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TI News: An information service from the Office of Travel & Tourism Industries (OTTI)

May 22, 2013

Webinar: International Travel & Tourism Markets Traditional Markets Versus the
"BRIC" Markets & Brand USA Marketing Update Related to These Markets

May 30, 2013
3:00-4:30p.m. EDT (U.S.), 12:00-1:30 p.m. Pacific Time

The U.S. Department of Commerce's, Office of Travel and Tourism Industries (OTTI) and the Global Travel and Tourism Team, along with Travel Market Insights, will share a new way to look at using research data to make decisions. Brand USA will complete the picture by providing an update on key international markets and their work in those markets.

The UNWTO projects that emerging markets will grow faster than traditional overseas markets. What does this mean for the United States and your destination or business? In the U.S., the top four traditional markets (Japan, United Kingdom, Germany and France) have dominated the arrivals market. In 1996, the market share of these four countries for all overseas countries was over 50%. Where is it now? The BRICs (Brazil, Russia, India & China) represented less than 6% of all arrivals in 1996. How has this changed since then?

The strong growth from the emerging markets has forced many travel and tourism businesses to look more closely at their international marketing efforts. On the one hand, everyone is talking about the emerging markets. At the same time, many U.S. destinations and businesses have made years' of investment in the top traditional visitor markets. This webinar - "Traditional vs. BRIC" will take a unique look at how four emerging markets stack up against four traditional markets for overseas visitor arrivals to the United States.

During the webinar, Office of Travel & Tourism Industries data on arrivals, spending, port-of-entry, visitation and other key traveler characteristics will be utilized to provide another way destinations and travel businesses can determine what markets are the best match for them. In addition, by using the traveler characteristics data, targeted promotional plans may be developed to focus upon the strengths of these markets.

Who should register for this program? Anyone asking the question: "On what markets should I be focused in the next five years?"

There will be three speakers featured on this webinar: Ron Erdmann, Research Director, Office of Travel & Tourism Industries, Scott C. Johnson, Principal, Travel Market Insights, and Michael Carroll, Vice President of Marketing for Brand USA. Mr. Johnson has been working with travel industry clients for 23 years to assist them in using the OTTI data for market decision making and approaches. Mr. Carroll's significant expertise in branding and marketing will enrich the webinar experience, providing participants with specifics about how their efforts will drive international visitation from these markets.

To register for this event or for more details on speakers and format, click here: https://emenuapps.ita.doc.gov/ePublic/event/editWebReg.do?SmartCode=3Q8R

Program Details:

May 30, 2013 at 3:00-4:30 p.m. EDT (U.S.), 12:00-1:30 p.m. PDT
Event Cost: $50

Webinar Call-in & log-in information will be sent after registration and payment is received.

For questions, please contact Anastasia Xenias, PhD, at 212-809-2685 (Anastasia.Xenias@trade.gov) or Ron Erdmann at 202-482-4554 (Ron.Erdmann@trade.gov) in the United States.

OTTI Background:
Industry & Analysis' Office of Travel and Tourism Industries (OTTI) collects, analyzes and disseminates international travel and tourism statistics for the U.S. Travel and Tourism Statistical System. To view the OTTI non-resident arrivals data tables that provide monthly estimates on the number of international visitors to the United States, and the rate of change each month and year-to-date, please visit: https://travel.trade.gov/view/m-2011-I-001/index.html

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

U.S. Commercial Service Background:
The U.S. Commercial Service is the trade promotion arm of the U.S. Department of Commerce's International Trade Administration. U.S. Commercial Service trade professionals in over 100 U.S. cities and in nearly 80 countries help U.S. companies get started in exporting or increase sales to new global markets. Their website address is: https://www.trade.gov/cs/

For more information on Commercial Service export promotion activities for the travel and tourism industry please visit http://www.export.gov/industry/travel

Travel Market Insights Background:
Travel Market Insights (TMI) specializes in reporting international visitor arrivals to the United States. In addition, TMI has an array of related international research products that provide insightful and relevant international travel and tourism research and visitor market analysis. Included is the Travel Trade Barometer available for six top inbound markets. TMI also provides visitor profiles at the destination, country and sector level as well. For more detailed information on Travel Market Insights, go to: http://travelmi.com/

Brand USA Background:
Brand USA plays a unique role as the nation's first cooperative destination marketing organization. They focus their efforts on delivering programs and platforms that increase awareness and enhance the image of the United States among worldwide travelers in order to influence intent to travel to the United States and, most importantly, visitation and spend. For more detailed information on Brand USA, go to: http://www.thebrandusa.com/

U.S. Department of Commerce, International Trade Administration, Office of Travel and Tourism Industries (OTTI), 1401 Constitution Avenue, NW, Room 10003, Washington, DC 20230; Phone:(202) 482-0140; Fax: (202) 482-2887; Website: www.tinet.ita.doc.gov; Email: otti@trade.gov.