Welcome INTERNATIONAL TOURISM presents International Tourism and Partner Grant Program. International Domestic Travel Trade A Department of 7

Transcription

1

2 Welcome INTERNATIONAL TOURISM presents International Tourism and Partner Grant Program International Domestic Travel Trade A Department of 7

3 International Tourism Partner Grant Program: Learn how to access international markets. Find out how you can align your business with the markets in which we are marketing, and the key messages. (See Market Factsheets.) Choose your market(s) and learn what you need to provide in order to work with the international markets. (See slide of Buying Chain rack to net net rates.) Meet with Heather Anderson, Jeff Hammerly, Karen Viehoever, your Travel Portland market experts/int l tourism managers. Apply for a grant to finance 2/3 of the cost to attend a sales activity (trade show, sales mission, etc.) with the Travel Portland tourism sales team. (See International Sales Activity Participation Calendars.) Participate in Travel Portland s quarterly report system for Travel Portland to track the success of the sales effort and the International Partner Grant Program. (See quarterly report form.)

4 Int l leisure visitors: individuals and tour groups Overview of Markets FY 17/18; Non-stop air service Primary markets we are pro-active: Domestic trade (motorcoach: series & individual, FIT) Canada, West (Vancouver, Calgary) and East (Toronto) Oceania: Australia and New Zealand *Mexico (NEW in 12/17: Mexico City; Guadalajara) France Germany, German speaking countries (Frankfurt) Netherlands (Amsterdam) Nordic Countries (Sweden, Norway, Denmark, Finland, Iceland-Reykjavik) United Kingdom (London) China *Japan (Tokyo) Secondary markets we are in a supportive/re-active role and/or research mode: S. Korea, Taiwan, Latin America (Brazil)

5 Get to know your Tourism Manager and Market Expert: Heather Anderson - Oceania - Canada - New/emerging markets Accomplishments last and current FY: 1. Oceania: Hired and on-boarding of representation company, Barking Owl, in Sidney. 2. Together with Oregon s Mt. Hood Territory, Winter/Shop program in full swing; new winter booth and collateral, for series of 5 consumer shows and MTS. 3. Beer festival in Wellington, NZ, and expanded sales mission. 4. Canada: Two missions to Toronto and Vancouver. In 2016 new and expanded air service. 5. Regional (RCTP) campaign with expedia Media Solutions hit in April sec video in seat-back video system on Air Canada.

6 Your Senior Tourism & Communications Manager, Jeff Hammerly Asia: China, Japan, S. Korea & Taiwan Accomplishments 1. Hosting Best Ever Active America China Summit, April 17 with numerous innovations. 2. Continue with targeted Chinese content; GoUSA.cn/Portland Website, WeChat cheerleader site. 3. Implement Odnarotoop Phase II consumer campaign; Odnaro-Dude is a hit! 4. Successfully won to host JP delegation at IPW, June Continuing tremendous media coverage in Japan.

7 Get to know your Senior Tourism Manager & Market Expert: Karen Viehoever Europe: France, Germany, Netherlands, Scandinavia, United Kingdom Accomplishments 1. Hired and onboarding of in-country representation in the UK, Black Diamond. 2. Implement TP s largest consumer awareness project in Europe, Netherlands: Wie Is De Mol with Travel Portland TID and regional (RCTP) funds. 3. Numerous consumer and trade activities/projects to promote new seasonal non-stop air services from London Heathrow.

8 Continued and increased focus on: Pro-active outreach to you, our partners, to communicate about the markets, getting your productto-market, ongoing changing of the markets and the benefits of marketing internationally. The Buying Chain in international markets and focus on each level of the Buying Chain in each market. Investing in tools, including Native language videos, localized URLs & foreign language web content and visitor guides, new video focusing on gateway for inflights, and more.

9 Insert here the Buying Chain slide from Karen without $. And please make 10 color copies of it as well.

10 THE BUYING CHAIN The vacation-buying consumer in our target markets, who buy from Travel agents, owned by tour operators or not, who buy from International tour operator, located in our target markets, who buy from Receptive operators, located in the U.S., who buy from Portland/U.S. travel supplier

11 Tactics and Programs Hosting Clients for Fam/Research Tours

12 Hosting influencers, including airlines, tour operators, and media

13 Sell and showcase more than Portland

14 Tactics and Programs training agents in-country and online Discovery Program (by Brand USA) is an online portal training program for travel agents to become USA specialist of Portland earning a Portland badge.

15 Tactics and Programs training agents In-country: Sell the itinerary product at a tour operator sponsored (travel) agent events, in-house trainings, travel agent-owned consumer shows

16 Tactics and Programs International trade shows, in-country & USA based

17 Tactics and Programs International trade shows, in-country & USA based Hosting in Portland: Active America China Summit 2017 at Hilton Hotel IITA in February 2018 at Embassy Suites Downtown

18 Sales Activities: Trade Shows & Marketplaces

19 ITB - International Tourism Boerse in Berlin, largest tourism show in the world CEO of Icelandair with PDX carpet at Mid- Atlantic trade show

20 Tactics and Programs In-country Events, Receptions & Dinners

21 Published Itineraries

22 Tactics and Programs, consumer-direct projects with activation via travel trade and/or airlines: Events: with Pink Martini in Paris, pop-up restaurant with Gregory Gourdet in Paris, and in Tokyo to unveil the True Portland Guide, Beervana Festival in Wellington, NZ Projects: #PortlandRegion car in Germany by RCTP, special promotions with tour operators -- too many to count Consumer shows: Flight Centre shows in Sidney and Auckland, Adventure Show in Vancouver, BC; Canada USA show in Utrecht, Netherlands; JATA in Tokyo, Pride events in Tokyo and Frankfurt, and many more in Germany Web content and localized URLs: GoUSA.cn and.tw/portland, travelportland.jp,.de,.fr,.nl, com.br Spanish. NEW in 17/18 regional (RCTP) Brand USA microsite: 14 markets, 8 languages Printed visitor collateral: English, French, German, Simplified Chinese, Japanese, Portuguese. Will be NEWLY developed in 17/18.

23 Tactics and Programs: To sell directly to the consumer

24 Put in Karen s buying chain pix.

25

26

27

28

29

30 International Tourism Partner Grant Program: Learn how to access international markets. Find out how you can align your business with the markets in which we are marketing, and the key messages. (See Market Factsheets.) Choose your market(s) and learn what you need to provide to work with the international markets. (See slide of Buying Chain rack to net net rates.) Meet with your market expert/international tourism manager. Apply for a grant to finance 2/3 of the cost to attend a sales activity (trade show, sales mission, etc.) with the Travel Portland tourism sales team. (See International Sales Activity Participation Calendar.) Participate in Travel Portland s quarterly report system for Travel Portland to track the success of the sales effort and the International Partner Grant Program. (See quarterly report form.)

31 Strategy to bring your product to market: Grant recipients-at-work Patti Highsmith, Radisson Hotel Portland Airport at Go West Summit, 2015 It was a great experience and I am confident we will see business from it. Red Gillen, Slabtown Language Works at Receptive Tour Operator RTO Summit in CA. x client reached out to me, and asked for pricing so, some progress there as well, fingers crossed!

32 Greg Heinze, Modera Hotel at Go West Summit, 2016 This experience has definitely enriched my learning opened my eyes to the larger picture Travel Portland does and how crucial it is to have hotel partners involved! Juliadi Two, Hilton Hotel, Active America China Summit, 2016

33 More grant recipients at work: Rie Nakata, Kanemasu at JATA in Tokyo, September 2016: my experience at Tourism EXPO was exceptionally valuable. the best part is to learn about "back stage" effort by both Travel Oregon and Travel Portland for making our projects possible. Aloft Hotel and Wildwood Adventures at RTO West Summit in Los Angeles, February 2017

34 More grant recipients at work: Portland Walking Tours, Provenance Hotels, Hotel Modera joined at IPW in Washington DC, June 2017 Beervana s Ashley Rose Salvitti on the Oceania Trade Mission and Wellington Brewvana Festival, August 2016: I'm SO SO thankful to have received this grant and for Travel Portland's assistance in helping me reach BREWVANA's fullest potential in international markets. Your team is the best Tyler Craven, BeerQuest PDX Walking Tours at the Vancouver BC Adventure Show, March 2015

35 Resources to work with Travel Portland s International Tourism team: 1. Resource page: Research, market factsheets, and more. 2. Lunch & Learn trainings: Next September 6 at Travel Portland office downtown. 3. Int l Tourism Grant Program: accessing the int l markets. Pay for 2/3 of costs. 4. Have offered China-Ready training in past at highly subsidized cost. /

36 Working with Travel Portland s International Tourism team resource page:

37 THANK YOU FOR YOUR INTEREST AND WE LOOK FORWARD TO WORKING MORE WITH YOU!