Destinations@MTS Session on International inbound sales and marketing presented by the U.S. Department of Commerce during the 2014 Mountain Travel Symosium

1. 1Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
International Travel to the U.S.
Presented by:
Robert Stackpole
Travel and Tourism Deputy Team Leader
International Trade Administration
U.S. Department of Commerce
April, 2014
Presented to: Mountain Travel Symposium
Breckenridge, Colorado April 2014

2. 2Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Agenda for Today
• Why International?
• U.S. travel exports in 2013
• U.S. International Arrivals to U.S. through 2013
• Country specifics: Brazil, China, Canada, Japan, U.K.
• The top destinations visited in 2012 and why
• Short/Long Term Forecasts for Arrivals to U.S. 2014 -
2018
• Q&A

3. 3Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Why is International Travel Important to the U.S.?
4%
17%
0%
5%
10%
15%
20%
Total Travelers Total Spending, Employment, Payroll, Taxes
International travel & tourism accounts for 4% of total U.S. travelers, but
17% of, where it counts more,…spending, jobs, wages……and travel
taxes. Federal tax accounts for 50% of all federal, state, and local taxes
generated by the travel and tourism industry.

4. 4Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Travel & Tourism As a Leading Export (2013)
Travel & Tourism exports $181 billion
Percentage of total exports 8%
Percentage of service exports 27%
Travel trade surplus $57 billion
Employment from tourism exports 1.2 million

5. 5Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
U.S. Visitors & Spending(1993-2013)
Sources: Department of Commerce, Office of Tourism Industries; Department of Commerce, Bureau of Economic Analysis; Statistics Canada; Banco de Mexico.

6. 6Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Travel Passenger Total Travel
Receipts Fare Receipts
Origin Country 2013p Receipts 2013p
Top Travel Export Markets
(2013 Receipts, $Billions/year)
Canada $21.7 $5.3 $27.0
Japan $12.6 $5.4 $18.0
United Kingdom $10.4 $3.3 $13.7
Mexico $7.4 $3.1 $10.5
Brazil $7.4 $3.1 $10.5
China $7.4 $2.4 $9.8
Germany $5.9 $1.7 $7.5
Australia $5.3 $0.8 $6.1
France $4.6 $1.3 $5.9
India $4.0 $1.6 $5.6
South Korea $4.5 $0.2 $4.6
U.S. TOTAL $139.6 $41.1 $180.7

7. 7Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Top Origin Markets for
International Travelers to the U.S.
* International travelers include all countries generating visitors to the U.S.
** Overseas includes all countries except Canada and Mexico. Record year for travel to U.S.
Rank Market of Origin Visitors (000) % change
-- Total Arrivals * 69,768 5%
-- Overseas Arrivals ** 32,038 8%
1 Canada 23,387 3%
2 Mexico 14,343 1%
3 United Kingdom 3,835 2%
4 Japan 3,730 1%
5 Brazil 2,060 15%
6 Germany 1,916 2%
7 China (PRC) 1,807 23%
8 France 1,505 3%
9 Republic of Korea 1,360 9%

8. 8Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Canadian & Overseas Shoppers

9. 9Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Importance of the Canadian Travel Market to the U.S.
(2012)
• Canada accounts for 33.5% (higher) of U.S. international
visitors and 15.0% (higher) of visitor spending.
• …and...
– For many destinations, Canadian visitation occurs in non-peak seasons and
helps to distribute visitors more uniformly throughout the year.
– All states benefit from Canadian travelers! Geographic equity is best among
origin countries (27 states of 2+% of total visitors).
– Travel exports are 7% of all exports and 42% of services exports to Canada.
• Rankings:
– #1 visitors (23.39 M) (next is Mexico, 14.34 M)
– #1 spending ($27.03 B) (next is Japan, $17.97 B)
– #1 travel trade surplus ($19.41 B) (next is Japan, $12.16 B)

10. 10Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Visitor-
U.S. State Visitors Nights Spending in U.S.
(millions) (millions) ($millions)
TOTAL U.S. (NET) 22.70 182.96 $20,648
1 New York 4.26 11.46 1,676
2 Florida 3.56 71.43 4,367
3 Washington 2.93 7.70 0.853
4 Michigan 1.61 4.37 0.444
5 Nevada 1.59 7.59 1,440
6 California 1.54 15.29 1,506
7 Pennsylvania 0.98 2.42 0.265
8 Maine 0.93 3.03 0.352
9 Montana 0.78 2.56 0.270
10 North Dakota 0.76 1.59 0.266
Canadian Top U.S. State Destinations
Visitors, Visitor-Nights, and Spending (2012)

11. 11Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Survey of International Air Travelers
English and 11
Foreign language versions
Self administered by
passenger
Same survey for non-resident
and resident travelers …
Skip patterns
New Questionnaire
In 2012
New NTTO reports
Data on 37
Traveler
Characteristics
http://travel.trade.gov/

12. 12Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Activities Overseas Brazil China Japan U.K.
(%) (%) (%) (%) (%)
Activity Participation while in the U.S.
(2012)
Note: Multiple choice responses allowed for activities. Activity participation is not destination specific. * New in 2012
Shopping 88 93 87 87 88
Sightseeing * 77 69 78 85 81
Experience Fine Dining * 38 26 47 38 40
National Parks/Monuments * 33 39 36 12 36
Art Gallery/Museum 28 35 33 10 28
Amusement Parks 27 50 34 9 27
Small Towns/Countryside * 27 13 36 12 34
Historical Locations * 26 24 23 13 31
Guided Tours 24 16 27 24 28
Concert/Plays/Musicals 18 31 18 7 20
Cultural/Ethnic Heritage Sights * 16 11 23 9 15

13. 13Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Relationship between Port-of-Entry & Overseas
Visitation 2011-2012
2012
Rank Port of Entry
Arrivals
% change
2011/12
Airport
Change in
Share
2011/12
Ports share
of visits
change
11/12
Visits
change in
share
2011/12
Visit
Volume
change in
2011/12
1 New York (JFK) 9% 0.3% -0.9% -2.7% -2%
2 Miami 10% 0.5% 3.7% 1.1% 18%
3 Los Angeles 1% -0.6% -5.8% -1.7% -7%
4 Honolulu 21% 0.8% 0.7% 1.1% 25%
5 Newark * -1% -0.4% -4.9% -0.6% -12%
6 San Francisco 6% -0.1% -1.8% -0.9% -3%
7 Chicago 6% 0% 2.8% 0.3% 14%
8 Agana, Guam * 18% 0.4% 0.3% 0.3% 14%
9 Orlando 18% 0.3% -1.7% 0.7% 14%
10 Atlanta 2% -0.2% 0.6% 0.1% 12%
* State or Territory visitation estimate used rather than city visited

14. 14Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
New York 31.3% New York City 30.6%
Florida 22.1% Miami 11.7%
California 20.2% Los Angeles 11.4%
Hawaii 9.5% Orlando 10.7%
Nevada 9.3% San Francisco 9.4%
Guam 4.7% Las Vegas 9.1%
Illinois 4.7% Honolulu 7.5%
Massachusetts 4.5% Washington, D.C. 5.9%
Texas 4.5% Chicago 4.6%
Pennsylvania 3.2% Boston 4.2%
Top U.S. Destinations1 for Overseas Visitors
(2012)
Top Market Top Market
States Share Cities Share
1 These percentages are based on multiple responses.

15. 15Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Shifts in Key Traveler Characteristics that Impacted
the Destinations Visited between 2011-2012
Travel Characteristics Change in Share of
Overseas Visitors
Shifts in Top
10 Countries
Leisure Main Purpose +3.6% 10 of 10 up
Business Main Purpose -4.1% 9 of 10 down
1st Time Visitors -4.6% 9 of 10 down
Use of Package +2.9% 7 of 10 up
Length of Stay -1.1 nights 9 of 10 down
% Visiting only 1 State/Territory +2.3% 8 of 10 up
% Visiting only 1 Destination +2.9% 9 of 10 up

16. 16Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Forecast for International Travel
to the United States

17. 17Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
international visitors in millions
Sources: U.S. Department of Commerce, ITA, National Travel & Tourism Office; Secretaria de Turismo (Mexico);
Statistics Canada. -- April 2014 forecast
International Visitors to the U.S. and Projections
(2000-2018)
51.2
46.9
43.6
41.2
46.1
49.2 51.0
56.0
58.0
55.1
60.0
62.8
66.7
69.7
72.2
75.1
78.1
81.0
83.8
0
20
40
60
80
100
00 01 02 03 04 05 06 07 08 09 10 11 12 13(f) 14(f) 15(f) 16(f) 17(f) 18(f)

18. 18Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Grand Total 69,768 4.7% 72,206 3.5% 75,149 4.1%
Overseas 32,038 8% 33,721 5% 35,656 6%
1 Canada 23,387 3% 23,855 2% 24,570 3%
2 Mexico 14,343 1% 14,630 2% 14,922 2%
3 U.K. 3,835 2% 3,950 3% 4,069 3%
4 Japan 3,730 1% 3,768 1% 3,805 1%
5 Brazil 2,060 15% 2,246 9% 2,493 11%
6 Germany 1,916 2% 1,974 3% 2,033 3%
7 China 1,807 23% 2,188 21% 2,603 19%
8 France 1,505 3% 1,565 4% 1,612 3%
9 Korea 1,360 9% 1,455 7% 1,528 5%
10 Australia 1,205 7% 1,265 5% 1,329 5%
Short-Term Forecast
Inbound Travel to the U.S.: Top 10 Origin Countries
Visitor Actual Change Change Change
Origin 2013 13/12 2014f 14/13 2015f 15/14
(000s) (%) (000s) (%) (000s) (%)
Overseas includes all countries except Canada and Mexico.
Sources: NTTO; Statistics Canada; Banco de Mexico - April 2014 forecast

19. 19Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
Grand Total 69,768 83,807 14,039 20% 3.7%
Overseas 32,038 41,383 9,345 29% 5.3%
1 Canada 23,387 26,588 3,201 14% 2.6%
2 Mexico 14,343 15,836 1,493 10% 2.0%
3 U.K. 3,835 4,446 611 16% 3.0%
4 Japan 3,730 3,921 190 5% 1.0%
5 Brazil 2,060 3,082 1,022 50% 8.4%
6 Germany 1,916 2,136 220 11% 2.2%
7 China 1,807 4,313 2,506 139% 19.0%
8 France 1,505 1,710 206 14% 2.6%
9 Korea 1,360 1,735 375 28% 5.0%
10 Australia 1,205 1,509 304 25% 4.6%
Long-Term Forecast
Inbound Travel to the U.S.: Top Ten Origin Countries
Visitor Actual Forecast Change Change CAGR
Origin 2013 2018 18-13 18/13 18/13
(000s) (000s) (000s) (000s) (%) (%)
Overseas includes all countries except Canada and Mexico.
Sources: NTTO; Statistics Canada; Banco de Mexico - April 2014 forecast

20. 20Office of Travel & Tourism Industries, International Trade Administration, U.S. Department of Commerce
How to Find Us
http://travel.trade.gov/
Robert Stackpole
Global Travel & Tourism Team
U.S. Department of Commerce
Phone: 205-731-1331
Robert.Stackpole@trade.gov