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August 08, 2011

U.S. DEPARTMENT OF COMMERCE ISSUES 2010 INBOUND REPORT FOR THE SURVEY OF
INTERNATIONAL AIR TRAVELERS (SIAT): AN AID FOR MARKETING PLAN DEVELOPMENT

The U.S. Department of Commerce today announced that the printed version of the 2010 Overseas Travelers to the U.S. Survey of International Air Travelers (SIAT) report is now available. This report can assist the travel and tourism industry to better define its strongest international markets and better understand its international customers in order to develop more effective and targeted marketing plans.

Users of the SIAT data can better assess the economic impact of international visitation from 2010 travelers to the United States. The SIAT collects a broad range of information from travelers, and serves as a great complement to any custom report ordered from the Office of Travel and Tourism Industries.

When purchased in tandem with a custom report, the Overseas Traveler to the U.S. report allows users to compare their visitors to the national average to find out what is unique about their destinations and then use this data to attract additional international travelers to their area. The reports will show differences between visitors at the national and individual levels. Local travel and tourism industry businesses and organizations can use this information to pitch stories to domestic and international media, direct international representatives’ programs of work and to justify working with the Corporation for Travel Promotion or other national or local travel partners to more successfully market and promote their products and services. Furthermore, the comparison can assist in identifying potential national and local partners, using research to justify and defend that selection over the course of time.

If you would like to learn more about the custom reports options for airlines, airports, city convention and visitor bureaus, hotel chains, rental car firms, state tourism offices, travel regions or other travel related businesses, go to: https://travel.trade.gov/research/programs/ifs/customized.html

SIAT data (at the national level or from custom reports) will provide more information about:

  • True origin-destination (O&D) via airport gateway, based on country of residence;
  • U.S. cities/states visited by overseas and selected countries;
  • Traveler characteristics (e.g., purpose of trip, travel party, length of trip);
  • Trip planning process (e.g., information sources used and traveler decision timing);
  • Leisure activities undertaken by the traveler;
  • How overseas visitors moved about the country, and how many destinations they visited;
  • Airline and airport evaluations;
  • Brand-level data for a number of travel variables including hotel, car rental, and airlines;
  • Demographics; and
  • Traveler spending data used in the Bureau of Economic Analysis’s calculation of the travel balance of trade, which is used in GDP and other federal statistical reporting systems.
  • In total, 35 tables of data are available.

The SIAT collects data to assist many sectors of the travel and tourism industry including airlines, airports, attractions, convention and visitor bureaus, hotel chains, rental car firms, state tourism offices, and more. The data may be used to facilitate and guide planning, especially important since the passage of the Travel Promotion Act of 2009 will put the United States in a position to develop and launch a comprehensive “Brand USA” marketing campaign in key international markets for which the travel and tourism industry should want to take full advantage. The SIAT offers a total market perspective, while focusing on the traveler as a consumer, providing users with research-based justifications they need to make sound planning and marketing decisions for their own organizations. To see an example of the 35 tables, go to: http://tinet.ita.doc.gov/research/programs/ifs/examples.html

Click on the link to: Overseas (Non-U.S. Resident) Travelers Inbound to the U.S.

In addition, there are 11 country reports for: Australia, Brazil, France, Germany, Italy, Japan, Mexico, Netherlands, South Korea, United Kingdom, and Venezuela. To see an example of a country report, go to the above URL again and click on the link to: [Japanese visitors to the U.S. xls]

To see the prices for each of the reports, or Excel files of the reports, as well as an order form, go to: http://tinet.ita.doc.gov/research/reports/ifs/index.html

For additional information on the current Survey program, a look at the new 2012 questionnaire, ideas on how to improve destination or sector data, and more, please go to:
http://tinet.ita.doc.gov/research/programs/ifs/index.html

NATIONAL EXPORT INITIATIVE:
On March 11, 2010 President Obama created the National Export Initiative (NEI) to improve conditions that directly affect the private sector’s ability to export and to boost employment recovery. The Survey of International Air Travelers (SIAT) program supports this initiative to grow exports and increase U.S. competitiveness and complies with mandated provisions of the Travel Promotion Act of 2009. To learn more about the NEI, please visit https://www.trade.gov/nei/index.asp.

Still not convinced? Want to talk to an OTTI research analyst? Go to: http://tinet.ita.doc.gov/about/index.html

SOURCE:
U.S. Department of Commerce
International Trade Administration
Office of Travel and Tourism Industries
1401 Constitution Ave., NW
Mail Stop: 1003
Washington, D.C. 20230
http://tinet.ita.doc.gov/