Montanas International Tourism Market Update Pacific Rim Market Taiwan, Hong Kong, China, Japan

1
Montanas International Tourism Market
UpdatePacific Rim Market (Taiwan, Hong Kong,
China, Japan)

• 2002 Governors Conference on Tourism
  Recreation
• April 18, 2002
• West Yellowstone, Montana
• Mei Mei Wang
• State of Montana-Asia Pacific Trade Office
• Tel [phone]
• Fax [phone]
• Email mei_at_montana-chinese.org

2
Why the Asian Market?

• Total Population 1.43 Billion
• Total Outbound 55.9 Million
• Total Long-Haul 13.7 Million
• Total USA Arrival 4.8 Million
• FASTEST GROWING WORLD ECONOMIES

3
Asia is Business

• Enjoy Shop Spend
• Take Longer Holidays
• Travel Shoulder Season
• Increased Tourism Revenue
• Increased Job Growth

4
Asia A Bright Future

• According to IATA (International Air Transport
  Association), the Asia market will have the
  biggest share of global international passenger
  traffic in the world by the year 2010 50 as
  compared with 26 in 1985.

5
Asian Market Segments

• Taiwan
• Office Ladies, Group Travelers, FIT, Students
  and Special Theme Tour
• Japan
• Silver Market, Single Women Market, Mother and
  Daughter Trips, Business Market

6
Asian Market Analysis

• Purpose of Trip (multiple response)

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Average Length of Stay (nights)in U.S. (2000)
Daily Visitor Spending in U.S. (2000)
Average Number of States Visited (2000)
8
Market Analysis - China

• N/A Why?
• The Barriers
• ADS (Authorized Destination Status)
• Visa / Official Business Excuses
• Inbound Outbound Quota Policy

9
Impacts After 911 Attacks-1

• 95 of group cancellation to Eastern US bound and
  75 of group cancellation to Western US bound in
  one month after 911.
• Drop 60-80 for prepaid tours to the US at 4th
  quarter in 2001, but should start to rebound at
  2nd quarter in 2002.
• Almost zero visit to Mid-East area.

10
Impacts After 911 Attacks-2

• Both short haul and long haul tour products
  reduced travel days of package and simplified the
  content to cut the retail selling prices.
• Domestic travel continued to grow and provide
  more choices to consumers.
• Consumer spending is more conservative, while
  young generationss spending was not affected
  that much.

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Impacts After 911 Attacks-3

• Young female workers and the middle-age (between
  45 and 59) will lead the recovery in outbound
  travel.
• Once the stock market rebounds and stabilizes,
  the recovery of the travel industry will receive
  an immediate boost.

12
Impacts After 911 Attacks-4

• Price competition made pre-paid tour market more
  difficult, while FIT has become one of the
  fastest growing markets.
• Due to the pro-US attitude and Asian peoples
  ability to disregard disaster concerns quickly,
  its import to maintain market position.

13
Increase Our Exposure

• Traditional Techniques
• Travel Fairs Tourism Presentation
• Media Fam Tours Travel Agents/FIT Clubs
• Joint Trade Tourism
• Trading Companies / Business Contacts
• Example WUSATA promotions

14
News Exposure in 2001

• Taiwan
• Total 318 articles created with dollar value of
  articles reaching US1,501,411 in total.
• Japan
• Total 35 articles created with dollar value of
  articles reaching US65,649 in total.

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New Media Internet Users
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Montanas Chinese Websitehttp//www.montana-chine
se.org

• New page about update news of tour operators
  package tours to MT
• Includes 92 pages in Trade, Agriculture,
  Education, and Tourism (48 pages in Tourism)
• Total 50 websites in Greater China area with
  Montanas Chinese Websites Link

17
Montanas Japanese Websitehttp//www.bigskyjapan.
com

• New page about MT _at_ snow
• Includes 12 Pages in Trade, Agriculture,
  Education, and Tourism (12 pages in Tourism)
• Total 11 websites in Japan with Montanas
  Japanese Websites Link

18
New Promotional Materials

• Taiwan, China, Hong Kong
• Montana Pocket Map
• Montana Pocket Guide
• Montana CD-Rom
• Japan
• Montana Mouse Pad
• Montana Winter Sports Flyer

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Thank You

• Appendix 1 Top 26 Countries for U.S. Arrivals
• Appendix 2 Fast Facts
• Appendix 3 U.S. Arrivals Change
• Appendix 4 Tour Operators in Greater China
  with Package Tours to Montana
• Appendix 5 U.S. Local Agents with Package
  Tours to Montana
• Appendix 6 Tour Operators in Japan with
  Package Tours to Montana
• Appendix 7 Websites in Greater China with
  Montanas Chinese Websites Link
• Appendix 8 Websites in Japan with Montanas
  Japanese Websites Link

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Appendix 1 Top 26 Countries for U.S.
ArrivalsSource Travel Industry Association of
America, Feb. 2002
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Appendix 2 Fast Fact Source Travel Industry
Association of America, Feb. 2002
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Appendix 3 U.S. Arrivals change Source
Travel Industry Association of America, Feb. 2002