International Visitors to New England. DNE Summit 2016 Newport, RI
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1 International Visitors to New England DNE Summit 2016 Newport, RI 1
2 Travel Market Insights Inc. The right data good relevant KPI s Not everything that can be counted counts, and not everything that counts can be measured - Albert Einstein Strategic Market Analysis - Identify opportunity - Understand Competitive Position - Analyze Strengths & Weaknesses - Strategic Recommendations for Growth Annual Annual Biannual Biannual Biannual Annual Country specific Country specific Country specific Consumer (Visitor) Trade Passenger Annual Visitor Analysis: Custom Strategic Support U.S. Inbound Travel Monitor: Projected visits and competitive situation Travel Trade Barometer: Product demand, bookings, projected bookings 2
3 International Visitors to New England 3
4 World Tourism Arrivals & Receipts Arrivals B Receipts $1.25 T Source: U.N. World Tourism Organization, April
5 WHY TOURISM MATTERS 9% GDP (direct, indirect, and induced) 1/11 JOBS (direct, indirect, and induced) induced) US$ 1.5 TRILLION IN EXPORTS 6% OF WORLDS EXPORTS 30% OF SERVICES EXPORTS 1.8 Billion International Tourists Forecast for 2030 Source: UNWTO Tourism Highlights, 2015 Edition 5
6 The Rise of the Global Middle Class Linda Yue, Chief business correspondent BBC June
7 Resilient Growth International Arrivals increased 36% from 2009 to 2014 Visitor Spending (exports) increased 51% since 2009 (P) Preliminary, subject to revisions. Sources: Department of Commerce, National Travel and Tourism Office; Bureau of Economic Analysis; Statistics Canada; Banco de Mexico. Map Design by Jeff Quire 7
8 International Travel Share of Total U.S. Travel Bureau of Economic Analysis demand components 18% of all Travel Spend is International Note: Subject to revisions. Sources: Department of Commerce, National Travel and Tourism Office; Bureau of Economic Analysis; Statistics Canada; Banco de Mexico. 8
9 Improving Shoulder Season Overseas Visitors to USA ,887,934 8,898,287 10,134,942 8,497,853 1ST QUARTER 2ND QUARTER 3RD QUARTER 4TH QUARTER Brazilian Travel to USA , , , ,538 1ST QUARTER 2ND QUARTER 3RD QUARTER 4TH QUARTER Discover New England September 2015 Discover New England 21st Annual Tourism Summit April
10 2014 New England Total Overnight Visits = 5.04 Million Canada = 61% Overseas = 38% Mexico = 1% Note: Canadian visits are cumulative which includes multiple visits by one traveler to more than one state. Sources: Travel Market Insights, DNE custom SIAT data; NTTO; Statistics Canada. 10
11 2014 New England Visitor Nights Average Nights Spent In New England: Overseas = 12.7 Canada = 3.6 Overseas visitors spent 3.5 times longer in New England than Canadian visitors in Sources: Travel Market Insights; NTTO; Statistics Canada. 11
12 2014 New England Total Spend by Overnight Visitors 2014 New England Spend by Overnight Visitors Canada Visitor Spend $1,203,415,400 Overseas Visitor Spend $1,857,704,500 Overseas visitors spend more than 1.5 times more than Canadian visitors in Sources: Travel Market Insights; DNE custom SIAT data, NTTO; Statistics Canada. 12
13 Annual Report Initiated in 2012 Focused on New England In-depth Metrics by Top Countries 13
14 Record Overseas Visitor Arrivals Up 48% Since
15 15
16 PORT OF ENTRY OF OVERSEAS VISITORS OVERSEAS VISITORS TO NEW ENGLAND 2014 Boston, MA 31.5 New York, NY 28.9 Newark, NJ 7.8 Miami, FL Los Angeles, CA Chicago, IL Washington, DC San Francisco, CA Detroit, MI Percent Source: Travel Market Insights, Survey of International Air Travelers to the United States
17 Converting Passengers to Visitors 90% of 2014 passengers officially entering Boston Logan International Airport visited New England. Growth in air routes into Boston Logan International Airport equates to more visitors throughout New England. 17
18 Boston Int l Routes Added & Retained Since 2006 BOS Int'l Routes Added & Retained Since International Routes 1.1 Million Non-U.S. Citizen Passenger Arrivals in Non-U.S. Citizen Passenger Arrivals increased 9% New routes being added in 2016 BOS Route Start 1 Cologne Jun'16 2 Dusseldorf May'16 3 Manchester May'16 4 Oslo May'16 5 Copenhagen Mar'16 6 London-Gatwick Mar'16 7 Doha Mar'16 8 Fort de France Dec'15 9 Pointe a Pitre Dec'15 10 Barbados Nov'15 11 Hong Kong May'15 12 Mexico City Jun'15 13 Tel Aviv Jun'15 14 Shanghai Jun'15 15 Port au Prince Jun' Dubai Istanbul Mar'14 May'14 18 Beijing Jun' Liberia, CR Puerto Plata Nov'14 Nov'14 21 St Lucia Nov'14 22 Panama City, Panama Jul'13 23 Tokyo Apr'12 24 Grand Cayman Nov'12 25 Santiago, DR Jun'11 26 St. Maarten Feb'09 27 Toronto-City Ctr Sep' Dublin Madrid Mar'07 May'07 30 Punta Cana Jan'06 31 Lisbon Jun'06 32 Terceira Jun'06 18
19 Counting Visitors To, Within, & Throughout the USA Understanding NE competitive position 19
20 NUMBER OF STATES VISITED OVERSEAS VISITORS TO NEW ENGLAND / U.S Percent of visitors visiting only ONE STATE: Ave. Number of States Visited U.S. Visitors = 73% New England Visitors = 31% U.S. Visitors New England Visitors Source: Travel Market Insights, Survey of International Air Travelers to the United States
21 Percent MAIN PURPOSE OF U.S. TRIP OVERSEAS VISITORS TO NEW ENGLAND / U.S Leisure Visitor Potential U.S. Visitors 40.0 New England Visitors Vacation Friend/Relative Business Convention Study Other Source: Travel Market Insights, Survey of International Air Travelers to the United States
22 Information Sources TRAVEL INFORMATION SOURCES* OVERSEAS VISITORS TO NEW ENGLAND / U.S Airline Online Travel Agency Personal Recommendation Travel Agency Office Corporate Travel Department Travel Guide New England Visitors U.S. Visitors Nat'l/State/City Travel Ofc Tour Operator/Travel Club Other Percent Source: Travel Market Insights, Survey of International Air Travelers to the United States * = multiple response
23 Cumulative Comparative Ranking - CCR 23
24 Product Demand Assessment Index Index Rank for Country to NE vs. Country to USA UK to New England Index Rank Snow Sports 1 Historical Locations 2 Small Towns/Countryside 3 Art Galleries/Museums 4 Camping/Hiking 5 Guided Tour(s) 6 Experience Fine Dining 7 Cultural/Ethnic Heritage Sights 8 Environmental/Eco. Excursions 9 National Parks/Monuments 10 Sporting Event 11 Sightseeing 12 Shopping 13 Water Sports 14 Golfing/Tennis 15 Concert/Play/Musical 16 Amusement/Theme Parks 17 Hunting/Fishing 18 Other 19 Nightclubbing/Dancing 20 American Indian Communities 21 Casino/Gamble 22 Index under
25 Reaching 100 Million by 2021 (P) Preliminary, subject to revisions. Sources: Department of Commerce, National Travel and Tourism Office; Bureau of Economic Analysis; Statistics Canada; Banco de Mexico. Map Design by Jeff Quire Alaska, Hawaii, Guam and other U.S. Territories not shown. 25
26 26
27 Percent change Forecast, subject to revisions. Sources: U.S. Department of Commerce, National Travel and Tourism Office; Bureau of Economic Analysis; Statistics Canada; Banco de Mexico Fall 2015 Forecast. 27
28 Arrivals in (000) Forecast, subject to revisions. Sources: U.S. Department of Commerce, National Travel and Tourism Office; Bureau of Economic Analysis; Statistics Canada; Banco de Mexico Fall 2015 Forecast. 28
29 Summary Opportunity Growth 100 Million Visitors by 2021 Both Traditional and Emerging Markets are key. Overseas Visitors to NE Travel Regionally! Stay longer, increase room nights and RevPar, offer off-season growth and diversity, need to focus on leisure. Growth in Air Routes at Boston Logan International and potentially other New England airports = ACCESS to the global visitor opportunity. Partnerships! Discover New England, Brand USA, Massport, Boston CVB, and others: Retail, University/Education, and Medical industries offer unprecedented marketing leverage and means to grow. 29
30 Thank You! Scott Johnson, Travel Market Insights Inc. 30
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