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Montana

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According to IATA (International Air Transport Association) ... Travel Fairs Tourism Presentation. Media Fam Tours Travel Agents/FIT Clubs. Joint Trade & Tourism ... – PowerPoint PPT presentation

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Title: Montana


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 886-2-2723-1762
  • Fax 886-2-2723-1763
  • 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)

Taiwan (2000) H.K. (1999) China Japan (2000)
Vacation/ Holiday 58 54 N/A 79
Business 35 47 N/A 18
Visit Friends and Relatives 42 52 N/A 17
Attend Convention 13 12 N/A 45
Prepaid Package 27 12 N/A 45
First Intl. Trip 24 15 N/A 29
7
Average Length of Stay (nights)in U.S. (2000)
Taiwan H.K. China Japan
17.6 N/A N/A 7.8
Daily Visitor Spending in U.S. (2000)
Taiwan H.K. China Japan
111 N/A N/A 164
Average Number of States Visited (2000)
Taiwan H.K. China Japan
1.6 N/A N/A 1.3
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.

11
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.

15
New Media Internet Users
Users of Population increased from 2000
Taiwan 7.2 million 32 20
Hong Kong 3.9 million 55 60
China 26.5 million 2 100
Japan 32 million 25 10
16
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

19
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

20
Appendix 1 Top 26 Countries for U.S.
ArrivalsSource Travel Industry Association of
America, Feb. 2002
1 Canada 14,594,000 10 Venezuela 576,663 19 Sweden 321,881
2 Mexico 10,322,000 11 Netherlands 553,297 20 Bahamas 293,911
3 Japan 5,061,377 12 Australia 539,559 21 Ireland 285,697
4 U.K. 4,703,008 13 Argentina 533,936 22 India 274,202
5 Germany 1,786,045 14 ROCTaiwan 457,302 23 Belgium 249,957
6 France 1,087,087 15 Colombia 417,065 24 ChinaPRC 249,441
7 Brazil 737,245 16 Switzerland 395,031 25 Jamaica 242,903
8 S.Korea 661,844 17 Spain 361,177 26 HongKong 203,300
9 Italy 612,357 18 Israel 325,199
21
Appendix 2 Fast Fact Source Travel Industry
Association of America, Feb. 2002
GDP Area (sq.km.) Population Currency Language Government
Taiwan 357 billion 35,950 22,191,087 Taiwan Dollar Mandarin Taiwanese Democratic Republic
H. K. 158.2 billion 1,092 7,116,302 Hong Kong Dollar Mandarin Cantonese English Special Administrative Region of China (PRC)
China 4.5 trillion 9,596,960 1,273,111,290 Yuan Mandarin various dialogue Communist State
Japan 2.95 trillion 377,835 126,549,976 Japanese Yen Japanese Constitutional Monarchy
22
Appendix 3 U.S. Arrivals change Source
Travel Industry Association of America, Feb. 2002
1994 1997 1998 1999 2000 change 2000/1994 2001 (Predict) change 2001/2000
Taiwan 379,000 443,000 386,000 453,000 457,000 21 375,000 -18
H.K 188,000 222,000 213,000 193,000 203,000 8 177,000 -13
China N/A N/A N/A N/A 249,000 N/A 226,000 -10
Japan 3,805,000 5,368,000 4,885,000 4,826,000 5,061,000 33 3,999,000 -21
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