market information 2018 - visit the usa · marketing initiatives have helped welcome 5.4 million...

Market Information 2018INDIA

Cover images: York County, Maine and Denver, Colorado

2 Brand USA TheBrandUSA.com

TABLE OF CONTENTS

About this GuideBrand USA is pleased to present this guide in partnership with the U.S. Commercial Service and the National Travel and Tourism Office (NTTO). It includes snapshots of the economy in India, along with information about travel from this region (booking channels, consumer trends, U.S. international inbound visitation data, and key travel motivators and indicators).

About Brand USA.............................................................................................. 4

A Message From Christopher L. Thompson ............................................... 5

Brand USA Executive and Senior Leadership ............................................ 7

Geography .......................................................................................................... 8

Demographics ................................................................................................... 8

Economy ............................................................................................................. 9

Vacation Allocation and Public Holidays ................................................... 9

International Visitation Trends .................................................................... 10

Travel Trends ......................................................................................................11

Traveler Characteristics ..................................................................................12

Air Travel Information .....................................................................................14

Market Snapshot .............................................................................................. 17

Brand USA Traveler Research ..................................................................... 23

Brand USA Highlights ...................................................................................28

Brand USA Markets .......................................................................................30

Visit USA Committee, India ..........................................................................31

About the U.S. Commercial Service ........................................................... 32

Our Partnership with the U.S. Department of Commerce ....................34

About The National Travel and Tourism Office .......................................34


About Brand USAAs the destination marketing organization for the United States, Brand USA’s mission is to increase incremental international visitation, spend, and market share to fuel the nation’s economy and enhance the image of the USA worldwide.

Established by the Travel Promotion Act of 2009 as the nation’s first public-private partnership to spearhead a globally coordinated marketing effort to promote the United States as a premier travel destination and to communicate U.S. visa and entry policies, Brand USA began operations in May 2011.

As one of the best levers for driving economic growth, international travel to the United States currently supports 1.8 million American jobs (directly and indirectly) and benefits virtually every sector of the U.S. economy. Since its founding, Brand USA has worked in close partnership with more than 800 partner organizations to invite the world to explore the exceptional, diverse, and virtually limitless travel experiences and destinations available in the United States of America.

According to studies by Oxford Economics, over the past five years Brand USA’s marketing initiatives have helped welcome 5.4 million incremental visitors to the USA, benefiting the U.S. economy with $38.4 billion in total economic impact, and supporting more than 51,000 incremental jobs each year.

Brand USA’s operations are supported by a combination of non-federal contributions from destinations, travel brands, and private-sector organizations plus matching funds collected by the U.S. government from international visitors who visit the United States under the Visa Waiver Program.

For industry or partner information about Brand USA, please visit TheBrandUSA.com. For information about exceptional and unexpected travel experiences in the United States, please visit Brand USA’s consumer website at VisitTheUSA.com.

Brand USA Headquarters1725 Eye Street NW

Eighth Floor

Washington, DC 20006 USA

Phone: +1 202.536.2060

Email: [email protected]

India Market Information 2018 5

We at Brand USA — the public-private partnership established eight years ago to promote international tourism to the USA — look forward to working with you to generate business in India’s expanding, outbound-travel sector. This guide will familiarize you with what makes India such an alluring source market.

According to the National Travel and Tourism Office (NTTO), 1.17 million travelers from India visited the United States during 2016 – 4 percent more than the preceding year. Those travelers spent $13.4 billion during their trips here, which was an 11-percent increase over 2015. And, in slightly more than a decade, travel and tourism exports to India have nearly tripled.

To highlight the economic importance of tourism between our two countries, 2017 was the U.S.-India Tourism Partnership Year. Brand USA, working in tandem with NTTO – on behalf of destinations and attractions throughout the United States and its territories —generated a variety of activities and programs designed to stimulate Indian travel to the USA.

October, for instance, Brand USA arranged its first India MegaFam, or large-scale familiarization trip, for 30 Indian travel agents. The agents visited California, Virginia and Washington, D.C., and Illinois and Wisconsin, during three simultaneous itineraries.

India’s capacity as a growing source market for U.S. travel is extraordinary. It is a country with more than 50 million passport holders, and that number will likely double over the next 10 years.

Intercontinental Indian travelers favor trips to the United States, according to our research. In a recent survey, nearly 20 percent of the Indian respondents said they would likely visit the USA in the next six months to a year. A total of about 40 percent said they would likely visit within two years. Additionally, 53 percent of these Indian travelers said they’d recommend the USA as a travel destination, without any prompting.

Among India’s population of 1.25 billion people, more than 700 million are under age 32. This younger segment is a “connect and share” generation

A Message From Christopher L. Thompson


— one that is accustomed to using digital media for entertainment and to acquire information.

Such demographics fit quite well with our plans to expand Brand USA’s new travel-entertainment TV channel, GoUSA TV, which launched in February. Brand USA is the first destination-marketing organization to develop such an outlet. It is now available on Roku, Apple TV and Amazon Fire TV around the globe. In 2019, the channel will also be on Google Chromcast.

During the first stages of development, GoUSA TV is featuring an assortment of travel experiences across four different categories: The Great Outdoors, Road Trips, Food and Drink, and Culture and Events. GoUSA TV will increase programming to include additional themes and formats, including series, films, videos and live videos.

Brand USA’s new giant-screen film, “America’s Musical Journey” – since its release earlier this year – is another significant part of our outreach for introducing international travelers to the United States. The unique styles of American music evoke our cultural heritage and the stories associated with iconic locations across the U.S. landscape.

Overall, Brand USA, has committed to a comprehensive “digital-screen strategy” that presents a storytelling approach regarding the diversity of travel possibilities in the United States. Using mediums that run the gamut from quick mobile content to giant-screen films, the storytelling continues to be relevant, engaging and authentic.

I invite you to talk to our team about trip experiences in the USA and opportunities to enhance your marketing efforts in India. They can discuss with you the many ways to inspire travelers to book their USA trips now.

Please note that this coming September, we’ll have our seventh annual sales mission to India. The trip returns to Mumbai and New Delhi, and adds Bengaluru to the itinerary. Brand USA partners who participate in this tour will be able to promote their destinations and products directly with Indian travel-trade professionals.

Together, we are marketing the USA!

Chris ThompsonPresident & CEO Brand USA


Brand USA Executive & Senior LeadershipChristopher L. ThompsonPresident & [email protected]

Thomas GarzilliChief Marketing [email protected]

Anne MadisonChief Strategy & Communications [email protected]

Donald F. Richardson, CPAChief Financial [email protected]

Karyn GruenbergSenior Vice President, Partner Marketing & Strategic [email protected]

Cathleen DomanicoVice President, Global Trade Development [email protected]

Tracy LanzaVice President, Integrated [email protected]

Stanley MattosVice President, Financial Operations & Facilities [email protected]

Joann PelipeskyVice President,Human Resources & [email protected]

Carroll RheemVice President, Research & [email protected]

Aaron Wodin-SchwartzVice President, Public Policy & Public [email protected]


GeographyArea3.28 million sq km (world rank #7) Slightly more than one-third the size of the United States.

Source: CIA World Factbook

ClimateVaries from tropical monsoon to temperate in the north.

DemographicsPopulation1,281,935,911 (July 2017 est)

Source: CIA World Factbook 2018

Largest Cities• New Delhi: 28 million

• Mumbai: 23 million

• Kolkata: 14 million

• Chennai: 9.3 million

• Bangalore: 11.5 million

• Hyderabad: 10.2 million


Age Structure

Age India USA

0-14 years 28% 18%

15-24 years 18% 13%

25-54 years 41% 39%

55-64 years 8% 12

65 years and older 6% 15%

Median age 27.3 years 38.1 years

Population growth rate (2017 est.) 1.2% 0.81%



EconomyGrowth Domestic Product (GDP): $9.447 trillionGDP real growth rate: 6.7% (2016 est.)GDP—per capita: $7,200 (2016 est.)Unemployment rate: 8.8% (2017 est.)Inflation rate: 3.8% (2017 est.)


Vacation Allocation and Public Holidays • Salaried Indian employees have an average of 25-30 days of paid vacation

per year.

• India, being a culturally diverse and fervent society, celebrates various holidays and festivals. There are approximately 14-17 public holidays depending on the region of the country. However, these holidays are not combined with weekends.

Primary Travel Periods and Public School Holidays• Summer Holidays (April - July school vacation)

• Fall Holidays (Diwali/Dusshera, 2 weeks in October - November)

• Winter Holidays (2 weeks in December)

Top Activities While Traveling in the USAThe changing profile of the Indian traveler offers great opportunity—the Indian outbound traveler is well informed, sophisticated, and educated. They are increasingly looking for “rich experiences” through a varied range of activities and attractions. Niche offers are gaining popularity, especially for the luxury segment.

• Main interests—sightseeing, nightlife and entertainment, theme parks, beaches and water sports, and shopping

• Adventure and outdoor activities are in high demand


International Visitation Trends*International Tourism Expenditures, 2016 (U.S. Dollar billion)

0 5 10 15 20 25 30

China

Canada

Mexico

Japan

Brazil

United Kingdom

India

South Korea

Germany

Australia

35

8.1

8.6

8.7

11.4

13.4

16.1

16.6

19.1

20.3

33.2

Billions of U.S. Dollars

Source: U.S. Department of Commerce National Travel and Tourism Office

International Arrivals to the USA, 2016

0 5 10 15 20 25

Canada

Mexico

United Kingdom

Japan

Brazil

China

Germany

France

South Korea

Australia 1.35

1.63

1.69

2.03

1.97

2.97

3.58

4.57

18.99

19.29

Millions of Visitors


*U.S. Department of Commerce National Travel and Tourism Office data to be revised during calendar year 2018.


Travel Trends*Spending Trends (Exports) (U.S. Dollar Million)

Year Total Travel & Tourism Exports Travel Receipts Passenger

Fare ReceiptsChange (%) in Total Exports

2009 $6,712 $5,724 $988 0

2010 $7,155 $6,004 $1,151 7

2011 $7,751 $6,411 $1,340 8

2012 $8,092 $6,604 $1,488 4

2013 $8,888 $7,354 $1,609 10

2014 $10,022 $8,330 $1,692 13

2015 $11,945 $10,327 $1,618 19

2016 $13,569 $12,075 $1,494 14

Change 2016/2009 $6,857 $6,351 $506 102


Visitation Trends (arrivals)

0 200 400 600 800 1000

2015

2014

2013

2012

2011

2010

2009

2016

962

859

724

663

651

549

1,126

1,172

1200




Traveler Characteristics*Main Purpose of Trip

Main Purpose of Trip 2015 (%) 2016 (%) Point Change

Business 36 39 3.1

Visit Friends/Relatives 31 28 -3.2

Vacation/Holiday 15 18 2.5

Convention/Conference/Tradeshow 12 10 -2.1

Education 5 5 -0.1

Religion/Pilgrimages 0.6 1 -0.1

Health Treatment 0.2 0.3 0.1

Other 0.7 0.3 -0.4

Source: U.S. Department of Commerce National Travel and Tourism Office, 2016 Edition

All Purposes of Trip

Purpose of Trip 2015 (%) 2016 (%) Point Change

Business 41 44 3.1

Visit Friends/Relatives (VFR) 38 39 0.8

Vacation/Holiday 25 27 1.5

Convention/Conference/Tradeshow 17 16 -1.7

Education 6 6 0.5

Religion/Pilgrimages 1 1 0.3

Health Treatment 0.2 0.3 0.0

Other 1 0.3 -0.1

Net Purposes Of Trip

Leisure & VFR 50 51 0.4

Business & Convention 51 53 1.7


Select Traveler Characteristics

Traveler Characteristics 2015 2016 Point Change

Length of Stay in U.S. (mean nights) 35.3 36.9 1.6

Length of Stay in the U.S. (median nights) 18 19 1.0

First International Trip to the U.S. 30 31 1.4




Activity Participation While in the USA

Activity 2015 (%) 2016 (%) Point Change

Shopping 79 77 -2.1

Sightseeing 72 77 4.9

National Parks/Monuments 29 32 3.4

Experience Fine Dining 27 31 4.3

Small Towns/Countryside 25 28 3.2

Art Gallery/Museum 25 27 1.4

Amusement/Theme Parks 25 26 0.9

Historical Locations 21 22 0.8

Guided Tours 19 19 0.5

Nightclubbing/Dancing 14 13 -1.0


U.S. Destinations Visited (States, Cities, and Regions)Visitation to U.S. Destinations/Regions

Market Share 2015 (%)

Volume 2015 (000)

Market Share 2016 (%)

Volume 2016 (000)

Regions

Middle Atlantic 32.7 369 34.9 409


Transportation Used in the United States

Transportation Types Used in the U.S. 2015 (%) 2016 (%) Point Change

Airline Travel between U.S. Cities 46 43 -3.1

Taxi/Cab/Limousine 45 40 -4.9

Auto Private or Company 28 28 -0.3

City Subway/Tram/Bus 23 28 4.3

Bus between Cities 22 20 -2.1

Rented Auto 12 10 -2.3

Railroad between Cities 9 10 0.7

Ferry/River Taxi/Srt Scenic Cruise 7 8 0.7

Motor Home/Camper 4 6 1.5

Cruise Ship/River Boat 1+ Nights 4 4 -0.7

Rented Bicycle/Motorcycle/Moped 2 1 -0.9



Air Travel InformationAll major airlines offer good connectivity to the United States. 10.6% Indian visitors traveled to the U.S. on direct services – balance connected via a third point.

Direct air services are offered by Air India and United Airlines, however, there are several options available via the Atlantic, Pacific, and the Middle East.

Direct

• Air India, the national carrier provides services from 62 cities in India to the United States. Air India offers 31 weekly flights to 5 destinations in the United States - SanFrancisco, New York, Chicago, Newark, and Washington, DC. Air India is a Star Alliance member.

• United Airlines offers 7 weekly 7 weekly direct flights from Mumbai & New Delhi into Newark Airport, New Jersey.

Middle East Carriers• Emerging trends indicate the rise of Middle East carriers as important

players for flights into the United States. The leading carriers are Emirates airlines, Turkish airlines, Etihad airways and Qatar airways.

• Emirates Airlines offers 190 weekly flights to 11 destinations in the USA via their hub in Dubai.

• Etihad Airways offers 234 weekly flights from 11 cities in India to Abu Dhabi.

• It currently has 45 weekly flights to the U.S. via Abu Dhabi. Jet Airways and Etihad Airlines partnership has added new aircrafts and new routes.

• Qatar Airways offers 82 weekly flights into 10 destinations in the USA via their hub in Doha. From India, it flies 102 weekly flights from 13 cities into Doha.

• Turkish Airlines is aggressively promoting their flights into the United States via their hub Istanbul. They presently fly from 2 cities in India – New Delhi & Mumbai. They service 9 destinations in the U.S. with 85 weekly flights from their hub Istanbul.


Atlantic Carriers• British Airways, Lufthansa, KLM Royal Dutch Airlines are key players to the

United States with services from several cities in India.

• KLM Royal Dutch is also promoting USA in partnership with Delta Airlines and Jet Airways & Etihad airways. Jet Airways recently changed its hub to Amsterdam. It also has daily flights from New Delhi and Mumbai into Toronto via Amsterdam.

• Lufthansa operates 51 weekly flights from 5 major cities in India to its hub in Frankfurt and Munich. Lufthansa operates 187 weekly flights into 18 destinations in the United States

• British Airways flies 48 weekly flights from 5 cities in India to its hub London. The hubs in India are Bangalore, Chennai, Mumbai, Delhi and Hyderabad. It flies over 300 weekly flights to 18 destinations in the United States

Pacific Carriers• Cathay Pacific flies 48 weekly flights from 6 cities in India to their hub along

with the Dragon Air network. The hubs in India are Bangalore, Chennai, Hyderabad, Mumbai, Delhi and Kolkata. Cathay Pacific flies 104 weekly flights into 6 destinations in the United States via their hub in Hong Kong.

• Singapore Airlines flies 42 weekly flights into 4 destinations in the USA via their hub Singapore. From India, it flies out of 6 cities into their hub.

• All Nippon Airlines flies 84 weekly flights into 9 destinations in the USA via their hub Narita. It flies 14 weekly flights from 2 cities in India.

• Japan Airlines, Korean Air, Air China, China Southern and China Eastern Airlines are also rising as important players in the Pacific route.


Key Origin Markets in India for the United States1. Delhi

2. Mumbai

3. Bengaluru

4. Hyderabad

5. Chennai

Major Gateway Airports in the United States1. New York (JFK)

2. San Francisco (SFO)

3. Newark (EWR)

4. Chicago

5. Los Angeles (LAX)

6. Houston

7. Washington, DC

8. Boston (BOS)

9. Dallas

10. Atlanta (ATL)

Top 10 Foreign Airports (Passenger Traffic to/from U.S.)

Amster-dam

(AMS)

Vancouver(YVR)

Incheon(ICN)

MexicoCity

(MEX)

Parisde Gaulle

(CDG)

Frankfurt(FRT)

Cancun(CUN)

TokyoNarita(NRT)

Toronto(YYZ)

LondonHeathrow

(LHR)

14.517

11.671

9.413

7.0726.677 6.622 6.356

5.286 4.868 4.697


Market SnapshotUSA ranked amongst the top outbound destinations for the Indian travelers in 2016, attracting 1.172 million arrivals – an increase of 4%.

Sources: U.S. Department of Commerce, National Travel and Tourism Office

United States is way ahead from its rivals by controlling more than 30% of Indian outbound tourists spending; its spending share is nearly 5 times more than its closest rival Australia. In 2016, Indians visitors had spent up to $13.6 billion representing a growth of 14% over the previous year. .

Sources: U.S. Department of Commerce, National Travel and Tourism Office

Fastest growing economy globally and growing middle class. The country’s economy grew 7.6% in 2015-16, the fastest in five years, while growth in the fourth quarter clocked 7.9%, keeping India ahead as the fastest growing major economy in the world. India’s 7.9% expansion in January-March (fastesti n six quarters) is higher than China’s 6.7% expansion in the same quarter.

Indian Arrivals to the United States

0

200,000

600,000

800,000

1,000,000

1,200,000

400,000

2014201320122011

961,790

859,169

724,443

663,465

1.90% 7.20%

1,125,783

2015

18.60% 11.90% 17%

2016

1,172,000

4%

8.99.8

Bill

ions

($)

0

2

4

6

8

10

12

14

20142013 2015 2016

10.6

13.6MONEY SPENT IN BILLIONS


Profile of the Indian Traveler• There are 65 million passport holders in the country and expected to

reach up to 100 million in next 10 years. (Source- UNWTO)

• Growth in all segments- Free Individual Traveler (FIT), Special interest, and Meetings, Incentives, Conferences, Exhibitions (MICE).

• Indian travelers are well informed, sophisticated, and educated; looking for new destinations/activities and out of the ordinary experiences- “Living like a local.”

• Major Drivers: sightseeing, entertainment, nightlife; theme parks, family attractions, beaches and water sports, shopping, adventure and outdoor activities, and culinary.

• Indian tourists featured in the global top 10 list of nationalities who spend the most on hotel rooms abroad. With an average spend of $141.45 per night, including taxes, when on an international trip.

• India has a population of 1.3 billion with a large segment of Young Population. Over 700 million people under the age 32.

• Millennials are also looking for adventure sports and driving holidays – not just traditional sightseeing, shopping and theme parks with large focus on entertainment and nightlife.

• With a large segment of young population, it is a generation to “Connect & Share”- major users of social media.

• There is growing preference for free and easy itinerary and non-guided tours vis-à-vis fixed departure group tours.

• Websites and social media rank much higher as travel influencers for consumers for getting information. However, the travel trade still gets maximum ROI (return on investment), and impact from print advertising.

• Willingness to extend the duration of a holiday, spend more, explore countryside, local art and culture, and cuisine.

• Average length of holiday is getting longer for long haul destinations; as they travel with Families, and have high repeat visitation rate to preferred destinations. Indians also prefer multi destinations during their holidays. [Source: PATA]

• India’s luxury market is set to grow to USD 30 billion from USD 23.8


billion by the year end on the back of growing exposure of international brands amongst the Indian youth and Higher purchasing power of upper

class in tier II and III cities . (Source- Assocham)

Digital Snapshot• Active internet users (January 2018): 462 Million

• Active social media users (January 2018): 250 Million

• Unique mobile internet users: 844 Million

• Active mobile social users: 230 Million

• 2018 Social Media Snapshot

> Facebook: 250 million

> Instagram: 52 million

> Twitter: 30.4 million

> LinkedIn: 42 million

> 53% of web users aged 18-29 have an Instagram account

• As per the Ericsson Mobility report the total mobile subscriptions in the country stood at 1.185 billion in Q3 2017. Total mobile data traffic per month in India is set to grow 11 times & the monthly data usage in India will increase five times by 2023.

Source: Internetworldstats; ITU; Eurostat; CIA World Factbook; Mideastmedia.org; facebook; government officials; regulatory authorities.

Source for social media: Facebook; tencent; similarweb

Other sources: https://www.statista.com/statistics/309866/india-digital-population/

http://www.livemint.com/Companies/zAavopmveqtXSXMBAmEG6H/LinkedIns-India-user-base-expands-to-42-

million.html https://www.hindustantimes.com/tech/mobile-data-traffic-in-india-to-grow-11-times-by-2023-ericsson-report/sto-ry-E3CHG6RSO5EKUezf28FanJ.html


Brand USA Online Channels Digital/Social Marketing

Brand USA employs digital and social media marketing strategies to inspire, engage, and activate international travelers to visit the United States during the year through:

• Proprietary website platforms

• Social media channels

• Global digital marketing and social campaigns

• Online video

• Retargeting and other targeted advertising

Proprietary Consumer Website Platforms

Brand USA has two online consumer identities in the marketplace:

• VisitTheUSA (VisitTheUSA.com), which is active in most markets where Brand USA markets the United States to international travelers

• GoUSA, which is active in Asian markets, including China and Hong Kong (GoUSA.cn), Taiwan (GoUSA.tw), India (GoUSA.in), Japan (GoUSA.jp), and South Korea (GoUSA.or.kr)

Together, the VisitTheUSA and GoUSA website platforms are the consumer-facing online identities international travelers associate with travel to the United States.

Social Media Channels

In addition to the global and in-market VisitTheUSA and GoUSA proprietary websites, Brand USA leverages related social media accounts in consumer-facing content and communications. Each market where Brand USA has a fully developed marketing presence has a dedicated, in-language website and social channels, which Brand USA uses to reach consumers in its target markets.


The following handles are used for global, consumer-facing promotions in English:

• Website: VisitTheUSA.com

• Twitter: @VisitTheUSA

• Facebook: Facebook.com/VisitTheUSA

• YouTube: YouTube.com/VisitTheUSA

• Instagram: VisitTheUSA

The following campaign hashtags support global and thematic promotions and initiatives:

• Global: #VisitTheUSA

• Flavors/Culinary: #TasteUSA

• Road Trips: #RoadTripUSA

• Great Outdoors: #OutdoorsUSA

• Market the Welcome: #USAWelcome


In addition to leveraging these global channels, Brand USA currently has localized social media efforts in the following markets via the channels shown in Chart 1.

CHART 1

Digital Channels

MARKET URL Local Tagline FACEBOOK TWITTER HASHTAG INSTAGRAM YOUTUBE

Australia VisitTheUSA.com.au

Plan Your USA Trip Now

facebook.com/VisitTheUSAau @VisitTheUSA #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSA

Brazil VisiteosUSA.com.br

Planeje Sua Viagem Aos USA Agora Mesmo

facebook.com/VisiteOsUSA @VisiteOsUSA #VisiteOsUSA VisitTheUSA YouTube.com/

VisiteOsUSA

Canada: English VisitTheUSA.ca


facebook.com/VisitTheUSAca @VisitTheUSAca #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSA

Canada: French

fr.VisitTheUSA.ca

Planifiez Votre Voyage Aux USA Dès Maintenant

facebook.com/VisitTheUSAca @VisitTheUSAca #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSAfr

Chile VisitTheUSA.clPlanifica tu viaje aUSA ahora

facebook.com/VisitTheUSAcl @VisitTheUSAes #VisitTheUSA VisitTheUSA

(Spanish)YouTube.com/VisitTheUSAes

China GoUSA.cn即刻定制您的 USA 旅行计划

n/a

Sina Weibo (Chinese microblogging site/hybrid of Twitter and Facebook): http://weibo.com/GoUSAcn

Youku (YouTube equivalent): http://i.youku.com/gousacnWechat (Chinese mobile social network for texting, images, music and

articles sharing, mobile only):美国国家旅游局

Colombia VisitTheUSA.coPlanifica tu viaje aUSA ahora

facebook.com/VisitTheUSAco @VisitTheUSAes #VisitTheUSA VisitTheUSA


France VisitTheUSA.fr

Préparez Votre Voyage Aux USA Dès Maintenant

facebook.com/VisitTheUSAfr @VisitTheUSAfr #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSAfr

Germany VisitTheUSA.dePlant Jetzt Eure Reise In Die USA

facebook.com/VisitTheUSAde @VisitTheUSA #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSAde

India GoUSA.inPlan Your USA Trip Now

facebook.com/GoUSAin @GoUSAin #VisitTheUSA VisitTheUSA YouTube.com/

GoUSAin

Japan GoUSA.jp今すぐ USAへの旅の計画を

facebook.com/GoUSAjp @GoUSAjp アメリカ旅行 VisitTheUSA YouTube.com/

GoUSAjp

Mexico VisitTheUSA.mxPlanifica Tu Viaje AUSA Ahora

facebook.com/VisitTheUSAmx @VisitTheUSAes #VisitTheUSA VisitTheUSA


Korea GoUSA.or.kr지금 USA 여행을 계획해보세요

facebook.com/GoUSAkr @GoUSAkr #미국여행 VisitTheUSA YouTube.com/

GoUSAkr

Sweden VisitTheUSA.sePlan Your USA Trip Now

facebook.com/VisitTheUSAse @VisitTheUSA #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSA

Taiwan GoUSA.tw立即訂製專屬你的美國之旅

facebook.com/VisitTheUSA @VisitTheUSA #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSA

United Kingdom

VisitTheUSA.co.uk


facebook.com/VisitTheUSAuk @VisitTheUSAuk #VisitTheUSA VisitTheUSA YouTube.com/

VisitTheUSA


Brand USA Traveler ResearchIn the summer of 2013, Brand USA launched its Global Market Intelligence program. As part of this program, Brand USA commissioned PhoCus Wright, Inc. to conduct proprietary consumer research in various international markets. Respondents were recruited from an online panel. For markets beyond North America, the results reflect responses from adults who travel outside of their continent for leisure. The Global Market Intelligence program is designed to gain insight into travelers’ perceptions of the USA and its competitors, as well as general travel behaviors and preferences.

Question: What motivates your desire to visit that destination? Select all that apply. For each of the following countries, select which characteristics, if any, describe it as a holiday destination. Select all that apply. Base: India Intercontinental travelers (N=966)

Source: Brand USA Market Intelligence Study 2017.

Top 5 Motivations for Selecting Last Intercontinental Destination

Motivation % Selected

Beaches/seaside attractions 66

Shopping 61

Local lifestyle 57

Cultural/historical attractions 57

Ecotourism and nature 55

Top 5 Strongest Impressions of the USA

Impression % Selected

Open-minded 48

Friendly 46

Energetic 44

Adventurous 42

Trendy 39

Top 5 Channels Used in Destination Selection for Last Intercontinental Trip

Channels % Selected

Websites via computer or laptop 64%

Websites or applications via mobile phone 51%

Personal recommendations from family and friends 49%

Online advertising/email 45%

Websites or applications via tablet 42%

Question: What sources of information did/will you use to select the destination for this holiday? Select all that apply. Base: India Intercontinental travelers 2017 (N=966)



Mean: $5,850

Median: $4,433

Question: What is the total amount you expect your household to spend on each of the following elements of this holiday? Enter a whole number without the currency symbol. Airline tickets/Lodging/Additional trip-related expenses, such as dining, local transportation, souvenirs and local tours. Base: India Intercontinental travelers 2017 (N=966) Note: Totals may not add up to 100% due to rounding. Source: Brand USA Market Intelligence Study 2017.

Expected Household Travel Spend For Next Intercontinental Trip

Months Traveled (April 2015–April 2017)

Question: During what month(s) did you take your holiday(s)? Base: India Intercontinental travelers 2017 (N=966) Source: Brand USA Market Intelligence Study 2017.


Expected Travel Party Size of Next Intercontinental Trip

Question: How many people in your household will go on this trip? Please count yourself as 1. Base: India Intercontinental travelers 2017 (N=996) Note: Totals may not add up to 100% due to rounding.


Destination Interest—Top 10 States

Question: You indicated in a previous question that you have interest in visiting the USA some time in the future. Which U.S. state(s) are you interested in visiting? Base: India Intercontinental travelers with interest in visiting the United States (N=949).



Destination Decision for Next Intercontinental Trip

Question:How far in advance of your departure date did/will you decide on the destination? Please select one answer for each of the following questions. Base: India intercontinental travelers who booked /will likely book air travel (N=996). Note: Totals may not add up to 100% due to rounding.


Air Booking for Next Intercontinental Trip

Question: How far in advance of your departure date did/will you book the travel products for this holiday? Select one option from the drop-down box. Base: India intercontinental travelers who booked /will likely book air travel (N=966). Note: Totals may not add up to 100% due to rounding.



Likelihood of Travel to the USA

Question: When, if ever, are you likely to visit the following countries? United States of America. Base: India Intercontinental travelers 2017 (N=966).


Net Promoter

Question: United States of America: If a friend or relative were discussing a future holiday destination with you, which statement would best describe your attitude toward the following countries? Base: India Intercontinental travelers 2017 (N=966). Note: Totals may not add up to 100% due to rounding.



Brand USA Highlights Brand USA is building on success. With the support of its many partners worldwide, Brand USA has grown from a start-up organization (that launched its first full year in operation in 2012 with just 89 partners) to an organization that has worked with and been supported by over 800 partners worldwide.

Here is some of what we’ve accomplished with the support of our partners since we began operations in 2011:

• Generated 5.4 million incremental international visitors to the USA over the past five years, which has benefited the U.S. economy with $38.4 billion in total economic impact, and supported more than 51,000 incremental jobs a year (source: Oxford Economics).

$38.43$

5.4millionincremental visitors

$17.7 billion

billion

billion

in incremental spending

51,000 incremental jobssupported each year

federal, state, & local taxes

more than

partner program retention rate in FY2017

$5

800 94%

in total economic impact

partners since our founding

more than

Sources: ROI data provided by Oxford Economics. Partner and partner program retention data provided by Brand USA internal reporting.

• Increased active consumer engagement with Brand USA assets (website page views, social interaction and social ad engagement) by 29 percent in FY2017.


• Continued to execute the USA consumer campaign in 14 markets (Australia, Brazil, Canada, Chile, China, Colombia, France, Germany, India, Japan, South Korea, Mexico, Sweden, and the United Kingdom Colombia and Sweden). In total, these markets generate more than 80 percent of all international visitation to the United States.

• With the launch of a “social first” storytelling approach in 14 markets, including OOH, OLV, digital display, social, search, native, and influencer media, the “GO” campaign resulted in almost 6.5 billion impressions.

• Brought 23 percent more members of the travel trade to the USA via our three MegaFams, which included 287 travel agents (of which 49 were product developers) from three countries (China, United Kingdom & Ireland, and Mexico).

• Hosted three sales missions (to India, Japan/Korea and China) with 108 U.S. delegates who promoted their travel brands and destinations to more than 1,618 Buyers.

• Leveraged $52.5 million in contributed media from 35 global media partners, plus an additional $5.7 million of in-kind contributions, to promote travel to the USA directly to consumers in numerous international markets. This compares to $49 million in contributed media from 29 global media partners in FY2016.

• Increased earned media exposure for corporate media relations efforts by 41 percent over FY2016, reaching 2.7 billion impressions and an ad equivalency of nearly $230 million in FY2017.

• Generated more than $100 million in industry contributions, including cash contributions of $43.5 million (compared to $53 million in FY2016) an in-kind contributions of$66.3 million (compared to $47 million in FY2016) in recognized revenue—representing 40 percent in cash contributions and 60 percent in in-kind contributions for the year.

• Grew Brand USA’s partnership network from 707 in FY2016 to 851 partners through FY2017 (a 20 percent increase).

By all these measures and more, Brand USA’s marketing efforts are working—effectively and efficiently.


Brand USA Markets Brand USA deploys its marketing efforts in a strategic combination of emerging

and established markets that have the potential to drive the greatest returns in

terms of visitation, spend, and market share.

Based on these market selection factors, Brand USA currently focuses the

majority of its consumer marketing efforts in the following markets:

• Australia

• Brazil

• Canada

• Chile

• China

• Colombia

• France

• Germany

• India

• Japan

• Mexico

• South Korea

• Sweden

• United Kingdom

These 14 international markets generate more than 80 percent of inbound

travel to the United States. In total, through the combined total of Brand USA’s

cooperative marketing platforms, contributed media, and trade outreach, the

international marketing effort is present in more than 40 markets, including:

• Argentina

• Australia

• Austria

• Bahamas

• Belgium

• Belize

• Brazil

• Canada

• Chile

• China

• Colombia

• Costa Rica

• Denmark

• Ecuador

• El Salvador

• France

• Germany

• Guatemala

• Honduras

• Hong Kong

• India

• Ireland

• Italy

• Japan

• South Korea

• Mexico

• Netherlands

• New Zealand

• Nicaragua

• Norway

• Panama

• Peru

• Qatar

• Russia

• Singapore

• Spain

• Sweden

• Switzerland

• Taiwan

• Turkey

• United Arab Emirates

• United Kingdom

• Venezuela


Visit USA Committee, India How Brand USA Works with Visit USA Committees

Brand USA works in collaboration with Visit USA committees around the world to promote the United States as a premier travel destination. These committees organize a wide range of promotional activity, including travel trade and consumer fairs, workshops and programs for travel agents, newsletters, and more.

Visit USA committees are managed by voluntary members with an interest in promoting and selling travel to the United States. Brand USA collaborates with Visit USA committees and supports activities that align with Brand USA’s objectives and marketing strategies. In addition, Brand USA makes use of the in-market expertise of Visit USA committees, both in markets where Brand USA has established international representation and in select markets where the organization is not currently represented.

Contact:

Manoj GursahaniVice President [email protected]+91 9821149266


About the U.S. Commercial ServiceThe U.S. Commercial Service (USCS) is the trade promotion arm of the U.S. Department of Commerce’s International Trade Administration (ITA). The USCS is a federal government agency with a domestic network of over 100 offices and a global network operating in over 75 countries. The mission of the USCS is to assist American companies in their export needs and to support foreign direct investment into the United States.

As America’s largest service export, travel and tourism is a key sector for the USCS. The Commercial Service Global Travel and Tourism Team helps U.S. destinations and travel suppliers to attract international visitors and to grow international arrivals. This assistance can include: trade counseling, market research, vetting of potential partners, outreach to wholesale buyers, and support with international sales calls/trade shows/visits. Our specialists in India can be reached at the contact details below.

Contact:

New Delhi Shibu Mathews Commercial Specialist Education and Travel and Tourism [email protected]

Andrew Edlefsen Commercial Officer [email protected] Kolkata Arup Mitra [email protected]

Jonathan Ward Commercial Officer [email protected]


Mumbai Ruma Chatterjee [email protected]

Ahmedabad Sangeeta Taneja [email protected]

Chennai Lakshmi Davey [email protected]


Our Partnership with the U.S. Department of Commerce Brand USA collaborates closely with the International Trade Administration, U.S. Department of Commerce, through its National Travel and Tourism Office (NTTO) and U.S. Commercial Service Offices in international markets.

In addition, Brand USA works in close partnership with Visit USA committees in market and more than 800 contributing partners throughout the world to implement highly successful campaigns that are inspiring an increasing number of travelers to visit the USA.

The National Travel and Tourism Office (NTTO)The NTTO is the federal liaison to Brand USA on behalf of the Secretary of Commerce, who appoints the Brand USA Board of Directors and approves Brand USA’s annual objectives in consultation with the Secretary of State and the Secretary of Homeland Security. Additionally, NTTO facilitates the approval of matching funds for Brand USA and connects Brand USA to other federal partners.

The NTTO also serves as the official source of national travel and tourism statistics to inform policy and private-sector decision making. These data are used by the Bureau of Economic Analysis to calculate the balance of payments for travel and tourism and measure the economic impact of international visitation to the United States. Furthermore, NTTO advances polices that support travel and tourism export growth and addresses export barriers in key international markets.

Contact: The NTTO is located in the International Trade Administration of the Department of Commerce.

14th & Constitution Avenue, NW

Washington, DC 20230.

202.482.0140

[email protected]


Selected Staff List:

Isabel [email protected]

Brian BeallDeputy Director, Policy and [email protected]

Julie HeizerTeam Lead, Industry [email protected]

Jennifer AguinagaInternational Trade [email protected]

Mark BrownMarket Research [email protected]

Richard ChampleySenior Research [email protected]

Curt CottleInternational Trade [email protected]

John [email protected]

Claudia [email protected]


TheBrandUSA.com

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market information 2018 - visit the usa · marketing initiatives have helped welcome 5.4 million...

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