, first class hotesl, scenery, casinos, ** Pleasure Travel Markets to North America: France, 1987 III.M.2 opportunities to increase knowledge, etc. This indicates that they have not visited us often enough to form a strong opinion one way or the other on many things. The two items where there is a strong opinion relate to cost, and they are both negative. They have a poor perception of the U.S. in terms of providing budget accomodation and restaurants. We all know that the U.S. docs possess these items in abundance. Thus, we are dealing with a perceptual problem, which can be corrected through a properly focused information campaign. III.M.3 NOTES: III.M.4 ITALY REVIEW OF THE MARKET Size of the Market Arrivals: 1987 actual: 318,815 1988 estimate: 353,000 1989 forecast: 375,000 1990 forecast: 383,000 Receipts: 1987 actual: $206 million 1988 estimate: $237 million 1989 forecast: $263 million 1990 forecast: $282 million (+19 percent) (+1 1 percent) (+ 6 percent) (+ 2 percent) (+22 percent) (+15 percent) (+1 1 percent) (+ 7 percent) B. U.S. Market Share/Competitive Environment 1. Market Share, rank and competition o Top five (country) destinations: Overall* Long-Haul** 1. Spain 18% 1. United States 32% 2. France 17% 2. Asia/Far East 18% 3. Yugoslavia 15% 3. Latin America 17% 4. Greece 11% 4. Sub-Sahara Afr. 14% 9. United States 4% 5. Caribbean 7% 2. Trends ! The long term trend in visitation has always been good. There were decreases in only four years out of the last 29years. The U.S. saw the last decline in 1983. C. Economic Outlook i The Italian economy will grow in 1990. Real Gross Domestic Product will increase by 2.5 percent. While inflation, at 6.1 percent, will be higher than in most EEC countries, it is consistent with the past several years. Even though unemployment will remain high, 12.6 percent, real disposable income will go up slightly, 1.8 percent, improving the quality of life. For Italy, the strengthening of their currency against the dollar will continue, but at a very slow rate, 1.6 percent. In addition, it will become much stronger in relation to other European currencies, 6.7 percent. D. Character of Current Demand (Based on 1987 In-Flight Survey) The average Italian traveler to the United States is a male, on vacation, spending around 18 nights in the U.S., and has been here on prior visits. He earns over * OECD Study on the National Tourist Markets, 1986 ** A Study of the International Travel Market: Italy, 1986 III.N.l $45,000 a year, and is likely to be a manager or a professional person. Besides receiving most pre-trip information through a travel agent, he books through them as well. The favored destination is New York, followed by California and Florida, distant second and third. On average this person spends $1,403 on his visit to the United States. Market Profiles ** 1. Travel Style. Attitude, and Behavior Italians travel on holiday to partake of those activities which cannot readily be experienced at home. This makes the sun, sand, and surf, so popular with other Europeans, of less interest to Italians. Instead, they seem to prefer the more social and cultural aspects of a vacation. They enjoy mixing with local people and getting to know the local customs and lifeways of the folks who live at their vacation destination. It is interesting that they do like to explore the culture of the local people through their history. This may have to do with the deep sense they have of their own past. While Italian travelers do look for a variety of amenities, such as good shopping and food, they do not find them as important as the activities and interests stated above. Perhaps this is due to the fact that they can be found at home, and are not expected to be found abroad. While there is some interest in outdoor activites, they do not possess the same degree of interest as the Germans. Italians do enjoy outdoor scenery, something they especially enjoy in the U.S. They express particular interest in parts of the western U.S. and National Parks like the Grand Canyon, Rocky Mountains, and Yellowstone. In relation to other long-haul destinations, the United States ranks number one. Italians view the U.S. and having the facilites, activities, amenities, and servies to meet their needs. However, in some areas, such as historical attractions, it is not seen as the most ideal destination. 2. Regional Interest The most popular destinations in the U.S. for Italians are New York, California, and Florida. Given the new regional approach of USTTA, these states provide the focal points for the target regions. Eastern Gateway would be the one for those interested in New York. Those Italians interested in visiting this section of the country are very much like the average Italian long-haul traveler as described above. The big difference in that fewer have been to the U.S. before. This makes sense, because New York would be the first place to visit in the U.S., not to mention get off the airplane. Those who want to visit Eastern Gateway are more interested than average in shopping, enjoying good food, experiencing nightlife and entertainment, and meeting pleasant and interesting people. Visit U.S. West would target the same group as was interested in California. Again, they are demographically very similar to Italian long-haul traverlers III.N.2 in general. The one exception is that they are more likely than average to have been to the U.S. before. This makes sense, since after having seen the closer East Coast they would want to venture further afield within the country. Those who want to travel to Visit U.S. West are more interested than average in going to the beach, visiting art galleries and museums, seeing scenic places, shopping, experiencing nightlife, participating in water sports, and meeting pleasant people. Travel South would be a target for those Italians interested in Florida. As with the other regions those interested in the South have a profile just like the average international traveler from Italy. Of course, travelers interested in this part of the U.S. find the beach to more important than the average. They are still more likely to be interested in museums and art galleries, shopping, nightlife and entertainment, gambling, and water sports. In addition, with the degree of interest shown for our western National Parks, it would be a good idea to develop the Foremost West region as a destination are for Italians. This work would move to meet the future needs and interests of Italians. These people interested in the Foremost West region are somewhat different than the average. They are more upscale, and between the ages of 30 and 39. They are also less likely to have taken a package on a previous trip. They are very much into seeing beautiful scenery. They are also more interested than average in seeing museums and art galleries, enjoying good food, participating in outdoor activities, such as water sports, camping, hiking, and touring in a camper. Media In order to reach these potential Italian visitors, the industry must place advertisements and supplements in the appropriate print media. The best newspapers are Corrieri Delia Sera and Repubblica . Recommended magazines include Panorama . Espresso , and Gente Viaggi . These media are more likely to provide the best results in a campaign. III.N.3 NOTES III.N.4 JAPAN REVIEW OF THE MARKET A. Size of the Market Arrivals: 1987 actual: 2,128,481 1988 estimate: 2,639,000 1989 forecast: 3,222,000 1990 forecast: 3,514,000 Receipts: 1987 actual: $2,111 million 1988 estimate: $2,744 million 1989 forecast: $3,487 million 1990 forecast: $3,974 million (+27 percent) (+24 percent) (+22 percent) (+ 9 percent) (+31 percent) (+30 percent) (+27 percent) (+14 percent) U.S. Market Share/Competitive Environment 1. Market Share, rank and competition o Top five (country) destinations: (1987) Overall Long-Haul* 1. United States 34% 1. United States 48% 2. Taiwan 12% 2. Hong Kong 11% 3. South Korea 10% 3. Singapore 5% 4. Hong Kong 8% 4. France 4% 5. Singapore 5% 5. United Kingdom 2% 2. Trends Until 1986 the market share for the United States for total outbound travel remained about 30 percent. In 1986, it jumped to 33 percent. The following year it increased one more percentage point to 34 percent. The story is the same for the long-haul market. The market share was 44 percent until 1986, when it jumped to 47 percent, and hit 48 percent in 1987. Capturing an increasing share of an expanding outbound market is a demonstration, not only, of the great interest the Japanese have in our country, but of the work done by USTTA and its partners. The story of Japanese visitation to the U.S. is one of almost continual increase. Since 1964, this steady rise faltered only three times, and then slightly. As a result, Japan is the number one overseas market. C. Economic Outlook The Japanese economy will grow in 1990. Real Gross National Product will increase by 4.2 percent. Inflation will remain low at 1.6 percent. Unemployment, by Japanese standards, will remain high, 2.9 percent, real disposable income will go up, 3.3 percent, somewhat improving the quality of life. The currency situation with Japan will begin to level out. There will be a weakening of the U.S. Dollar in * Japan National Tourist Office, excludes travel to China, South Korea, and Taiwan III. O.l relation to the Yen, but only on the order of 7.8 percent. This will continue to make a trip to the United states both attractive and affordable. D. Character of Current Demand (Based on 1987 In-Flight Survey) Travelers from Japan falls into three major categories based on their purpose of trip: Business, Vacation, and Visit Friends/Relatives. Because the characteristics of each of these types is very different, a profile of each will be presented below. The average Japanese Business traveler to the United States (36 percent) is almost exclusively male, spending an average of 16 nights in the U.S., and is the most likely of any group to have been here on prior visits. He earns over $61,000 a year, and is likely to be a manager, or an executive. Besides receiving most pre- trip information through a travel agent, he books his air through them as well. Lodging is almost as likely to be booked through the company travel department, as a travel agent. The favored destination is California, followed by New York and Illinois. The average Japanese Vacation traveler to the United States (51 percent) is almost as likely to be a female as a male. They spend an average of 10 nights in the U.S., and is the least likely of any group to have been here on prior visits. These travelers earns over $49,000 a year, and is likely to be a clerical or sales person. Not only are they more likely to get their information through a travel agent, they are quite likely to book with them as well. The favored destination is Hawaii, followed by California and New York. On average this person spends $1,388 on his visit to the United States. The most common leisure/recreational activities are shopping (93 percent), sightseeing (89 percent), going on guided tours (53 percent), participating in water sports (43 percent), and playing tennis/golf (18 percent). The average Japanese traveler visiting Friends/relatives in the United States (17 percent) is almost as likely to be a female as a male. They spend an average of 17 nights in the U.S., and is likely to have been here on prior visits. These travelers earns over $54,000 a year, and is likely to be a managerial or professional person. Not only are they more likely to get their information through a travel agent, they are quite likely to book with them as well. The favored destination is California, followed by New York and Hawaii. On average this person spends $1,633 on his visit to the United States. The most common leisure/recreational activities are shopping (92 percent), sightseeing (77 percent), going to art galleries/museums (40 percent), playing tennis/golf (24 percent), participating in water sports (23 percent) and guided tours (23 percent). E. Market Profiles ** 1. Travel Style, Attitude, and Behavior Japanese travelers on holiday partake of a wide variety of activities. Of course, they participate in the usual vacation activities, such as dining out, sightseeing in cities, and taking pictures. They are also into shopping, Pleasure Travel Markets to North America: Japan, 1987 III. 0.2 participating in beach activities, visiting amusement/theme parks, and visiting art galleries and museums. Consistent with the variety of things they do, Japanese travelers rate a variety of destination characteristics important to them. In general, one can say that items relating to scenery, cost, and comfort are the main criteria. The Japanese very much enjoy outstanding scenery and will take many sightseeing excursions to accomplish this. In terms of cost, Japanese travelers want value for their money. This does not necessarily mean a low price, but a sound price quality relationship. Many items of importance relate to the comfort of a travel experience. They include aspects of a trip relating to hygiene and cleanliness, personal safety, and public transportation. The Japanese, as a whole, are not a particularly well traveled people. This helps explain their penchant for package travel. The Japanese enjoy making their own arrangements for traveling. For the them, however, this likely means picking out a particular package on their own. However, they do use a travel agent to help them in choosing a destination. The use of packages also fits with their desire to have the arrangements set before they leave on a trip. Finally, it is interesting to note that the Japanese feel it is worth paying for the luxuries they want on a trip. This desire is greater than that found among the three European countries surveyed at the same time as Japan. A variety of factors motivates the Japanese pleasure traveler. At the top of the list is being able to learn new things. This goes hand in hand with other items of importance, such as experiencing new and different lifestyles, and seeing as much as possible in the time available. Other important motivational factors consist of getting a change from a busy job, traveling to places where they feel safe and secure, finding thrills and excitement, and trying new foods. The United States has a strong image with the Japanese long-haul pleasure traveler. The chief competitive advantages appear to be its scenery and the foreign experience it provides, as well as a variety of amenities , such as good shopping, public transportation, museums, and the availability of packages. The glaring weakness that puts the U.S. at a disadvantage against the competition is personal safety. This is not surprising if one considered the American reputation for violent crime, especially among the image conscious Japanese. Regional Interest The new USTTA approach is to promote U.S. tourism through regional groups. We highlight the following regions because they are either the most popular destination areas for Japanese travelers and/or the region and USTTA wish to develop the area for future visitation. Hawaii is the most visited state in the Union for Japanese pleasure travelers. However, it is not part of a region, and thus, must be dealt with by itself. Japanese residents interested in this region of the country are somewhat different demographically from the average long-haul pleasure traveler. They are more likely to be between the ages of 25 and 44, married III.O. 3 without children, and have less education than typically found among long- haul pleasure travelers. Based on a segmentation model developed by USTTA we can tell that most Japanese interested in Hawaii belong to three different segments of the Japanese pleasure travel market. The names given these segments are meant to be indicative of the primary interests of these people. Thus, for Hawaii the segments are Sports and Entertainment , Culture and Comfort . Rural Beach , and Developed Resort . The Sports and Entertainment group is into watching and participating in sports. They also enjoy nightlife and gambling. The Culture and Comfort segment, on the other hand, enjoys historic places, museums, national parks and forests, and first class hotels (the comfort aspect of the name). The next two segments are beach oriented. Rural Beach people, however, prefer their seaside experience away from large cities. They are very activity oriented and like to hike and climb, as well as, participate in water sports, golf and tennis. The Developed Resort segment, though, enjoy their beach experience in resort areas, near large metropolitan areas. They are not less activity oriented, but do not enjoy the nature experiences of the Rural Beach crowd. Visit U.S. West is the most popular region in the U.S. for Japanese travelers. These folk are very much like the average long-haul pleasure travelers. For Visit U.S. West the segments are Sports and Entertainment , and Culture and Comfort . Both of these are described above. The following regions are not now major areas of visitation. USTTA and their partners have designated these regions for development in the Japanese market. Travel South is the largest of these regions. Japanese residents interested in this region of the country are similar dcmographically to the average long-haul pleasure traveler, except they .are more likely to be male, better educated, and from Tokyo. Travel South shares the same two segments with Visit U.S. West: Sports and Entertainment and Culture and Comfort . Great Lakes region is follows in terms of interest in visiting parts of the U.S. The people interested in this region are a bit different than the typical long-haul pleasure traveler. They are more likely to be a college graduate, male, who is part of a couple with children. This are also a greater percentage of students interested in coming. The primary segments are Sports and Entertainment and Culture and Comfort (see above). Eastern Gateway comes next. Dcmographically the people interested in this part of the U.S. are a different from the average pleasure travelers from Japan. Those interested in Eastern Gateway are more likely to be between 55 and 64 years of age, female, housewives, less well educated, from a lower income group, as well as living in or near Osaka. Both, people who live alone and couples without children are disproportionately represented in this group. Culture and Comfort , and Sports and Entertainment segments are again the prime segments to pursue. Next, we have New England. Japanese long-haul pleasure travelers interested in New England are also quite different from the average. They tend to be young, between the ages of 18 and 34, students, college educated, female, living in or near Tokyo. As with most of the other regions, Culture III. 0.4 and Comfort , and Sports and Entertainment are the main segments. With a couple of exceptions, Japanese interested in George Washington Country are quite like the average long-haul travelers. The exceptions are that they are more likely to be college graduates and to speak English. They to come from the Culture and Comfort , and Sports and Entertainment segments for the most part. Japanese interested in the America's Heartland region are a bit different that the average. They are more likely to be male, a college graduate, and be from the Tokyo area. They predominately come from the Sports and Entertainment segment. Three Japanese market segments are interested in the Foremost West Region: Culture and Comfort . Culture and Nature , and Sports and Entertainment . In general, those Japanese travelers interested in this region are like the average long-haul traveler, except they are more likely to be retired, female, and live in the Tokyo region. Finally, there is the group interested in the Old West Trail region. It is the smallest group, and one that is very similar to the average long-haul Japnese traveler. The primary segment in the one called Culture and Nature - Media In order to reach these potential Japanese visitors, the industry must place advertisements and supplements in the appropriate print media. Newspapers are the best single print media in which to place advertisements. The best newspapers are Asahi Shimbun , Yomiuri Shimbun , Nihon Keizai Shimbun . and the Mainichi Shimbun . Magazines are not the best place for advertisements. They are not recommended, because there is no magazine, or magazines that garners a large enough share of any segments interest to make them a useful tool for reaching any target market. III. 0.5 NOTES III. 0.6 MEXICO REVIEW OF THE MARKET S ize of the Marke t Arrivals: 1987 actual: 6,705,000 1988 estimate: 7,506,000 1989 forecast: 7,806,000 1990 forecast: 8,198,000 Receipts: 1987 actual: $2,036 million 1988 estimate: $2,646 million 1989 forecast: $2,883 million 1990 forecast: $3,170 million (+18 percent) (+12 percent) (+ 4 percent) (+ 5 percent) (+ 5 percent) (+23 percent) (+ 9 percent) (+10 percent) B. U.S. Market Share/Competitive Environment 1. Market Share, rank and competition o Top five (country) destinations:* 1. United States 93% 2. Europe 4% 3. Central America 1% 4. South America 1% 5. Canada .4% 2. Market Trends j j The United States continues to account for well over 90 percent of Mexican outbound tourism (excluding border crossers). From 1980 through 1987, the U.S. had maintained an overall market share of at least 90 percent. The low point was 1981 with 90 percent; the high point was in 1983 with 94 percent. While market share remained high, the volume slipped for a number of years. From 1984 through 1986, we saw a steady drop in the number of Mexicans staying in the U.S. for one or more nights. This situation began to change in 1987. A period of fiscal austerity coupled with investment in the border region by U.S. and Japanese business acted to spur the economy enough so that people had the wherewithal to travel. Improvement in the travel situation is expected to continue. C. Economic Outlook The Mexican economy will grow in 1990. Real Gross Domestic Product will increase by 3.9 percent. Inflation will remain quite high, around 27 percent. While inflation is still a problem, it is slowly being brought under control. The projected 1990 rate is considerably down from a high of over 130 percent in 1987. Employment will rise 1.8 percent in 1990. Wages in dollars will drop 6.8% in 1990 * Sectur, 1986 III.P.l compared to 1989. The Peso will continue to weaken against the U.S. Dollar. But as with inflation, this too is part of an improving situation, when the average Peso rate is used for comparison. As recently as 1987, one saw Peso devaluation of over 120 percent. In 1990, it will depreciate 35 percent. D. Character of Current Demand (Based on 1987 In-Flight Survey) The average Mexican air traveler to the United States is a male, on vacation, spending about 20 nights in the U.S., and has been here on prior visits. He earns over $32,000 a year, and is likely to be a manager or a professional person. Besides receiving most pre-trip information through a travel agent, he books through them as well. The favored destination is Texas, followed by California. Illinois is a distant third. On average, this person spends $758 on his visit to the United States. The most common leisure/recreational activies are shopping (83 percent), sightseeing (61 percent), visiting night clubs (23 percent), visiting art galleries/museums (19 percent), and going to concerts/plays (12 percent). Market Profiles ** 1. Travel Style, Attitude, and Behavior The Mexicans travel on holiday to primarily learn about life in general and to enjoy themselves in the process. They have strong preferences for exotic foods, experiencing new cultures, meeting new people, and visiting musueums and art galleries. Other activities important to Mexicans are experiencing adventure, enjoying the sunshine, seeing historic sites, and a bit of nightlife. Among foreign destinations, the U.S. ranked number one with Mexicans in meeting their vacation needs. Items of less importance on a pleasure trip include, traveling on a guided or package tour, and just plain relaxing. Mexican travelers were asked to associate particular activities with the United States. The U.S. has a clear competitive advantage when it comes to providing a beach experience, scenic places, good food, shopping, pleasant and interesting people, and museums and art galleries. In all, the Mexicans rate the United States as first in meeting thirteen out of sixteen vacation needs listed in a recent survey. In relation to other long-haul destinations, the United States ranks number one. The Mexicans view the U.S. as having the facilites, activities, amenities, and services to meet their needs. However, in some areas, such as gambling, winter sports, fishing, water sports, golf, tennis, and fitness activities, the U.S. is not seen as the most ideal destination. Regional Interest The most popular destinations in the U.S. for the Mexicans are California and Texas. There is also a good deal of interest in Florida, New York, and A Study of the International Travel Market: Mexico, 1987 III. P. 2 New England. Given the new regional approach of USTTA, these states/area provide the focal points for the target regions. Visit U.S. West would target the same group as was interested in California. This group is very much the same demographically as the average. The one exception is that women seem to be more prevalent in this group. Those who want to travel to Visit U.S. West are more interested than average in going to the beach, seeing scenic places, shopping, enjoying good food, experiencing nightlife, gambling, taking a cruise vacation, relaxing ,and meeting interesting and pleasant local people. Texas is a key destination for Mexican travelers. Because this state is going alone in approaching the international market, we will focus on Mexican visitation here. Except for two items, travelers to Texas are demographically very similar to the whole sample of international travelers. The differences are that those going to Texas are more likely to be male and be in their late 20's. Those who want to go to Texas are more interested than average in visiting historic places, experiencing nightlife, and gambling. It is also interesting to note that those interested in Texas are less likley to be interested in going to the beach, taking a cruise, or meeting people. The Northeastern U.S. (the regions of Eastern Gateway and New England) would be the one for those interested in New York and New England. Currently, less than 7 percent of Mexican air travelers go to that part of the U.S., but it is an area worth developing for the Mexican market. Those Mexicans interested in visiting this section of the country are similar to the average, with a few exceptions. They are more likely to be under 30 years of age, and be in the highest income groups. They are significantly more likely to have been to the U.S. on previous trips, and have a preferrence for package vacations. This makes sense, because most Mexicans enter the U.S. through our southwestern gateways. New York is the furthest point in the U.S. from this approach. Thus, only the more experienced travelers, or those within the protection of a package, would head that far north. Those who want to visit the Northeast are more interested than average in visiting scenic places, experiencing nightlife, participate in water sports, take a cruise, and be into rest and relaxation while meeting interesting local people. Travel South is another developmental area. This would be a target for those Mexicans interested in Florida, and New Orleans. Currently, Florida is receiving only a little over 7 percent of Mexican visitation by air. It has a lot of potential and many Mexicans have expressed an interest in visiting that region. Therefore, it is worthwhile developing the Travel South market for Mexico. Those interested in the South have a profile somewhat different from the average international traveler from the Mexico. Potential travelers are more likely to be under the age of 30. They are more likely to have visited the U.S. on prior trips. In addition, they have a propensity for taking package vacations. As might be suspected this group finds the beach more important than the average traveler from Mexico. There are many vacation wants and needs that this group has that set them apart from the typical long-haul pleasure traveler. They enjoy visiting scenic places, eating good food, experiencing nightlife, participating in III. P. 3 personal sports, such as golf or tennis, taking cruises, in addition to resting and relaxing. 3. Media In order to reach these potential Mexican visitors, the industry must place advertisements and supplements in the appropriate print media. The best newspapers are El Excelsior and El Universal . Key magazines are Selecciones (the Mexican version of Reader's Digest), Impacto . Vanidades , and Contenido. III. P. 4 THE NETHERLANDS REVIEW OF THE MARKET Size of the Market Arrivals: 1987 actual: 201,692 (+24 percent) 1988 estimate: 242,000 (+20 percent) 1989 forecast: 254,000 (+ 5 percent) 1990 forecast: 264,000 (+ 4 percent) Receipts: 1987 actual: $205 million (+21 percent) 1988 estimate: $255 million (+24 percent) 1989 forecast: $279 million (+10 percent) 1990 forecast: $305 million (+ 9 percent) B. U.S. Market Share/Competitive Environment 1. Market Share, rank and competition o Top five (country) destinations: Overall* Long-Haul** 1. France 22% 1. United States 32% 2. Germany 15% 2. Asia/Far East 18% 3. Spain 14% 3. Latin America 17% 4. Austria 8% 4. Sub-Sahara Afr. 14% 15. USA 1% 5. Caribbean 7% 2. Market Trends ! The long term trend in visitation has always been good. The U.S. last saw decreases in the years of strongest Dollar appreciation. Since, 1986 we have seen large increases with the previous record being surpassed in 1988. I C. Economic Outlook The Dutch economy will grow in 1990. Real Gross National Product will increase by 2.5 percent. Inflation will remain at a low level, around 2.0 percent. Even though unemployment will remain high, 11.3 percent, real disposable income will go up 1.2 percent improving the quality of life. Their currency will continue to strengthen against the dollar. The Guilder will strengthen an addition 5.9 percent against the U.S. Dollar in 1990. This will be the fifth straight year of such appreciation. The U.S. will continue to be an excellent buy for travelers from The Netherlands. D. Character of Current Demand (Based on 1987 In-Flight Survey) * NIPO Continuous Holiday Survey, 1988-Summer season, April - October **A Study of the International Travel Market: The Netherlands, 1986 III.Q.l The average Dutch traveler to the United States is a male, on vacation, spending about 30 nights in the U.S., and has been here on prior visits. He earns almost $50,000 a year, and is likely to be a manager or a professional person. Besides receiving most pre-trip information through a travel agent, he books through them as well. The favored region of the United States is the Northeast, followed by the Southeast. On average this person spends $1,187 on his visit to the United States. The most common leisure/recreational activities are shopping (95 percent), sightseeing (73 percent), participating in water sports (43 percent), visiting art galleries/museums (42 percent), attending sporting events (23 percent). Market Profiles** 1. Travel Style, Attitude, and Behavior The Dutch travel on holiday to partake of those activities which cannot readily be experienced at home. Like other travelers from northern climes, they prefer and seek out the sun destinations. The Dutch prefer to arrange their own trips, and enjoy discovering new cultures and new ways of living. History and the material remnants of the past are of less importance to them. Food, however, rates quite highly as an important part of a vacation experience. Relatively speaking other holiday amenities, such as shopping and nightlife do not rank as highly in imporance. Dutch travelers were asked to associate particular activities with the United States. Items such as touring in a camper vehicle, shopping, gambling, and meeting with pleasant and interesting people most often came to mind. In all, the Dutch rate the United States as the best place to engage in seven out of sixteen vacation needs listed in a recent survey. In relation to other long-haul destinations, the United States ranks number one. The Dutch view the U.S. and having the facilites, activities, amenities, and services to meet their needs. However, in some areas, such as historical attractions, it is not seen as the most ideal destination. Regional Interest The most popular destinations in the U.S. for the Dutch pleasure travelers are Florida, California, New York, and Arizona. Given the new regional approach of USTTA, these states provide the focal points for the target regions. Eastern Gateway would be the one for those interested in New York. Those Dutch interested in visiting this section of the country are very much like the average, except that they arc more likely to be under 25 years old, and less likely to have visited the U.S. before. This makes sense, because New York would be the first place to visit in the U.S., not to mention get off the airplane. Those who want to visit Eastern Gateway are more interested than average in museums and art galleries, enjoying good food, nightlife and entertainment, gambling, and meeting pleasant and interesting people. As one might expect, these people are less than likely to be interested in camping, hiking, or walking. III.Q.2 Visit U.S. West would target the same group as was interested in California and Arizona. This group is somewhat different demographically than those typical long-haul travelers. Those interested in the west are more likely to be men, have a higher income, and be a bit younger than average. They are also more than likely to be repeat travelers, which makes sense. After seeing the usual popular destinations in the east, they want to go farther afield. Those who want to travel to Visit U.S. West are more interested than average in going to the beach, seeing scenic places, experiencing nightlife, participating in water sports, fitness activities, touring in a camper vehicle and meeting interesting and pleasant local people. Travel South would be a target for those Dutch interested in Florida. Those interested in the South have a profile just like the average international traveler from the Netherlands. Two areas where they differ are age and U.S. travel experience. Dutch interested in Travel South are more likely to be in their thirties, and have visited the U.S. in the past. Of course, travelers interested in this part of the U.S. find the beach to more important than the average. They are still more likely to be interested in good food, gambling, water sports, touring in a camper, and meeting interesting and pleasant people. In addition, with the degree of interest shown for our western National Parks, it would be a good idea to develop the Foremost West region as a destination area for Dutch tourists. This work would move to meet the future needs and interests of the Dutch. Those people interested in the Foremost West region are somewhat different than the average. They are more upscale, and more likely to be under 25 years of age. They are also more likely to be a repeat visitor to the U.S. They are very much into seeing beautiful scenery. They are also more interested than average in touring in a camper vehicle, and meeting interesting and pleasant people. Interestingly, these Dutch are less interested than average in shopping, and enjoying good food. 3. Media In order to reach these potential Dutch visitors, the industry must place advertisements and supplements in the appropriate print media. The best newspapers are De Telegraff and Algcmcen Dagblad . Recommended magazines, other than the TV guide, include Tros-Kompass , Veronica-Blad , Libelle , and De Kampioen . These media are more likely to provide the best results in a campaign. III.Q.3 NOTES III.Q.4 NEW ZEALAND REVIEW OF THE MARKET A. Size of the Market Arrivals: 1987 actual: 132,580 1988 estimate: 158,000 1989 forecast: 169,000 1990 forecast: 181,000 Receipts: 1987 actual: $194 million 1988 estimate: $239 million 1989 forecast: $267 million 1990 forecast: $300 million (+24 percent) (+19 percent) (+ 7 percent) (+ 7 percent) (+41 percent) (+23 percent) (+12 percent) (+12 percent) B. 1. Market Share, rank and competition o Top five (country) destinations:* Overall Long-Haul 1. Australia 54% 1. United States 2. U.S. 10% 2. U.K. 3. U.K. 8% 3. Japan 4. Fiji 2% 4. Singapore 5. Japan 2% 5. Canada 27% 23% 5% 5% 3% 2. Market Trends The general trend in travel to the U.S. from New Zealand is a good one. There are only two years that saw declines in the last 27 years. One was in the 1968, another in 1983. In 1986, arrivals surpassed the old record set in 1982. From 1981 through 1990 there has been over 80 percent growth in this market. (i Economic Outlook The real wages of New Zealanders will shrink slightly in 1990, about 1.5 percent. This, on top of an appreciating U.S. Dollar, accounts for the projected slowing in the growth of arrivals for 1990. * PATA Annual Statistical Report, 1987: Long-Haul excludes Australia, South and Central Pacific III.R.l NOTES III.R.2 NORWAY REVIEW OF THE MARKET A. Size of the Market Arrivals: 1987 actual: 86,279 (+1 1 percent) 1988 estimate: 106,000 (+23 percent) 1989 forecast: 113,000 (+ 6 percent) 1990 forecast: 116,000 (+ 2 percent) Receipts: 1987 actual*: $122 million (+13 percent) 1988 estimate: $155 million (+27 percent) 1989 forecast: $173 million ( + 1 1 percent) 1990 forecast: $185 million (+ 7 percent) B. Market Trends The general trend in travel to the U.S. from Norway is a good one. There are only three periods of decline or no growth. One was in the late 1960's, another in the mid-1970's and the last from 1983 through 1984, the time of the strong U.S. Dollar. Ever since 1985 it has been coming back. In fact, 1986 saw arrivals surpass the old record set in 1982. C. Economic Outlook The Norweigan economy will grow in 1990. Real Gross Domestic Product will increase by 2.7 percent. Inflation will remain moderate, around 5.8 percent. The U.S. Dollar will depreciate slightly against the Norweigan Krone in 1990. It will take 0.1 percent fewer Norweigan Krone to buy a Dollar. There is still an excellent relationship between the two currencies. It will still be 7 percent below the 1987 levels. Travel to the U.S. will still be quite affordable. * Based on U.S. trip expenditures from the In-Flight Survey, Foreign Visitors to the U.S., 1987 III.S.l NOTES III.S.2 SINGAPORE REVIEW OF THE MARKET A. Size of the Market Arrivals: 1987 actual: 40,807 1988 estimate: 45,000 1989 forecast: 46,000 1990 forecast: 48,000 Receipts: 1987 actual*: $65 million 1988 estimate: $74 million 1989 forecast: $80 million 1990 forecast: $86 million (+14 percent) (+10 percent) (+ 3 percent) (+ 3 percent) (+20 percent) (+14 percent) (+ 7 percent) (+ 7 percent) Market Trends The history of travel from Singapore is one of good growth. However, from 1982 through 1986 there was a stagnation when the numbers held to the mid-30, 000's. This trend broke in 1987, when there was a sharp increase. C. Economic Outlook The Singapore economy will grow at a good clip in 1990. Real Gross Domestic Product will be 5.9 percent. Inflation will remain low, around 3.3 percent. The U.S. Dollar will weaken somewhat against the Singapore Dollar. It will take 3.8 percent fewer Singapore Dollars to buy a U.S. Dollar. The relative price differential will help to make a U.S. vacation somewhat more attractive. * Based on U.S. trip expenditures from the In-Flight Survey, Foreign Visitors to the U.S., 1987 III.T.l NOTES III.T.2 SOUTH KOREA REVIEW OF THE MARKET A. Size of the Market Arrivals: 1987 actual: 72,040 (+ 1 percent) 1988 estimate: 86,000 (+20 percent) 1989 forecast: 89,000 (+ 3 percent) 1990 forecast: 91,000 (+ 3 percent) Receipts: 1987 actual*: $115 million (+ 5 percent) 1988 estimate: $142 million (+24 percent) 1989 forecast: $154 million (+ 7 percent) 1990 forecast: $166 million (+ 7 percent) B. 1. Market Share, rank and competition o Top five (country) destinations:* Overall Long-Haul 1. Japan 38% 1. U.S. 2. U.S. 23% 1. France 3. Hong Kong 5% 2. Singapore 4. Taiwan 5% 4. Thailand 5. France 3% 5. Germany Market Trends 44% 5% 4% 4% 3% The general trend in travel to the U.S. from South Korea is a good one. The increase from one year to the next can be rather erratic. The story of growth in the 1980's has been one of two steps forward and one back. However, from 1981 through 1990 we see a growth of this market of over 60 percent. The recent liberalization of travel restrictions on South Koreans traveling overseas will lead to tremendous growth. This includes lifting the constraints on spending and age. C. Economic Outlook The South Korea economy will grow at a good clip in 1990. Real Gross Domestic Product will increase by 6.2 percent. Inflation will remain moderate, around 6.9 percent. The U.S. Dollar will depreciate against the Won in 1990. It will take 2.4 percent fewer Won to buy a Dollar. This will make travel to the U.S. more attractive and affordable. * Based on U.S. trip expenditures from the In-Flight Survey, Foreign Visitors to the U.S., 1987 * PATA Annual Statistical Report, 1987: Long-Haul excludes East Asia III.U. 1 NOTES: III.U.2 SPAIN REVIEW OF THE MARKET Size of the Market Arrivals: 1987 actual: 129,555 (+19 percent) 1988 estimate: 175,000 (+35 percent) 1989 forecast: 185,000 (+ 6 percent) 1990 forecast: 192,000 (+ 4 percent) Receipts: 1987 actual*: $184 million (+28 percent) 1988 estimate: $256 million (+39 percent) 1989 forecast: $284 million (+1 1 percent) 1990 forecast: $308 million (+ 8 percent) B. Market Trends The general trend in travel to the U.S. from Spain is a good one. There are only two period of declining arrivals. One was in the mid-1970's and the other from 1982 through 1984, the time of the strong U.S. Dollar. Ever since 1986 it has been coming back. In fact, 1987 saw arrivals surpass the old record set in 1981. C. Economic Outlook The Spain economy will grow in 1990. Real Gross Domestic Product will increase by 3.6 percent. Inflation will remain moderate, around 2.9 percent. The U.S. Dollar will depreciate slightly against the Peseta in 1990. It will take 0.4 percent fewer Pesetas to buy a Dollar. This weakening is amazing, especially when one considers that the U.S. Dollar depreciated about 8 percent since 1987. The excellent relationship between the two currencies, along with a healthy 3.3 percent increase in real disposable income will help make travel to the U.S. attractive and more affordable. * Based on U.S. trip expenditures from the In-Flight Survey, Foreign Visitors to the U.S., 1987 III.V.l NOTES III.V.2 SWEDEN REVIEW OF THE MARKET A. Size of the Market Arrivals: 1987 actual: 186,179 (+33 percent) 1988 estimate: 237,000 (+27 percent) 1989 forecast: 252,000 (+ 6 percent) 1990 forecast: 258,000 (+ 2 percent) Receipts: 1987 actual*: $264 million (+35 percent) 1988 estimate: $347 million (+31 percent) 1989 forecast: $386 million (+1 1 percent) 1990 forecast: $414 million (+ 7 percent) B. Market Trends The general trend in travel to the U.S. from Sweden is a good one. There are only two periods of decline or no growth. One was in the mid-1970's and the other from 1982 through 1984, the time of the strong U.S. Dollar. Ever since 1986 it has been coming back. In fact, 1987 saw arrivals surpass the old record set in 1981. Economic Outlook The Swedish economy will grow in 1990. Real Gross Domestic Product will increase by 1.7 percent. Inflation will remain moderately low, around 6.1 percent. The U.S. Dollar will appreciate slightly against the Swedish Krone in 1990, about 1 percent. The relationship between the two currencies will remain good. This, along with a healthy 2.6 percent increase in real disposable income, will help make travel to the U.S. attractive and affordable. * Based on U.S. trip expenditures from the In-Flight Survey, Foreign Visitors to the U.S., 1987 III.W.l NOTES III.W.2 SWITZERLAND REVIEW OF THE MARKET A. Size of the Market Arrivals: 1987 actual: 239,299 (+31 percent) 1988 estimate: 286,000 (+20 percent) 1989 forecast: 306,000 (+ 7 percent) 1990 forecast: 326,000 (+ 7 percent) Receipts: 1987 actual:* $339 mill ion (+46 percent) 1988 estimate: $420 mill ion (+24 percent) 1989 forecast: $469 mill ion (+12 percent) 1990 forecast: $523 mill ion (+12 percent) Market Trends The general trend in travel to the U.S. from Switzerland is a good one. There are three periods of declining arrivals. One was in the mid-1960's, the next in the mid-1970's and the last from 1982 through 1985, the time of the strong U.S. Dollar. Ever since 1986, it has been coming back. In fact, 1986 saw arrivals surpass the old record set in 1981. C. Economic Outlook The Swiss economy will grow in 1990. Real Gross Domestic Product will increase by 2.4 percent. Inflation will remain low, around 2.5 percent. The U.S. Dollar will depreciate against the Swiss Franc in 1990. It will take 4.8 percent fewer Swiss Francs to buy a Dollar. The excellent relationship between the two currencies, along with a 3.4 percent increase in real disposable income will help make travel to the U.S. more affordable and attractive. D. Character of Current Demand (Based on 1987 Pleasure Market Studies) The following information concerns only the long-haul pleasure traveler from Switzerland to the United States. The average Swiss vacation traveler to the United States is equally split between men and women. These vacationers spend an average of 44 nights in the U.S.. Household income is over $48,000 a year, and the major earner is likely to be a clerical or sales person, a skilled worker or a student. Owners of businesses and executives are also well represented. Most pre-trip information is received equally through a travel agent and friends/relatives. Booking of the trip is done, almost exclusively through the travel agent. The favored destinations are California, New York, Florida, Arizona, and Nevada. Market Profiles** * Based on U.S. trip expenditures from the In-Flight Survey, Foreign Visitors to the U.S., 1987 ** Pleasure Travel Markets to North America: Switzerland, 1987 III.X.l Travel Style, Attitude, and Behavior Swiss travelers on holiday partake of a wide variety of activities. Of course, they participate in the usual vacation activities, such as dining out, sightseeing in cities, shopping, sampling local foods, and taking pictures. They are also into visiting scenic landmarks, touring the countryside, and visiting both oceanside and widerness areas. Consistent with the variety of things they do, Swiss travelers rate a variety of destination characteristics important to them. In general, one can say that items relating to nature and outdoors, as well as items relating to comfort and climate are of importance. Other factors include having a "foreign experience", meeting people, and miscellaneous items, such as, interesting and friendly locals, interesting small towns, and inexpensive travel costs.. The citizens of Switzerland are a well traveled people, consequently there is a greater tendancy to travel independently. It is important to note that most current travelers to the U.S., are even more likely to travel independently then the average Swiss long-haul traveler. The Swiss long-haul traveler is generally well disposed toward travel. They agree that money spent on travel is well spent. Although, value for money is equally important, and they believe that one does not have to spend a lot to enjoy a vacation. As stated above there is a tendancy to prefer making one's own arrangements. On the whole they would rather go to a different place on each trip, and when on a trip, to move around to different destinations. A variety of factors motivate the Swiss pleasure traveler. At the top of the list are learning new things and experiencing different lifestyles. Getting a change from home and job are also important reasons for Swiss to travel. Other motivating factors includes a chance to see lots of "things", try new foods, and some adventure and excitement. The Swiss, rightly or wrongly, have some definite opinions about product offerings in the U.S. They rate us quite highly in the area of amusement and theme parks, national parks/forests, gambling, fast food, and scenery. As might be expected from the Swiss, we get the lowest marks on skiing. Other items they feel we do not do very well at are interesting historical places, providing for travelers' personal safety, budget accommodations, and high quality restaurants. We all know that the U.S., for the most part, does do well in these negatively perceived areas. Thus, we are dealing with a perceptual problem, which can be corrected through a properly focused information campaign. III.X.2 TAIWAN REVIEW OF THE MARKET Size of the Market Arrivals: 1987 actual*: 164,267 1988 estimate: 194,000 1989 forecast: 200,000 1990 forecast: 206,000 Receipts: 1987 actual**: $262 million 1988 estimate: $321 million 1989 forecast: $346 million 1990 forecast: $373 million (+ 7 percent) (+18 percent) (+ 3 percent) (+ 3 percent) (+12 percent) (+22 percent) (+ 7 percent) (+ 7 percent) B. 1. Market Share, rank and competition o Top five (country) destinations:* Overall Long-Haul I. Japan 28% 1. United States 2. Hong Kong 18% 2. Netherlands 3. U.S. 16% 3. Austria 4. Thailand 11% 4. Canada 5. South Korea 9% 5. Australia Market Trends 76% 4% 2% 2% 1% The history of travel from Taiwan is one of almost continual increase. With the exception of 1986 there has been an increasing number of visitors form this small, but prosperous country. The prospects for continued increase are with us, at least through 1990. C. Economic Outlook The Taiwan economy will grow at a good clip in 1990. Real Gross National Product will increase by 6.0 percent. Inflation will be moderate, around 3.8 percent. The exchange rate situation with Taiwan is very good. It will take 7.1 percent fewer New Taiwan Dollars to buy one U.S. Dollar. This will make a trip to the U.S. more attractive and affordable. * Based on data from Tourism Bureau, Ministry of Communications, Republic of China ** Based on U.S. trip expenditures from the In-Flight Survey, Foreign Visitors to the U.S., 1987 * PATA Annual Statistical Report, 1987: Long-Haul excludes East and Southeast Asia III.Y.l NOTES III.Y.2 1987 actual: 1988 estimate: 1989 forecast: 1990 forecast: 1987 actual: 1988 estimate: 1989 forecast: 1990 forecast: UNITED KINGDOM REVIEW OF THE MARKET Size of the Market Arrivals: 1987 actual: 1,362,479 (+20 percent) 1,822,000 (+34 percent) 2,052,000 (+13 percent) 2,122,000 (+ 3 percent) Receipts: 1987 actual: $ 713 million (+24 percent) $ 988 million (+38 percent) $1,163 million (+18 percent) $1,259 million (+ 8 percent) B. U.S. Market Share/Competitive Environment 1. Market Share, rank and competition o Top five (country) destinations: (1985)* Overall Long-Haul 1. Spain 24% 1. United States 39% 2. France 19% 2. Canada 10% 3. Greece 7% 3. Middle East 6% 4. Irish Republic 6% 4. Australia/NZ 6% 6. United States 5% 5. Comm. Carib. 6% 2. Trends The U.S. market share slipped steadily between 1980 and 1984. In 1980, it was 6.2 percent of overall international travel by the British, and 42.0 percent of their long haul traffic. By 1984 it slipped to 3.3 percent overall, and 31.5 percent of long-haul. A shift occurred in 1985 among the long- haul travelers. Market share in that group rose 2 percentage points to 33.5 percent. This continued to rise through 1987 when it hit 39 percent. The overall rate also climbed during this same time, rising to 4.5 percent in 1987. The U.S. is definited on its way to recovering the share it lost in the early 1980's due to the strong Dollar. The long term trend of the British market is very good. With the exception of some difficult times in the mid- to late 1970's, and the period of the strong U.S. Dollar, 1982-1985, the British market is one of continual and substantial increase. Beginning in 1986, tremendous increases have carried the number of United Kingdom residents arriving in the U.S. to a new record in 1988. C. Economic Outlook The British economy will grow in 1990. Real Gross Domestic Product will increase by 2.9 percent. Inflation will remain moderate at 5.8 percent. Even though Tourism Intelligence Quarterly, July-September, 1988, excludes Europe and North Africa III. Z. 1 unemployment will remain high, 6.7 percent, it will be much lower than seen in recent years. Real disposable income will go up, 2.4 percent, improving the quality of life. The currency situation with the United Kingdom will remain stable. There will be a slight weakening of the U.S. Dollar in relation to the Pound in 1990, but only on the order of 1 percent. D. Character of Current Demand (Based on 1987 In-Flight Survey) The average British traveler to the United States is a male, on vacation, spending an average of 22 nights in the U.S., and has been here on prior visits. He earns over $44,000 a year, and is likely to be a manager or a professional person. Besides receiving most pre-trip information through a travel agent, he books through them as well. The favored destination is New York, closely followed by California and Florida. On average this person spends $1,015 on his visit to the United States. Favored activities are shopping (85 percent), sightseeing (69 percent), water sports (35 percent), guided tours (25 percent), going to art galleries/museums (23 percent), and going to nightclubs (19 percent). Market Profiles ** 1. Travel Style, Attitude, and Behavior British travelers on holiday partake of a wide variety of activities. Of course, they participate in the usual vacation activities, such as dining out and sampling local cuisines, sightseeing in cities, and taking pictures. They arc also into touring the countryside, visiting historic and scenic landmarks, visiting friends and relatives, and partaking of various beach activities. Consistent with the variety of things they do, British travelers rate a variety of destination characteristics important to them. In general, one can say that items relating to climate, comfort, and cost are the main criteria. The climate must be sunny and reliable. Personal safety, hygiene and cleanliness, and public transportation are important amenities. Cost related items, such as value for the money and inexpensive travel to the destination country are critical criteria in choosing a destination. Other items of importance include the outstanding scenery, friendly people living in the places they visit, and experiencing new things from which they can learn. The British are a well traveled people, who, for the most part, like to travel independently. Package travel is not the generally preferred way to go. Most British agree that money spent on travel is money well spent. In addition, one does not have to spend a lot to have a good time on a trip. They also like to travel from place to place on a trip, and, enjoy going to a different place on subsequent trips. They like to make their own arrangements, and make them in advance of the trip. A variety of factors motivates the British pleasure traveler. At the top of the list is being able to see as much as possible in the time they have available on a trip. This goes hand in hand with other items of importance, ** Pleasure Markets to North America: United Kingdom, 1987 III.Z.2 such as experiencing new and different lifestyles, and wanting to learn new things. Other important motivational factors consist of being free to act the way one feels, getting a change from a busy job, and being able to try new foods. The United States has a strong image in terms of most areas identified as being important to British pleasure travelers. The United States' chief competitive advantage appears to be its outstanding scenery, and certain aspects of comfort, such as first class hotels, shopping, and public transportation. The U.S. is also seen as offering great amusement/theme parks, and good nightlife and entertainment. A big image problem for the U.S. is the perception that we are not seen as a safe place to visit. Another negative is a sense that we have no history. Thus, we are perceived, rightly or wrongly, as doing poorly in providing an historical experience. 2. Regional Interest The new USTTA approach is to promote U.S. tourism through regional groups. We highlight the following regions because they are either the most popular destination areas for U.K. travelers and/or the region and USTTA wish to develop the area for future visitation. Visit U.S. West is the most popular region in the U.S. for British travelers. These folk are very much like the average long-haul pleasure travelers. Based on a segmentation model developed by USTTA we can tell that most British interested in Visit U.S. West belong to two different segments of the British pleasure travel market. The names given these segments arc meant to be indicative of the primary interests of these people. Thus, for Visit U.S. West the segments are Developed Resort and Beach . Those in the Developed Resort segment are more likely than average to be interested in staying in resort areas, desiring nightlife and entertainment, seaside and beach activities, as well as gambling and fine dining. Those in the Beach group, on the other hand, are more likely to enjoy good beaches, and a rural seaside atmosphere, with a warm climate. Cleanliness and hygiene are very important, as well, in choosing an overseas destination. Travel South is right behind the Visit U.S. West region in popularity. U.K residents interested in this region of the country are very similar demographically to the average long-haul pleasure traveler. As with those interest in the west, those interested in Travel South are most likely to be in the Developed Resort and Beach segments. Their special interests have been described above. Foremost West is a strong third. Demographically the people interested in this part of the U.S. are a bit different from the average pleasure travelers from Germany. Those interested in Foremost West are more likely to be over 65 years of age, retired, but have a good education and an above average income. They are also more likely to travel as couples. One of the segments that is strong for the two regions mentioned above, Beach , is also strong for Foremost West. This may at first seem strange, given the paucity of beaches in that part of the U.S. Keep in mind that being in the wide open spaces is also an important criteria for this group. In addition, beautiful scenery is important for them as it is for all British travelers. There are two other segments that shows a greater than average interest in III.Z.3 this region, Culture and Comfort , and Culture and Nature . The Culture and Comfort crowd is more interested in historical places, museums, wilderness area, national parks. An eclectic set of activities surrounding the cultural and natural heritage of an area. The comfort aspect of their name comes from their desire to stay in first class accommodations when they travel. The Culture and Nature crowd is very similar in their interests to the group above, except that they are into camping and/or budget accommodations. New England, Great Lakes, George Washington Country, Eastern Gateway, America's Heartland, and Old West Trail are other tourism regions that wish to encourage the British to travel within their boundaries. While current interest is rather small, these areas have identified the British market as has having great potential for them. Demographically, the people interesting in New England look somewhat different than the average British long-haul pleasure traveler. They are more likely to be over 65 years of age, retired, but have a higher income. They are also more likely than average to be female and come from London. Those interested in New England are more likely to belong to the Culture and Comfort , and the Culture and Nature segments. These two segments are described above. The Great Lakes region primarily appeals to the Beach and Culture and Comfort segments (see above). Demographically, there are some difference for this group. They are more likely to be over 65 years of age, retired and male. Finally, there is George Washington Country. Those British interested in this are more likely to be over 55 years of age, female, and from the lower income brackets. George Washington Country appeals to the Culture and Comfort and Sports and Entertainment segments. We have seen the Culture and Comfort segment as prominent in other regions. The Sports and Entertainment segment one not encountered in the other regions. This group is more interested in watching and participating in sports, amusement/theme parks, big modern cities, gambling and of course, nightlife. Those British interested in Eastern Gateway are very much like the average British long-haul traveler. The segments with a predominant interest in this region are Big City . Beach , and Developed Resort . The British interested in the America's Heartland region are a bit different that the average. They are more likely to be retired, male, and be from the upper income bracket. The major segments are Beach , and Culture and Comfort . Finally, there is the Old West Trail region. The British interested in this region are also somewhat different from the average long-haul traveler. They are more likely to be upper middle class, and to be couples without children. The segments most interested are Culture and Nature , Culture and Comfort , and Beach . Media In order to reach these potential British visitors, the industry must place advertisements and supplements in the appropriate print media. Newspapers III.Z.4 are the best single print media in which to place advertisements for this market. The best newspapers are The Daily Telegraph , Daily Mail , Daily Express , and The Sun . The best Sunday newspapers are the Sunday Express , and the Sunday Times . Magazines are not the best place for advertisements, but the better ones are Woman's Own / Weekly / Realm and Reader's Digest . III.Z.5 NOTES III.Z.6 VENEZUELA REVIEW OF THE MARKET Size of the Market Arrivals: 1987 actual: 153,479 (+14 percent) 1988 estimate: 180,000 (+17 percent) 1989 forecast: 186,000 (+ 3 percent) 1990 forecast: 191,000 (+ 3 percent) Receipts: 1987 actual: $236 million (+18 percent) 1988 estimate: $287 million (+21 percent) 1989 forecast: $310 million (+ 8 percent) 1990 forecast: $334 million (+ 8 percent) B. M ark et Tre nds Since 1982 the market from Venczeula has steadily and dramatically declined. From a high of over 533,000 in 1982 it shrank in size to about 25 percent of that, or 134,000 in 1986. This, no doubt, is due to the vagaries of the oil market in the 1980's. A reversal began in 1987, when the economy seemed to recover and diversify from oil. Good to modest growth has been the story every since. C. Economic Outlook The Venezuelan economy will grow in 1990. Real Gross Domestic Product will increase by 3.0 percent. Inflation will remain quite high, around 29 percent. While inflation is still a problem it is slowly being brought under control. The 1990 rate is slightly down from a high of 36 percent in 1988. Unemployment remains high at about 13 percent. The rate is projected to rise through the early 1990's. The currency situation continues to be bad. In 1990, the Bolivar will weaken an additional 29 percent against the U.S. Dollar. D. Character of Current Demand (Based on 1987 In-Flight Survey) The average Venezuelan traveler to the United States is a male, on vacation, spending about 16 nights in the U.S., and has been here on prior visits. He earns $40,000 a year, and is likely to be a a professional person. Besides receiving most pre-trip information through a travel agent, he books through them as well. The favored destination is Florida, followed by New York. California is a distant third. On average this person spends $1,351 on his visit to the United States. III.AA.l NOTES: HI.AA.2 BIBLIOGRAPHY OF SELECTED USTTA RESEARCH PUBLICATIONS & MARKETING MANUALS U.S. TRAVEL AND TOURISM ADMINISTRATION U.S. DEPARTMENT OF COMMERCE WASHINGTON, D.C. 20230 February 1989 IV. A. 1 SELECTED USTTA RESEARCH PUBLICATIONS BASIC DATA Recap of International Travel to and from the United States . Annual beginning 1980. Summarizes annual developments in inbound/outbound tourism, including relative travel dollar accounts. FREE. Contact the Office of Research, USTTA. (CY1987 10p.) * Summary and Analysis of International Travel to the United States . Issued yearly in 1983-1984. Issued quarterly 1986 - 1987. Starting with the January 1988 report, this publication will be available on a monthly and quarterly basis. The publication provides foreign visitor arrival statistics by region and for 90 different countries. The report has eight different tables listing visitation levels for the month and the year-to-date totals. The tables include: top 20 generating countries, country and area of residence, mode of transport, age groups, states visited by generating regions and selected countries (by first intended address only) and type of visa. Available by subscription 1983 thru 1987 from the National Technical Information Service (NTIS). (40p.) ** To order 1988 and future monthly/quarterly reports contact the Office of Research, USTTA. * See last page for addresses/telephone numbers. 1987 issues @$16.95, use the following order numbers: March 1987 and Year to Date PB87-900201/AS June 1987 and Year to Date PB87-900202/AS September 1987 and Year to Date PB87-900203/AS December 1987 and Year to Date PB87-900204/AS 1986 issues @$16.95, use the following order numbers: March 1986 and Year to Date PB87-139804/AS June 1986 and Year to Date PB87-139812/AS September 1986 and Year to Date PB87-139820/AS December 1986 and Year to Date PB87-184222/AS 1984 issues @$15.95, Order No. PB88-137005/AS 1983 issues @$15.95, Order No. PB87-220844/AS Outlook for International Travel to and from the United States . Tri-Annual (full report issued in November each year with projections updated in February and May). Provides one-year forecast of international travel to/from the United States, including summary of influencing factors. FREE. Contact the Office of Research, USTTA. * Canadian Travel to the United States - 1987 . Annual beginning 1980. Details Canadian tourism to the United States in total and by individual states visited, in terms of number of visitors, visitor-nights, spending, mode of transportation, purpose of trip, lodging, residence, and seasonality. FREE. Contact the Office of Research, USTTA. (CY1987 12p.) * IV. A. 2 MARKET RESEARCH/SPECIAL STUDIES In-Fliqht Survey of International Air Travelers - (1) Overseas and Mexican Visitors to the United States and (2) U.S. Travelers to Mexico and Overseas Countries . Annual, released in August (with quarterly reports available on a special request basis only). Provides survey data on travel characteristics and spending patterns of international air travelers to and from the United States, including travelers' residence, purpose of trip, port of entry, multiple destinations visited, duration of stay, type of lodging, information sources used, means of booking trip, use of package trips, domestic transportation, demographics and expenditure categories. Each report has two parts, one section on travel to/from overseas and the other on travel to/from Mexico. Formats include: (A) A National Annual Report on Inbound Travel to the USA which includes twenty-eight questions on traveler characteristics cross-tabulated by eight different banner headings. The Mexican Section includes twenty-eight questions on traveler characteristics cross-tabulated by one banner heading. (B) A National Annual Outbound Report of US Residents Traveling Overseas which includes twenty-one questions on traveler characteristics cross-tabulated by seven different banner headings. The Mexican Section includes twenty-two questions on traveler characteristics cross- tabulated by seven different banner headings. (C) Inbound Country Reports are available on an annual basis for the following countries: Australia, Brazil, France, Germany, Italy, Japan, the Netherlands, United Kingdom, and Venezuela (with quarterly reports available on a special request basis only). (D) Special computer user tapes. (E) Customized special reports. Costs range from $100 for the annual inbound country reports to $750.00 per quarter for a country or state data tape. The price for a customized special report is available on a cost estimate basis. The 1987 Annual Inbound Report costs $100 (178p.). The 1987 Annual Outbound Report costs $100 (218p). FREE summary sheets are available, along with an informational brochure/order form. These sheets provide examples of the in-depth information contained within the inbound and outbound In-Flight Survey Reports. Contact the Office of Research, USTTA. * Impact of Foreign Visitors' Spending on State Economies 1985-1986 . Study conducted in 1988. Provides data on the distribution and economic impact (employment, payroll, business receipts, and tax revenues) of the average spending by foreign visitors in 1985- 86; national, regional travel industry, and state estimates included. (Cost: $50.00) Contact the Office of Research, USTTA. (49p.) * Analysis of International Air Travel to and from the United States on U.S./Foreiqn Flag Carriers . Annual beginning 1980. Provides statistical data on American citizens and foreign nationals entering and departing the country, comparing U.S. and foreign carriers in terms of market shares and also shifts in passenger volumes from major world regions. FREE. Contact the Office of Research, USTTA. (CY1987 22p.) * IV. A. 3 MARKET RESEARCH/SPECIAL STUDIES (CON'T) Pleasure Travel Markets to North America . Conducted in late 1986 by Market Facts of Canada, Ltd, the first set of Pleasure Travel Markets to North America includes France, Japan, United Kingdom, and West Germany. The studies of travel behavior provide information on past travel characteristics, trip planning information, attitudes toward overseas travel, the image of the United States, and travel market segments. In 1987, surveys were conducted in Switzerland, Hong Kong, and Singapore and in late 1988, Mexico, Italy, Brazil, and Australia were studied. These studies differ from the Gallup studies (below) by providing market segmentations, image information about the United States with perceptual maps, destination preferences within the United States, and more up-to-date information. The data comes in a number of formats to fill a variety of needs. There are currently two Highlight reports available (one for the 1986 studies and one for the 1987 studies) that quickly summarize the results of the surveys. (The reports for the four countries studied in late 1988 are scheduled for release in mid-April 1989.) There is a detailed report written for each country, as well as eight volumes of computer tables for each country that provide an in-depth look at the data. In these tables, all the questions in the survey are cross-tabulated by all the data found in the questionnaire. Finally, information is available on IBM-compatible 5 1/4" floppy disk. Data in this form contains all responses from each respondent. An information packet and FREE Highlights publication for each year's study, providing details on the type of information studied, is available from the Office of Research. Costs range from $30.00 for detailed country reports to $425.00 for computer diskettes. For cost information by format and country, please contact the Office of Research, USTTA. * Sectorial Analyses Reports on International Travel : In 1987, USTTA commissioned reports on four key sectors of the travel industry: 1. Lodging ; 2. Air Travel ; 3. Inter- city Bus : and 4. Rental Car . The analyses look at the economic impact of international travel on each sector of the U.S. economy, and the distribution of use within each sector by country of residence and state visited. The reports also focus on an assortment of trip characteristics by persons who use the services of a particular sector. Finally, each report provides a profile of users of these services from five major sources of visitation to the USA: Canada, Mexico, Japan, France, West Germany, and the United Kingdom. (Cost per report: $10.00) Contact the Office of Research, USTTA (22 pages each). * 1984 Vacation Travel by Canadians in the United States . Conducted in late 1984. Provides analysis of traveler and trip characteristics of Canadian vacation (non-weekend, non-business) market to the United States, including destination and modal patterns, attitudes, and perceptions of travelers. FREE. Contact the Office of Research, USTTA. (56p.) * IV. A. 4 MARKET RESEARCH/SPECIAL STUDIES (CON'T) USTTA Country Travel Market Surveys - Consumer Surveys of Eight Individual Country Markets . Conducted in 1984 and 1985 by Gallup International. Provide findings of surveys of potential international travelers in the United Kingdom, Germany, France, Japan, Australia, Italy, Netherlands, and Mexico. These reports define consumers' characteristics, destination images, attitudes, impressions, and travel preferences. All reports have the title, A Study of the International Travel Market: "the country", and are available from NTIS, @$14.95 unless otherwise noted. ** Order No. Australia (32p.) PB87-133906/AS France (32p.) PB87-133914/AS Italy (63p.) ($16.95) PB87-1931 16/AS Japan (34p.) PB87-133872/AS Mexico (39p.) PB87-231833/AS Netherlands (67p.) ($16.95) PB87-205597/AS United Kingdom (32p.) PB87-133880/AS West Germany (32p.) PB87-133898/AS TOURISM MANUALS Tourism USA . Published in 1986 as a cooperative effort of USTTA, EDA, and the University of Missouri, this manual outlines and describes a general planning process to assist local communities in assessing and developing their tourism potential as a component of their economic development plan. Originally produced in 1978, this updated manual has been revised and expanded to also include international marketing and visitor services for special populations. (Cost: $3.00) Available from the Office of the Under Secretary, USTTA. (227p.) *** Marketing Tourism Abroad: USTTA's International Cooperative Marketing Manual : Provides those interested in attracting international travelers to the USA with information concerning the cooperative marketing programs offered by USTTA, an overview of the international market, and a list of foreign travel offices. FREE. Available from the Office of the Under Secretary, USTTA. (116p.) *** Developing A U.S. Regional Approach for Promoting Travel from Foreign Markets : Provides guidelines for developing regional organizational structures for planning and operating international tourism promotional programs. Lists nine USA travel regions that USTTA works with to develop cooperative promotional campaigns in foreign markets. Provides rationale for becoming involved in travel regions when promoting to the international markets and examples of the projects and functions of four travel regions. (Cost: $15.00) Available from the Office of Research, USTTA. (90p.) * The United States Welcomes Handicapped Visitors : Designed to give advice and guidance to handicapped visitors wishing to travel to and within the United States including passport, visa, and customs requirements, transportation, accommodations, destinations, legal protection, practical advice, and resources. FREE. Available from the Office of Research, USTTA. (45p.) * IV. A. 5 TO ORDER PUBLICATIONS CONTACT: * Office of Research U.S. Travel and Tourism Administration U.S. Department of Commerce Room 1516 Washington, D.C. 20230 Phone: (202) 377-4028 ** National Technical Information Service U.S. Department of Commerce 5285 Port Royal Road Springfield, VA 22161 Phone: (703) 487-4780 *** Office of the Under Secretary U.S. Travel and Tourism Administration U.S. Department of Commerce Room 1865 Washington, D.C. 20230 Phone: (202) 377-0140 PAYMENT MUST ACCOMPANY ORDERS CHECKS SHOULD BE PAYABLE TO: U.S. DEPARTMENT OF COMMERCE FOR OVERNIGHT DELIVERY SERVICE: INCLUDE ADDITIONAL $25.00 (UP TO 3 DOCUMENTS) IV. A. 6 USTTA INVOICE PLEASURE TRAVEL MARKETS TO NORTH AMERICA MULTI-COUNTRY REPORTS Please send me the following: A. The Highlights Report on : Pleasure Travel Markets to North America: check here for copy ( ) FREE France, Japan, United Kingdom, and West Germany B. Detailed Country Reports: Quantity Unit Cost Total Cost Japan $30.00 $ United Kingdom $30.00 $ West Germany $30.00 $ France $30.00 $ Specify Volumes Total # C. Computer Tables: (1-8/ALL) Volumes Cost/Volume Total Cost Japan (374 p.) $37.40 U. K. (365 p.) West Germany (362 p.) France (429 p.) Number of Quantity D. Data Diskettes: diskettes (Sets) $36.50 $ $36.20 $ $42.90 $ Unit Cost Total Cost $285.00 $ $425.00 $ $400.00 $ $300.00 $ Japan (16 disks) United Kingdom (25 disks) West Germany (23 disks) France (17 disks) Make checks payable to: U.S. Department of Commerce My Check is enclosed for (Sum of B, C, & D): $ = NO INFORMATION CAN BE MAILED UNLESS PAYMENT IS ENCLOSED Mail to: Pleasure Market Studies USTTA Office of Research, Rm 1516 U.S. Department of Commerce 14th & Constitution Ave. NW Washington, D.C. 20230 (202) 377-4028 Send Reports to: Name: Title: Organization: Address: Telephone: (area code) Thank you for supporting USTTA research USTTA INVOICE PLEASURE TRAVEL MARKETS TO NORTH AMERICA MULTI-COUNTRY REPORTS Please send me the following: A. The Highlights Report on : Pleasure Travel Markets to North America: Switzerland, Hong Kong, and Singapore B. Detailed Country Reports: Quantity check here for copy ( ) FREE Unit Cost Total Cost Switzerland Hong Kong Singapore $30.00 $ $30.00 $ $30.00 $ C. Computer Tables: Specify Volumes Total # (1-8/ALL) Volumes Cost/Volume Total Cost Switzerland (396 p.) Hong Kong (370 p.) Singapore (365 p.) $39.60 $37.00 $36.50 P. Data Diskettes: Number of diskettes Quantity (Sets) Unit Cost Total Cost Switzerland (29 disks) Hong Kong (23 disks) Singapore (23 disks) $525.00 $415.00 $415.00 Make checks payable to: U.S. Department of Commerce My Check is enclosed for (Sum of B, C, & D): NO INFORMATION CAN BE MAILED UNLESS PAYMENT IS ENCLOSED Mail to: Pleasure Market Studies USTTA Office of Research, Rm 1516 U.S. Department of Commerce 14th & Constitution Ave. NW Washington, D.C. 20230 (202) 377-4028 Send Reports to: Name: Title: Organization: Address: Telephone: (area code) Thank you for supporting USTTA research USTTA INVOICE PLEASURE TRAVEL MARKETS TO NORTH AMERICA MULTI-COUNTRY REPORTS Please send me the following: A. The Highlights Report on : Pleasure Travel Markets to North America: Australia, Brazil, Italy, and Mexico B. Detailed Country Reports Quantity check here for copy ( ) FREE Unit Cost Total Cost Australia Brazil Italy Mexico Computer Tables: Specify (1-8/ $30.00 $30.00 $30.00 $30.00 Cost/Vol $ $ $ $ I ume c. Volumes ALL) Total # Volumes Total Cost Australia Brazil Italy Mexico Data Diskettes: TBA TBA TBA TBA t Total $ $ $ $ D. Quantity (Sets) Unit Cos Cost Australia Brazil Italy Mexico TBA TBA TBA TBA $ $ $ $ Make checks payable to: U.S. Department of Commerce My Check is enclosed for (Sum of B, C, & D): $ = NO INFORMATION CAN BE MAILED UNLESS PAYMENT IS ENCLOSED Mail to: Send Reports to: Pleasure Market Studies USTTA Office of Research, Rm 1516 U.S. Department of Commerce 14th & Constitution Ave. NW Washington, D.C. 20230 (202) 377-4028 Name: Title: Organization: Address: Telephone: (area code) Thank you for supporting USTTA research INVOICE FOR SPECIAL REPORTS PLEASE COMPLETE THE FOLLOWING TO ORDER REPORT(S) BELOW: (For more information regarding these reports, please refer to Bibliography) A. Sectorial Analyses Reports on International Travel: (Please specify sector: Lodging, Air, Bus, Rental Car) Sector Quantity Unit Cost Total Cost $10.00 $ B. Developing A U.S. Regional Approach for Promoting Travel from Foreign Markets : Quantity Unit Cost Total Cost $15.00 $ Organization: Address: Telephone: (area code) C. Impact of Foreign Visitors' Spending on State Economies 1985-1986 : Quantity Unit Cost Total Cost $50.00 $ Make SEPARATE checks payable to: U.S. Department of Commerce My Check is enclosed for A. Sectorial Report(s) $. My Check is enclosed for B. Developing a U.S. Regional... $. My Check is enclosed for C. Impact of Foreign Travel $. NO INFORMATION CAN BE MAILED UNLESS PAYMENT IS ENCLOSED Mail to: Publications Division USTTA Office of Research, Rm 1516 U.S. Department of Commerce 14th & Constitution Ave. NW Washington, D.C. 20230 (202) 377-4028 Send Reports to: Name: Title: Thank you for supporting USTTA research UNITED STATES TRAVEL AND TOURISM ADMINISTRATION IFS SUBFORM UNITED STATES DEPARTMENT OF COMMERCE 100987 SUBSCRIPTION FORM IN-FLIGHT SURVEY OF INTERNATIONAL AIR TRAVELERS REPORTS A. Sample profiles of most recent year: (Please check all that apply.) 1. Inbound-foreign travel to the United States ( ) FREE 2. Outbound-U.S. travelers abroad ( ) FREE B. For information on data tapes, (Please check here) ( ) C. For information on 1987/88 Quarterly reports, ( ) D. For information on Specific Country reports, ( ) The quarterly inbound and outbound reports include a year-to-date section. Starting in 1987 USTTA's national report is an annual addition. Each report is $100. Multiple copies of each subscriber report are $25. Please indicate the number of reports requested in the appropriate spaces provided. E. Inbound reports Quarter 1988* 1987* 1986 1985 1984 1983 Q1 * * Q2 Q3 Q4 Annual N.A. N.A. N.A. N.A. F. Outbound reports Quarter 1988* 1987* 1986 1985 1984 1983 Q1 * * Q2 Q3 Q4 Annual N.A. N.A. N.A. N.A. * 1987 & 1988 quarterly reports are available on special order basis only (please call before ordering) TOTAL COST OF REPORTS REQUESTED: $ Make checks payable to: U.S. Department of Commerce. Send to: In-Flight Survey USTTA Office of Research, Rm 1516 U.S. Department of Commerce 14th and Constitution Ave., NW Washington, D.C. 20230, Phone (202) 377-4028 Send Reports to: Name: Title: Organization: Address: Telephone (area code): Thank you for supporting USTTA research. UNITED STATES TRAVEL AND TOURISM ADMINISTRATION IFS SUBFORM UNITED STATES DEPARTMENT OF COMMERCE 100987 SUBSCRIPTION INVOICE IN-FLIGHT SURVEY OF INTERNATIONAL AIR TRAVELERS The inbound country reports are available on an annual basis only. The years covered are 1985- 1988. Countries available are: Australia, Brazil (1988 only), France, Italy, Japan, the Netherlands, United Kingdom, Venezuela and West Germany, each report is $100. Data Tapes are $750 per country, state, city, or other area. Please call if you are interested in the entire data base. Other country reports in addition to the countries listed above can be ordered for inbound and outbound areas. The price for these reports is determined by a cost estimate basis, please call before ordering. Thank you for ordering special reports from the In-Flight Survey data base. This form serves as an invoice for the data. Please complete this form providing USTTA with the necessary information on your order, then include a check for the proper amount. We cannot send your order unless a check accompanies this invoice. A. Country Report(s): Country: I n /O u I b « s u si d B. Data Tape(s) State/Country: In/Outbound Year(s) TOTAL COST OF REPORTS REQUESTED: $ NOTE: Please make your check out to the U.S. Department of Commerce. We do not accept purchase orders. Your check should be remitted with this form to: IN-FLIGHT SURVEY U.S. Department of Commerce U.S. Travel and Tourism Administration 14th and Constitution Ave., NW, Room 1516 Washington, D.C. 20230 Telephone: in the United States (202) 377-4028 Subscriber information: Name Title Organization Address Telephone (area code) Thank you for the support of USTTA research. USTTA ORDER FORM MONTHLY 1-94 ARRIVALS DATA Please complete the following form stating which option you would like to use in ordering the "Summary & Analysis of International Travel to the United States." Return this form with your check to the address listed below. Send mc: ( ) 1989 MONTHLY arrivals data for January through December. A total of twelve (12) publications. Cost $200.00. ( ) 1989 QUARTERLY arrivals data for January through December. A total of four (4) publications. Cost $75.00. ( ) 1988 MONTHLY arrivals publications for starting with (month): through (month): . Cost $20.00 per month, or $200 for the entire year. A total of $ . ) 1988 QUARTERLY arrivals publications starting with: through . Cost $20.00 per month, or $75 for the entire year. A total of $ . ( ) Please send me additional data for monthly reports for 1986 to 1987. ( ) Please send me further information on data for 1983 to 1985. TOTAL COST OF ORDER: $ Make your checks payable to: U.S. Department of Commerce Please return this form to: Summary & Analysis Publications U.S. Travel & Tourism Admin. HCHB Room 1516 14th & Constitution Ave., NW Washington, DC 20230. Send my order to: Name: Title: _^____ Agency: Address: City/state/zip: Phone number: ( )_ Thank you for the support of USTTA research NOTES : T >> <- , A-> < L- ,— 13 CO CD •1— e =3 4-> 5 -a i — CD C < CD SZ co > ■1-1 i — c 3 13 13 o S_ CT) -»— -t— a> 1— c c_ *-> -C -f— ai co ■u «t •)-> +-> E CO •*- ■O 3 . en I x> en O C CJ on .c O •4-1 en ■»- X3 • c 3 4-) C en CD o 13 13 *-> > v. 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C 4> >> -r— c 1/1 13 VI r— *t— m 4> s tt> V t — .(D c u -0 c •j— L c •r- •r- c ««— cr i. •f— cr «0 ■u— in . — •f— v— «f »o O) < 4> fO , — «t CJ M 3 +-> s. 4-> c. cr •f— c in ^ 2 13 ■0 4) U cr *p— 3 M ■3: 13 -C L c. ■^ +-> 13 4-> i- 4J ai c (— I V. c •r— c E 4) 13 O 13 < «3 < O rc Z o_ 41 41 ttJC 1- 00 Oi 1/1 E rs C_3 -0 QJ t — in 41 c. m 3 <_> O O s: r3 3 •O X ex 13 3 13 co 4> <-> rz ^^ CO r-J CO -0 >, cr ■0 s- . — 13 c 13 cn cn 13 . — 13 s: 41 4i in >> r— •r— •r- s. 41 Oi cr O O a> C -f— 4) > in > 4) cr cr •r- • r- r3 13 13 cr Q 2 o- CO co =3 a — 4> i_ 13 C V. 13 +-> ■r- 13 0- O cr 41 _l ■•o cc O) us in ■!-> V- 1- *-> cr 13 r3 c: 4> l_> i. 4! ct cc >. cj. , — •»-> O U- E JI3 -r- 13 O i- < O h ex CO in in 41 4i in O -r- cr r3 •r- t. i. CONSUMER AND TRADE INFORMATION PROGRAMS USTTA conducts continuous Consumer and Trade Information Programs in all of the USTTA primary markets and in many of the Special markets. These programs include responding to individual requests for specific information from both the travel trade and the consumer. In Fiscal Year 1988, USTTA primary market staff responded to nearly 404,000 consumer requests and more than 176,000 trade requests. In addition, a continual series of workshops, training programs and on-site product inspection tours for management and staff ot travel wholesalers and retail agents are scheduled. In fiscal year 1988, 101 workshops and seminars drew collective audiences of 16,317 tourism industry staff members. Information is also transmitted to the travel trade through periodic bulletins and monthly newsletters (description follows). Counter and front-line personnel are instructed on the use of U.S. reference manuals and provided an indoctrination on the U.S. product through audio-visual presentations and a demonstration of state and city materials. Each market independently develops and distributes market- tailored reference materials for use by the travel trade in selling travel to the United States. Film/video and slide/photo libraries are maintained for use by members of the travel trade and specifically identified consumer groups as well as by representatives of the press for consumer programs, educational seminars and production of brochures or editorial features. Provision of material for these libraries by industry/ state/city/regional tourism offices is welcomed. In markets where English is not the primary language, it is highly recommended that audio-visual material be in the local language for maximum effect. However, extreme care should be exercised in producing such materials; it is strongly recommended that scriptwriting , translation and narration be done in the marketplace where use is intended . VI. A. 1 When developing audio-visual material for international use, in addition to 16mm film, it is important to recognize that various VCR formats are commonplace. Following is a listing of those formats used in USTTA markets: Japan - VHS or Beta ( NTSC ) Taiwan - VHS or Beta (NTSC) Korea - VHS or Beta (NTSC) Hong Kong - VHS or Beta (PAL) United Kingdom - 1/2 VHS (PAL) Australia - 1/2' VHS (PAL) New Zealand - 1/2' VHS (PAL) Mexico - Beta l and VHS Canada - VHS ( NTSC ) W. Germay - 1/2' VHS (PAL) Netherlands - 1'2' VHS (PAL) France - VHS (SEACAM) Belgium - 1/2' VHS (PAL) Spain - 1/2' VHS (PAL) Switzerland - 1/2' VHS (PAL) Italy - 1/2' VHS (PAL) Therefore, if you are planning to develop VCR materials for use in the international marketplace, it is recommended that you consult with the recipient USTTA offices to determine their individual needs. USTTA/Paris stresses that the SEACAM format required for France is incompatible with the U.S. NTSC and European PAL. However, it is possible to convert the U.S. system to SEACAM and have a voice over in the French language. USTTA/Paris can provide information on costs and technical assistance to U. S. travel destination who wish to make their video cassette available to France for promotional purposes . USTTA must respond to an every increasing need for good quality color and black and white photographs and slides. Currently, most USTTA offices purchase original materials from local travel writers and photographers on an availability basis. To ensure that your destination is adequately covered in our USTTA photo/slide libraries, please provide USTTA with ORIGINAL MATERIALS. The quality of second or third generation copies is not adequate for use in producing brochures, posters, etc. or for illustrating journalists' articles and cannot be included in the USTTA library. Your original photography will be returned upon request . VI. A. 2 Consumer and trade shows are held throughout the year. Refer to the Trade Shows and Seminars chapter of your manual for a listing of upcoming shows and seminars. Reference Libraries are maintained in each of the primary markets for use by the travel trade and the consumer. In each market USTTA works in concert with a VISIT USA Committee comprised of representatives of the on-site U.S. and foreign travel trade actively involved in selling travel to the United States. USTTA maintains limited warehousing and distribution facilities for the storage and dissemination of U.S. tourism literature to the travel trade and consumers. All USTTA primary market locations offer Consumer and Trade Information Centers . These centers are staffed with knowledgeable personnel equipped to respond to telephone, and write-in inquirers. Japan and U.K. also offers walk-in information service. Informational materials are made available and prospective travelers and the retail and wholesaletrade and principal trade organizations are counseled on USA destinations, facilities and services. USTTA/France also services request received on MINITEL, the home/office computer terminals provided by the French telephone company. MINITEL 1 s travel data bank includes 80 screens on USA tourism information. More than 2,000 inquiries are received each month. Approximately one-third require follow-up by the USTTA public information staff. A computerized information service (BTX) is also available in Germany; however, it is not yet generally used effectively due to the large equipment investment required of the consumer. USTTA Consumer Information Centers are always in need of good quality State and City destination and attractions materials . However, volume and destination requirements differ in each market. Therefore, to assure the most effective use of your materials and to eliminate unnecessary mailing expenses, we recommend that you provide one copy of each brochure to the USTTA office in question. The brochure will be reviewed and quantities will be ordered based on projected usage requirements . Where appropriate, to avoid expensive international mail/freight charges and possible import duties, we suggest all bulk shipments of literature be address to the APO or FPO addresses (as noted in the Personnel Communications chapter of this manual ) . Please be sure VI. A. 3 chat packages conform to standard postal limitation. Surface shipments can take as long as six to eight weeks, but priority airmail normally guarantees delivery within one to two weeks. Be sure to include the Tariff No. 70600-1 when addressing packages to the Canadian market. On a country-by-country basis, USTTA/Australia notes that both the travel trade and general public in Australia desire detailed information, to include prices, especially on moderately-priced tourism products and services, such as hotels, rent a cars, airline, bus and railway transportation. Brochures, travel planners and sales guides on these products and services together with detailed city and state highway maps are most welcome. USTTA/Germany offers that the most requested information is city and state maps, calendar of events, hotel information, special attractions and national parks. US TTA/ Mexico states that destination brochures on Texas, California, Florida ana New York are in great demand. USTTA/The Netherlands informs that the most needed brochures for consumer and trade information are: ° detailed area or state highway maps; u hotel listings indicating a price range vs actual price and information on which hotels offer weekend or special seasonal packages; ° attractions information to include price and operating hours for all seasons; Fly/Drive Tours with suggested 7, 14, or 21-day driving itineraries for immediate destination area and/or nearby region have proved very useful to the Dutch visitor not familiar with the vast distances in the U.S. (The format can be very simple, but should show distances in kilometers.) USTTA/ Italy receives most requests for destination brochures on New York City, California and the National Parks. Detailed state highway maps are also very useful for travel agents and consumers. Quarterly calendar of events are in constant demand by Journalists for consumer tourism sections of magazines and newspapers. USTTA/Japan notes that it is particularly important for calendars of events to include sports and theatre schedules, and to be received by USTTA well in advance in order for them to prove useful. They suggest that advance information be transmitted to USTTA by international facsimile as soon as the schedule of events becomes available . VI. A. 4 To allow you to get your message to the European Travel Trade and Consumer, USTTA/ London , as the European headquarter ' s office, began production in April of a thirty-two page travel and tourism information magazine entitled DESTINATION USA. The publication will be produced five times annually and distributed to the general public, through more than 70,000 travel industry outlets in the United Kingdom, The Netherlands and Scandinavia. If you are interested in placing advertising, please contact USTTA/LONDON or the publisher of DESTINATION USA at FOCUS gmbH, Kronenstrasse 15, 4150 Krefeld II, West Germany. Telephone: 02151/480019, TLX 172151389, FAX: 02151-480017 VI. A. 5 NOTES: VI. A. 6 A CHECKLIST FOR INTERNATIONAL BROCHURE DEVELOPMENT Note: The following is a compilation of basic information that has been acquired through years of international promotion. It is not intended to be all encompassing, and is provided only as a checklist for consideration as you develop international promotional brochures. Positioning your Product: The most important thing to remember in international promotion is that your domestic competitor may be your closest international promotion ally. Few foreign visitors are inclined to travel to the United States simply to see one attraction, event, destination, etc.; therefore, by pooling your resources, you stretch your promotional dollars and provide added incentive for the traveler to enjoy your product. When developing a brochure to promote your destination, remember that the United States is a vast and diverse country. Many international visitors are not familiar with the distances between various sites and our geography. Or, the destination you are promoting may be unknown to the international traveler. To rectify the recognition and positioning factors, include a small visual of the United States pinpointing your location. If your destination has not attained international recognition, provide access information from the closest international arrival point. Translations : In nearly every foreign-language-speaking country it is essential that promotional materials be presented in the language of the country. "When preparing your text keep the translation factor in mind, i.e., avoid colloquialisms and slang that may be misunderstood . "Have translations done in the country where the material will be used. Literal translations often are not usable; it is most important to find translators who can select the proper expression to convey the intended meaning . "Just as our country has differing expressions and varying accents, so do the other countries of the world; thus the necessity to obtain local translators. "And, remember that Spanish spoken in Mexico differs from Spanish spoken in Spain, French spoken in France differs from French spoken in Canada, etc. VII.A.l USTTA offices can assist you in providing some translating and editing services where the text volume is not too large. In text is voluminous, most offices can arrange for translation services on a cost basis. "USTTA/Germany informs us that this can be accomplished in that market for approximately US$1 per line. "In Canada, French translations for Quebec can cost an estimated C$250 for 1 1/2 panels of text. "USTTA/ France will obtain quotes and supervise production including proofreading of text when need arises. VERY IMPORTANT: Translation is particularly critical in the Japanese market . Over the years, many promoters have opted to work with local translators and printers to produce Japanese language materials. While there are many native Japanese in residence in the U.S. and many printers with modern, up-to-date typefaces, we regret there has never been a piece of material produced in the U.S. that lives up to required standards. With a language as complex as Japanese, it is important to find an accomplished writer who can convey your intended message. Accuracy of translation does not constitute adequacy as finished copy. Therefore, it is desirable to produce Japanese language material in Japan, at least through the translation, typesetting and paste-up process. The actual plate making and printing can easily be done in the United States, by any professional. Cost for such work will vary with length and complexity of the text, but the following is provided as a basic guideline: For a four-panel flyer, each panel 4"X 9", half copy and half photos/art: Translation and copy fitting $850, typesetting and paste-up $750 = $1,600 (calculated at Y120/$l). USTTA/Tokyo will be happy to obtain quotes and supervise production including proofreading of text whenever needs arise. Please bear in mind that two to three weeks should be allowed from mailing your request (with sample of material to be produced and complete description of work desired) to the time cost estimates can be provided by telex or cable. An additional three to five weeks will be required from receipt of your approval by USTTA through delivery of the camera-ready proof to you. Caution must be taken to avoid having Chinese or Korean language material translated or printed in the U.S. It should be noted that Chinese spoken in Hong Kong is Cantonese, while it is Mandarin in Taiwan. While written Chinese does not differ to a great extent, there are some distinct differences between the two languages which residents of the other language area find undesirable. It would therefore be recommendable to produce a language version specifically designed for the country in which the literature is to be used. VII. A. 2 Style and Format; Although requirements differ from country to country, a basic rule of thumb in developing a brochure is 60% copy, 40% photos and art (the Germar. market requires more informational detail and less art). Photos should be motivational and provide the prospective visitor with an image of what can be experienced in your area. Ideally the photo should convey the uniqueness of your destination. While motivation is important, the key to encouraging visitation is information. Provide practical information on climate conditions, transportation to and within your area, shopping, hotels, restaurants, attraction, and major events. Include sufficient details to whet the appetite of the prospective visitor; provide additional sources of information. Basic Do's and Don ' ts in text style include the following: ° Avoid slang and colloquialisms. u Do not compare your product with others, such as "cathedrals that rival Westminster Abbey." Comparisons tend to provoke a defensive attitude. u Do not use superlative -- the greatest, biggest, marvelous, majestic, spectacular -- unless it truthfully describes the subject. u Do use adjectives that create a thought-provoking image of the subject. u Patriotism is wonderful for domestic promotions, but becomes political when used internationally. ° Many international visitors have little interest in our history, therefore, this element should not be accentuated. (While this statement is generally true, there is a growing interest by Australian and New Zealand travelers in historic regions of the U.S., particularly those relating to the American War of Independence, the Civil War, Indian Wars, and Gold Rush Period, etc.) u Remember to use metric measurements in describing distances, temperatures and sizes. u If your area offers currency exchange facilities or language banks, be sure to cover these visitor services . ° Do include a keyed location maps. ° Do cover hours of operation and prices for major attractions, and/or provide telephone or telex numbers to enable the prospective traveler to secure full information . When determining layout and size, consider the intended use. VILA. 3 Most brochures are displayed in standard brochure racks which accommodate a 4"X 9" brochure. Brochures should fit international mailing standards, currently 21X10CM. Remember that lighter paper will reduce mailing costs. A smaller brochure that fits in a pocket or purse will be carried as a reference piece by the traveler. Consider including a map of your area; fold-out maps that identify attractions, accommodations and facilities are particularly useful. VILA. 4 GUIDELINES FOR ORGANIZING AN AGENT FAMILIARIZATION TOUR Purpose ; The primary reason for hosting a travel agent familiarization or product-inspection tour is to provide on-site inspection and firsthand knowledge and experience of the U. S. travel product to the agent and other travel inf luencers . Advance Planning ; Select dates well in advance taking into consideration foreign holidays and other major international promotions. At least two months lead time is required to permit USTTA to select suitable participants. Travel agents have busy schedules and agencies often limit staff participation to two trips per year or restrict the number of trips by establishing budget allowances. Working with your host carrier and destination facility, services and attractions officials, develop a preliminary itinerary. Be prepared to send this preliminary itinerary along with your invitation. Provide sufficient detail to allow the invitee to evaluate the benefit of participation Early dissemination of background material, flight and itinerary information also permits participants to maximize personal and professional benefits from the tour. Advance inquiries from hosts regarding participants 1 special needs and interests will likely result in a more productive visit for both host and participant. Whether invitations are extended through USTTA, the supporting carrier, or a designated representative of the host destinations, it is most important that as much detailed information be provided the invitee to enable he/she to accept or decline. An invitation MUST INCLUDE: (1) a realistic tentative itinerary including planned events and functions; (2) possible costs to the participant (meals, tours, admissions fees, transportation, porterage, etc); and (3) supporting air carrier identification, if applicable. Advise participants of the planned activities, climate conditions, and any dress restrictions, so they can plan their travel wardrobe appropriately. Accurate and frequent communication between hosts and USTTA is essential to the development of a successful tour Participants should be advised immediately of any changes regarding itinerary, accommodations, etc. VIII. A. 1 Selecting Participants; We invite you to utilize the resources of USTTA in the selection of tour participants. Unless you have specific requests for particular agents, remember that USTTA is most familiar with the travel agents' work and their agency. Specialized tours to meet the specific needs of each of the following categories of participant are encouraged: 1. Retail travel agent 2. Tour operator/wholesaler 3. Meeting and incentive travel planner 4. Automobile association travel counsellors (Canada ) . The specialized needs of each of these groups makes it impractical to mix them. Tours for (1) retail travel agents or (4) auto travel counsellors would benefit those at the junior level who deal on a day-to-day basis with clients. While tours for (2) tour operators/wholesalers and (3) meeting and incentive planners should be of senior level, empowered to negotiate on behalf of the company. Agent tours should NEVER be mixed with media tours. The only exception might be a writer from a travel trade publication. Itinerary Development: Provide an itinerary that is full and portrays your area to advantage, but remember to allow for adequate periods of free time . Arrange a variety of activities, functions, tours and inspections that will provide a cross-sectional review of your area. Be sure to include facilities and services of interest to both the budget-conscious and affluent traveler. In order to most effectively utiize the limited time famtour participants will be in your area, you may wish to consider programming a mini-workshop or a travel mart between the major travel product suppliers in your areas and the international travel planners. A two- or three-hour gathering where one-to-one seller/buyer discussions can be held will likely prove beneficial and educational to all parties involved. Such a workshop or travel mart should not be mixed with a social function, but a cocktail reception or a meal can easily be planned to follow a working session. Lengthy one-sided verbal or audio-visual presentations are not recommended although a short, concise briefing on tourism opportunities in your area would be most helpful. As desires and interests among the international travel industry differ from one country to another, it is strongly recommended that you canvass the USTTA office VIII. A. 2 responsible for the targeted country or region prior to developing a famtour itinerary or program. Inquire in advance to determine special tour requests of your fam tour participants. Arrange for such requests by allowing enough itinerary flexibility to accommodate them. Some free time must be scheduled. Itineraries which are too tightly scheduled exhaust the agents and create an unfavorable impression. Having provided a preliminary itinerary with your invitation, a final itinerary with hotel names and phone numbers should be sent to participants prior to departure. This enables the participant to leave a copy at the office in case emergency contact is required. A more detailed hourly schedule can be distributed upon arrival with changes discussed each morning or as they occur. Plan for the unexpected: unforeseen circumstances may cause delays, etc. Be prepared to alter the schedule for the good of the group and to maintain a good impression of your area. When on an hotel inspection tour, we recommend no more than five hotel visits per day. Include a variety of accommodations -- first class, condominium rentals, budget and moderate. Every area wants to showcase its finest dining establishments. However, some light and casual meals should be included. A picnic or light meal is often appreciated in the middle of a busy touring day. Be sure participants know which meals or cocktails are being hosted. Accommodations and Local Transportation: Single accommodation is preferred. When double rooms are provided, pair non-smokers and same age groups. This information, as well as a preferred rooming list, can be obtained in advance by USTTA. When possible, arrange transportation for agents during the course of their visit. Also, try to accommodate their individual transportation requests. Even if a tour is accompanied by a USTTA escort, be sure to provide at least two 24-hour contact names and numbers. Your Role as Host: As a host, your foremost obligation is to provide an opportunity for your tour guests to observe, participate and learn about your product. A well-informed and competent host is likely to increase favorable product development and awareness. Be sure that all facility, attraction and service hosts on your schedule have fully VIII. A. 3 informed their staffs of your visit. A bank of historical and humorous anecdotes not only entertains your guests but facilitates their education on the USA travel product. Remember at all times that the area will be judged by the HOST 1 S behavior — even under trying circumstances. It is wise to accentuate the positive, keeping in mind that the purpose of the tour is to create a favorable environment to foster product development and future sales. After the tour, you may want to evaluate your role as host. You may also want to distribute a critique sheet to your guests asking them for recommendations for future tours. Information: It is advisable to provide your guests with a basic map of the area and written information on host facilities and services as you tour. Hotel information and rate sheets should be available at each hotel inspected. This frees participants from preoccupation with notetaking. The information is also valuable several days, weeks or months later, when the agent is with a client or developing a product. If possible, include on your itinerary the name and affilitation of hosts at properties, restaurants and attractions. This will provide your guests with easy access to pertinent information for follow-up uses. At the conclusion of your tour, provide your guests with pre-addressed large envelopes to mail their brochure collection home. Translation Services: While international tour producers are usually conversant in the English langauge, their level of fluency varies. It is, therefore, recommended that interpreters/translators be made available whenever possible. However, extreme caution should be taken to ensure that such language assistants be of the caliber and personality to adequately represent the positive aspects of your area and product. Size of Group: It is best to limit the tour group to a manageable size, enabling you to provide maximum attention to individual detail. VIII. A. 4 Direct mail of news releases and stories, especially those in English, to the media in Japan is a total waste of effort. Unless stories or story ideas can be tailormade to meet Japanese media needs and presented in the Japanese language by a knowledgeable PR professional in Japan, chances are that the packet will go straight into the wastebasket. Straight translations from English to Japanese will never work; original copywriting by a native professional is essential in order to appeal to the media reader. The same can be said about a news release program in other parts of Asia such as Korea, Taiwan or Hong kong . While USTTA can and will intermediate on your behalf in the event you decide to undertake a media release program in Japan or other Asian countries, it can be highly costly undertaking. It is normally desirable for each release to be accompanied with a selection of photos and the contact name, address and phone number of your PR representative in the country who will be able to provide detailed information on the story topic. In other words, it will probably require a short or long-term contract for PR services with a capable agency, which is likely to require upwards of $7,000 per month per country in terms of retainer and basic production costs. The Netherlands; USTTA has available a media list of approximately 75 consumer and travel trade journalists interested in covering VISIT USA travel. Dutch language press releases are preferred to increase the probability of being used. Press releases should be supported with quality reproducable visuals such as black and white photos, charts, diagrams, maps, etc. Special attention should be given to the quality of the photographs . The format of a press conference should be used only if there is a significant announcement to be made. Otherwise press calls and informal press meetings can be scheduled to inform the media about your area. Although Dutch is preferable, English is widely used throughout The Netherlands and is acceptable. The USTTA/The Netherlands is able to arrange media services at the current rate of approximately US$ 100 per hour. This would include full PR counseling with related administrative services for the organization of press calls, conferences, translations and press release preparation. Out-of-pocket expenses relating to telephone photographers, travel etc. VIII. A. 5 NOTES: VIII. A. 6 GUIDELINES FOR ORGANIZATING A MEDIA FAMILIARIZATION TOUR Purpose : The primary objective of a media familiarization tour should be to increase public awareness of a destination by offering writers, photographers and broadcasters the opportunity to observe, participate in and record what your area offers to potential visitors. A well-coordinated familiarization tour offering participants a pleasant and worthwhile experience can result in invaluable favorable publicity. Advance Planning : Familiarization tours are a major program activity in USTTA country marketing plans and, tnerefore, dates of operation should be coordinated with USTTA offices six months in advance. At least three months lead time is required to permit USTTA and/or their public relations counsel to select suitable participants and to secure complimentary airline transportation. Travel media people frequently have busy travel schedules and also require advance notice to plan their research trips . Remember that productive journalists are in constant demand and that you are competing for their services with numerous foreign destinations, all offering attractive fam tours. To provide a journalist with good story material, and the incentive to participate in your tour, all proposed tours should cover multiple destinations, with a maximum of two nights per destination. Early dissemination of background material, flight information, press kits and itineraries permits participants to obtain maximum personal and professional benefit from the tour. Advance inquiries from the host regarding special needs and interests of participants will likely result in more detailed, original, and interesting features, thus increasing potential publicity for the host area. Inform participants as early as possible about any potential costs. Clearly identify complimentary vs cash-required activities. The costs involved will sometimes determine whether a media representative can afford to participate. Informing participants in advance will help with planning, and will avoid confusion during the trip. Advise participants of climate conditions, activities and dress restrictions, so that they can plan their travel wardrobe appropriately. VIII. B. 1 Accurate and frequent communication between hosts and USTTA is essential to the development of a successful tour, Participants should be advised as quickly as possible of any changes regarding itinerary, accommodation, etc. Selecting Participants; Utilize the resources of USTTA and its public relations counsel in the selection of journalists. Unless you have specific requests for particular journalists, remember that USTTA has screened the journalists and is most familiar with the journalists 1 work. Tours should be limited to 12-15 participants including escort(s). Several small tours are generally more effective than one large tour. This approach allows more personal contact, more attention to individual needs, and avoids saturation of the market with travel features on the same destination all at once. Because of the special attention that a filming television crew demands, do not try to mix a television crew with a group consisting of print or radio journalists. Television crews should tour your area as a separate group, as their requirements differ vastly from those of broadcasters, writers and still photographers. Itinerary Development: A whirlwind "whistle-stop" tour of all the sites of interest in your area may be fine for a travel trade publication writer, but the newspaper and magazine writer may find this wearisome, when he or she is looking for a feature focus. Consumer publication writers and broadcasters need the opportunity to delve into their topics more in depth, and often prefer to have at least one-third of every day unstructured to permit time and energy to pursue their interests and story angles. Be prepared to accommodate the special requests made by your journalist tour participants. Arrange for such requests by allowing enough itinerary flexibility. (These special requests — although they may seem troublesome -- will probably result in a more saleable story angle and increased favorable publicity.) Arrange a variety of activities, functions, tours and inspections that will provide a cross-sectional review of the area. Remember to portray the entire spectrum (jet set vs budget conscious) activities and facilities available, to all visitors. VI I I. B. 2 Do not try to cover absolutely every tourist highlight in your area in two days. Some activities should be indicated as optional, permitting an opportunity for participants to pursue particular interests. Avoid comparing travel writers and broadcasters to travel agents, as their needs and interests differ. While travel trade writers are interested in hotel conventions and rooms, the interest of the consumer media is limited in this area. Therefore, tours of hotel properties should be optional. Editorial people are usually not very interested in meeting sales personnel. If such a meeting is political from the host's point of view, keep it brief and informal. An informal reception with local writers, broadcasters and other artists is likely to result in increased publicity, and may prove beneficial to both groups. Background Information; Background information sheets, distributed just in advance of each function, free participants from preoccupation with note-taking and increase the enjoyment of the event. The backgrounder is also valuable several days, weeks or months later, when the writer is double checking his story for accuracy. Be sure to include the name and address of all hosts. A selection of high contrast black and white glossy 5"x7" or 8"xl0" photos and quality original 35mm color slides snould be available for writers with little photographic expertise, and in the case of inclement weather. Language Capability; When hosting foreign-language groups a well-inEormea interpreter/guide must be made available. In many countries, it is difficult or impossible to recruit productive English-speaking journalists for coverage assignments. Accommodations and Local Transportation; Single accommodation is preferable. Many journalists write while they are in their rooms at night and, therefore, prefer privacy. Broadcast journalists may require a telephone to phone radio programs in to a station. Whenever possible, arrange transportation for journalists during the course of their visit -- also try to accommodate their individual transportation requests. VIII. B. 3 Even if a tour is accompanied by a USTTA official, be sure to provide at least two contact names and numbers, and where they can De reached 24-hours a day. Your Role As Host; A well-informed, competent and cordial host is likely to increase favorable publicity. Provide your guests with information on what makes your area unique; include historical and humorous anecdotes. Remember at all times that the area will ultimately be judged by the Host's behavior — even under trying circumstances. Any indescretion on the part of a participant should be dealt with privately. Always accentuate the positive, keeping in mind that the purpose of the tour is to generate favorable publicity. Media Familiarization Tour From JAPAN It is believed that the media in Japan, both print and air, can be considered the most powerful and influential of any country around the world. Of the over 2,000 periodicals published regularly, many newspapers boast circulations of over a million. On the other hand, very few magazines claim circulation exceeding 100,000 mainly due to the highly targeted and specialized nature of the vast majority of publications. It is interesting to note that between 150 to 200 periodicals go off the market each year, to be replaced by new magazines which better serve the fast changing consumer preferrences and needs. Recent trend is for publications to steer away from the traditional "travel stories" and concentrate more on specific aspects of the American lifestyle and news topics . While favorable media exposure in this country continues to generate returns far beyond the investment made, it is becoming increasingly difficult to entice Japanese media to conduct coverage overseas. It now requires a much greater effort and increased number of manhours by the USTTA PR counsellor to recruit quality participants willing to commit exposure valued in excess of the USTTA set criteria of a $35,000 minimum in magazine editorials and television airtime of §120,000. It has therefore become necessary for USTTA and its PR counselor to establish the following renumeration schedule for assistance to those desiring to organize and host media tours . For a single print media tour project which includes recruiting, briefing, preparing and dispatching a two- person team per consumer publication, and providing a follow-up results report to the host destination: 1 publication ?1,200 2 publications 1,800 3 publications 2,200 4 publications 2,600 'For a television crew (normally consisting of producer, director, cameraman, video engineer, audio engineer and reporter, but may vary depending on scale of program): One team. $2,500 NOTE: Above costs are based on the exchange rate of Y115-120/$l anticipated for 1989. They are subject to VIII. C.l adjustment upward or downward depending on the currency exchange rate effective at the time. These cost estimates are based on an average minimum time requirement of a 60-manhour base per invitational media tour, and rates apply only when the USTTA PR contractor's services are used. States and cities are welcome to select their own PR consultant if they so desire . CAUTION : States and cities desiring to host invitational media tours from Japan must bear the following in mind: -Complete press kits and basic tour itineraries must be sent to USTTA at least four months, preferrably six months in advance of desired tour departure. USTTA and the PR counsellor will review itineraries and may suggest changes, additions or deletions as deemed appropriate . -The hosts must be responsible for negotiating with and obtaining firm agreement from air carrier(s) to provide all trans-Pacific and domestic air transport for journalists . -Generally, complimentary hotel accomodations, ground transport and most if not all meals should be offered. -Interpreter assistance should be available wherever possible. Most Japanese journalists speak little or no English. -Be prepared to accomodate individual publication/TV team requests for special assistance during or after the official program. Each medium will have editorial themes of its own and will likely desire special arrangements wherever feasible. VIII. C. 2 The USTTA East Asia Marketing Contractor maintains an in-house public relations division capable of assisting U.S. entities interested in hosting media tours from Hong Kong, Korea or Taiwan. These tours will be organized upon request from USTTA/Japan at a fee equivalent to 50% of the normal charges levied by Scott Delton. Such fees will be payable in the local currency equivalent sum at the time that each project has been completed (Hong Kong in HK$, Korea in Won, and Taiwan in NT? ) . The following rate schedule is provided as a guide: For a single print media tour project from any of the three countries, which includes recruiting, briefing, preparing and despatching one or two journalists per publication, as well as supplying a follow-up report to the host destination: 1 publication US$1,200 2 publications 1,700 Each additional publication 300 For a television crew of up to six persons on a single tour project: One team US$2,200 U. S. entities desiring P.R. services which do not fall into the categories above, may call on Scott Delton who will be happy to assist at a 50% discounted hourly rate of HK$312 (approximately US$40). For each project, a detailed cost estimate covering anticipated manhours plus actual costs will be provided for prior review and acceptance. States and cities are, of course, welcome to select their own P.R. consultant if they do desire. VIII. C. 3 NOTES: VIII. C. 4 TRAVEL MISSION GUIDELINES Introduction; Travel missions from the United States to other countries can be useful in establishing working relationships between you, the U.S. travel supplier, and the foreign wholesalers and retailers who are prospective buyers of U.S. travel services. Properly planned missions also provide the opportunity to reach the foreign general public through media publicity. A well-planned mission should promote friendly understanding and goodwill towards your community and communicate precise information about your destination, hospitality facilities, attractions, services, and regional or local transportation facilities. DEFINING THE MISSION PURPOSE AND CONTENT; Before embarking on a travel mission, the sponsors and the participants must clearly understand the mission's purpose and the techniques which will be used to convey the desired message to a foreign audience. To do this effectively, serious and extensive program planning is essential . Purpose ; First, define the specific purpose of your travel mission and what you hope to achieve. For example, a mission could be primarily concerned with disseminating information about a certain area; developing packages for tour operators and wholesalers; providing price and property or facility information to retailers specializing in individual travel packages; and/or generating publicity to attract the individual prospective traveler and motivate the travel industry decision maker. Size and Make-up of Your Mission; The size of your travel mission will depend largely on whether you are representing a single major destination which would require a small team; or whether your mission is regional, including a broad spectrum of services and facilities which would involve a larger group. To be effective, a mission group should never exceed 15-20 participants. Timing; Consult early with the USTTA regional office in the location you plan to visit. Plan your visit so that it does not conflict with holidays, other travel trade functions, or another travel mission. USTTA will gladly provide advice on the appropriate season and timing for your visit. IX. A. 1 Planning Your Strategy and Selecting Your Audience; Begin planning ONE YEAR TO SIX MONTHS in advance. This will give you adequate lead time to build a program and promote attendance at your mission activities. During the planning stage, State, city and industry participants should consult with the principal carriers servicing your area from the target market. The combined knowledge of USTTA specialists and the principal carriers will enable you to establish specific strategies to meet your goals. USTTA will assist you in identifying and inviting the appropriate audience. Preparing your Audience: Consult with the USTTA office in the market you are intending to visit to determine the accepted strategy for preparing your audience. In some markets, advance mailings are recommended. Advance mailings to your intended audience can produce individual responses which could be the basis of sales calls when the mission members arrive in the market area. Your advance mailing should include specific information on proposed tour itineraries, costs, commissions, conditions of sale, hotel/motel rack rates, entrance fees, and related discounts and commissions. Your target audience is the professional travel trade and you must convey to them the business benefits of promoting your area or attraction in comparison with other destinations — particularly foreign destinations. Speak their language: All audio-visual and supporting printed materials, should be in the language of the country you plan to visit. At the very least, every audience-type presentation should be made by a professional fluent in the language of that country. Don't listen to the advice that "everybody in that country speaks English." Even in countries where English is widely used, you rarely will have an audience in which everyone can easily follow the speech and humor of an English-language presentation. Marketing Presentations: Group functions are usually effective in promoting your particular area or attraction to the foreign trade and press. If possible, group functions should also include a professional audio-visual market-oriented presentation combined with a workshop or seminar in each major city your mission plans to visit. Hospitality: Hospitality functions should always be planned to support a specific marketing objective. This can be accomplished through the use of exhibits, decorations, or entertainment that conveys the key message of your mission. USTTA regional offices can provide you IX. A. 2 with details on costs and facilities for hospitality functions . Hosting hospitality functions can be helpful to provide a format for conveying your message, but not an absolute necessity. Lavish dinners and cocktail receptions coupled with entertainment may support one specific marketing objective, but may not serve to satisfy another. USTTA regional offices can provide you with suggestions on program format, recommendations as to whether or not hospitality functions would be desirable and details on costs and facilities as applicable. A rough summary of potential costs is provided later in this document. Who should Participate; The majority of participants should be travel trade professionals prepared to provide information and prices on their products and services. All participants should understand the tourism industry in your area and the dynamics of buying and selling tourist services. Most important, each participant should clearly understand the purpose and goals of the mission, and his or her individual responsibility. Spokespersons : The group should consists of responsible spokespersons representing the principal segments of the travel and tourism industry as well as representatives of state and city tourism bureaus who are prepared to speak for absent associates and colleagues. You may also want to include a well-known personality or entertainment group as a PR representative of the area or attraction you are promoting . Mission Coordintor; There must be at least one individual identified as the Mission Coordinator who will be responsible for developing a mission program and for making all transportation, accommodation, and meeting arrangements. The coordinator will handle budget development and direction, and program and publicity coordination. The most effective missions are those for which the mission coordinator also serves as the mission leader abroad. Advance Person or Team: An advance team, including the mission coordinator, should be sent several weeks or months before the mission's arrival. Depending on the size of the mission and the complexity of its program, an advance team may be one person or as large as three or more members. The advance team's primary responsibility would be to confirm all local arrangements: "inspect the physical location of the mission events; "check on hotel rooms, meal or function arrangements; "coordinate the mailing of invitations with USTTA or associated private sector carriers or services; IX. A. 3 "arrange press releases, media coverage, and group transfers; and °make necessary advance deposits to guarantee support services. The mission leader must be prepared to make payment for services directly to the supplier as they are incurred. (USTTA will not be able to make financial commitments, prepay, or make deposits for your mission. ) Follow-up Plan ; Consider in advance how you will later communicate with the contacts you make abroad, and make a structured plan to maintain contact through mailing lists with telephone numbers and telex codes. You may want to send tariffs, brochures, or information bulletins from time to time, and also consider a follow-up travel mission. IX. A. 4 PROMOTION ABROAD: MORE THAN JUST A MISSION The most effective travel missions do not stand alone as a marketing effort. They are only one element of broad marketing plans that may span several years and include such other activities as: cooperative advertising and publicity campaigns with principal carriers, wholesalers and tour operators; participation in travel trade shows attended by foreign travel agents and wholesalers in the United States and abroad; direct mail campaigns supported by brochures, tour programs, and tariffs; on-site marketing seminars and/or familiarization tours to give foreign travel agents and writers firsthand information about your area or service; development of foreign-language materials for distribution in the international marketplace; and participation in foreign travel shows for the general public. Each Mission Coordinator should evaluate and determine either before or after a mission is completed, the amount of funds available to support promotional projects in a market area. Financial support, on an equally-shared basis, can prove to be a synergistic ingredient in an international market promotion effort conducted by a state or region. Sharing in the cost and support of creating, printing, mailing or distributing literature to the trade can be effective. As you begin to develop a mission, refer to the Communication/Personnel section of this manual for contact information. IX. A. 5 NOTES: IX. A. 6 TRAVEL MISSION WORKING CHECKLIST; Transportation; / / Air reservations confirmed — before departure/en route / / Airport transfers / / Intra-city surface transportation / / Accompanying baggage limitations and Customs advice / / U.S. departure airline check-in time deadline / / Airport pre-briefing room if necessary / / Allow for jet lag and slack time Accommodations : / / / / / / / / / / / / / / Hotel selection "location convenient to travel trade? "sufficient group function meeting space? "discounted room rates available? Hotel Reservations - secure written confirmation Group of individual billings Room costs including service, tax, breakfast, porterage? check-in, check-out times? Need for hospitality or briefing suite? Rooming lists - all stopovers Group Function Arrangements; Meeting Space / / Room Requirements, decorations and set up / / Special equipment technician needed? / / Bulk promotional material storage space / / Meal menus and beverage selection / / Method of payment for public rooms/hospitality/ entertainment/meals / / Name tags for mission members and foreign travel trade Travel Trade Invitees / / Number and selection of invitees - criteria for selection and protocol Translating and printing invitations Mailing invitations RSVP procedure Follow-up letters to invitees Func tion Format Time and day - conflicts with other events Agenda sequence Selection of MC - interpreter needed? "Registration" procedure Hand-out packets, giveaways Staffing requirements? IX.B.l / / / / / / / / Fun / / / / / / / / / / / / / / Media coverage desired? Photographer? Clipping Service? / / Hospitality/entertainment needs and timing Other Considerations: / / Press releases - translation and use? Photos? Literature? Biographical Sketches? Professional PR services needed? Separate press function? Selection of Spokesperson - interpreter needed? Shipping and Customs clearance for bulk literature, posters, and other promotional materials/equipment Local trade advance appointment schedule - set up and confirm; related transportation/escorts arranged? Protocol advance appointment schedule - set up and confirm? Literature translation needed? Arranged? Mail advance instructions to all mission members: clothing, agenda, health insurance, collateral material, currency exchange, transporation, luggage limitations, Customs requirements, payment of bills, accommodations, available market research, mission objectives, phone contact for questions/emergencies, etc . / / Calling cards for mission members in foreign language ( s )? / / Travel trade/consumer advertising to coincide with or complement mission. / / / / / / / / / / / / IX. B. 2 TRAVEL MISSION EXPENDITURE ESTIMATES For aid in planning your mission, following are cost estimates, based on current prices and exchange rates. Australia The average meeting room costs on a 9 a.m.- 5 p.m. basis in leading hotels in Sydney and Melbourne are: 1-100 persons, US$370; 100-200 persons, US$740. In most cases room hire charges are negotiable. Usually room hire does not apply for sit-down luncheons and dinners. Indicative food and beverage costs are as follows: °Coffee and Cookies, per person: US$3.00 "Buffet luncheon with wine, beer and soft drinks, per person: US$33 u Two-hour cocktail reception, with hot and cold canapes, per person: US$30 "Sit-down dinner, with pre-dinner drinks and wine, per person: US$46 Canada Cocktail Reception with open bar, hors d'oeuvres in first-class hotel in Toronto, Montreal, Vancouver and Calgary: CA$20-32 per person Lunch: CA$10-20 per person Dinner: CA$20-40 per person Seminar/Workshop with coffee: Usually held in conjunction with evening reception. Hall rental and coffee service, per person, CA$5-12 in Toronto; CA$5-10 in Montreal and Calgary. IX.C.l Press Conference/Contacts: Preparation of supplementary appointment schedules, preparation of press releases, compilation of press kits, provision of photographers, planning of special events, coordination of press conferences, escort and transportation arrangements to media meetings outside Toronto, Montreal and Vancouver: CA$60 per hour in Toronto; C$50-60 per hour in Montreal, Vancouver and Calgary. Invitations: Due to high cost of printing and mailing in Canada, invitations should be printed and mailed in the U.S. Invitations to events in Toronto, Montreal and Vancouver should include a line reading: "RSVP USTTA," followed by appropriate telephone number as listed for Canadian offices in Personnel/Communication section of this manual. Procedures for inviting attendance in other Canadian cities should be coordinated with the USTTA office closest to the cities in which events are to take place. In Montreal, it is recommended that invitations be printed in French, as well as English. In all cases, USTTA travel trade and media lists should be obtained and used as the primary source of invitees' names and addresses. France Approximate costs for events in a first-class hotel (prices calculated on exchange rate of $1=F6): Cocktail Reception, per person: US$25.00 Luncheon, per person: US$30 .00-$55 .00 Dinner, per person: $40 . 00-$85. 00 If meeting is held in a hotel and food service, such as a reception or luncheon is included, it is unlikely that a meeting room charge will be imposed. If audio-visual materails are being brought by mission paticipants, be aware of the difference in electical current and cycles. French voltage is 220V, 50 cycles and plug and socket configurations differ from those in the USA and elsewhere in Europe. If mission is planning to show film, slides or is bringing along musical equipment requiring special sound systems, check with the USTTA office for your technical needs. Please note that France operates on 50 and not 60 cycles (USA) and bear in mind that the technical modus operandi is France is unlikely to be the same in Belgium, England, Germany, etc . USTTA/France can provide technical assistance to the mission, but out-of-pocket costs must be borne by the organizers. The Paris office will translate your IX. C. 2 invitation text at no cost to the mission, but mission organizers should budget for printing and mailing costs. Be sure to check with Paris office on size of invitation and envelope to assure that they are acceptable to the French postal system. Remember, invitations should be printed and sent in France. Germany Because of the dispersal of the German market over several major cities, travel missions to the German-speaking market present unique logistical and financial problems. The decrease of the value of the dollar, presently (1.74/51), has had an impact on all mission cost calculations. However, in general meeting room costs in leading hotels are generally waived when buffet or sit-down dinner arrangements are made for over 50 persons by the mission organizer. For buffet or sit-down dinner an average cost of ?50-?60 per person should be considered. Alternate average set-up costs are as follows: Sit-down Lunch, for small groups up to 30 persons, including food, beverages, tax and service, per person: US$50.00. Evening receptions, for large groups of 100 and over, including hot and cold buffet, aperitives, wine, beer, tax and service, per person: US$40.00. Sound and projection equipment are extra charges determined by specific needs. Floral arrangements, per table: US$15. In addition, costs for PR services, printing of invitations and special marketing initiatives are to be calculated extra. Lodging costs, first class hotel: $200-250 per night. Italy Meeting room costs policies vary from hotel to hotel in Italy, although an average of US$1,800 is a good guideline in developing a budget. Some will waive charges when catering is included, other charge same or reduced fee. Cocktail reception, per person: US$40-60 Sit-down lunch or dinner: US$50-80 Meeting Room with coffee for 25-30 persons: US$100 Invitation printing, for 150 invitations: US$150 Mailing Costs would depend on number of invitations mailed. IX. C. 3 Individual participant expenses include: Lodging ; Four Stars Hotel De Luxe Hotel Single: US$114 to US$218 US?180 to US$260 Double: US$140 to US$260 US$280 to US$345 Meals : Breakfast: US$10 to US$15 Lunch or dinner in hotel: US$40 to US$55 Lunch or dinner in restaurant: US$20 to US$70 Taxi Fares : Malpensa airport to center of Milan: US$78 Linate airport to center of Milan: US$15 Fiumicino airport to center of Rome: US$50 Rental of Audiovisual Equipment : Any kind of cassette PAL color: US$515 to US$590 Slide projector and accessories: US$467 Other expenses: o Shipping, customs and transportation of materials o Licensed professional interpreter: US$340 per day o Interpreter/guide: US$250 per day Japan Tokyo: "Lodging (centrally-located, first-class hotel) $200-250 per night* "Luncheon (sit-down or buffet, including room charge) $120-150 per person "Dinner or cocktail/buffet reception: $150-180 per person "Seminar room for 80-100 persons (half-day): $1,000-1,300** "Banquet with entertainment: $250-plus per person "Meeting Room with coffee, tea for 20-25 persons: $500-700 "Invitation printing/addressing/mailing (300 invitations to produce 150-160 attendees): $700-1,100 "Individual meal/incidental expenses, per day: $80-125 "Airport/city limousine $21-23*** Osaka: "Lodging: $130-220 per night* "Luncheon or other meal/function costs about 10% less than in Tokyo IX. C. 4 Other Anticipated Expenses: "Shipping, Customs, Truckage, etc.: $500-900 norm "Bullet Train Tokyo/Osaka, first class: $155/psn/one-way "Taxis and other in-city transport: $50-60 per day "Baggage trucking Tokyo/Osaka: $5 per piece "Licensed professional interpreter: $420 half-day minimum "Interpreter Guide: $250-400 per day "Press Conference: Refer to the Media Relations Section of this manual *Rates depend on season and whether or not functions will be planned in the hotel during the mission's visit. USTTA is normally able to obtain 30-50% discount off the rack rates at New Otani , ANA and the Prince Hotels, and 20-25% discounts at the Imperial. ** Seminar room rates are discounted when refreshments/food service is provided. In Japan, room rental charges are always assessed regardless of the amount of money being invested in meals or drinks. ***Scheduled limousine service is available from Tokyo International Airport at Narita to the Tokyo City Air Terminal or to the major city-center hotels at lesser frequency. For large mission groups in excess of 20 persons, it may be less expensive and more convenient to charter a private limousine (approximately $400-500 including meeting/escort service). Hong Kong, Taiwan and Korea Administrative Functions, letterpressing , scheduling sales calls, arranging fam tours, assisting with trade shows, press briefings, setting up training seminars, and accompanying visitors as required. Country and Currency: HKG TPE SEL HK$ NT$ Won Normal hourly charge: 625.00 2500.00 66,000 Special USTTA 25% discounted charge: (minimum 8 hours) 468.75 1875.00 49,500 Translation services from 1.75 6.00 150 English, per character: Photocopying, per A4 sheet 0.75 3.00 100 Telecommunciations: at cost IX. C. 5 Postal Charges: at cost Trade Receptions: at cost Storage of Promotional materials per kilo, per month: 100.00 320.00 Minimum space 360 square feet in Seoul, per month: 750.000 Freight forwarding and transport: at cost For all other services quotations can be supplied upon request. Mexico Due to the fluency of the greatly devalued Mexican currency and spiraling inflation, USTTA/Mexico suggests that you communicate with that office to discuss mission finances as planning begins. The Netherlands "Lodging (centrally-located hotel) US$130-200 per night* "Luncheon (sit-down or buffet, including room charge) US$35-50 "Dinner or cocktail/buffet reception: US$60-80 per person "Seminar room for 80-100 persons: $800** "Meeting Room with coffee/tea for 20-25 persons: US$200-300 "Invitation printing/addressing/mailing (150 invitees): US$20Q-300 "Individual meal/incidental expenses, per day: US$60-80 "Airport/city limousine: US$20-30 *Rates depend on season and whether or not functions will be planned in the hotel during the mission's visit. **Seminar room rate is discounted when refreshments/food service is provided. United Kingdom In London, barring conflicting schedules USTTA can reserve Amrican Embassy facilities for mission activities, which includes a theatre and trade show area. Reception cost, per person, including food, beverage and security service (Embassy facilities): US$50 Although IX. C. 6 there are charges for use of some of the facilities, these rates a much lower than those charged in hotels. Costs associated with holding seminar activities in a hotel in London are comparable to those charged in major U.S. cities. IX. C. 7 NOTES IX. C. 8 198 9 SCHEDULE OF INTERNATIONAL TRAVEL TRADE/CONSUMER SHOWS Jan. 6-8 International Travel Market (I.T.M.), Cannes, France Jan. 11-15 Vakantiebeurs , Utrecht, The Netherlands Jan. 20 USA Marketplace '90, The Netherlands Jan. 27-31 FITUR, Madrid, Spain Feb. 2-3 Expo Vacaciones USA, Mexico City Feb. 3-8 FIAVET Convention (Federation of Italian Travel Agents), Morocco Feb. 3-5 Travel '89, Edmonton, Canada Feb. 6-9 VISIT USA Product Seminars, Australia/ New Zealand Feb. 10-12 Travel '89, Calgary, Canada Feb. 16-22 Salon Mondial du Tourisme (SMTV), Paris, France Feb. 22-26 Borsa Internazionale del Turismo (BIT), Milan, Italy Feb. 23-26 INTERTOUR EXPO '89, Hong Kong March 1-2 ANATO Trade Show, Bogota, Colombia March 1 Brussels VISIT USA Workshop/Seminar and THE AMERICAN EXPERIENCE, Belgium March 4-9 Internationale Touristik Boerse (ITB), Berlin, Germany March 7-11 Int'l Business Travel and Tourism Show (IBTS '89), Tokyo March Rej '88 International Travel, Copenhagen, Denmark March 10-12 MAHANA - USA Pavilion, Lyon, France March 21 Henry Davis Trade Show, Montreal, Canada March 22 Henry Davis Trade Show, Ottawa, Canada March 23 Henry Davis Trade Show, Toronto, Canada April 2-4 Swiss Travel Mart, Bern, Switzerland April 6-9..... Mexican's USA Wholesales, Miami April 9-12 ACTA National Conference and Trade Show, Amsterdam, Holland April 11 Travel Marketplace, Calgary, Canada April 12 Travel Marketplace, Edmonton, Canada April 13 Travel Marketplace, Vancouver, Canada April 27-30 ITIX - Chicago May 22-23 Visit USA '89, Caracus, Venezuela June 3-7 Pow Wow '89 Las Vegas June 15-18 Holiday and Travel Show, Melbourne, Australia June 19-22 Visit USA Destination Seminars in New Zealand June 22-25 Holiday and Travel Show, Sydney, Australia June 26-29 Visit USA Destination Seminars in Australia July 1-4 COTAL Convention, Guadalajara, Jalisco, Mexico July 21-25 Australian Federation of Travel Agents (AFTA), Perth, Australia September Visit USA, Buenos Aires, Argentina X.A.I Sept. 7-10 '89 Korea World Travel Fair (KOTFA), Seoul Sept. 22-23 ACTA-Alberta, Edmonton, Canada Sept. 29-Oct. 1....TOP RESA, Deauville, France Oct. 10 Henry Davis Trade Show, Toronto Oct. 11 Henry Davis Trade Show, Ottawa Oct. 12 Henry Davis Trade Show, Montreal Oct. 13-22 Salon Neige et Montagne, Paris Oct. 23-27 OMCA (Ontario Motor Coach Assoc.) Marketplace, Toronto Oct. 27-28 ACTA-Manitoba, ( Travelf est ) , Winnepeg, Canada November Meeting and Convention Exchange, Florence, Italy Nov. 9-11 ACTA-Atlantic, Halifax, Nova Scotia Nov. 16-18 ACTA-Quebec, Hull, Canada Nov. 20 USA MARKETPLACE *90, Netherlands Nov. 23-25 Brussels Travel Fair, Belgium Nov. 27-30 JATA Int'l Congress and Trade Trade Show, Tokyo Nov. 28-Dec. 1 World Travel Market, London, England Dec. 8-12 World Travel Fair, Tokyo, Japan December TOUR '89, Amsterdam, The Netherlands 1990 Jan. 10-14 Vakantiebeurs , Utrecht, The Netherlands Feb. 14-17 InterTour Expo '90, Hong Kong X.A.2 TRADE SHOW/AUSTRALIA 1. EVENT: AFTA (Australian Federation of Travel Agents) Convention and Trade Show 2. DATE: July 20-24, 1989 3. PLACE: Singapore 4. FORMAT FOR ACTIVITY: Trade Show. 5. POTENTIAL PARTICIPANTS: USA Destinations and VISIT USA Suppliers. 6. COST PER PARTICIPANT: Unknown at this time. 7. CONTACT: Diana Armstrong, USTTA/Sydney (see Personnel/Communications ) TRADE SHOW/AUSTRALIA AND NEW ZEALAND 1. EVENT: Visit USA Destination Seminars in Australia and New Zealand 2. DATE: June 19-29, 1989 3. PLACE: Seminars will be held in Sydney, Melbourne, Brisbane, Chr istchurch, Wellington, Auckland and Hamilton 4. FORMAT FOR ACTIVITY: Update on U.S. tourism products and services for 2,000 travel consultants and managers by U.S. destination bureaus and U.S. -based suppliers. Bureau representatives will each give a brief presentation to an assembled audience and then join suppliers in a trade show. Presentations are followed by receptions in Australia and New Zealand. In addition, press and wholesaler sessions are held. 5. POTENTIAL PARTICIPANTS: USA city, state and regional tourism bureaus and their U.S. -based suppliers. 6. COST PER PARTICIPANT: USA Bureaus US$2,750, including trans-Pacific airfare. U.S. -based suppliers US$1,800 (fee does not include trans- Pacific airfare). 7. CONTACT: Diana Armstrong, USTTA/Sydney (see Personnel/Communications ) . X.B.I CONSUMER SHOW/AUSTRALIA 1. EVENT: Holiday and Travel Show 2. DATS AND PLACE: Meloourne, Australia ... .June 15-18, 1989 Sydney, Australia June 22-25, 1989 3. FORMAT FOR ACTIVITY: Creation of a special USA theme area where activities attractive to the attending public will be conducted, emphasizing tourism opportunities and attractions in the participating destination areas. 4. POTENTIAL PARTICIPANTS: U. S. destination bureaus and VISIT USA Suppliers, both local and from the U.S., interested in promoting directly to the consumer . 5. COST PER PARTICIPANT: Unknown at this time 6. CONTACT: Diana Armstrong, USTTA/Sydney (see Personnel/Communications ) X.B.2 TRADE SHOW/ BELGIUM 1. EVENT: Brussels Travel Fair (BTF) 2. DATE : November 24-26, 1988 3. PLACE: Brussels, Belgium 4. POTENTIAL PARTICIPANTS: 45 10 square meter booths for members of the Belgian VISIT USA Committee and U. S. interests, including destinations, tour operators, airlines, hotels, rental cars and suppliers. 5. FORMAT FOR ACTIVITY: Trade show only for 10,000 receptive and export business participants. 6. COST PER PARTICIPANT: $1,800 7. CONTACT: Catherine de Nesle, USTTA/Paris X.B.3 TRADE SHOWS — CANADA 1. EVENT: ACTA National Conference and Trade Show 2. DATE : April 9-12, 1989 3. PLACE: Amsterdam, Holland U.S. supplier participation is not recommended because the trade show is out of Canada. X.B. 4 CONSUMER SHOW/ FRANCE 1. Event: Salon Neige et Montagne 2. Date: November 11-20, 1989 3. Place: Paris, France 4. Potential Participants: U.S. ski resorts, destinations, transportation, hotels, equipment. Attended by some 100,000 consumers. 5. Format for Activity: Public and trade show featuring all elements of a ski vacation. 6. Cost per participant: $1,000 for 15 square meter booth. 7. Contact: Catherine de Nesle, USTTA/Paris (see Personnel/Communciations ) . X.B.5 TRADE SHOW/FRANCE 1. Event: Top Resa ' 3 9 2. Date: September 29-October 1, 1989 3. Place: Deauville, France 4. Potential Participants: 20 VISIT USA supplier destinations and tour operators. A "must" in the French trade. All major French tour operators and suppliers exhibit. A unique occasion to meet with decision makers. Attended by approximately 8,000 travel trade representatives. 5. Format for Activity: A professionals-only trade show designed to provide a forum for suppliers to demonstrate products to the sales level employees of travel agencies from throughout France. 6. Cost per Participant: $3,000 includes booth cost. 7. Contact: Catherine de Nesle, USTTA/Paris (see Personnel and Communications) TRADE SHOW/ FRANCE 1. Event: International Travel Market 2. Date: January 6-08, 1989 3. Place: Cannes, France 4. Potential Participants: 15 U.S. destinations, tour operators, airlines, hotels, rental cars and suppliers. Approximately 5,000 trade representatives are expected to attend. 5. Format for Activity: Trade show for receptive and export business. Strong participations of La Maison de la France. 6. Cost per participant: $3,000 for table 7. Contact: Catherine de Nesle, USTTA/Paris (see personnel/communication) . X.B.6 TRADE/CONSUMER SHOWS — FRANCE 1. EVENT: Salon Mondial de Tourisme et des Voyages (SMTV) 2. DATE : Feoruary 16-22, 1989 3. PLACE: C.N.I.T. La Defense Center, Paris, France 4. POTENTIAL PARTICIPANTS: 25 VISIT USA Suppliers, tour operators, U.S. States and cities. 200,000 public visitors and 8,000 travel trade participants are expected to attend. 5. FORMAT FOR ACTIVITY: Booth Presentations. An important public show with 1 1/2 days reserved for trade only. USTTA will organize the USA participation in this show. USA exhibitors will be housed in a common USA Pavilion. 6. COST PER PARTICIPANT: §5,000 booth rental in common USA Pavilion. 7. CONTACT: Catherine de Nesle, USTTA/Paris (see Personnel/Communications ) . X.B.7 TRADE SHOWS — WEST GERMANY 1. EVENT: International Tourism Exchange (ITB) 2. DATE : March 4-9, 1989 3. PLACE: Berlin, West Germany 4. POTENTIAL PARTICIPANTS: 135 VISIT USA partners/ exhibitors including states and cities in USA Pavilion. 5. FORMAT FOR ACTIVITY: Trade Show occupying over 300,000 square feet of net exhibit space in 25 halls. The USA Pavilion, one of the largest exhibits, occupies over 17,000 square feet of exhibit space. The USA Pavilion features two areas: The consumer information area and the travel trade area. The Travel Trade area contains a hospitality section for exhibitors and guests, a message center, press room, telephones, and storage space for brochures. 6. COST PER PARTICIPANT: Trade Tables in travel trade area, with a maximum one organization (2 delegates) DM4,500; Trade Booths in travel trade area (single occupancy) DM8,000; trade booths (double occupancy) DM8,850; Trade/Consumer Booths (single occupancy) DM10,200; trade/consumer booths (double occupancy) DM11,050 7. CONTACT: USTTA/Frankf urt (see Personnel/ Communications ) X.B. 8 TRADE SHOW/ ITALY 1. EVENT: International Tourism Exchange (3.I.T.) 2. DATE: February 22-26, 1989 3. PLACE: Milan Fair Center, Milan, Italy 4. POTENTIAL PARTICIPANTS: Visit USA Committee and U.S. travel organizations. 5. FORMAT FOR ACTIVITY: Booth presentations. Trade show which occupies over 70,000 meters. The USA Pavilion is one of the largest exhibits and occupies over 700 square meters. The Pavilion is divided into a public consumer: information area and a trade area. The trade area contains USTTA's stand, a press room and storage space. 6. COST PER PARTICIPANT: Public/Trade Booth US$4,500 Trade/Booth US$3,50 All of the booth spaces can be shared by more than one organization, but cost will increase to include pro-rata share of hospitality and storage areas . 7. CONTACT: Carol Ross, USTTA/Italy (see Personnel/ Communication ) Exchange rate has been estimated at 1,285 lira = 1 U.S. Dollar X.B.9 TRADE SHOWS — JAPAN 1. EVENT: '89 Int'l Business (IBTS), Tokyo Travel & Tourism Show, 2. DATE: March 7-11, 1989 3. PLACE: Tokyo International Trade Center, Harumi , Tokyo 4. POTENTIAL PARTICIPANTS: States, cities and private entities desiring to appeal to business and convention travelers in Japan may wish to mount exhibits on own. USTTA may consider organizing a collective USA presence in 1990 or beyond but is unable to do so in 1989. This show is held concurrent to the Int'l. Hotel and Restaurant Show which drew attendance of over 62,000 persons including some 11,000 corporate management in 1988. 5. FORMAT FOR ACTIVITY: Four day show aimed at business and industry members of the Japan Management Association, the show organizer, and invited guests. This is the third annual event. 6. ESTIMATED COST PER PARTICIPANT: Y250,000 (about $2,100) for a 3m X 2.5m booth with shell. For additional information, contact: Secretariat of IBTS JAPAN Japan Management Association 3-1-22, Shiba-Koen, Minato-ku, Tokyo 105, Japan Phone: 81-3-434-0093 TELEX: JMA J25870 FAX: 81-3-434-8076 1. EVENT: JATA Int'l Congress and Travel Trade Show, 2. DATE : November 27-30, 1989 3. PLACE: Takanawa and Shin-Takanawa Prince Hotels, Tokyo 4. POTENTIAL PARTICIPANTS: Inquiries and reservation requests are already being received by USTTA/Tokyo for this biennial trade-only Congress and Trade Show. It is estimated that a total of 1,500 international and domestic delegates will register for the Congress and over 15,000 travel agents will visit the show. The major problem this year is the shortage of exhibit space anticipated due to choice of venue, which may affect USTTA's ability to obtain a space block large enough to accomodate all those desiring to participate in the show. 5. FORMAT FOR ACTIVITY: As in years past, the four day trade only program will consist of continuous discussion and educational sessions with the trade show operating concurrently. Travel school students and consumers maybe allowed entry to the show on the last day. ESTIMATED COST PER PARTICIPANT: JATA has quoted a per booth price of Y300,000 (approximately $2,500). USTTA hopes to organize a USA exhibit block in which participates may be asked to pay about $3,000 per booth to cover overall decor, publicity, special functions, etc . Information concerning this show will not be available until March 1989, pending settlement of negotiations with JATA for a large enough space block for USA. Persons interested in being placed on the mailing list for information are requested to contact USTTA/Tokyo. Those desiring to register for the Congress or reserve a booth directly with JATA outside of the USA block should contact: Japan Association of Travel Agents (JATA) Zen-Nittu Kasumigaseki Building 3-3-3, Kasumigaseki, Chiyoda-Ku, Tokyo 100, Japan Phone: 81-3-592-1271 Telex: JATAINTL J33822 FAX: 81-3-592-1268 X.B.ll 1. EVENT: Korea Visit USA Trade Show and Seminar 2. DATE: September 21-23, 1989 (Tentative) 3. PLACE: Central location in Seoul (to be announced) 4. POTENTIAL PARTICIPANTS: U.S. destinations and suppliers and interested in cultivating the highly promising Korean market are urged to participate in this very first effort to organize a collective Visit USA travel trade event to be coordinated by USTTA, the FCS/American Embassy in Seoul and the newly formed Visit USA Committee. 5. FORMAT FOR ACTIVITY: Exhibit and seminar space will be arranged in a Central Seoul location for a two-day trade, one-day consumer show, with breakout seminars and other activities scheduled for the most important Visit USA producing travel agents and wholesalers. The exhibit is expected to welcome 30,000 or more trade and consumer visitors, with special trade functions drawing up to 500 trade participants. 6. ESTIMATED COST PER PARTICIPANT: While exact costs are yet to be determined, we estimate that participation fee of some $2,000 will entitle the participant to an exhibit booth, inclusion in trade seminar activities and a possible reception function on one evening. Full details will be available from USTTA/Tokyo as soon as possible, but by no later than February 1989. As a result of total liberalization of overseas travel by Korean citizens as of January 1, 1989, coupled with corrective measures exercised to expedite Korean pass- port and U.S. Visa issuances, this market promises to become a major generator of tourism traffic to the U.S There, however, is a definite need for U.S. destinations and entities to invest considerable resources to promote the Visit USA tourism product in Korea at this very early stage of development, parti- cularly given the fact that many competitive world destinations are already beginning to invest considerable funds to entice Korean traffic their way. USTTA and the U.S. Foreign Commercial Service in Seoul agree that we should work closely together, devoting a concentrated effort in this newly emerging market which is estimated to produce over $1.2 mission outbound travelers in 1989, each spending in excess of $1,500 per trip exclusive of air fare. X.B. 12 As many U.S. destinations and entities as possible are urged to seriously consider this opportunity. Please contact USTTA/Tokyo should you be interested in obtaining additional information. X.B. 13 1. EVENT: '89 Korea World Travel Fair (KOTFA), and concurrent Visit USA Travel Trade Seminar, Seoul 2. DATE: September 7-10, 1989 3. PLACE: Korea Convention Center and Inter-Continental Hotel, Seoul 4. POTENTIAL PARTICIPANTS: U. S. destinations and interested in cultivating the highly promising Korean market are urged to participate under the collective Visit USA umbrella to be co-organized by USTTA, the FCS/American Embassy in Seoul and the newly formed Seoul Visit USA Committee. A 20-25 booth USA section will be mounted at the Fair, and a separate but concurrent Visit USA seminar will be staged for leading travel agents. The show itself is expected to draw some 80,000 trade and consumer visitors, and the Visit USA seminars will be aimed at 250-300 top tour producers . 5. FORMAT FOR ACTIVITY: Four day show featuring two days for trade and two weekend days for sonsumers. USTTA/ FCS plan to utilize this opportunity and promote the USA tourism product to trade and public visitors to the Fair, while providing in-depth education to selected members of the local travel industry through a separate and independent Visit USA seminar and breakout business sessions . 6. ESTIMATED COST PER PARTICIPANT: An estimated US$2,500- 2,800 will be required to cover wxhibit space within the USA exhibit block at the Fair, plus costs for the trade seminar/reception, to include publicity, manpower assistance, invitation process, etc. As a result of total liberalization of overseas travel by Korean citizens as of Janauary 1, 1989, coupled with corrective measures exercised to expedite U.S. visa issuance, this market promises to become a major generator of tourism traffic to the U.S. There, however, is a definite necessity for U.S. destinations and entities to invest our resources in promoting our product in Korea at this very early stage of develop- ment, given the fact that many competitive world desti- nations are already beginning to invest considerable X.B.14 funds to entice Korean traffic their way. USTTA and the U.S. Foreign Commercial Service in Seoul, agree that we should work closely together, devoting a concentrated effort in this newly emerging market which is estimated to produce over 1.2 million outbound travelers in 1989. As many U.S. destinations and entities as possible are urged to contact USTTA/Tokyo (see Personal Communica- tions) for program details and final participation costs . X.B. 15 TRADE SHOWS — MEXICO 1. EVENT: Expo Vacaciones, USA, 1989 2. DATE : February 2 and 3, 1989 3. PLACE: U. S. Trade Center, Mexico City, Mexico 4. POTENTIAL PARTICIPANTS: State and city tourism entities, airline, hotel, attraction and destination representatives and tour wholesalers. 200 booth spaces available. Approximately 4,000 members of the Mexican travel trade are expected to participate. Buyers are admitted by invitation only. 5. FORMAT FOR ACTIVITY: Booth presentation with buyer/seller contact on-site; no prior appointments necessary. 6. COST PER PARTICIPANT: Booth approximately 3 meters by 3 meters, limit 2 suppliers per booth. Cost to be established; 1989 cost was $1,000 per booth. 7. CONTACT: Gail del Rosal, USTTA/Mexico (See Personnel/ Communications ) X.B.16 TRADE SHOW/UNITED KINGDOM 1. EVENT: World Travel Market 2. DATE: November 28-December 1, 198 9 3. PLACE: London, England 4. POTENTIAL PARTICIPANTS: Approx. 310 U. S. participant organizations housed in 175 U.S. exhibitor stands. Approximate audience participation numbers 45,000 trade. 5. FORMAT FOR ACTIVITY: Trade Show. USTTA will operate an information service on behalf of USA exhibitors . 6. COST PER PARTICIPANT: $3 , 000/$4 , 000 7. CONTACT: Participant information is provided Ms. Jo Dorling, Sales and Marketing World Travel Market Industrial and Trade Fairs Ltd. Oriel House, 1 the Quadrant Richmond-up-Thames , Surrey TW9 1DL England Telephone: 01-948-9982 Telex: 929184 Telefacsimile: 01-940-2171 by: Mgr X.B.17 NOTES : X.B.l! MEDIA RELATIONS The USTTA media services program is designed to reach out to the broadest possible base of prospective visitors to the United States, to stimulate interest in and knowledge of U.S. vacation opportunities. It reaches this broad audience through editorial exposure in newspapers, magazines, radio and television. Special target audiences can be selected in specialized segments of the market by the use of special-interest media or editorial content. This includes publications and programs which are designed for high-income audiences or readers and viewers with particular motivations, such as skiers or sports enthusiasts, for example. USTTA retains the services of a professional public relations agency in each market to act as contractor for managing most aspects of this program. The coordination of product inspection visits to the United States requires close coordination between P.R. contractor, the USTTA staff and the host coordinator. This task involves not only the professional needs and objectives of the journalists, but the technical development of detailed itineraries. In addition to the coverage that can result from journalist and television crew familiarization tours to the United States, USTTA through its P.R. contractor develops press releases and organizes press conferences to disseminate USA travel information to the trade and the consumer . Materials suitable for press coverage are translated and the information is tailored for distribution to the media in the form of a press release. It is important to remember when dealing with the international media, whether in the form of press meetings, conferences or press releases, several criterion should be kept in mind. The "message" should be: relevant, current, usable, precise and concise, and the source of the information should be readily available. Each USTTA office develops a periodic newsletter which is distributed to the travel trade in that market. These newsletters are produced in various formats. USTTA/London produces a magazine (Destination USA) and provides the opportunity for purchasing paid advertising space. (See Newsletters) segment following. XI. A. 1 Although USTTA cannot promise to publish all state and city information in either of these two formats, be sure that you provide adequate information to the USTTA offices for their review and consideration. Film/video/photo/slide libraries are maintained by USTTA international offices for use by members of the media and travel trade for publications, tour itineraries, catalogs, etc. Hundreds of requests are serviced each month. States and cities are encouraged to provide USTTA with good quality, up-to-date photos, slides and other visual aids. For the film/video libraries, we prefer to receive materials in foreign languages, preferably with narration translated and recorded in the foreign language. English materials will be accepted, but the demand is greatly diminished for this material. For more detail on types of videos, films, and photos required see Consumer and Trade Information Programs. USTTA officials are often invited to serve as guests on radio and television talk shows devoted to tourism topics. Many special media projects are conducted throughout the year. Often these projects are one-time activities and are developed to increase U. S. destination exposure and to introduce new destinations. These Special Media Projects are covered in the SPECIAL PROJECTS chapter of this manual. Our individual offices remind you of their market's special services or requirements, as follows: Australia : Media relations services available to travel mission participants include invitation processing, sending out press releases, coordination and arrangements for TV, radio and print media interviews and press conferences. Because the level of travel mission activity has been minor, USTTA personnel coordinate this activity with no charge to mission, other than cost of printing and mailing invitations. Canada : In Canada there are appoximately 125 consumer travel writers, editors and broadcast producers interested in VISIT USA coverage. Many newspapers, magazines and broadcast media firms do not permit staff to accept familiarization tour invitations. The USTTA/Canada media services program, operated in cooperation with regional, state and city convention and visitor bureaus, international and domestic airlines, and private sector land services companies, generates VISIT XI. A. 2 USA publicity worth in excess of $47 million, if purchased at current advertising rates. The program provides excellent promotional opportunities for VISIT USA sellers, but must be closely coordinated with USTTA. Principal Travel Trade Publications in Canada include: Agent Canada (National) weekly 12,000 circ. Marketing Voyages (Montreal) monthly 6,000 circ. Tourisme Plus (Montreal) bi-weekly 5,500 circ. Journal des Voyages (Montreal) weekly 5,000 circ. Canadian Travel Press (Toronto) weekly 18,000 circ. Canadian Travel Courier (National )monthly 16,000 circ. TravelWeek Bulletin (National) Bi-weekly 6,800 circ. Travel Trade Canada (Western) monthly 7,000 circ. France : This office has available a list of about 100 trade and consumer journalists with whom regular contacts are maintained. Press releases must be in French and of international interest. A source for additional information should be readily available. Formal press conferences are not favored; informal get togethers are better received. Familiarization tours are certainly the best way to promote the destination. They can be either self -tailored to a specific publication's interest or centered on a state or region for a small group of consumer press representatives, not to exceed 10 participants. They should be escorted by a USTTA representative in order to ease the language barriers. Germany : In dealing with the German media, whether in the form of press meetings, conferences, or press releases, several criteria should be kept in mind. The "Message" should be : Relevant, current, usable, precise and concise, and the source of the information should be readily available. All press releases must be written in the German language. Press releases should be supported with quality level reproduceable visuals such as photos, charts, diagrams, maps, etc. With regard to the latter, special attention should be given to the sharpness of the reproduceable materials . Press calls and informal press meetings can be conducted in the English language. It is, however, advisable to have German language back-up support. Press conferences should always be conducted in German. For speakers who do not command the German language, simultaneous interpreter service must be available. XI. A. 3 Costs for press conferences differ depending on the method of presentation. German travel trade press includes approximately 14 publications; consumer press includes upwards of 55 entities spread through the various major cities in the market. For the press, dinner is not required. Costs for receptions can be calculated at §40-50 per person. The USTTA/Germany public relations contactor will provide press coordination services at the current rate of approximately USD 150 per hour. This would include full PR counseling with related administrative services for the organization of press calls, conferences, translations, and press release preparation. Out-of-pocket expenses relating to telephone, telex, photographers, travel, printing and mailing costs, etc. would be extra reimburseable charges. TV advertising is prohibitively expensive in Germany since only a half hour is programmed daily for TV media advertising. German TV presently is government subsidized. USTTA/Germany publishes an annual listing of travel trade contacts and media addresses for Germany, Austria and Switzerland entitled, Who's Who of the VISIT USA Travel Trade in Germany, Austria and Switzerland. The listing is published each March in time for the ITB and includes all major tour operators and travel agents actively selling USA products in the market. Italy; In dealing with the Italian media whether for an informal press meeting or full-fledged press conference, one should keep in mind that the trade press is usually more available than the consumer press. Whether the medium is an informal press meeting or a press conference, the following should be kept in mind: A press kit with current materials is indispensible and should be written in Italian. This kit should also contain quality level reproduceable photos, slides, charts, maps. The press conference should always be conducted in Italian and if speakers do not speak Italian, a simultaneous translator must be used. USTTA Italy's public relations contractor will provide press coordination services at the rate of approximately 180 U.S. dollars per hour. This fee includes administrative services for the organization of press calls and the press conference, translation of invitations and press release material for the press kit. Expenses relating to telephone, telex, translator, interpreter, travel, printing and mailing costs would be extra reimbursable charges. Audio visuals also add a lot to a press meeting and should be used if at all possible. USTTA Italy has trade and consumer press lists that XI. A. 4 contain the names of 66 journalists and is updated annually . For the placement of advertisements and supplements in the appropriate print media, the best newspapers are II Corriere della Sera and La Repubblica. These media are more likely to provide the best results in a media campaign . Japan: Mounting a press conference in Japan can be quite costly but can be a most effective tool for certain mission groups. It should, however, be remembered that consumer press invitees often include editors and reporters from general and special interest publications who participate for educational purposes only. It is therefore entirely possible that exposure resulting purely from the press conference may not seem adequate to warrant the cost of holding such an event. There, however, is a good possibility that extensive return on investment can be expected since many journalists actually organize and conduct coverage tours of the featured destination on their own initiative. Press activities in Japan must be conducted in Japanese. A professional interpreter should always be hired for press conferences, and a capable interpreter-guide is essential in making press calls. Press activity can be limited to Tokyo as the vast majority of publications, all news wire services and all TV/radio networks are headquartered in Tokyo. If budget is available, Osaka might be considered for a limited press program, but in all other cities, only a handful of local newspapers and branch office correspondents can be reached — hardly worth the investment and effort. The USTTA PR counsellor will be able to provide assistance in organizing press conferences upon request but will need to assess certain charges to cover manpower and other expenses. As a rough guideling, the following costs might be required for the USTTA contractor to provide such services as invitee selection; invitation printing, distribution and follow-up; pre-conference briefing for mission members and members of the attending press; translation and printing of press material; press kit collation; conference set-up, organization, reception and coordination; licensed interpreter; and follow-up reporting of results with summary translations of published exposure. Costs do not inlcude room charge, refreshments or microphone and other equipment rental. U.S. entities are, of course, free to select and work with any PR professional of their choice. "Trade Press (8 publications) only $2,000 XI. A. 5 "Trade Press (8 publications) only $2,000 u 2Q-25 trade/consumer press $6,000 °30 or more trade/consumer press $7,000 Interpreter-guide for press calls $400-600 per day Direct mail of news releases and stories, especially those in English, to the media in Japan is a total waste of effort. Unless stories or story ideas can be tailored to meet Japanese media needs and presented in the Japanese language by a knowledgeable PR professional in Japan, chances are that the packet will go straight ^i_,_, cue wastebasket. Strai^.- translations from English to Japanese will never work; original copywriting by a native professional is essential in order to appeal to the media reader. The same can be said about a news release program in other parts of Asia such as Korea, Taiwan or Hong Kong. While USTTA can and will intermediate on your behalf in the event you decide to undertake a media release program in Japan or other Asian countries, it can be highly costly undertaking. It is normally desirable for each release to be accompanied with a selection of photos and the contact name, address and phone number of your PR representative in the country who will be able to provide detailed information on the story topic. In other words, it will probably require a short or long-term contract for PR services with a capable agency, which is likely to require upwards of $7,000 per month per country in terms of retainer and basic production costs. Mexico; In order to reach potential Mexican visitors, the industry must place advertisements and supplements in the appropriate print media. The best newspapers are El Excelsior and El Universal. Key magazines are Selecciones (the Mexican version of Reader's Digest), Vanidades, Contenido, and Jet Set. The Netherlands; USTTA has available a media ii^t ojl approximately 75 consumer ana travel trade journalists interested in covering VISIT USA travel. Dutch language press releases are preferred to increase the probability of being used. Press releases should be supported with quality reproducable visuals such as black and white photos, charts, diagrams, maps, etc. Special attention should be given to the quality of the photographs . XI. A. 6 The format of a press conference should be used only if there is a significant announcement to be made. Otherwise press calls and informal press meetings can be scheduled to inform the media about your area. Although Dutch is preferable, English is widely used throughout The Netherlands and is acceptable. The USTTA/The Netherlands is able to arrange media services at the current rate of approximately US? 100 per hour. This would include full PR counseling with related administrative services for the organization of press calls, conferences, translations and press release preparation, out-of-pocket expenses relating to telephone, photographers, travel etc. United Kingdom ; A list of key contacts in the iiauionai and trade media is pu^xxoueu oy USTTA/London . A basic rule on press releases is that they should be written specifically for the intended market and, if possible, provide a local contact to handle inquiries. Releases prepared for US consumption are generally not used by UK editors. XI. A. 7 NOTES XI. A. 8 USTTA NEWSLETTERS Each of the USTTA regional offices in primary locations create and publish a periodic newsletter which is distributed to the travel trade and others in that market. These newsletters are produced in various formats and are developed in the language of the country consistent with market conditions and cultural differences. USTTA encourages states, cities, regional organizations and the travel trade to provide newsworthy information to the USTTA offices for coverage in these publications. Following is a description of the format and cnaracter of the various newsletters: USTTA/ Australia ' s newietter has a circulation of 4,500 (readership 13,500) and is distributed to 3,200 travel agencies in Australia and 700 in New Zealand. A four-page newsletter, it is published six times annually and offers brief one-to-two paragraph articles on new tourism products or services, special events, special attractions and transportation news. In addition, USTTA/Austrlia puts out a weeKly press release on U.S. tourism products and coordinates with the trade press to produce supplements on the latest VIST USA tourism information. In all instances USTIA offices welcome the submission of clear, concise, complete and newsworthy information. Be sure to include the USTTA offices on your list to receive press releases that contain information of interest to the international travel trade and consumer. USTTA/Canada produces three separate newsletters: a 12 issues annually edition in Ontario, 6 issues in Western Canada, and a bilingual edition for the Quebec and Maritime Provinces carried as an insert in "Tour isms Plus." Coverage in all editions will be market-oriented and relate to the following topics : "Winter Sun and Ski "Destination Features "Summer Fun Campaign "USA Theme Parks "Fly/Drive Programs "Festivals and Events "Discounts for Canadians "Special Interest Articles "Dollars-at-par programs USTTA/France publishes a newsletter entitled "Info USA," which has a circulation of 3,000 (readership 9,000). Coverage in "Info USA" includes: "special destination features and special interest articles . XI.B.l 210-fi7q n - fta "special events "transportation news "information on new products and facilities, new brochures, new sightseeing programs, etc. "special attractions — parks, etc. "a special column devoted to articles written by recent participants in familization tours to the U.S.A. USTTA/Germany uses a magazine format entitled, "Destination USA." The magazine has a circulation of 12,000 (readership 35,000) and is published five times annually. The format provides an opportunity to obtain coverage on your destination, services or facilities and allows for paid advertising. This magazine is distributed free-of -charge to the travel industry and press in Germany. USTTA/ Italy publishes a quarterly newsletter entitled Notizie e Novita which is sent to 2,000 travel agencies and 250 journalists. Coverage includes cultural and special events, destination news and USTTA Italy activities. In addition, a bulletin is also published four to six times a year. USTTA/Mexico publishes a newsletter 10 times annually, which is distributed to 10,000 members of the travel trade. U.S. travel and tourism items, such as new properties or services, planned special events, or destination articles are featured. USTTA/Tokyo has been forced to suspend its newsletter/news insert program for FY1989. Should monetary and manpower resources become available, this program may be revived in FY1990. XI. B. 2 INTERNATIONAL CONGRESSES Background: On the basis of the most reliable figures available, in 1983 a total of 3,342 meetings or congresses of international associations were held world wide. The role of the United States Travel and Tourism Administration's International Congress Office is to influence international associations to select the USA as a venue for their meetings or congresses. In 1983 dollars, the total direct expenditure represented by these congresses was in excess of $1.4 billion — excluding costs involved in international air travel. Using conventional multiplier figures ( 3 to 4 times the direct costs), the total business generated by these congresses is estimated at between $4.2 billion and $5.6 billion. These figures refer only to expenditures made in the host country. The economic downturn, world wide, as well as the strength of the U.S. dollar have had little effect on the market. The number of congresses being held as well as the choice of long-haul destinations, have both held constant. As a matter of fact, in the past twelve months, despite the severe negative economic conditions and currency fluctuations, this market has maintained a healthy activity and with economic advances generally predicted, the market should display increased vigor. The United States continues to be perceived as an attractive destination. Since all travel and most destinations' costs have increased world wide, the U.S. does not appear to suffer a negative comparison on the basis of cost. Projections indicate a virtually equal rate of growth both in number of meetings and number of participants. It is estimated that the total number of participants in international congresses and conventions will be 13.6 million in 1993. In addition to the simple growth in numbers of congresses and congress participants, present trends suggest a continuing modification of the nature of international congresses in future years. Perhaps the most fundamental in terms of competitive opportunities is the trend toward smaller congresses — more of them, more specialized, and with fewer participants. XII. A. 1 Activities of the International Congress Office (ICO): Resources allocated to the ICO are programmed to achieve the primary objectives defined for the United States Travel and Tourism Administration in the International Congress Market, by means of activities specified below: °ICO educates and motivates U.S. tourism interests in promoting and selling the U.S. as a congress destination by: a. Supplying U.S. cities and convention sites with current marketing intelligence and technical guidance on international congress market opportunities; sharing a full computerized data bank with U.S. cities; and updating their files when new information is generated. b. Providing liaison between international associations, U. S. affiliate organizations and U.S. convention sites. c. Planning, organizing and arranging educational presentations and association appointments in the marketplace for visiting U.S. congress travel missions. °ICO persuades international association executives who are the decision makers, to select the USA over competing destinations by: a. Establishing regular personal contact with decision- making executives, supplying them with information on U.S. sites and providing liaison with U.S. constituent associations. b. Planning and organizing site selection trips in the United States for key executives of high-attendance associations . c. Providing associations with basic reference materials on U.S. accommodations and facilities; access to city site materials and in-house library; supplying them as requested with basic informational literature for redistribution to their own constituents. XII. A. 2 d. Providing technical assistance and logistical support to U.S. city/congress site mission participants to help them in selling their own venues to the inter- national congress market. e. Establishing contact and encouraging national association executives in Europe to choose U.S. meeting venues. Western Europe is the marketing area of choice for the solicitation of international congresses for the United States . The ICO operates out of the American Embassy in Paris. This address gives the office a substantial cachet of Government recognition. Strategically located, it is within easy access to international association executives, 96% of whom are headquartered in Europe. The Office is staffed by a Director and two experienced congress sales staff members. In summary, the major thrusts of the program are in direct sales calls on International Association executives to encourage the selection of U.S. congress venues and to provide necessary information on facilities and accommodations. This activity is backed up with an extensive telephone and mail program to reach the overseas market as well as U.S. affiliate associations. An in regular contact with U.S. Convention and Visitors Bureaus, supply their up-to-date marketing information and technical assistance. Contact: Mr. Edward F. Shedlick, Director International Congress Office United States Travel and Tourism Administration 2 Avenue Gabriel 75382 PARIS CEDEX 08, FRANCE Telephone: (33-14) 296.12.02, ext. 2619 XII. A. 3 NOTES: XII. A. 4 RECEPTIVE SERVICES Receptive services may be defined as all professional services provided a traveler once he or she steps off of an air carrier, a train or bus, or down the gangplank of an ocean vessel. Receptive services may be used by individuals or groups traveling together; they may be used on a pre-arranged or ad hoc basis; they may involve touristic, special interest, incentive, conference or professional programs. Some of the traditional receptive services are: transfers, sightseeing, and accommodations. More specialized are services for interpreters, theatre or event tickets, or professional visits to manufacturing, research or educational institutions. The providers of receptive services are called receptive operators. Receptive operators may have their own service companies, such as buses, limousines, campers, or the like, -- even hotels — or, they may act as brokers for other entities. A Receptive Service operator identifies services available in an area, compiles a comprehensive schedule of services, including prices, and markets his product to a international wholesaler or retailer . In international tourism, all but very few large foreign wholesalers, who have formed their own receptive service companies, will utilize the services of an American receptive operator. The nature of the receptive services required varies according to the type of tour program the foreign wholesaler sells. They may range from handling large charter groups to individual passengers. A receptive service operator may be an independent business person selling his own service; or, it could be a group of independent business persons collectively selling complementary services. Often states or cities will develop tariffs on services available to travelers in their particular areas of interest. The schedule of services is called a "tariff." The tariff should contain exact descriptions of the services offered. Pricing should be at net to allow ease in selling, and in determining profit margins. Tariffs should be concise and complete. Detailed terms of payment, dates of availability, and cancellation and refund policies should be spelled our clearly. Before developing your receptive services product, it may be helpful to review the USTTA research to determine traveler intentions and preferences in the markets you have targeted. XIII. A. 1 Also, review licensing and other legal issues thay may apply. Most business relationships are built on trust. That trust is developed through experience and personal relationships. This is most important in the international marketplace. Do not expect to sell your product by sending a tariff to an international wholesaler. You must plan to market your product through personal contact. After making contact, follow-up with correspondence. In many markets it is critical to have TELEX and FAX capability to allow prompt response. USTTA/Australia informs us that major Australian wholesalers, such a Jetset, Jetabout, Viva! and Creative have established their own operations in the U.S. as well as in other markets, such as Singapore. The number of tour operators in Australia is diminishing. Established operators will no doubt review their receptive service arrangements from time to time. However, most would remain loyal to a U.S. receptive operator if he provided them with reliable service and offered competitive rates. Other avenues for U.S. receptive operators wishing to enter the market would be to offer their services to travel agents servicing the special interest and incentive travel markets. USTTA/Canada states that there are no restrictions for a U.S. operator to become a receptive partner to a Canadian tour operator. It's merely a matter of establishing a working relationship with the counterpart. The major Canadian operators that use receptive services in the U.S. for their tour packages or clients either have made long-standing agreements directly with a U.S. supplier or, in some cases, use representatives of U.S. suppliers in Canada. USTTA/France informs us that one "MUST" for a tour operator working with France is to have a telex, universally used by the French travel industry. Representation is helpful, but not indispensable. French-speaking guides for tours on foot or in buses is another requirement. No special licensing, insurance or representation are required. USTTA/Germany alerts us that in order to become a receptive services operator for the German Market companies must have complete programs tailored to the German market. These include German speaking personnel services and an awareness of the stringent German consumer protection laws which allow customers to due travel agencies for up to three times the cost of the programs if services are not provided as specified. Companies with sound reputations and experience should offer their progrms at international exhibits such as Pow Wow/ITB/WTM/TTW to German tour operators and travel agencies. XIII. A. 2 USTTA/ Japan stresses the importance of QUALITY when servicing the Japanese market. This would include the receptive opertoras 1 ability to deliver capable and reliable Japanese langauge guide services, modern and clean vehicles for transfers and sightseeing, efficient and expeditious handling including FAX communication capability, and full liability coverage insurance in accordance with Japanese standards. To the Japanese, cost is not the issue; Japanese wholesalers and agents are willing to pay the price required to guarantee safety, reliability, efficiency and customer satisfaction. XIII. A. 3 NOTES XIII. A. '4 CHRISTOPHER COLUMBUS QUINCENTENARY JUBILEE COMMISSION USTTA has been designated the Secretary's representative to the Christopher Columous Quincentennary Jubilee Commission , which has been officially estaolished to plan and organize a proper commemorative to celebrate the 500 anniversary of Columbus' discovery of America. The domestic and international activities surrounding this important event will culminate on October 12, 1992. USTTA serves on the Commission and on its Finance and Maritime Committees. Included in this chapter are a description of the Commission and its role and a listing of State Quincentenary Commissions. The National Commission is urging all states to form official commissions to work in concert with the National organization to assure a proper commemorative. If your state is not represented, we suggest you contact your Governor and recommend creation of a state commission. If you state is included on the attached list, be sure and contact your local chairman to assure that tourism activities are considered in the development of local activities. The national commission will be coordinating Tall Ships events on both coasts: In New York on July 4, and in San Francisco on October 12, 1992. In addition, the Commission has developed a Columbus Scholars Program and maintains a listing of all Commission endorsed activities relating to the Quincentenary. USTTA, ECONOMIC DEVELOPMENT ADMINISTRATION AND UNIVERSITY OF MISSOURI CO-FUND TOURISM DEVELOPMENT GUIDELINES: Recognizing the continuing interest in a series of publications developed by USTTA in 1977, the above named co-sponsors have published an updated and revised edition of "Tourism USA." This manual is a a comprehensive technical training package that can be used by state and local officials, to held their communities develop sound and productive tourism plants and programs as part of the economic development plan. The guidelines include information on international marketing and visitor services. You can review and place orders for this publication at the USTTA Resource Table. If you wish to obtain additional quantities, these are available for $3 each (to cover postage) from: Karen Cardran, USTTA, Washington (see Personnel/Communciations ) . 19 94 WORLD CUP SOCCER TOURNAMENT In 1994, for the first time in history, the United States will host the World Cup Soccer Tournament. Through the passage of legislation, USTTA was charged with serving as the official Government representative to encourage selection of the U. S. as a venue and assuming the role of host during the tournament. We were successful in achieving the first goal, and we are now in the process of developing a master plan to fulfill the second. XVI. A. 1 Included in this chapter is a more complete description of the event . STUDY ON RURAL TOURISM AND SMALL BUSINESS Congressman Ike Skelton, Chairman of the Subcommittee on Exports, Tourism and Special Problems, announced on October 14, 1988 that Congress appropriated funds for this study. The United States Travel and Tourism Administration has the responsibility to conduct the study. USTTA will work with interested parties such as the Natonal Governors Association, the National Trust for Historic Preservation, U.S. Department of Agriculture (both the Agriculture Extension Service and the Rural Policy and Economic Office) and others. This will be a two-part study to explore ways in which small businesses in rural areas can be promoted through travel and tourism. The first part of the study will determine ways in which small businesses in rural areas can participate more effectively in tourism promotion. The second part will address the need for Federal policy concerning the development and promotion of small businesses in rural communities through travel and tourism and whether there should be a Federal program to support such a policy. XVI. A. 2 CHRISTOPHER COI.UMHUS QUINCENTENARY IURILEE COMMISSION THE COMMISSION AND ITS MANDATE 1992 marks the 500th anniversary of Christopher Columbus' voyages of discovery. To plan and coordinate the United States' participation in this international event, Conqress established the Christopher Columbus Quincentenary Jubilee Commission, a federal agency composed of thirty members appointed by the President in consultation with the leaders of both houses of Conqress. The twenty-four public members of the Commission include Democrats, Republicans and independents. They live in all parts of the country and represent a broad range of accomplishments in the nation's business, government, cultural and academic life. The remaining six members serve ex-officio as heads of federal agencies with responsibilities for cultural affairs: the Secretaries of State and Commerce, the Librarian of Congress, the Archivist of the United States, and the Chairmen of the National Endowments for the Arts and for the Humanities. In September 1987 President Reagan transmitted to Congress the Commission's Report containing recommendations for a national program of Quincentenary observances. While preparing this Report, the Commission also established liaison with officials of more than thirty other countries which have initiated planning for the Quincentenary, including Spain, Italy, Portugal, Japan, and most of the nations of Latin America. In addition, the Commission has encouraged governors and mayors to initiate 1801 F STREET NORTHWEST, WASHINGTON DC 20006 202-632-1992 XVI .A. 3 planning on the state and local levels. Presently, nine state governors have proclaimed 1992 as a year of special observances while twelve states have created quincentenary commissions. The Commission is also part of a federal interagency group helpinq to plan an International Space Year in 1992 to foster the rededication of future generations to a new aqe of exploration in the spirit of Columbus. To support its program, Congress empowered the Commission to accept tax-deductible donations of up to $1,000,000 annually per organization and $250,000 annually per individual. In this regard, the Quincentenary is comparable to the Olympics. While the Commission's authority is established by law, it must rely on the financial support of the American people to carry out its goals. That is why corporate funding through Official Sponsorships is essential to an effective national program. XVI. A. 4 STATE QUINCENTENARY COMMISSIONS AND ORGANIZATIONS Alaska The Honorable Sammy Crawford Honorary Chair Alaska Christopher Columbus Quincentenary Jubilee 36615 Chinulna Drive Kenai, Alaska 99611 (907) 283-9271 Arizona Deloris Rivas Bahti Cultural Heritage Coordinator Tucson/Pima Arts Council P.O. Box 27210 Tucson, Arizona 85726 (602) 624-0595 Arkansas Ms. Cathy Buford Office of the Governor State Capitol Little Rock, Arkansas 72201 (501) 371-2345 California Mrs. Helen Skripkin Chairperson 1992 California Quincentennial Committee 347 14th Avenue San Francisco, California 94118 (415) 752-4939 Colorado Joe Hernandez Citizens Advocate Office 121 State Capitol Denver, Colorado 80203 (303) 866-2885 (800) 332-1716 XVI. A. 5 Delaware Ms. Justine J. Mataleno Vice-President Italo-Americans United P.O. Box 25 3 4 Wilmington, Delaware 19805 (302) 656-8591 x345 Florida Walter Revel, Chairman Contact: Julie Lawson Marketing Representative 2701 LeJeune Road Suite 330 Coral Gables, Florida 33132 (305) 446-0872 or 447-8993 Massachusetts Senator Louis P. Bertonazzi, Chairman Massachusetts Christopher Columbus Quincentennial Commission Massachusetts Senate State House - Room 314 Boston, Massachusetts 02133 (617) 722-1420 Minnesota Ms. Joann Cardenas Enos Co-Chairman Minnesota Hispanic Quincentennial Commission 149 Exeter Place St. Paul, Minnesota 55104 (612) 647-1130 Mr. Heladio Zavala Co-Chairman Minnesota Hispanic Quincentennial Commission 809 Brookwood Lane Sartell, Minnesota 56377 (612) 253-9098 New York Fredrica S. Goodman Director New York State Office of Special Projects and Protocol 4 Burnett Boulevard Poughkeepsie, New York 12603 (914) 431-5913 XVI. A. 6 North Carolina Ohio Dr. Bill Price Director of Archives and History Department of Cultural Resources 109 East Jones Street Raleigh, North Carolina 27611 (919) 733-7305 The Honorable Stella Marie Zannoni Co-Chairman, Ohio 1992 Commission 2 Bratenahl Place Bratenahl, Ohio 43406 (216) 451-9386 The Honorable Alphonse P. Cincione Co-Chairman, Ohio 1992 Commission 1126 Ormsby Place Columbus, Ohio 21044 (614) 486-1096 Pennsylvania Dr. Brent D. Glass Chairman, Columbus Voyages Celebration Advisory Task Force Pennsylvania Historical and Museum Commission Box 1026 Harrisburg, Pennsylvania 17108-1026 (717) 787-2891 Puerto Rico The Honorable Miguel Hernandez Agosto Presidente Comision Puertorriguena para la celebracion del V Centenario de Descubrimiento de America y Puerto Rico Calle San Sebastian, NGmero 1 San Juan de Puerto Rico 00901 (809) 722-1992 Rhode Island The Honorable Joseph Muratore Chairman, Rhode Island Christopher Columbus Quincentenary Celebration Committee Muratore Agency P.O. Box 9486 Warwick, Rhode Island 02889 (401) 737-6460 XVI. A. 7 Utah Ms. Katie L. Dixon Chairman Christopher Columbus Quincentenary Jubilee Commission - Utah 2001 South State Salt Lake City, Utah 84190 (801) 535-7671 Virginia Mr. Ross Weeks, Jr. Executive Director Jamestown-Yorktown Foundation Drawer JF Williamsburg, Virginia 23187-3630 (804) 253-4838 Virgin Islands Mrs. Jessie K. Thomson President Christopher Columbus Jubilee Committee 16 Aa Church Street Christiansted , St. Croix U.S. Virgin Islands 00820 (809) 773-1435 Wisconsin The Honorable Henry G. Piano Chairman, Columbus Quincentennial Council 611 North Broadway Street Suite 304 Milwaukee, Wisconsin 53202 (414) 271-5959 Wyoming Ms. Barbara Uriu 3416 Moore Cheyenne, Wyoming 82001 (307) 632-7204 XVI. A. 8 U.S. TO HOST WORLD CUP SOCCER 1994 The United States has been selected as the host country for the 1994 World Cup Soccer matches. The selection was announced in Zurich (July 4, 1988) by the Federation Internationale de Football Association (FIFA), the world governing body of soccer. "World Cup USA 1994 will generate billions of dollars in tourism revenue and commercial activity and is an opportunity for the world to experience the beauty and diversity of America," former Commerce Secretary C. William Verity said. "I'm delighted Commerce's U.S. Travel and Tourism Administration (USTTA) was instrumental in bringing the World Cup to the United States," he added. According to Charles E. Cobb, Jr., Under Secretary of Commerce for Travel and Tourism, the World Cup is expected to attract about three million spectators. He said, half are likely to be foreigners who spend four times more than domestic tourists. Tourism revenue directly attributable to the event is expected to top $1.5 billion in addition to revenue earned from television rights, product advertising and other commercial activities. USTTA reports that in 1987, the United States earned $19.5 billion from international tourism and transportation. World Cup spectator revenue alone would represent an increase of almost eight percent. Soccer was the number one spectator sport at the 1984 Summer Olympics held in Los Angeles. Attendance topped 1.4 million. A recent Gallup poll indicated that 49 percent of adult Americans would like to see a World Cup match if it were held in the United States. A high concentration of tourists from Mexico, where soccer is the national sport, and Canada, also is expected. This premier soccer tournament will include 52 games played in 12 U.S. cities for one month during the summer of 1994. Eighteen stadiums in 17 cities have met the qualifications for and have expressed interest in hosting a match. These cities are: Philadelphia, PA; Washington, D.C.; Princeton, NJ; Annapolis, MD; Miami, Fort Lauderdale, Tampa, and Orlando, FL; Kansas City, MO; Dallas, TX; Chicago, IL; Blaine, MN; Pasadena, and Los Angeles, CA; Seattle, WA; Corvallis, OR; and Las Vegas, NV. Final selection of host cities and scheduling will be conducted by World Cup USA. XVI. A. 9 "p t raA d iM? 1 !n C 0f L re h idSnt * ea 9 an ' UST ™ wtked with world »n£ „fVi :• •' t0 bring the World Cu P to the United states event contlnue to &*Y * key role in the development of this' XVI. A. 10 WORLD CUP SOCCER 1994 Organizing Body U.S. Affiliate Frequency of Event Number of Participants Location of Games Major Participants Federation Internationale de Football Association (FIFA). Supported by 158 national associations, it is head- quartered in Zurich, Switzerland. U.S. Soccer Federation and it's affiliate World Cup USA 1994, Inc. The U.S. Soccer Federation was founded in 1913, and since 1974 has seen a dramatic increase in soccer participants throughout the nation. In 1987, an estimated 8,000,000 people were playing soccer in this country. Held every four years. In 1986 it was held in Mexico, and was won by Argentina; in 1990 it is scheduled to be held in Italy. National teams from 150 countries start a worldwide elimination; 24 will participate in the final tournament of some 52 games, leading up to a championship match four weeks after the games start. Games will be held in 12 cities across the United States. Primary site reviews have been held and 18 stadiums in 17 cities have met the qualifications. Final determinations on site selections will be made following the venue announcement. Dr. Joao Havelange, President of FIFA from Brazil. Mr. Werner Fricker, President U. S. Soccer Federation; Mr. Hank des Bordes, Exeecutive Vice President; Mr. Paul Stiehl, Treasurer. United States Travel and Tourism Administration, U. S. Department of Commerce . XVI. A. 11 NOTES : XVI. A. 12 KEY CONGRESSIONAL COMMITTEES AND THEIR IMPORTANCE SENATE COMMITTEE ON COMMERCE, SCIENCE, AND TRANSPORTATION SUBCOMMITTEE ON FOREIGN COMMERCE AND TOURISM John D. Rockefeller IV, West Virginia, Chairman The authorizing power over USTTA is vested in the Commerce Committee in the Senate. SENATE APPROPRIATIONS SUBCOMMITTEE ON COMMERCE, STATE AND JUSTICE Ernest F. Hollings, South Carolina, Chairman The appropriation power over USTTA is vested in the Appropriations Committee. EXPORT EXPANSION; RURAL ECONOMY; AND URBAN AND MINORITY-OWNED BUSINESS DEVELOPMENT SUBCOMMITTEES OF THE COMMITTEE ON SMALL BUSINESS. James Sasser, Tennessee, Export Expansion Max Baucus, Montana, Rural Economy and Family Farming John F. Kerry, Massachusetts, Urban and Minority-Owned Business Development Oversight power of USTTA is vested in the Small Business Committee and subcommittees; however, the Senate has not exercised this authority in recent years. HOUSE ENERGY AND COMMERCE SUBCOMMITTEE ON TRANSPORTATION TOURISM AND HAZARDOUS MATERIALS Thomas Luken, Ohio, Chairman The authorizing power over USTTA is vested in the Energy and Commerce Committee in the House. HOUSE APPROPRIATIONS SUBCOMMITTEE ON COMMERCE, STATE AND JUSTICE. Neal Smith, Iowa, Chairman The appropriating power over USTTA is vested in each house's Appropriations Committee. SMALL BUSINESS SUBCOMMITTEE ON EXPORTS, TOURISM AND SPECIAL PROBLEMS . Ike Skelton, Missouri, Chairman XVI I. A. 1 Oversight power over USTTA is vested with each body's Small Business Committee, however only the House Small Business Committee, has exercised this power in recent years. In addition to these committees and subcommittees which have direct responsibility for USTTA and its programs, there are caucuses in each house — the Senate Tourism Caucus and the Congressional Travel and Tourism Caucus. Each organization is comprised of members who have an interest in issues affecting the travel and tourism industry of their respective districts and states. The caucuses are not lobbying organizations, they are information-sharing bodies. The House caucus has an industry advisory board and an executive committee to provide direction and guidance for the caucus staff. Members of the House Caucus pay dues to support the organization and its work. On the Senate side, the caucus is very informal. The two co-chairmen set the agenda through their staff. There is no industry advisory board and members pay no dues. The Senate Commerce Committee does, however, have an advisory board comprised of industry leaders appointed by the respective members of the rull committee. The board meets regularly and makes recommendations to the chairman of the Tourism and Trade Subcommittee on legislation affecting the industry. Other congressional committees and subcommittees which have jurisdiction over Federal programs and policies which affect elements of the industry ranging from airlines and railroads to parks and forests include the Agriculture, Environment and Public Works, and Energy and Natural Resources Committees in the Senate and the Agriculture, Interior and Insular Affairs, Merchant Marine and Fisheries, and Public Works and Transportation Committees in the House. The Senate Finance Committee and the House Ways and Means Committees both have jurisdiction over aspects of U.S. trade policy affecting tourism as well. XVII. A. 2 CONGRESSIONAL TRAVEL AND TOURISM CAUCUS U. S. House of Representatives H2-246 Washington, D. C. 20515 (202) 225-3935 Julie Franklin, Executive Director Officers Bill Nelson, Florida, Chairman Toby Roth, Wisconsin, Vice Chairman Robin Tallon, South Carolina, Secretary/Treasurer Steering Committee Jim Jeffords, Vermont Jim Bilbray, Nevada Jim Bunning, Kentucky Tim Johnson, S. D. Bill Boner, Tennessee Bob Badham, California Daniel Akaka, Hawaii Mickey Leland, Texas Marty Russo, Illinois Ron de Lugo, V. I. Don Ritter, Pennsylvania Barbara Vucanovich, Nev. The Congressional Travel and Tourism Caucus is in the process of conducting its annual membership drive. The Caucus provides many services to its members, and focuses attention on the tourism industry and its benefits. For example: "Each member receives materials for speeches, information about pending legislation and data about the industry in their state; °The Caucus gives a Member of Cognress added exposure to a constituency that is important to the district; °The tourism industry consists of travel agencies, airlines, hotels, restaurants, bus companies, car rental companies, resorts and recreational companies. The caucus helps Members identify those industries and their legislative concerns in their district; Participation in the Caucus can provides Members with new ideas for newsletter stories, and provide an awareness of legislative initiatives that are supported or generated by the Caucus. XVII. A. 3 Historically, the Caucus has maintained one of the highest levels of membership of any caucus on the Hill. If your Congressional Representatives are not members of the Caucus, and you would like to inform them of the opportunity membership in the Caucus will provide, you should address your correpondence to: Honorable House of Representatives Washington, D. C. 20515 SENATE TOURISM CAUCUS John Callahan Office of Senator James Sasser United States Senate Washington, D. C. 20510 (202) 224-3344 or John Moran Office of Senator John Warner United States Senate Washington, D. C. 20510 (202) 224-2023 Steering Committee Daniel K. Inouye, Hawaii John Warner, Virginia Bob Packwood, Oregon James Sasser, Tennessee Larry Pressler, South Dakota David Pryor, Arkansas Similar to the Congressional Travel and Tourism Caucus, the Senate Tourism Caucus has maintained a healthy membership. If you would care to communicate with your Senator about membership in the Senate Caucus or about tourism issues in general, address your correspondence to: Honorable United States Senate Washington, D. C. 20510 XVII. A. 4 GLOSSARY OF TERMS Following is a glossary of frequently used terms. The definitions given reflect common usage. Thev are shown alphabetical order. i n CO-OP ADVERTISING Any consumer or trade advert- ising in which one or more partners pool their resources CO-OP MARKETING Any marketing program or projects in which one or more partners pool their resources ESCORTED TOUR Any group tour to a domestic or international destination which is prepaid and accompanied by a tour guide. EXPORT NOW An awareness program of the Department of Commerce to stimulate exporting by U.S. industry. Inbound foreign tourism is an export. FAM TOUR Familiarization tour for travel agents or iournalists planned and executed by a destination or region, usually in cooperation with an international airline. FLY-DRIVE A travel arrangement which combines air transportation with a rental car. May also be offered on a fixed itiner- ary basis, including accom- modation vouchers. FIT Foreign Independent Tour. A prepaid travel arrangement, tailored to meet a traveler's specific wishes. FOREIGN FLAG Any carrier not registered in the United States and flying the American flag. Applies to air and sea transportation GATEWAY Most often refers to a ma.ior air-or seaport. Internation- XVIII. A. 1 GIT ally, it can also mean the port where customs clearance takes place. Group Inclusive Tour. A pre- paid travel arrangement for a group traveling together. May be specifically designed or based on a catalog offering. (See Escorted Tour) INCOMING OPERATOR A tour operator who provides services to inbound groups and individuals from foreign countries. Often under contract to foreign whole- salers. Mav specialize in certain types of travel, such as study tours, educational travel, conventions, etc. IT Inclusive Tour. Any prepaid travel arrangement containing transportation, lodging, and other features, such as sight- seing, excusions, etc. MARK UP The amount added bv a tour wholesaler to the net prices of package components. Per- centage varies. Retailers' commissions are paid out of mark-up revenues. PRIMARY MARKET Foreign countries where USTTA maintains an office. POW WOW SELECTION COMMITTEE A committee of private industry representatives in foreign countries which is responsible for selecting invitees to the International POW WOW. PRODUCT Also refered to as touristic product means any commercial component of a package, such as lodging, attraction, sight- seeing, transfer, et al . May also mean a complete package. (See also Touristic Geography) RETAILER U.S. and foreign retail travel agent. XVIII. A. 2 SPECIAL MARKET Foreign countries with high potential for the U.S., but without a USTTA office. U.S promotional activities under the guidance of Visit USA Committees. Often with the cooperation of the Foreign Commercial an agency of the U Department. U.S. & Servi ce , S. Commerce TOUR CATALOG A publication of tour whole- salers listing all of their tour offerings. Catalogs are distributed to retail agents who make them available to their customers. Bookings by retail agents are commission- able. TOUR DEVELOPMENT A marketing activity designed to create tour programs to the U.S. by foreign wholesalers. TOURISTIC GEOGRAPHY A term used to make the distinction between a product (See above) and a touristic asset. For example, the Grand Canyon is a touristic asset which is part of Arizona's touristic geography; it turns into a product when it becomes part of a bus tour which has a price tag. TOUR WHOLESALER A commercial enterprise which assembles tour packages by buying individual components, pricing them as a unit, and selling them through retailers to the consumer. TRAVEL MISSION A marketing activity carried out in foreign markets by public and private repres- entatives of a destination. Usually involves trade infor- mation, presentations, and media activities. VAT/TVA/MWS et al Value-added tax. A tax tax system which adds a fixed percentage of taxation on XVIII. A. 3 VISA VISA WAIVER products and services at each step of production or service del i very . A stamp in a foreign nation- als passport issued by a U.S. consular officer which creates a legal presumption that there are no apparent reasons to deny entry into the U.S. How- ever, the final decision to grant admission is made by an officer of the U.S. Immigra- tion & Naturalization Service at the port of entry. A program to eliminate the visa requirement for selected countries on a test basis. Visas are currently on waiver for citizens of the United Kingdom and Japan. Other countries are under consider- ation. Admission remains the responsibility of INS. VISIT USA COMMITTEE A committee of U.S. tourism managers located in foreign markets. Visit USA Committees work closely with USTTA and/or the U.S. & Foreign Commercial Service in planning, develop- ing, and implementing projects and programs to promote travel to the U.S. GLOSSARY OF COMMONLY-USED ACRONYMS (Foreign acronyms are shown in English translation) ABTA ACTA ANVR Association of British Travel Agents Alliance of Canadian Travel Associations Netherlands Association of Travel Agents XVI I I. A. 4 DATE DUE 1 i 1 : \