Travel and Tourism: Attracting More International Visitors to the USA
The Commercial Service helps U.S. tourism companies including promotion bureaus, CVBs, hotels, tour operators, and more to capture international business. We support you through the activities of our Travel & Tourism (T&T) Team comprised of tourism specialists throughout the U.S.
Team members can help you understand global markets, develop international marketing plans, meet buyers at international trade shows, and much more.
Learn more about what we can do for you:
Highlights and Upcoming Events:
Free Webinar – Thinking About the Asia Market?
December 6, 2013 l 11AM EST
The United States Department of Commerce (Commerce), International Trade Administration is organizing a trade mission to Taiwan, Japan, and Korea March 10 - 14, 2014 with the support of Brand USA and the Receptive Services Association of America. The mission will be led by Ken Hyatt, Acting Under Secretary for International Trade. Click here to register and for more information.
ITA-led Travel & Tourism Trade Mission to Taiwan, Japan and Korea
March 10-14, 2014
The United States Department of Commerce, International Trade Administration, U.S. Commercial Service is organizing a trade mission to Taiwan, Japan and Korea March 10 - 14, 2014. The purpose of the mission is to help U.S. firms find business partners and sell services in Taipei, Taiwan; Seoul, South Korea; and Tokyo, Japan. The targeted sector is travel and tourism including U.S.-based travel and tourism suppliers, destination marketing organizations (i.e., convention and visitors bureaus), travel promotion organizations and other travel and tourism entities promoting and selling travel to the United States.
Trade Mission Includes:
This trade mission is organized in three separate segments (Taiwan, Korea and Japan). Companies may choose to participate in one, two or all three segments. The fee for participating in more than one segment is the sum of the individual segments.
Sponsorship Opportunities (available on a first-come, first-served basis):
Please contact Frank Spector at Frank.Spector@trade.gov or 202-482-2054 for information about sponsorship opportunities.
To apply for the mission or to receive additional information, please contact:
Frank Spector, ITA Trade Missions Program, 202-482-2054 or Frank.Spector@trade.gov
Anastasia Xenias, U.S. Commercial Service, 212-809-2685 or Anastasia.Xenias@trade.gov
Registration deadline: February 7, 2014
Why Might These Markets Interest Your Organization?
Each year, roughly 41% of Taiwan's 23 million people travel abroad and an estimated 300,000 traveled to the United States in 2012. The forecast is that nearly 400,000 visitors from Taiwan (a 25% increase) will travel to the United States annually by 2015 as a result of Taiwan's entry into the U.S. Visa Waiver Program on November 1, 2012. Taiwan is the only economy to receive visa-free status in the last three years, and it is an exciting time to promote U.S. travel destinations given the pent-up demand for travel to the United States from this market. On average, a Taiwan visitor to the United States spends about $4,000 per trip. This number translates to over $1.1 billion yearly in travel and tourism spending by Taiwan outbound travelers to the United States. Taiwanese enjoy shopping, dining out, sightseeing in cities, experiencing amusement and theme parks, and visiting historic places.
For more information about Taiwan travel to the United States, please visit: http://tinet.ita.doc.gov/outreachpages/download_data_table/2011_Taiwan_Market_Profile.pdf
In 2012, more than 13.7 million Koreans, roughly one fourth of the population, traveled abroad and over one million traveled to the United States. It is estimated that by 2014 nearly 1.5 million Koreans (a 23% increase) will travel to the United States annually. On average, a Korean visitor to the United States spends approximately $3,500 per trip. This will translate to over $5 billion in tourism spending by Korean outbound travelers to the United States in 2014. Korea's remarkable economic growth over the past 30 years has transformed the country, moving it from the ranks of developing nations to exclusive membership among the world's most developed and richest economies. In 2012 Korea enjoyed a 2.1% increase in GDP, which now totals $1.14 trillion. Korea's per capita GDP was just $100 in 1963; today, it exceeds $32,400. Increased income has given Koreans the means to seek and enjoy leisure travel abroad. Industry experts expect that the number of outbound travelers will continue to increase for the next five years and that demand for sophisticated and niche market travel, such as for meetings, conventions and exhibitions; cruises and edu-tourism will grow significantly.
Additional information about travel to the United States from Korea can be found here: http://tinet.ita.doc.gov/outreachpages/download_data_table/2011_South_Korea_Market_Profile.pdf
Japan remains the world's third-largest economy, after the United States and China, with a GDP of roughly $5.8 trillion. Japan is the fourth largest export market for U.S. goods and services, and was our fourth largest trading partner overall in 2012. Japan is a major source of travel to the United States, providing substantial economic benefits. An estimated 3.7 million Japanese visited the United States in 2012, ranking Japan 4th in number of travelers to the United States. Japan ranked second behind Canada, however, in the amount of total spending by travelers in the United States in 2012 -- close to $15 billion.
For more information about Japan travel to the United States, please go to: http://tinet.ita.doc.gov/outreachpages/download_data_table/2011_Japan_Market_Profile.pdf
For more detailed information on international travel to the United States, please visit: http://tinet.ita.doc.gov/outreachpages/inbound.general_information.inbound_overview.html
Check out our recorded Webinars:
Webinar – Understanding the Shifts in 2012 Overseas Travel to the USA
(originally presented November 7, 2013)
Click here for more details and to register now!
The #1 Tourism Market to the United States - CANADA
Replay available (originally recorded Thursday, December 6, 2012.)
Cost: $25 (Webinar call-in & log-in information will be sent after registration is received.)
A top market to the US, this webinar will cover international arrivals from Canada, U.S. destinations most visited, spending patterns, trends highlighting critical data and market intelligence and practical market entry advice. Click here for more information and to register.
Traditional Tourism Markets vs. the “BRIC” Markets & Brand USA Marketing Update Related to These Markets.
For more information and to register, click here.
Visa Waiver Program: Taiwan (initially presented and recorded on April 29, 2013.) Brand USA also provided an update on their plans for this market.
To register for this recorded event, or for more details on speakers and format, click here.
Recorded Webinar: International Travel and Tourism Markets - Focus on Mexico
Replay available (originally recorded February 27, 2013.)
Cost: $25 (Webinar call-in & log-in information will be sent after registration is received.) To request recording, please email: firstname.lastname@example.org
Travel and Tourism Team Members at Destination Marketing Association International’s Annual Convention, July 2013 in Orlando, FL.
(L-R: Akhilesh Sathyavan–CS Dubai, UAE; Laura Gimenez–CS, El Salvador; Thales Demarchi–CS São Paulo, Brazil; Chris Damm–CS Monterey, CA; Christina Parisi–CS Tucson; AZ Robert Stackpole–CS Birmingham, AL; Sara Moreno–CS Lexington, KY; Sally Chambers–CS Scottsdale, AZ; Maryanne Burke–CS Boston, MA; José Burgos–CS Puerto Rico).
IFTM Top Resa 2012 in Paris
With the collaboration of the Visit USA Committee France & Brand USA, the Commercial Service of the American Embassy in Paris organized a Brand USA pavilion at IFTM Top Resa on September 18-21 in Paris. IFTM Top Resa is the major travel trade fair in France. The show recorded 27,000 visitors. The USA pavilion hosted 28 exhibitors. The first day of the show, CS France organized a ribbon cutting ceremony in the Brand USA pavilion with Sylvia Pinel, French Minister of Tourism, Jay Gray from Brand USA & Reginald Miller, Minister Counselor of Commercial Affairs at the American Embassy in Paris.
Is there a market you would like to see the Commerce Travel & Tourism Team add to the upcoming webinar list? Send us your country wish list and the Team will work to create future webinars to meet your needs. Want to go one step further? If you have already listened to one of the Team's past webinars, tell us what you liked, or didn't. What can Team members do to improve their webinars? Please send your comments and suggestions to: email@example.com.
Celebrating America and its Independence in Honduras!
U.S. Embassy Honduras Fourth of July Celebration, which took place on June 27, 2012 at the U.S. Ambassador's Residence and featured displays for five U.S. cities: Boston, Seattle, New Orleans, Nashville, and Detroit. (In the photo: Pictured from Right to Left: Ambassador Lisa Kubiske; Daniel Kubiske; Porfirio Lobo Sosa, President of the Republic of Honduras; Rossana Lobo, CS Tegucigalpa Senior Commercial Specialist; Marcia Andrade, Commercial Assistant; Kay Gaekel, Embassy Legal Advisor; Danielle Maniscalco, Economic Officer.)
Fifty States in Fifty Days to Discover America
The State Department joins the Department of Commerce in supporting travel and tourism exports with its first such promotional activity, a consumer awareness raising campaign designed to drive traffic to www.discoveramerica.com.
The Fifty States in Fifty Days campaign launches June 1st, 2012 showcasing U.S. states in the order they joined the Union, starting with Delaware, the first state admitted.
Content will focus on national parks and popular attractions, as well as off-the-beaten-path destinations in each of the 50 states - combining images with fun facts and useful information for prospective visitors. The campaign is sure to bolster U.S. government efforts to promote travel under the National Travel & Tourism Strategy and enhance upcoming Commercial Service business to business travel trade events and programs to promote travel & tourism exports. Trade Events
National Travel and Tourism Strategy
Just released! The White House announced the National Travel and Tourism Strategy, charting a new course toward making America a more attractive and accessible destination than ever before. The Strategy sets a goal of drawing 100 million international visitors by 2021, which is expected to generate $250 billion annually in visitor spending by 2012. The strategy also encourages more Americans to travel within the United States. Read more.
Secretary of Commerce, Mr. John Bryson (center left, second row) with members of the U.S. and Foreign Commercial Service Travel and Tourism Team at International Pow Wow 2012, Los Angeles, CA in April.
Golf America Initiative presents U.S. golf resorts at the 2012 China Golf Show.
Click for more photos from the Golf America Initiative.
Undersecretary of International Trade Administration, Mr. Francisco Sanchez with USFCS Travel and Tourism Team Members at International Pow Wow 2011, San Francisco, CA.
View additional information about inbound travel to the United States.
Learn about U.S. Travel Promotion.