overview of china visitation data and visitor profiles
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Betsy Wall, Executive Director
FOCUS ON CHINA Friday, December 14th
Hall of Flags, State HouseBoston, MA
PROGRAM OF EVENTS
10 – 11am Overview of China Visitation Data & Visitor Profiles
11– 11:45am Overview of the Chinese Leisure Market & the Tour Industry in China
11.45 – 12.30pm Lunch break12.30– 1.30pmThe Chinese International Student in
Massachusetts – A Primer1:30– 2:30pm Panel of Experts - Understanding the
Marketplace 2: 30 – 3pm Q & A
US-China Group Leisure Travel Memorandum of Understanding (MOU) signed December 11, 2007
US Travel Destinations are allowed to market their brands in China
Increase in number of Chinese tourists to the US
Chinese travelers will become more familiar with different US destinations
China inbound tourism to the US is the fastest growing tourism source to the USA and will continue to be so for the foreseeable future.
US Government granted Chinese visitors ‘Approved Destination Status’ (ADS) visas
Stated Goal of the U.S. Dept of State“Increase non immigrant visa processing capacity in
China and Brazil by 40 per cent in the coming year’
Recognition of Obama Administration to both protect US borders but nurture international visitation
What Are The Facts?
International Traveler Spendingfrom United Nations World Tourism Organization
OUTBOUND!
International Total * 62,711 5% 6%1 Canada 21,337 7% 4%2 Mexico 13,491 0% 5%
Overseas ** 27,883 6% 9%3 United Kingdom 3,835 -0% -2%4 Japan 3,250 -4% 14%5 Germany 1,824 6% 12%6 Brazil 1,508 26% 19%7 France 1,504 12% 5%8 South Korea 1,145 3% 12%9 China (PRC) 1,089 36% 42%10 Australia 1,039 15% 6%
Origin of Visitor 2011 2011/201012/11 May YTD
(000s) (% change) (% change)
Top Origin Markets forInternational 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.
Travel Passenger Total Travel
Receipts Fare ReceiptsOrigin Country 2011r Receipts 2011
Top Travel Export Markets($billions of 2011 receipts)
Canada $19.4 $4.6 $24.0 Japan $10.1 $4.6 $14.8United Kingdom $9.0 $3.0 $12.0Mexico $6.4 $2.8 $9.2Brazil $5.9 $2.6 $8.5
China $5.7 $2.1 $7.7Germany $4.9 $1.4 $6.3Australia $4.3 $0.7 $5.0France $3.8 $1.2 $5.0India $3.1 $1.3 $4.4South Korea $3.7 $0.1 $3.8U.S. TOTAL $116.1 $36.6 $152.7
r = revised
Chinese Visitors & Spending(1997 – 2011, current $’s)
$0
$2
$4
$6
$8
$10
$12
0
200
400
600
800
1000
1200
97 98 99 00 01 02 03 04 05 06 07 08 09 10 11
Visitors (lhs)
Spending (rhs)
In 2011 visitor volume was a record 1.09 million, while spending was a record $7.74 billion.
visitors (000s) spending ($billions)
Sources: Department of Commerce, Office of Tourism Industries; Department of Commerce, Bureau of Economic Analysis
Chinese Traveler Superlatives
Including 2007, five consecutive visitor volume records—one of the longest record strings;
Highest visitor volume growth rate—by far—among top 40 origin markets (174% vs. 136% for Brazil);
3rd-highest visitor growth volume among all countries(700k vs Canada’s 3.6m and Brazil’s 900k);
Highest visitor spending growth rate (187%) vs Brazil (170%);3rd-highest growth spending volume among all countries ($5b vs Canada’s
$7.6b and Brazil’s $5.3b);
Since 2007 (1st new record among current string of records)
Chinese Visitors’ Top U.S. Ports of Entry
#1 Los Angeles (LAX)201k (18.5%)
1
2
#2 San Francisco (SFO)166k (15.2%)
3
#3 Chicago (ORD)129k (11.8%)
4
#4 New York (JFK)119k (10.9%)
5#5 Blaine, WA74k (6.8%)
6
#6 Newark (EWR)58k (5.4%)
Top CitiesCities Visited 2005 2006 2007 2008 2009 2010 2011
New York City 31 % 27 % 31 % 35 % 29 % 28 % 39 %Los Angeles 31 % 39 % 37 % 31 % 30 % 34 % 31 %DC Metro Area 15 % 13 % 17 % 18 % 17 % 14 % 20 %San Francisco 26 % 24 % 24 % 22 % 22 % 22 % 18 %Las Vegas 22 % 23 % 18 % 17 % 17 % 16 % 16 %Boston 7 % 8 % 8 % 8 % 9 % 9 % 12 %Chicago 16 % 11 % 13 % 11 % 11 % 10 % 8 %Buffalo 1 % 2 % 2 % 5 % 1 % 1 % 6 %Seattle 4 % 6 % 3 % 2 % 5 % 4 % 5 %Atlanta 2 % 2 % 2 % 4 % 3 % 2 % 4 %Philadelphia 2 % 3 % 5 % 6 % 3 % 4 % 4 %Detroit 1 % 3 % 1 % 1 % 0 % 2 % 4 %San Jose 6 % 6 % 4 % 4 % 2 % 1 % 4 %
Key ActivitiesActivities 2005 2006 2007 2008 2009 2010 2011
1 Shopping 89 % 90 % 88 % 90 % 92 % 94 % 87 %2 Dining in Restaurants 83 % 82 % 80 % 84 % 83 % 83 % 78 %3 Sightseeing in Cities 49 % 53 % 51 % 45 % 57 % 48 % 54 %4 Visit Historical Places 42 % 45 % 47 % 43 % 43 % 45 % 53 %5 Amusement/Theme Parks 31 % 25 % 28 % 28 % 27 % 33 % 36 %6 Visit National Parks 28 % 25 % 29 % 23 % 27 % 24 % 29 %7 Cultural Heritage Sites 21 % 24 % 21 % 25 % 29 % 23 % 28 %8 Art Gallery/Museum 24 % 18 % 19 % 22 % 24 % 19 % 25 %9 Casinos/Gambling 24 % 29 % 22 % 21 % 18 % 19 % 24 %
10 Visit Small Towns 24 % 23 % 22 % 19 % 22 % 23 % 23 %11 Guided Tours 8 % 12 % 13 % 14 % 15 % 17 % 20 %12 Touring Countryside 23 % 16 % 18 % 15 % 13 % 14 % 16 %13 Cruises 8 % 8 % 8 % 14 % 10 % 9 % 15 %
Activities, continued…Activities 2005 2006 2007 2008 2009 2010 2011
14 Water Sports/Sunbathing 11 % 8 % 5 % 14 % 12 % 9 % 12 %15 Concert/Play/Musical 10 % 11 % 10 % 9 % 12 % 8 % 10 %16 Nightclubs/Dancing 6 % 12 % 8 % 4 % 11 % 6 % 8 %17 Environ./Eco. Excursions 6 % 5 % 4 % 4 % 8 % 4 % 8 %18 Camping/Hiking 2 % 3 % 5 % 4 % 7 % 4 % 6 %19 Visit Am. Indian Comm. 2 % 2 % 5 % 4 % 4 % 3 % 6 %20 Attend Sports Event 8 % 5 % 6 % 4 % 3 % 7 % 6 %21 Ethnic Heritage Sites 4 % 4 % 5 % 3 % 9 % 5 % 5 %22 Golfing/Tennis 7 % 5 % 6 % 6 % 6 % 4 % 4 %23 Ranch Vacations 1 % 2 % 3 % 4 % 3 % 4 % 4 %24 Snow Skiing 1 % 2 % 1 % 2 % 2 % 2 % 3 %25 Hunting/Fishing 3 % 2 % 2 % 1 % 3 % 4 % 3 %
51.246.9
43.641.2
46.149.2 51.0
56.0 57.955.0
59.862.3
65.468.3
71.173.8
76.6
0
20
40
60
80
100
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012(f)2013(f) 2014(f) 2015(f)2016(f)
Arrivals in Millions
Sources: U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Secretaria de Turismo (Mexico); Statistics Canada. -- April 2012 forecast
International Visitors to the U.S. and Projections(2000-2016)
OTTI Travel ForecastInbound Travel to the U.S. from Asia
Source: OTTI - April 2012 forecast
2011 2012 2013 2014 2015 2016 16 / 11
Asia 7,247 7,915 8,562 9,229 9,979 10,799 3,552 J apan 3,250 3,336 3,403 3,482 3,564 3,635 385 Korea 1,145 1,233 1,319 1,394 1,473 1,552 407 China 1,089 1,474 1,853 2,248 2,713 3,246 2,157 India 663 692 734 778 827 879 216 Taiwan 290 313 330 345 360 378 88
12 / 11 13 / 12 14 / 13 15 / 14 16 / 15 16 / 11
Asia - - - 9 % 8 % 8 % 8 % 8 % 49 % J apan - - - 3 % 2 % 2 % 2 % 2 % 12 % Korea - - - 8 % 7 % 6 % 6 % 5 % 36 % China - - - 35 % 26 % 21 % 21 % 20 % 198 % India - - - 4 % 6 % 6 % 6 % 6 % 32 % Taiwan - - - 8 % 6 % 4 % 4 % 5 % 30 %
2011 2012 2013 2014 2015 2016 16 / 11
Asia 7,247 7,915 8,562 9,229 9,979 10,799 3,552 J apan 3,250 3,336 3,403 3,482 3,564 3,635 385 Korea 1,145 1,233 1,319 1,394 1,473 1,552 407 China 1,089 1,474 1,853 2,248 2,713 3,246 2,157 India 663 692 734 778 827 879 216 Taiwan 290 313 330 345 360 378 88
12 / 11 13 / 12 14 / 13 15 / 14 16 / 15 16 / 11
Asia - - - 9 % 8 % 8 % 8 % 8 % 49 % J apan - - - 3 % 2 % 2 % 2 % 2 % 12 % Korea - - - 8 % 7 % 6 % 6 % 5 % 36 % China - - - 35 % 26 % 21 % 21 % 20 % 198 % India - - - 4 % 6 % 6 % 6 % 6 % 32 % Taiwan - - - 8 % 6 % 4 % 4 % 5 % 30 %
Forecast for Chinese Visitation to the U.S.
What does this mean for MA?
Chinese MA Numbers
Visitation to MA: 139,000 visitorsEst. Visitor Spending: $285 millionState & Local Taxes: $18 million
Massachusetts prestigious academic institutions are critical to the image of the state in China
Prep SchoolsUndergraduate coursesPostgraduate coursesExecutive TrainingBusiness Investment
MOTT Moving Forward in China
Capitalize on Brand USA partnership as they develop marketing strategy for China
Strengthen relationships with Chinese receptive operators and tour operators
Coordinate MA presence at key China trade shows
Host press trips and trade familiarization tripsInvest in social media & promotional presence
International Marketing ProgramQuestions?
Betsy LarkinSenior Manager, International Marketing
Massachusetts Office of Travel & TourismBetsy.Larkin@state.ma.us
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