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January 18, 2011

JAPAN AND GERMANY
PROJECTED BOOKINGS FOR TRAVEL TO THE UNITED STATES
SHOW GROWTH THROUGH FOURTH QUARTER 2010

JAPAN Travel Trade Barometer

  • Japan tour operators reported in the U.S. Department of Commerce sponsored Japan Travel Trade Barometer (as of October 26 - November 19, 2010) that bookings for travel to the United States in the fourth quarter 2010 are projected to remain positive.
  • Two thirds (64%) of the trade project higher bookings in the fourth quarter 2010, and nearly one in ten (7%) project much higher bookings compared to fourth quarter 2009.
  • 2011 bookings are projected to continue to grow. Two thirds (64%) of the trade project higher bookings and nearly one in ten (7%) project much higher bookings for the first quarter 2011 compared to the first quarter 2010.
  • The top motivator listed for travel from Japan to the United States in the next six months was the exchange rate to the U.S. Dollar. Deregulation of charter flights and the level of promotion by U.S. destinations and businesses rounded out the top three.
  • The top deterrent was the economy in Japan. The requirement to implement the Electronic System for Travel Authorization ranked as the second most concerning deterrent for the next six months.

GERMANY Travel Trade Barometer

  • According to the U.S. Department of Commerce sponsored Germany Travel Trade Barometer, half of the German tour operators reported (as of October 18 - November 27, 2010) that bookings to the United States would continue to grow through fourth quarter 2010. One fifth of those respondents projected bookings to be much higher compared to last year.
  • Bookings are projected by the trade to stall in the first quarter 2011. One in three (30%) German tour operators project that bookings will continue to be higher into the first quarter 2011. However, six in ten (60%) respondents project bookings to be about the same in the beginning of 2011.
  • The level of promotion by U.S. destinations and businesses was listed as the only motivator for increasing bookings from Germany to the United States in the next six months.
  • The top four deterrents, on average, were all related to U.S. security measures to enter the United States.

NATIONAL EXPORT INITIATIVE:
To improve conditions that directly affect the private sector's ability to export and to boost employment recovery, on March 11, 2010 President Obama created the National Export Initiative (NEI). U.S. bookings data and travel motivators and deterrents outlined in the Travel Trade Barometer reports support OTTI's ongoing economic analysis and are elements of OTTI's toolkit to help achieve the goals of the National Export Initiative. To learn more about the NEI, you are encouraged to visit <https://www.trade.gov/nei/index.asp>.

BACKGROUND AND SOURCE:
Travel Market Insights (www.travelmi.com) conducts the Canada, Japan, United Kingdom, Mexico and Germany Travel Trade Barometer programs. The U.S. Department of Commerce, Office of Travel and Tourism Industries, is a sponsor and was the initial developer of the barometer program. The Barometer program is conducted with support from the U.S. Commercial Service and various Visit USA Committees and additional sponsors.

Travel Market Insights conducts the Japan Travel Trade Barometer in conjunction with the U.S. Department of Commerce, Office of Travel and Tourism Industries, Sloan Travel and Tourism Industry Center/University of South Carolina and the National Tour Association. The Japan Travel Trade Barometer program is also conducted in partnership with Japan Tourism Marketing and the Japan Visit USA Committee.

The Travel Trade Barometer survey is conducted on a quarterly basis in Canada, Japan, the United Kingdom, Mexico and Germany and is available through subscription. Reports sent to subscribers include additional information, such as:

  • Bookings - looking at the past quarter and the next two quarters for U.S. and competitive regional destinations;
  • Short term bookings for more than five specific travel segments; and
  • Over 15 motivators or deterrents for travel to the United States.

Specific (proprietary) destination data is also available through a subscription.

For more information on the Travel Barometer Program, please visit <www.travelmi.com>.

CONTACT:
U.S. Department of Commerce, International Trade Administration
Office of Travel and Tourism Industries (OTTI)
1401 Constitution Avenue N.W., Room 1003
Washington, D.C. 20230
Phone: (202) 482-0140
Fax: (202) 482-4279
Email: OTTI@trade.gov