Update on U.S. Tourism Strategy Mandala Research Update on U.S.
Tourism Strategy Mandala Research Slide 2 Tourism is the #1 Service
Export Tourism is the number one service we export. Tourico
Clients: Thanks to you Slide 3 Signed by President Obama March 4,
2010 Establishes an independent nonprofit Corporation for Travel
Promotion: To promote the U.S. to world travelers To augment USG
communications on entry/exit policies Travel Promotion Act of 2009
Corporation Website: http://www.thebrandusa.com/ Slide 4 U.S.
National Travel and Tourism Strategy Executive Order 13597 on
1/19/12 by President Obama Created Task Force on Travel and
Competitiveness Called for National Travel and Tourism Strategy
Travel and Tourism Advisory Board was tasked with creating the
strategy Slide 5 Year to Date May 2012: Nine of the Top 20
Countries Registered Double-Digit Increases Source Department of
Commerce OTTI Country of Residence % Growth RateYear to Date May-12
MayRank 2011 vs. 2010 (on Number of Arrivals) Peoples Republic of
China excl Hong Kong438 Venezuela2116 Argentina2013 Brazil196
Colombia1517 Japan144 Germany125 South Korea129 India1211 Slide 6
Enabling and Enhancing Tourism to the U.S. Enhancing US visa
processing to meet the expected growth in demand Forecasted
increase in overseas travelers 2011-2016 who REQUIRE a Visa for
entry Forecasted increase in overseas travelers 2011-2016 who DO
NOT require a Visa for entry 17% Response: State Department is
adding 50 new consular positions in China and 60 new adjudicators
in Brazil in 2012. State Department investing millions of dollars
to expand facilities. In FY 2013 New consulate building in
Guangzhou Establish visa processing at the consulate in Wuhan
Expand other facilities in China to increase interview capacity by
more than 50 percent. The U.S. will establish new consulates in
Belo Horizonte and Porto Alegre in Brazil. 53% Slide 7 Visa Waiver
Process is Being Expanded Expanding the Visa Waiver Program (VWP)
Currently 36 participating countries July, 2012, Department of
Homeland Security announced a Statement of Intent to establish a
Visa Waiver Program (WWP) Working Group with Brazil Slide 8 Entry
Process Aimed at Improving the Process for Travelers Expanding
Trusted Traveler Programs Provide expedited clearance for
pre-approved low-risk travelers Over 1M eligible users enrolled in
Global Entry Program Kiosks at 37 sites, reduce inspection staff
hours Expedited screening initiatives and improving the processes
for arrivals and aviation security DHS established Model Ports
Initiative in 20 of the busiest airports across the county to
improve customer experience during US admissions process Enhanced
Queuing Improved signs for international visitors Wait-time
monitoring and reporting Passenger Service Manager Program (PSM)
Training Communications Surveying of travelers Nov 2011 survey
found that 90% of travelers had a positive feeling about the US
after experiencing the entry process, officers are welcoming and
entry process time is short or reasonable Slide 9 Industry has a
BIG Role: Travel and Tourism Advisory Board Chartered in 2003 30
members in 2009-2011 (32 in 2012-2014) Appointed by the Secretary
of Commerce Represent the diverse nature of the travel &
tourism industry Who? Advises the Secretary on policies and
programs that affect the U.S. travel & tourism industry Offers
counsel on current and emerging issues Provides a forum for
discussing and proposing solutions to industry-related challenges
What? Slide 10 A Coordinated Effort Months of discussion and
drafting by TTAB members along with colleagues at a variety of US
federal departments produced a blueprint for success Slide 11
Increasing Jobs by Increasing Visitors This National Travel and
Tourism Strategy establishes an overarching goal of increasing
American jobs by attracting and welcoming 100 million international
visitors, who we estimate will spend $250 billion, annually by the
end of 2021. We will also encourage Americans to travel within the
United States and its territories to see all that our country has
to offer. Slide 12 These are Several Strategies to ACHIEVE THIS
GOAL Three of the Key Strategies include: Promoting the United
States Enabling and enhancing travel and tourism to and within the
United States Conducting research and measuring results Slide 13
Promoting the United States Brand USA Land of Dreams Slide 14
Helping You Sell the U.S.A. as a Destination Public/Private
Partnership Multi-Channel Marketing Television Web Print Digital
Social Twitter Facebook YouTube Pinterest Slide 15 The Composition
of International Visitors is Changing Quickly The number of
overseas travelers from countries whose nationals require U.S.
visas increased 34 percent from 2006 to 2011 and is forecasted to
increase by 53 percent from 2011 to 2016. The number of overseas
travelers from countries whose nationals do not require visas
increased only 26 percent and is forecasted to increase by 17
percent. In the next five years, countries whose nationals require
visas are expected to have the highest growth rates in travel to
the United States, including China (+198 percent), Brazil (+70
percent), and Argentina (+46 percent). Slide 16 The Composition of
International Visitors is Changing Dramatically The combined
visitation levels of Brazil, China, and India grew 159 percent
between 2000 and 2011, while total international arrivals increased
22 percent and total overseas arrivals increased seven percent over
the same period. (DOC/OTTI) Slide 17 And USA is Making an
Investment To Accommodate This In anticipation of continued high
growth in demand for visas, State Department is investing millions
of dollars to expand facilities. In FY 2013, it plans to open a new
consulate building in Guangzhou, establish via processing at the
consulate in Wuhan, and expand other facilities in China to
increase interview capacity by more than 50 percent. The U.S. will
establish new consulates in Belo Horizonte and Porto Alegre in
Brazil. Bem-vindo Amrica Bienvenidos a los Estados Unidos de
Amrica! Slide 18 Brazil and China are both large markets where visa
processing capacity has grown to meet sharply-rising demand. State
is issuing more visas than ever before. In the first six months of
2012, demand for tourist and short-term business visas in Brazil
increased 48 percent over 2011, and in China, demand increased by
38 percent. The State Department is adding 50 new consular
positions in China and 60 new adjudicators in Brazil in 2012. Time
is Money: The Less Time, The More Money Slide 19 . Wait times for
interviews at the five visa granting missions in China have fallen
from as long as 100 days in 2010 to current wait times that are
typically two days or less. In the first four months of FY2012, the
number of visa processed in China grew by 33 percent. Wait times in
Brazil have declined from 100 days to 2 weeks in some locations.
Number of Visas processed in 2012 have increased by 62% Measurable
Progress in China and Brazil Wait Times Decrease Slide 20 A REALLY
Bright Spot for the US Economy up 8% from May 2011. This caps 29
straight months of growth. Miami International Airport is a great
example of the increase in international visitors. Table below
Source: GMCVB January July 2012 January July 2011 % Change
5,763,7995,372,053+7.3% Slide 21 Leaders in International Travel
and Tourism Revenue In 2011, the travel and tourism industry
generated $1.2 trillion and supported 7.6 million jobs. Real travel
and tourism spending grew 3.5 percent in 2011, outpacing the 1.7
percent growth rate for the economy as a whole. The United States
leads the world in revenues from international travel and tourism
and ranks second in the number of international visitors. In 2011,
62 million international visitors came to the United States and
spent a record $153 billion on U.S. travel- and tourism-related
goods and services, which are counted as U.S. exports. Source
Department of Commerce OTTI Slide 22 1 in 8 American Jobs is
Supported by Travel 1 in 8: American jobs (private sector)
supported by travel 14.4 million: The total number of American jobs
supported by travel 33: The number of overseas visitors that create
one American job Slide 23 Tourism Gets U.S. Back To Work 287,300
new jobs Contributing 7.2 percent of overall job growth since early
2010. Outpacing other industries in employment recovery. Slide 24
Year to Date May 2012: Nine of the Top 20 Countries Registered
Double-Digit Increases Country of Residence % Growth Rate Year to
Date May 2011 vs. 2010 Year to Date May 2012 Rank (on Number of
Arrivals) Japan144 Germany125 Brazil196 Peoples Republic of China
excl Hong Kong438 South Korea129 India1211 Argentina2013
Venezuela2116 Colombia1517 Source Department of Commerce OTTI Slide
25 U.S. Visitors & Spending (1997-2011) Visitor spending
(receipts) closely mirrors visitor volume. Visitor volume was a
record 62.3 million, while spending was a record $153 billion in
2011. Sources:Department of Commerce, Office of Tourism Industries;
Department of Commerce, Bureau of Economic Analysis; Statistics
Canada; Banco de Mexico. Slide 26 Arrivals in Millions Sources:U.S.
Department of Commerce, ITA, Office of Travel & Tourism
Industries; Secretaria de Turismo (Mexico); Statistics Canada. --
April 2012 forecast International Visitors to the U.S. and
Projections (2000-2016) Slide 27 Some of Our Clients Slide 28
Mandala Research Insights - Strategy - Results Laura Mandala,
703.820.1041 [email protected] Slide 29
