The document discusses Huntsville, Alabama's international tourism program and efforts to attract more international visitors. It provides statistics on international visitation to Alabama in 2012, including 146.5 million in direct spending. The top three international markets for Alabama are Germany, the UK, and Canada, who accounted for 29%, 12%, and 6% of international visitors respectively. The document also outlines various marketing initiatives in the UK and other countries to promote Alabama as a tourism destination and increase international visitation.

2. Welcome to Huntsville

3. International Tourism Program

4. International Tourism Program
Grey Brennan
Della Tully

5. Source: Travel South Study Released 2012 Alabama Tourism
Welcome Center Logs for 2012
Huntsville Airport Authority August 2013, Mobile Airport 2012
International Visit!s to U.S.
Stay longer and spend more money

6. Source: Travel South Study Released 2012 Alabama Tourism
Welcome Center Logs for 2012
Huntsville Airport Authority August 2013, Mobile Airport 2012
International Visit!s to U.S.
$146.5million in direct spending
Stay longer and spend more money

7. Source: Travel South Study Released 2012 Alabama Tourism
Welcome Center Logs for 2012
Huntsville Airport Authority August 2013, Mobile Airport 2012
International Visit!s to U.S.
$146.5million in direct spending
Stay longer and spend more money
61% from Europe with 1/3 U.K., 1/3 Germany
and 1/3 other European

8. Source: Travel South Study Released 2012 Alabama Tourism
Welcome Center Logs for 2012
Huntsville Airport Authority August 2013, Mobile Airport 2012
International Visit!s to U.S.
$146.5million in direct spending
10% of 1.2 million passengers at Huntsville Airport,
connecting international
Stay longer and spend more money
61% from Europe with 1/3 U.K., 1/3 Germany
and 1/3 other European

9. Source: Travel South Study Released 2012 Alabama Tourism
Welcome Center Logs for 2012
Huntsville Airport Authority August 2013, Mobile Airport 2012
International Visit!s to U.S.
World’s busiest airport (Atlanta) is a short drive
away from Central Alabama
12% of passengers at Mobile Airport,
connecting international
Stay longer and spend more money

10. Source: Facebook July 2013
Luckie & Company 2013 YTD
Germany
UK
Canada
Top 3 International Markets
29% of International
12% of International
6% of International
International Viewership
of all visits to Alabama.Travel
are international
5%

11. London, England, is a top 10 city for Alabama Travel Facebook
Cities:
12,917 Atlanta, GA
10,262 Birmingham, AL
5,773 Mobile, AL
5,667 Nashville, TN
4,742 Huntsville, AL
Source: Facebook July 2013
Luckie & Company 2013 YTD
4,635 Memphis, TN
4,518 Louisville, KY
4,373 New Orleans, LA
4,165 Montgomery, AL
3,643 London, England, United Kingdom
International Viewership

12. Almost 100 Alabama hotels listed with receptive companies
• National and regional receptive companies have at least 91 Alabama
hotels listed in their product lines
• Tour operators around the world use receptive companies to book
their room nights
International
Source: Alabama Tourism Department, U.K. Rep Firm

13. Last 12 months
• Group of Chinese tour operators
• Air Canada Magazine
• France’s top morning show TV crew
• Group of European tour operators
• Belgian journalist
• Group of U.K. tour operators
• Several U.K. journalists
International Reach
Source: Alabama Tourism Department, U.K. Rep Firm
Upcoming
• Montgomery/Birmingham/Muscle
Shoals/Huntsville –
German journalists
• Muscle Shoals – European tour
operators as part of Travel South
SuperFAM

14. International FAM

15. Travel Sou"
Travel South International Showcase
Nashville, Dec. 3-6, 2013
Rate increases Aug. 31
Travel South International Showcase
Charleston, WV, Feb. 23-26, 2014
Special Tastes & Tunes Tuesday
Registration opens Sept. 4

16. United Kingdom Market
Della Tully – In Market Representative
Source: Alabama Tourism Department
U.S. Commerce Department
In-Market Representation Firm

17. United Kingdom Market
• The U.K. remains the largest international market to the
U.S. with over 3.7 million visitors in 2012
• The overall outlook for U.K. visitation remains positive
• The exchange rate remains favourable for U.K. visitors
Source: Alabama Tourism Department
In-Market Representation Firm

18. United Kingdom Market
Tour operator product
More than 95 U.K. and Irish tour operators now feature Alabama
in their programs in fly-drive FIT or escorted group tours.
New tours
USAirtours “Sweet Home Alabama”
America As You Like It “Alabama’s Coastal Adventures”
Wexas Holidays “Alabama Music Self-drive”
Bon Voyage Travel “I Have a Dream – 50 Years On” !
Source: Alabama Tourism Department
In-Market Representation Firm

19. Source: Alabama Tourism Department
In-Market Representation Firm
United Kingdom Market
Millions reached in U.K. co-op marketing
America As You Like It and Lands End
Total reach of more than 1.7 million
Bon Voyage Travel and Waitrose
Campaign with leading high-end U.K. food retailer
Waitrose
Total reach of 2.4 million

20. Source: Alabama Tourism Department
In-Market Representation Firm
U.K. tour operator FAM Trip to Alabama, May 2012
Eight U.K. tour operators visited Birmingham, Selma, Montgomery, Monroeville,
Bayou La Batre, Mobile, Fairhope and Gulf Shores.
Results
Seven of the eight tour operators who attended the FAM now have
new Alabama tours based on their trip.
United Kingdom Market

21. Public Relations Efforts
• Jessamy Calkin, Features Editor, The Telegraph
Four articles featuring Alabama Music, Food and Civil Rights
• Mick Brown, Features Editor, The Telegraph
Muscle Shoals story
• Lindsay Sutton, Essentially America
Toured Alabama to research features
Muscle Shoals documentary at London Sundance
50th anniversary civil rights advertising and PR
Mobile to be first American city to host World Leisure
Organization Congress, Sept.6-12, 2014
Source: Alabama Tourism Department
In-Market Representation Firm
United Kingdom Market

22. Source: Alabama Tourism Department
In-Market Representation Firm
United Kingdom Market
Continuing effort of UK rep firm
Holiday World, Dublin
50+ Show, London
50+ Show, Glasgow
Alabama booths at ITB and WTM to meet with European
travel industry professionals
Join Alabama industry at POW WOW and Travel South
International Showcase
New UK Alabama Travel Guide
• Distributed to 17,000 UK travel professionals
• Key sales tool to increase business for both trade and consumers

23. International Tourism Program
Grey Brennan
Grey.brennan@tourism.alabama.gov
334-242-4459
Della Tully
della.tully@btinternet.com
011-44-208-339-6122
International Tourism Program

24. Alabama Tourism Marketing Report
Brad White, Luckie & Company

25. Back to America

26. Making some noise

27. Remember who
we’re talking to...

28. Chief Vacation Officer

38. Getting the word out

41. Can you say “Road Trip?”

42. Sinking your toes into 32 miles
of sugar-white sand.
ROAD TRIP No. 5
Remember how much you loved piling into the car and heading down to Alabama’s beaches
as a child? Recreate the magic with your own kids by planning a road trip to our beautiful
Gulf Coast. Enjoy 32 miles of breathtaking turquoise-green
waters and sugar-white sands at Gulf Shores and Orange Beach.
Inland, there’s championship golf, fishing, dining and inviting
accommodations, as well as some unexpected surprises. Hold
an alligator at Alligator Alley, tour the USS Alabama or pet
a stingray at the Dauphin Island Sea Lab. No matter what
adventure you choose on your road trip to Alabama’s beaches,
you’ll create memories your family will never forget.
Download Alabama Road Trips
from your app store
Digging into
Alabama’s best barbecue.
ROAD TRIP No. 40
Which sauce is boss? Everyone’s got their favorite. For some, nothing beats the
chicken smothered in white sauce at Big Bob Gibson’s in Decatur. Others swear
by Dreamland ribs in Tuscaloosa, where you use
white bread instead of napkins to sop up every
saucy drop. Discover your own personal favorite
and see why we have a national reputation as
a barbecue destination on a road trip along
Alabama’s Barbecue Trail.
Download Alabama Road Trips
from your app store

50. 14,143 2012 subscribers

51. 14,143 2012 subscribers
36,550current subscribers

52. 14,143 2012 subscribers
36,550current subscribers
158%increase

53. 4.8% average click-through rate
*http://mailchimp.com/resources/research/email-marketing-benchmarks/#section_average_by_industry

54. 4.8% average click-through rate
2.8% average travel industry
click-through rate
*
*http://mailchimp.com/resources/research/email-marketing-benchmarks/#section_average_by_industry

55. 12,435
total number of page
views via newsletter

56. It’s time to take a road trip! These carefully
crafted trips were designed by the people
who know Alabama best – and with the
whole family in mind, which means we’ve
got something for just about everyone. So,
which one are you gonna take?
ALABAMAROADTRIPS:52GreatGetaways
It’s time to take a road trip! These carefully
crafted trips were designed by the people
who know Alabama best – and with the
whole family in mind, which means we’ve
got something for just about everyone. So,
which one are you gonna take?
ALABAMAROADTRIPS:52GreatGetaways

57. Alabama.Travel

67. 165,153 total entries

68. 165,153 total entries
23,750 unique entries

69. 165,153 total entries
23,750 unique entries
22.57% newsletter opt-in rate

70. 37 news stories generated

71. 37 news stories generated
508,459 PR impressions

72. 37 news stories generated
$102,106.53 publicity value
508,459 PR impressions

74. Alabama Vacation Guide Online Orders

75. Alabama Vacation Guide Online Orders
22,226 2013 year to date

76. Alabama Vacation Guide Online Orders
22,226 2013 year to date
18,795 2012 orders

77. Alabama Vacation Guide Online Orders
212,250 total distribution
22,226 2013 year to date
18,795 2012 orders

79. Alabama’s second
favorite subject

80. Alabama’s second
favorite subject

90. 8,656new Facebook fans

91. 8,656new Facebook fans
125%Facebook fan growth

92. 8,656new Facebook fans
125%Facebook fan growth
4.4 millionFacebook impressions

93. 80,949
total votes

94. 41,138Year of Alabama Food site visits

95. 165% site visit growth over
same period in 2012
41,138Year of Alabama Food site visits

96. 227news stories generated

97. 227news stories generated
32,607,298 PR impressions

98. 227news stories generated
$1,930,862 publicity value
32,607,298 PR impressions

99. 782,941
pounds of barbecue consumed

100. Civil Rights

107. 92 news stories generated

108. 92 news stories generated
11,500,963PR impressions

109. 92 news stories generated
$835,756publicity value
11,500,963PR impressions

110. What’s new f! 2014
What about the
Tourism Department?

114. Partner Site

117. What’s new f! 2014
What’s the big deal about
the “Year Of” campaigns?

118. What’s new f! 2014
So what about next year?

121. What’s new f! 2014
But what about the food?

128. Alabama Food
REALLY BIG

131. What’s new f! 2014
Hungry for more?

132. What’s new f! 2014
In 2014, we’ll be
serving up Alabama

133. What’s new f! 2014
in more ways
than ever before.