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Transcript
Betsy Wall, Executive Director
International Marketing Overview
Tourism U ~ Sept 21-24, 2012
Presenters:Betsy Larkin, Senior Manager, International Marketing, MOTTDoerte Buss, MOTT Trade/PR Rep, GermanyJackie Ennis, International Marketing Advisor, MOTT
Report issued by Dept of Commerce August 27th 2012
“International Traveler Spending On Pace for a Record Setting Year”
International Travel – ‘global growth engine’?
Implementation of a National Tourism and Travel Strategy – Travel Promotion Act
Goal of attracting over 100 million international arrivals annually by 2021 (+50% than 2012)
Spending an estimated $250 billion per year
Creation of ‘Brand USA’, a unique national public private marketing entity
Goal is to spearhead the nation’s first global marketing effort to promote the entire USA as an international destination
Brand USA’s Mission is to “encourage increased international visitation to the United States and to grow America’s share of the global travel market”
Brand USA to recapture the world’s interest and inspire international travelers to visit the United States
Brand USA Ad Campaign
Creation of Brand USA comes at a critical moment for MOTT’s International Marketing Program
Massachusetts will be one of the founding partners of Brand USA
One of critical benefits as a founding partner is an additional 30% generated for every advertising/promotional dollar spent
Why does Massachusetts invest in the International Tourism Market?
An overseas traveler: • Stays longer • Spends more $$$• Gets 4-6 weeks paid vacation per year• Fills rooms mid-week• Travel is not weather dependent
MOTT’s International Goals Remain To Increase: VisitationMarket shareMedia coverageTax RevenueJobs
= Increased Revenue for MA Tourism Businesses
2.1 million International Visitors To MA in 2011
Supported 18,000 jobsGenerated $138 million local & state taxesRealized $2.3 billion spending12% growth rate over 2010