USA Tourism Market SituationFriday, 17 June 2011
Country Profile      • Area: 9.8 million sq km (3.8 million sq miles)      • Population: 317.6 million (UN, 2010)      • T...
Country Profile      • Basic Economic Facts      • GDP Growth: -2.9% (2009), +2.8% (2010)        Inflation: 0.2% (January ...
Country Profile !              City!!                              !        Million                       • New York City ...
Market Analysis         External Factors :        As the US economy improves slowly (2011-2012)         * GDP         * F...
Market Analysis          * The overseas travel numbers are expected to            also improve slowly.           *Passport...
Market Trend 2011 – 2012          Outbound   • Polls from the top travel experts show the     following trends:   • Top r...
Market Trend 2011 – 2012             New Trend            Biggest travel trend emerging:            Family & multi-genera...
Market Analysis      Asia is projected to be more choosing for long-        haul destination in 2011-2012       that will ...
Market Analysis             Best selling destination in Short Haul              Overseas for USA is Caribbean            ...
Market Situation                            2011 (Million)              2012          Total            31.0 +2.5%         ...
Market Situation            2008-2009                        Asia Country   Million                           1. China    ...
Market Situation       2005             2006      2007      2008      2009      2010    585,476            640,674   623,6...
Market Situation          USA Tourist Profile (2010)           Tourist     Length of     Average        Revenue           ...
Market Situation        USA Tourist Profile (2010)                First Visit    Re Visit                   32%          6...
Market Situation          USA Tourist Profile (2010)                        Male           Female                        6...
Market Situation          USA Tourist Profile (2010)     Purpose of visit    %        Holidays         48        Meeting  ...
Market Situation        USA Tourist Profile     Main              Bangkok & Beyond, Chiang Mai,     Destination       Phuk...
Market Situation        USA Inbound to Thailand        *2011 is expected 630,000 +5.0%        *2012 is expected 661,000 +5...
Market Analysis • Internal Factors : •   Thailand is still seen “as a great value destination”. •   Thailand is still cons...
Market Analysis             Existing Product / New Product            *The consumer wants authentic experiences.         ...
Market Analysis             Opportunities       * Obama’s Healthcare Plan which goes into         effect in 2014       * B...
Market Analysis             Threats       * Further protests that turn violent /Political         unrest in Thailand      ...
Market Analysis       • Strategy         1. Building leisure tourism market.         (First Visitor & Re-Visitor)         ...
Thank You!Friday, 17 June 2011
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“รู้จักและเข้าใจกลยุทธ์ตลาด โอกาสความสำเร็จ”

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โดย นายชาญชัย ดวงจิตต์ ผู้อำนวยการสำนักงาน ททท. สำนักงานลอสเเองเจลิส จากการสัมมนาการส่งเสริมตลาดนักท่องเที่ยวคุณภาพอเมริกา วันที่ 6-7 มิถุนายน 2554 ณ ห้องเลิศวนาลัยบอลรูม โรงแรมสวิสโซเทล นายเลิศ ปาร์ค กรุงเทพมหานคร

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Transcript of "“รู้จักและเข้าใจกลยุทธ์ตลาด โอกาสความสำเร็จ”"

  1. 1. USA Tourism Market SituationFriday, 17 June 2011
  2. 2. Country Profile • Area: 9.8 million sq km (3.8 million sq miles) • Population: 317.6 million (UN, 2010) • The Ethnic Groups are: White 79.96%, Black 12.85%, Asian 4.43% American Indian and Alaska native 0.97%, Native Hawaiian and Other 0.18%. • Capital: Washington DC • Largest city: New York City • Major language: English • Major religion: Christianity • Protestant 51.3%, Roman Catholic 23.9%, Mormon 1.7%, Jewish 1.7%, Muslim 0.6%, Others 2.5% • Life expectancy: 78 years (men), 82 years (women)Friday, 17 June 2011
  3. 3. Country Profile • Basic Economic Facts • GDP Growth: -2.9% (2009), +2.8% (2010) Inflation: 0.2% (January 2010) Labour force: 154.5 million (includes unemployed 2009 estimate) Unemployment: 9.7% (January 2010) Major Industries: Leading industrial power in the world, highly diversified and technologically advanced; petroleum, steel, motor vehicles, aerospace, telecommunications, chemicals, electronics, food processing, consumer goods, lumber, mining.Friday, 17 June 2011
  4. 4. Country Profile ! City!! ! Million • New York City (New York) ! ! 8.17 • Los Angeles (California) ! ! 3.79 • Chicago (Illinois) ! ! ! 2.69 • Houston (Texas) ! ! ! 2.09 • Philadelphia (Pennsylvania) ! ! 1.52 • Phoenix (Arizona) ! ! ! 1.44 • San Antonio (Texas)! ! ! 1.32 • San Diego (California) ! ! ! 1.25Friday, 17 June 2011
  5. 5. Market Analysis  External Factors : As the US economy improves slowly (2011-2012) * GDP * Financial Sector & SME * Unemployment rate * Housing & Mortgage The overseas travel numbers are expected to also improve slowly.Friday, 17 June 2011
  6. 6. Market Analysis * The overseas travel numbers are expected to also improve slowly. *Passports 114 Million (less than 37% of the total population) *Influential Factors * Economy * Safety * Value/Pricing * Variety of ProductsFriday, 17 June 2011
  7. 7. Market Trend 2011 – 2012  Outbound • Polls from the top travel experts show the following trends: • Top reason for traveling: Seeking authentic experiences in new destinations. • Most frequent travel companions for clients: Spouse or partner • Most popular type of leisure trip being booked: International trip of 8 days or longer • Source:Travel Agent Central.comFriday, 17 June 2011
  8. 8. Market Trend 2011 – 2012  New Trend Biggest travel trend emerging: Family & multi-generational travelFriday, 17 June 2011
  9. 9. Market Analysis Asia is projected to be more choosing for long- haul destination in 2011-2012 that will produce double digit improvement. *Source: tinet.ita.doc.gov The change in consumer behavior from last year will continue through 2012. Consumers want more value for the $$$ spent.Friday, 17 June 2011
  10. 10. Market Analysis  Best selling destination in Short Haul Overseas for USA is Caribbean  Best selling destination in Long Haul Overseas for USA is Europe and AsiaFriday, 17 June 2011
  11. 11. Market Situation 2011 (Million) 2012 Total 31.0 +2.5% 32.0-32.5 +4.0% Overall Short - Haul Million Mexico 5.3 Caribbean 5.1 Canada 3.3 Long Haul Million * Europe 11.5 -12.0 * Asia 5.5 - 6.0Friday, 17 June 2011
  12. 12. Market Situation 2008-2009 Asia Country Million 1. China 1.5 2. Hong Kong 0.8 3. Japan 0.65 4.Thailand 0.62 5. Korea 0.56 6. Singapore 0.34Friday, 17 June 2011
  13. 13. Market Situation 2005 2006 2007 2008 2009 2010 585,476 640,674 623,638 648,699 599,475 596,432 +5.10 +9.43 -2.66 +4.02 -7.59 -0.51Friday, 17 June 2011
  14. 14. Market Situation USA Tourist Profile (2010) Tourist Length of Average Revenue Stay Expenditure 596,000 13.32 4,380 34,200 (Day) (Baht) (Million Baht)Friday, 17 June 2011
  15. 15. Market Situation USA Tourist Profile (2010) First Visit Re Visit 32% 68% FIT Group Tour 93% 7%Friday, 17 June 2011
  16. 16. Market Situation USA Tourist Profile (2010) Male Female 68% 32% Under 25 25-34 35-44 45-54 55&Over 10% 22% 20% 21% 26%Friday, 17 June 2011
  17. 17. Market Situation USA Tourist Profile (2010) Purpose of visit % Holidays 48 Meeting 15 Incentive 15 Convention 7 Others 15Friday, 17 June 2011
  18. 18. Market Situation USA Tourist Profile Main Bangkok & Beyond, Chiang Mai, Destination Phuket, Samui Potential Krabi, Chiang Rai, Pattaya, Ko Destination Chang, Hua Hin7 Cha Am, Kanchanaburi, AyuthayaFriday, 17 June 2011
  19. 19. Market Situation USA Inbound to Thailand *2011 is expected 630,000 +5.0% *2012 is expected 661,000 +5.0%Friday, 17 June 2011
  20. 20. Market Analysis • Internal Factors : • Thailand is still seen “as a great value destination”. • Thailand is still considered a ‘safe’ destination. • Thailand is still considered an “exotic” destination. • Thailand is still considered a “welcoming” destination.Friday, 17 June 2011
  21. 21. Market Analysis  Existing Product / New Product *The consumer wants authentic experiences. *They want to interact with the local people. *They want to give back to the country they visit by volunteering to help. *They want to enrich their lives with their travel. *They want to grow in their understanding of how other people live, work, play.Friday, 17 June 2011
  22. 22. Market Analysis Opportunities * Obama’s Healthcare Plan which goes into effect in 2014 * Boomers in the US coming to the age where travel is important and affordable in time and money, a market of 78 million. * Global acceptance and spread of the Social Media networks. ( 75-80% of American use Computer)Friday, 17 June 2011
  23. 23. Market Analysis Threats * Further protests that turn violent /Political unrest in Thailand * Increased Unemployment in U.S. * Weaker U.S. Dollar *Global climate change; - flooding, coral bleaching in Thailands south - Tornadoes & Flooding in USA etc.Friday, 17 June 2011
  24. 24. Market Analysis • Strategy 1. Building leisure tourism market. (First Visitor & Re-Visitor) 2. Strengthening Amazing Thailand brand. (Through social networks) 3. Expanding quality market by targeting upscale travelers (Increase Spending)Friday, 17 June 2011
  25. 25. Thank You!Friday, 17 June 2011
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